Citroën PSA

What Citroën PSA does

Citroën Garagen Zentralschweiz und Mittelland is an authorized Citroën dealer network in Switzerland, operated by Garage Galliker AG, a subsidiary of the family-owned Emil Galliker Holding AG (UID CHE-101.112.257) headquartered in Kriens. The network consists of 11 connected Citroën dealerships across Central Switzerland and the Mittelland region, forming part of the broader Garage Galliker Gruppe that operates approximately 20 locations with around 450 employees. The entity retails new and pre-owned Citroën passenger vehicles (C3, ë-C3, C3 Aircross, C4, ë-C4, Berlingo, ë-Berlingo, C5 Aircross, ë-C5 Aircross) and commercial vehicles, alongside genuine parts, after-sales service, and financing facilitated through a Santander Consumer Finance Schweiz AG partnership. AC Automobile Schweiz AG serves as the official Citroën importer and sets the recommended retail pricing that flows through the dealer network.

The product portfolio spans internal combustion, hybrid, plug-in hybrid (PHEV), and fully electric (BEV) powertrains, with the "ë-" prefix denoting battery-electric variants. Differentiated technical features include the proprietary Advanced Comfort suspension with Progressive Hydraulic Cushions and Advanced Comfort Seats, both positioned as category-defining comfort technologies. The dealer offers vehicles at price points from CHF 15,990 (C3 petrol) to CHF 38,800 (ë-C5 Aircross), with monthly leasing available from CHF 159 to CHF 399, and an extended Citroën WE CARE Garantie (announced September 16, 2025) providing up to 8 years / 160,000 km of warranty coverage on fully electric vehicles when serviced at authorized dealers.

The go-to-market model is exclusively channel-based, with no direct-to-consumer online sales; customers locate dealers through an online search tool, then visit physical showrooms in Kriens, Aarburg, Luzern, and other locations for purchase, test drives, and after-sales service. Revenue mechanics are diversified across new vehicle sales (one-time), used vehicle sales (one-time), workshop and maintenance services (recurring), genuine parts (recurring), and financing referrals to Santander. Primary customers are private individuals and families seeking personal transportation, with a secondary segment of commercial fleet operators served through the Citroën Nutzfahrzeuge (commercial vehicles) division. No revenue figures are publicly disclosed.

Name

Citroën PSA

Legal name

Garage Galliker AG

Website

https://citroen-garagen.ch

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Authorized Citroën dealer network operating 11 dealerships and 20 locations across Central Switzerland and Mittelland as part of the family-owned Garage Galliker Gruppe. Sells new and used Citroën passenger and commercial vehicles, parts, service, and financing to private and commercial customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Kriens

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Vehicle Sales: Sales of new Citroën vehicles including petrol, diesel, hybrid, plug-in hybrid, and fully electric models through authorized dealer network
2. Used Vehicle Sales (Occasionen): Sales of pre-owned/used Citroën vehicles through dealer network
3. After-sales Service and Maintenance: Workshop services, maintenance, and repairs for Citroën vehicles
4. Original Spare Parts: Sales of genuine Citroën replacement parts
5. Vehicle Financing and Leasing: Leasing and financing options provided through Santander Consumer Finance Schweiz AG partner

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

The company operates an authorized Citroën dealership network in Switzerland, selling new and used passenger cars and commercial vehicles across petrol, diesel, hybrid, plug-in hybrid, and fully electric powertrains. It delivers after-sales service, maintenance, repairs, and original spare parts through 11 connected dealers and 20 physical locations across Central Switzerland and the Mittelland region. The network also offers vehicle financing and leasing options through a financial services partner.

Product overview

Citroën PSA offers a diverse portfolio of passenger cars and commercial vehicles available in multiple powertrain options (internal combustion, hybrid, and fully electric). The product lineup includes compact city cars (C3, ë-C3), compact SUVs (C3 Aircross, ë-C3 Aircross, C5 Aircross, ë-C5 Aircross), sedans (C4, ë-C4), and MPV/vans (Berlingo, ë-Berlingo). The ë- prefix designates fully electric models, while the C5 Aircross also offers Plug-in Hybrid variants. The brand supports electric vehicles with the Citroën WE CARE GARANTIE extended warranty program and commercial vehicles through the dedicated Nutzfahrzeuge division. Citroën vehicles feature Advanced Comfort suspension systems and modern connectivity features. Prices range from approximately CHF 15,990 (C3) to CHF 38,800 (ë-C5 Aircross) in the Swiss market.

