VR
VR AG, founded in 1990 in Schlieren, Switzerland, develops, manufactures, and services traffic signal systems and traffic data collection equipment for Swiss cantonal and municipal governments, operating over 800 signal systems and 1,300+ counting stations nationwide.
- Company typePrivate
- Founded1990
- HeadquartersSchlieren, Switzerland
- Headcount51–100
- GTM typeB2B
- OfferingHardware or Manufacturing
What VR does
VR AG is an independent Swiss company founded in 1990 and headquartered at Rütistrasse 18 in Schlieren, Switzerland. It develops, manufactures, installs, and services traffic signal systems (Lichtsignalanlagen, LSA) and traffic data collection equipment (Verkehrsdatenerfassung, VDE) almost exclusively for Swiss cantonal, municipal, and city traffic authorities. The company operates as an Aktiengesellschaft without external financing, with its roughly 68–70 employees as shareholders.
The product portfolio is organized around two pillars. The LSA pillar centers on the VR.NetCAN node controller — a CAN-bus-based platform supporting 5 to 160 three-chamber signal heads, 256 detector inputs, and protocols FESA, vs|plus, and TS2000 — supplemented by VR.Twin-LED dual-redundant signal heads, VR.OeV-LED low-power public transport signals, and the VR.Bedienung/VR.Synoptik/VR.Toolbox software stack for remote and mobile operation. The VDE pillar comprises the Marksman M680 and M720 induction-loop classifiers (SWISS 10 compliant), the Connex LIDAR-based pedestrian and cyclist counter, the Connex Traffic counter integrating a Machine Learning Loop Detector, the Bike Counter, the Miovision Scout video counter, the Cloud Portal data management platform, and a Journey Time Monitoring service that processes crowdsourced GPS data. Hardware and software are developed in-house in Schlieren, with SWISS LABEL certification confirming 85%+ domestic value creation.
VR AG monetizes through a mix of project-based hardware sales of complete LSA installations, hardware sales of traffic counting equipment, recurring maintenance and service contracts (including 24/7 emergency support), professional planning and consulting services (Vissim simulations, RSA/RSI safety audits, mobility concepts), and subscription access to the Cloud Portal and Journey Time Monitoring services. Distribution is entirely direct to Swiss government buyers; marketing is relationship-driven rather than promotional, and public pricing is not disclosed. The company reports over 800 traffic signal systems and more than 1,300 traffic counting stations in operation across Switzerland, with more than 1,000 measurement points operated and maintained by its data collection team.
VR firmographics
Firmographics- Name
- VR
- Legal name
- VR AG
- Website
- https://vrag.ch
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- VR AG, founded in 1990 in Schlieren, Switzerland, develops, manufactures, and services traffic signal systems and traffic data collection equipment for Swiss cantonal and municipal governments, operating over 800 signal systems and 1,300+ counting stations nationwide.
- Ownership category
- akta.pro rank
VR industry classification
Industry- Product category
- Traffic Control Systems
- NAICS
- Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (3345), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)
- SIC
- Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- Connected Vulnerable Road User (VRU) Infrastructure (Pedestrian/Cyclist Safety) (TLAJAHAJ)
Keywords
Where VR is headquartered
LocationHeadquarters
- HQ city
- Schlieren
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
VR business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Operations, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Traffic Signal Systems (LSA): Sale and installation of complete traffic signal systems (Lichtsignalanlagen) including controllers, signal heads, and software. Revenue is project-based from government contracts. Systems range from simple pedestrian crossings to complex coordinated traffic control networks.
- Traffic Data Collection Equipment: Sale of traffic counting and classification equipment including Connex, Marksman M680, Marksman M720, Bike Counter, and Scout camera systems. Equipment sales combined with ongoing data services.
- Maintenance and Service Contracts: Customized maintenance contract concepts for safe and long-term operation of traffic signal systems. Includes 24/7 emergency service, inspection, cleaning, and condition monitoring. Also covers traffic data collection equipment maintenance.
