academy by AMAG Import
academy by AMAG Import is the captive training, coaching, and consulting division of AMAG Import AG, Switzerland's importer of Volkswagen, Audi, SEAT, Škoda, CUPRA, and VW Commercial Vehicles. It runs ~1,300 training sessions annually from its Lupfig facility for the AMAG dealer network.
- Company typePrivate
- Founded2024
- HeadquartersLupfig, Switzerland
- Headcount11–50
- GTM typeB2B
- OfferingServices
What academy by AMAG Import does
academy by AMAG Import is the centralized training, coaching, and consulting division of AMAG Import AG, the official Swiss importer of Volkswagen, Audi, SEAT, Škoda, CUPRA and Volkswagen Commercial Vehicles, and a subsidiary of the AMAG Group AG conglomerate. Operating from a modern, purpose-built facility in Lupfig, Aargau that opened in 2024 (replacing a 36-year-old site in Schinznach-Bad), it serves as the captive competence center for the AMAG trading and service partner network across Switzerland, delivering technical training, sales and aftersales brand qualification, leadership development, customer experience coaching, and customized learning programs. In 2024 it ran approximately 1,300 training sessions and supported more than 3,500 participants over 13,000+ participant days, with certification throughput accelerating to nearly 400 certified professionals in 2025 across Sales and Aftersales tracks.
Its product portfolio spans three core service lines — Training (practical education for sales, aftersales, and workshop staff), Coaching & Consulting (individual and process-oriented engagement), and Customized Learning (bespoke training concepts and digital content development) — supported by specialized modules including Technical Training (body, paint, high-voltage and diagnostics), Brand Qualification (per-OEM certification programs), General Training (CRM, communication, leadership), and Business Consulting, plus emerging offerings such as Video Analysis Aftersales, E-Mobility Coaching, Performance Quick Check, and Customer Journey optimization. Underlying technology includes state-of-the-art learning rooms and workshops, dedicated EV charging and photovoltaic infrastructure (~100 chargers, 1,554 m² PV), and digital/online learning content channels available in German, French, and Italian.
The business model is that of an internal corporate training center within AMAG Import AG: it does not publicly disclose pricing, instead routing inquiries through contact forms, phone, or email, and functions largely as a captive cost center funding partner-network development for the parent group rather than as an arm's-length revenue-generating entity. Customer acquisition is driven by direct relationships through the AMAG partner network, OEM brand compliance requirements, and industry events such as the Audi Twin Cup. The Academy holds ISO 9001:2015 and ISO 14001:2015 certifications (TÜV Süd), reinforcing quality and sustainability credentials within a tightly delineated Swiss market footprint.
academy by AMAG Import firmographics
Firmographics- Name
- academy by AMAG Import
- Legal name
- AMAG Import AG
- Website
- https://amag-academy.ch
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- academy by AMAG Import is the captive training, coaching, and consulting division of AMAG Import AG, Switzerland's importer of Volkswagen, Audi, SEAT, Škoda, CUPRA, and VW Commercial Vehicles. It runs ~1,300 training sessions annually from its Lupfig facility for the AMAG dealer network.
- Ownership category
- akta.pro rank
academy by AMAG Import industry classification
Industry- Product category
- Automotive Training Services
- NAICS
- Technical and Trade Schools (6115), Other Technical and Trade Schools (611519), Professional and Management Development Training (61143)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Automotive (EDABALAB)
- akta.pro secondary industry
- Alternative Fuel, Hybrid & EV Service (High-Voltage) (EDAOAEAL)
Keywords
Where academy by AMAG Import is headquartered
LocationHeadquarters
- HQ city
- Lupfig
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
academy by AMAG Import business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Infrastructure, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Training and Development Services: The Academy provides training, coaching, and consulting services primarily to AMAG Group employees and trading/service partners. As an internal training center of AMAG Import AG, the Academy functions largely as a cost center for the parent organization, with services funded internally for partner network development.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
academy by AMAG Import product offering
Product offeringCore offering
academy by AMAG Import provides practical training, coaching, and consulting services for the Swiss automotive industry, serving AMAG Group employees and the nationwide dealer network for Volkswagen, Audi, SEAT, SKODA, CUPRA, and Volkswagen Commercial Vehicles brands. The Academy delivers technical training, sales and aftersales qualification, leadership development, customized learning programs, and educational content design from a modern training facility in Lupfig, Switzerland.