Differentiator

Problem solved

Functional benefit

Products and services

• Citroën C3
• Citroën ë-C3
• Citroën C3 Aircross
• Citroën ë-C3 Aircross
• Citroën C4
• Citroën ë-C4
• Citroën Berlingo
• Citroën ë-Berlingo
• Citroën C5 Aircross
• Citroën ë-C5 Aircross
• Citroën Nutzfahrzeuge (Commercial Vehicles)
• Citroën WE CARE Garantie Extended warranty program for fully electric Citroën passenger and commercial vehicles combining the standard 3-year manufacturer warranty with an additional free special warranty of up to 5 years, providing up to 8 years or 160,000 km of coverage. Auto-renewed after each maintenance service at authorized Citroën dealers. Valid for vehicles first registered from 2025-09-16.

Quantifiable outcome

• Up to 8 years / 160,000 km warranty coverage for fully electric vehicles
• +4 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Citroën WE CARE Garantie ProgramcoreStrategic or Co-development Partner · 16 September 2025Extended warranty program for fully electric Citroën vehicles combining standard 3-year manufacturer warranty with additional free warranty extension of up to 5 years (8 years total or 160,000 km). Activated through regular maintenance at authorized Citroën service centers.
• AC Automobile Schweiz AGcoreChannel Partner/ Reseller/ DistributorOfficial Citroën importer and distributor for Switzerland. Sets recommended retail prices, manages pricing campaigns, and coordinates with dealer network. Provides warranty terms and conditions for the Swiss market.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Regional players

• ALSAUTO Group (Autogruppe ALSAUTO): Swiss automotive dealer group operating multiple brands across Western Switzerland. Comparable as a multi-brand dealer with similar revenue streams (new/used vehicles, service, parts) and corresponding exposure to Swiss EV transition.
• Garage Uldry AG: Swiss regional multi-brand dealer group with showrooms and service centers. Comparable as a regional Swiss dealer network serving retail and commercial customers with similar vehicle-sales-plus-service business mix.
• Garage Auto Burkhardt AG: Regional Swiss automotive dealer offering multiple brands with service and parts operations. Comparable as a regional dealer competing for the same private and commercial customers in Switzerland.

Broad incumbents

• Emil Frey Group: One of Switzerland's largest multi-brand automotive dealer groups, retailing Toyota, Mercedes-Benz, BMW, and others. Comparable in scale (multi-region dealer coverage) and as a private/group-owned dealer competing in the same Swiss market for new vehicle sales, service, and parts.
• Hedin Mobility Group: Large European automotive dealer group operating multiple brands and importer/distributor functions across multiple countries. Comparable as a multi-brand, multi-region dealer at greater scale, with similar business model of new vehicle sales, service, and parts.
• AMAG Group AG: Switzerland's largest automotive retail group, operating as official importer/retailer for Volkswagen, Audi, Skoda, SEAT/CUPRA, and others. Comparable as a multi-brand dealer network serving the Swiss market with similar showroom, service, and parts-revenue structures.

Direct peers

• Opel Garagen Schweiz: Authorized Stellantis dealer network for Opel in Switzerland, also distributed by AC Automobile Schweiz AG. Directly comparable as a same-OEM dealer network with overlapping vehicle lineups and customer segments in the Swiss market.
• Peugeot Garagen Schweiz: Authorized Stellantis dealer network for Peugeot in Switzerland — sister brand within the same importer (AC Automobile Schweiz AG). Comparable as a same-OEM, same-importer sales/service network with parallel revenue model and customer base.
• Stellantis &You (PSA Retail) Suisse: Stellantis-owned direct retail operation selling Peugeot, Citroën, Opel, and Fiat in Switzerland. Directly comparable as a same-brand dealer network within the same Stellantis dealer ecosystem, competing for the same Citroën customers.

Others

• Carplanet AG (related Galliker ecosystem): Related Swiss automotive brand used by the same Emil Galliker Holding AG parent entity. Comparable as a sibling brand within the same auto retail ecosystem, sharing corporate identity (per impressum, contact [email protected]) and customer-facing operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/citro%C3%ABn-psa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Citroën PSA