- Planning and Consulting Services: Traffic planning services including traffic data collection, capacity calculations, traffic simulations (Vissim), traffic reports, mobility concepts, and road safety consulting (RSA, RSI certifications).
- Cloud Portal Data Services: Subscription-based access to Cloud Portal for traffic data management, automated downloads, alarm reporting, and data analytics.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
VR product offering
Product offeringCore offering
VR AG develops, manufactures, and maintains traffic signal systems (Lichtsignalanlagen) and traffic data collection equipment for Swiss public-sector customers. The portfolio centers on the proprietary VR.NetCAN CAN-bus traffic signal controller platform, complemented by LED signal heads (VR.Twin-LED, VR.OeV-LED), a suite of traffic counting/classification devices (Marksman M680/M720, Connex, Bike Counter, Scout), and the Cloud Portal data management software. Turnkey services cover planning, installation, maintenance, and modernization across the product lifetime.
Product overview
VR AG is a Swiss traffic technology company specializing in traffic signal systems and traffic data collection. Its product portfolio is organized into two main pillars: (1) Lichtsignalanlagen (LSA) / Traffic Signal Systems, centered on the VR.NetCAN CAN-bus-based node controller as the core platform, supported by the VR.Bedienung remote/mobile operation module, and supplemented by VR.Twin-LED and VR.OeV-LED signal head modules; and (2) Verkehrsdatenerfassung (VDE) / Traffic Data Collection, encompassing a range of hardware counters (Marksman M720, Marksman M680, Connex Traffic, Connex Bike, Bike Counter, Scout) paired with the Cloud Portal management software and Journey Time Monitoring service. Planning, installation, maintenance, and modernization services support the entire product portfolio, with over 800 traffic signal systems and more than 1,300 traffic counting stations in operation.
Differentiator
Problem solved
Functional benefit
Brands
- VR.NetCAN: CAN-bus technology-based node controller for traffic signal systems
- VR.Bedienung
- VR.Twin-LED
- VR.OeV-LED
- VR.Synoptik
- VR.Toolbox
- Cloud Portal
- Reisezeit-Monitoring
- Scout
- Bike Counter
- Connex
- Connex Traffic
- Marksman 680
- Marksman 720
Products and services
- VR.NetCAN Traffic Signal Controller Modular CAN-bus-based traffic signal node controller for cantonal and municipal traffic authorities, enabling adaptive and coordinated traffic signal control at intersections ranging from simple pedestrian crossings to complex networks.
- Lichtsignalanlagen (LSA) / Traffic Signal Systems Complete traffic signal systems ranging from simple pedestrian crossings to complex coordinated networks, featuring adaptive traffic-dependent control managed through the VR.NetCAN controller. Sold to Swiss cantonal and municipal traffic authorities.
- VR.Bedienung Operation Software Software for mobile and remote operation of VR AG traffic signal controllers, providing synoptic table display on tablets, smartphone access, real-time monitoring, alarm acknowledgment, and log retrieval over secured VPN connections.
- VR.Twin-LED Dual LED Signal Head Dual LED signal head with two independent LED light sources per unit and automatic failover on failure of one LED. Dimmable, 42V AC operation, lifespan of 50,000-100,000 hours.
- VR.OeV-LED Public Transport Signal LED signal head for public transport applications with low power consumption (1.5W typical, 0.5W dimmed), available in 40V AC and 230V AC variants, with automatic dusk-triggered dimming.
- Marksman M720 Vehicle Counter Network-capable traffic counter and classifier using induction loops, suitable for highway and cantonal road applications, with NTP time synchronization, Ethernet interface, and SWISS 10 vehicle classification.
- Marksman M680 Vehicle Counter Rugged traffic counter and classifier based on SWISS 10 pattern recognition, IP67-rated for harsh environments, battery-powered with approximately 10 days autonomy and ultra-low power consumption under 1W.
- Connex Traffic Counter Automatic traffic counter and classifier supporting up to 16 induction loops, integrating Clearview Machine Learning Loop Detector (MLLD) technology for enhanced vehicle classification accuracy per the SWISS 10 schema.