Product overview
Academy by AMAG Import is a unified training, coaching, and consulting platform for the Swiss automotive industry, offering a portfolio of interconnected services. The core offerings include Training (practical education for sales, aftersales, and workshop), Coaching & Consulting (personal coaching and consulting), and Customized Learning (tailored training concepts). These are supported by specialized modules: Technical Training (automotive-specific technical programs including body, paint, high voltage, and diagnostics), Brand Qualification (brand-specific programs for VW, Audi, SEAT, CUPRA, Skoda), General Training (CRM, communication, leadership), and Business Consulting (enterprise-specific analysis and coaching). Additional service modules include Aftersales Consulting, Video Analysis, Fleet Customer Win-back, Customer Journey optimization, Sales Coaching 1to1, Sales Management support, E-Mobility Coaching, Performance Quick Check, and Educational Content Design. The platform operates from a modern training facility in Lupfig, Switzerland, serving over 3,500 people annually across 1,300 training sessions.
Differentiator
Problem solved
Functional benefit
Products and services
- Training Practical training and continuing education programs for customer service, sales, and workshop operations delivered by industry experts with cross-sector experience using modern tools and methods. Targets professionals in the Swiss automotive industry.
- Coaching & Consulting Personal, individual, and practice-oriented coaching and consulting services that optimize processes, improve performance, and sustainably enhance customer satisfaction. Targets automotive dealers and sales/aftersales teams.
- Customized Learning Tailor-made training concepts and custom online training development offered in a modern training center with diverse facilities for conducting proprietary training programs. Targets organizations requiring bespoke learning solutions.
- Aftersales Consulting Detailed current-state analysis program evaluating and optimizing processes in management, business, support, and marketing. Targets aftersales departments and service operations.
- Videoanalyse Aftersales (Video Analysis Aftersales) Innovative video recording and analysis program examining the entire customer interaction process by analyzing appearance, expression, body language, voice, and rhetoric. Targets service advisors and aftersales staff.
- Aftersales Flottenkundenrückgewinnung (Aftersales Fleet Customer Win-back) Coaching program helping service advisors win back disloyal fleet customers through tailored offers, addressing the specific expectations and needs of fleet customers in both sales and aftersales. Targets service advisors managing fleet accounts.
- Customer Journey Specialized consulting that analyzes and optimizes every step of the sales and service process by identifying and improving critical touchpoints to increase customer satisfaction and retention. Targets dealerships seeking to improve customer experience.
- Sales Coaching 1to1 Tailored one-on-one coaching sessions to individually promote car salespeople and develop their skills. Targets individual sales consultants in automotive dealerships.
- Sales Management Leadership support for sales managers to effectively guide sales teams, generate strong team cohesion, and sustainably increase revenue. Targets sales managers and team leaders in automotive dealerships.
- E-Mobility (E-Mobility Coaching) Coaching program that enables sales teams to market electric vehicles (BEV and PHEV) effectively through practical coaching in needs analysis and argumentation. Targets automotive sales professionals.
- Performance Quick Check Compact analysis program focusing on one area (Sales or Aftersales) that creates clarity about optimization potentials and enables quick action. Targets dealerships seeking rapid performance diagnostics.
- Technical Training Industry-specific technical training and qualification programs covering automotive body and paint work, high voltage technology, and diagnostic techniques. Targets mechanics, technicians, and workshop staff.
- Brand Qualification Brand-specific training and development including Sales and Aftersales qualification programs, product training, Brand Experience, and product launches. Targets dealer staff across Volkswagen, Audi, SEAT, SKODA, CUPRA, and VW Commercial Vehicles brands.
- Business Consulting Company-specific business analysis, coaching, and consulting for individuals and teams in process application and personal development. Targets automotive dealerships and service organizations.
- Educational Content Design Custom learning content creation aligned with specific training goals using modern methods and creative approaches, including live online trainings, interactive workshops, and multimedia presentations. Targets organizations needing bespoke digital learning materials.
Quantifiable outcome
- Over 3,500 people trained annually with over 13,000 participant days
- +2 more outcomes
Companies that use academy by AMAG Import
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles2 records
academy by AMAG Import technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
academy by AMAG Import partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- AMAG Group AGcoreParent company and primary stakeholder of the Academy. AMAG Group AG is Switzerland's leading automotive import company representing Volkswagen, Audi, SEAT, SKODA, CUPRA, and Volkswagen Commercial Vehicles brands. The Academy serves as the group's internal training and development center.
- AMAG Import AGcoreDirect parent company operating as the official importer of automotive brands in Switzerland. The Academy is an integral part of AMAG Import AG, providing training services to the organization and its partner network.
- Volkswagen (Switzerland)coreBrand-specific training programs and qualification initiatives for Volkswagen dealers and service partners in Switzerland.
- Audi SwitzerlandcoreCollaborative partnership for Audi Twin Cup competitions and brand-specific training programs including Sales and Aftersales certification.
- SEAT / CUPRA SwitzerlandcoreBrand qualification programs and ongoing training support for SEAT and CUPRA dealer networks in Switzerland.
- Škoda SwitzerlandcoreBrand-specific training and qualification programs for Škoda dealers and service centers throughout Switzerland.
- Volkswagen Commercial Vehicles SwitzerlandcoreTraining programs tailored for commercial vehicle dealers and service partners, including product knowledge and technical training.