- Connex Bike Counter (LIDAR-based) LIDAR-based real-time counting and classification system for cyclists and pedestrians, housed in a standalone solar- or mains-powered post, detecting up to 7m range with directional tracking.
- Bike Counter Permanent Station Permanent cycle counting station using sensor modules and controllers to detect number and direction of bicycles while distinguishing them from pedestrians, with real-time 4G data transmission and data retention during power outages.
- Scout Temporary Traffic Camera (Miovision) Temporary video-based traffic counting solution deployed at 6m height with a 120-degree field of view, battery-powered and weatherproof, recording video to SD card for subsequent traffic data extraction. Distributed by VR AG in Switzerland.
- Journey Time Monitoring (Reisezeit-Monitoring) Online application for monitoring, visualizing, and analyzing travel times in traffic using crowdsourced GPS data from mobile and satellite navigation users, providing minute-by-minute travel time reports, heatmap analysis, and email alerts for traffic flow changes.
- Cloud Portal Traffic Data Management Web-based management and data server providing centralized access to all traffic counting data, with automated data downloads, daily alarm reports, validation tools, error dashboards, and FTP data export.
- Verkehrsdatenerfassung (VDE) / Traffic Data Collection Service Comprehensive traffic data collection services covering planning, installation, maintenance, and conversion of measurement stations, with over 1,000 measurement points operated for customers across Switzerland.
- Verkehrstechnik (VT) / Traffic Engineering Planning Planning services for traffic control and regulation systems including signalized intersections, rail-road crossings, construction traffic, traffic computer systems, dynamic signage, and intelligent access control, including traffic simulations (Vissim) and road safety audits (RSA/RSI).
- Maintenance and Service Contracts Customized maintenance contract concepts for safe long-term operation of traffic signal systems and traffic data collection equipment, including 24/7 emergency service, inspection, cleaning, and condition monitoring.
Quantifiable outcome
- More than 800 traffic signal systems and 1300 traffic counting stations operating across Switzerland
- +2 more outcomes
Companies that use VR
Customer profileNamed customers14 records
Segments3 records
Ideal customer profiles1 record
VR technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature7 records
VR partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- Canton of WalliscoreCantonal government partner for traffic signal systems and traffic data collection solutions. VR AG collaborates with the canton on ongoing infrastructure projects and maintenance.
- Canton of AargaucoreCantonal government partner for traffic management infrastructure. Ongoing relationship for traffic signal systems and traffic data collection.
- Canton of LuzerncoreCantonal government partner for traffic signal systems and related services in the canton.
- Canton of BerncoreCantonal government partner including city projects in Bern (Wankdorf, Eiger/Monbijou locations).
- Canton of ZurichcoreHome canton (Zurich) partner for traffic signal systems and traffic data collection infrastructure.
- Canton of SolothurncoreCantonal government partner for traffic management solutions.
- City of ChurcoreMunicipal government partner for traffic signal infrastructure in the capital of Graubünden.
- City of Biel/BiennecoreMunicipal government partner for traffic signal systems in the bilingual city.
- Canton of NeuchâtelcoreFrancophone cantonal government partner for traffic management infrastructure.
- Canton of Basel-LandschaftcoreNorthwestern Swiss cantonal government partner for traffic signal systems.
- SGS (Swiss Testing)minorSGS provides ISO 9001 and ISO 14001 certification services for VR AG's quality and environmental management systems.
Scale indicators6 records
Recent moves6 records
Expansion highlights6 records
VR competitors and assessment
Company assessmentBroad incumbents
- Q-Free ASA: Q-Free is a Norwegian supplier of ITS solutions including traffic signal controllers, traffic management software, and traffic data collection. It serves Nordic and European municipalities with similar government B2B dynamics and overlapping product categories to VR AG.
- Kapsch TrafficCom: Kapsch TrafficCom supplies intelligent transportation systems including traffic signal controllers, tolling, and connected vehicle infrastructure for public-sector customers worldwide. It competes with VR AG in the broader ITS category and represents a credible alternative vendor for Swiss cantons seeking larger-platform solutions.
- Cubic Transportation Systems: Cubic Transportation Systems delivers urban traffic management, adaptive signal control, and traffic data solutions globally. It competes with VR AG in advanced traffic management and ITS, with broader product and service portfolio across multiple geographies.
- Yunex Traffic: Yunex Traffic (formerly Siemens ITS) is one of the largest global suppliers of urban traffic management, traffic signal controllers, and connected vehicle infrastructure. It competes with VR AG on Swiss tenders with broader international R&D resources and is the most credible large incumbent in the same product category.
Direct peers
- Iteris, Inc. Iteris provides traffic management, traffic signal systems, and intelligent transportation infrastructure for North American agencies. It is a direct category peer in traffic data collection and signal control, with comparable product offerings for government customers.
- Peek Traffic Corporation: Peek Traffic supplies traffic signal controllers, intersection control software, and traffic management systems for North American and international agencies. It competes with VR AG in the traffic signal controller product category with comparable government customer profile.
- Signalbau Huber: Signalbau Huber is a Swiss/DACH traffic signal manufacturer and service provider competing head-to-head with VR AG for Swiss canton and city tenders. It is the most direct in-country peer with overlapping traffic controller and signal head product lines.
- Swarco AG: Swarco is an Austria-headquartered leader in traffic signal systems, signal heads, and traffic data collection equipment serving European municipalities. It is the closest direct peer to VR AG on the hardware side, with overlapping LED signal and traffic controller product lines and similar government B2B customers across Europe.
Emerging players
- PTV Group: PTV Group provides traffic planning, simulation (Vissim), and mobility software used by traffic engineering consultancies — directly comparable to VR AG's Verkehrstechnik planning services and Vissim simulation offerings for Swiss government and engineering customers.
Others
- Miovision Technologies: Miovision is the vendor of the Scout temporary traffic counting camera that VR AG distributes in Switzerland as part of its product portfolio. It is a partner/supplier relationship but also a comparable player in video-based traffic data collection serving government transportation customers.
Market position
Strengths1 record
Weaknesses1 record
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
VR social profiles
Digital presenceVR compliance and trust
Trust signalCompliance3 records
VR financial estimates
Financial estimateRevenue estimate
Valuation estimate
VR leadership team
Management profileNumber of profiles
Profiles6 records
VR funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
VR M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about VR
What does VR do?
VR AG develops, manufactures, and maintains traffic signal systems (Lichtsignalanlagen) and traffic data collection equipment for Swiss public-sector customers. The portfolio centers on the proprietary VR.NetCAN CAN-bus traffic signal controller platform, complemented by LED signal heads (VR.Twin-LED, VR.OeV-LED), a suite of traffic counting/classification devices (Marksman M680/M720, Connex, Bike Counter, Scout), and the Cloud Portal data management software. Turnkey services cover planning, installation, maintenance, and modernization across the product lifetime.
Is VR a public or private company?
VR is a private company. It is classified as management employee owned and is currently operating.
When was VR founded?
VR was founded in 1990. It employs 51 to 100 people.
Where is VR based?
VR is headquartered in Schlieren, Switzerland, in the Europe region.
How does VR make money?
Five revenue lines are on record. Traffic Signal Systems (LSA) is the primary driver. The others are traffic Data Collection Equipment, maintenance and Service Contracts, planning and Consulting Services and cloud Portal Data Services.
Who are VR's main competitors?
Broad incumbents on record are Q-Free ASA, Kapsch TrafficCom, Cubic Transportation Systems and Yunex Traffic. Direct peers are Iteris, Inc., Peek Traffic Corporation, Signalbau Huber and Swarco AG. PTV Group is listed as an emerging player. Miovision Technologies is listed as an others.
Does VR have an API?
No public API is recorded for VR.
What industry is VR in?
VR's product category is Traffic Control Systems. Its primary akta.pro industry code is TLAJAHAJ, Connected Vulnerable Road User (VRU) Infrastructure (Pedestrian/Cyclist Safety). Its NAICS code is 3345 and its SIC code is 3823.