- Catering PartnerminorExternal catering partner implementing the Academy's food-waste reduction concept. The partner measures all food waste to minimize food waste in alignment with the Academy's sustainability goals.
- AMAG Trading and Service PartnerscoreNationwide network of authorized car dealerships and service centers receiving training, certification, coaching, and consulting services. Partners span all regions of Switzerland across all six brands.
Scale indicators9 records
Recent moves7 records
Expansion highlights4 records
academy by AMAG Import competitors and assessment
Company assessmentBroad incumbents
- DEKRA Automobil GmbH: Leading European automotive services group providing vehicle testing, expert assessments, and professional training for workshops and dealers. Comparable as a one-stop automotive training and certification provider, though with much broader geographic and service coverage than the Academy.
- Universal Technical Institute (UTI): Large US-based technical training institution offering automotive, diesel, and EV programs to students and working professionals. Comparable curriculum scope across technical and emerging-tech automotive training, but serves a different market (pre-employment education vs. in-workforce dealer training).
- TÜV SÜD Auto Service: Major European testing, certification, and training organization offering automotive technical training (including high-voltage/EV certification) and quality audits. Overlapping capability set with the Academy's technical training and ISO-aligned service portfolio, but at much larger scale and broader industry scope.
Direct peers
- Bosch Automotive Aftermarket (Training): Bosch's automotive aftermarket division runs extensive technician and workshop training programs covering diagnostics, electronics, and emerging vehicle technologies. Highly comparable to the Academy's technical training portfolio targeting working automotive professionals.
- Institute of the Motor Industry (IMI): UK industry body that accredits, certifies, and supports professional development for the automotive retail and aftermarket workforce. Closely comparable mission — industry-led training, certification, and quality standards — though geographically focused on the UK rather than Switzerland.
Regional players
- AGVS Auto Gewerbe Verband Schweiz / UPSA: Swiss automotive trade association that delivers vocational and continuing education, certifications, and industry-specific training for automotive professionals across Switzerland. Closest geographic and segment peer to the Academy's mission of training the Swiss automotive workforce.
- Bildungszentrum des Bayerischen Kraftfahrzeuggewerbes (BZB): German automotive trade training center providing technical, sales, and aftersales training to Bavarian dealerships. Comparable as a regional automotive training institution owned by or affiliated with the local dealer association, mirroring AMAG Academy's structure within the Swiss VW Group network.
Others
- Volkswagen Group Academy / Volkswagen Coaching: Central VW Group training and development function that defines brand qualification standards and content ultimately delivered through market-level academies like AMAG Academy. Comparable as a strategic content authority rather than a direct competitor, given that the Academy implements VW Group curricula in Switzerland.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
academy by AMAG Import social profiles
Digital presenceacademy by AMAG Import financial estimates
Financial estimateRevenue estimate
Valuation estimate
academy by AMAG Import leadership team
Management profileNumber of profiles
Profiles5 records
academy by AMAG Import funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
academy by AMAG Import 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 academy by AMAG Import
What does academy by AMAG Import do?
academy by AMAG Import provides practical training, coaching, and consulting services for the Swiss automotive industry, serving AMAG Group employees and the nationwide dealer network for Volkswagen, Audi, SEAT, SKODA, CUPRA, and Volkswagen Commercial Vehicles brands. The Academy delivers technical training, sales and aftersales qualification, leadership development, customized learning programs, and educational content design from a modern training facility in Lupfig, Switzerland.
Is academy by AMAG Import a public or private company?
academy by AMAG Import is a private company. It is classified as corporate owned and is currently operating.
When was academy by AMAG Import founded?
academy by AMAG Import was founded in 2024. It employs 11 to 50 people.
Where is academy by AMAG Import based?
academy by AMAG Import is headquartered in Lupfig, Switzerland, in the Europe region.
How does academy by AMAG Import make money?
One revenue line is on record: training and Development Services.
Who are academy by AMAG Import's main competitors?
Broad incumbents on record are DEKRA Automobil GmbH, Universal Technical Institute (UTI) and TÜV SÜD Auto Service. Direct peers are Bosch Automotive Aftermarket (Training) and Institute of the Motor Industry (IMI). Regional players are AGVS Auto Gewerbe Verband Schweiz / UPSA and Bildungszentrum des Bayerischen Kraftfahrzeuggewerbes (BZB). Volkswagen Group Academy / Volkswagen Coaching is listed as an others.
Does academy by AMAG Import have an API?
No public API is recorded for academy by AMAG Import.
What industry is academy by AMAG Import in?
academy by AMAG Import's product category is Automotive Training Services. Its primary akta.pro industry code is EDABALAB, Automotive, with a secondary code of EDAOAEAL, Alternative Fuel, Hybrid & EV Service (High-Voltage). Its NAICS code is 6115 and its SIC code is 8200.