Widberg Motorsport AG

What Widberg Motorsport AG does

Widberg Motorsport AG is a privately held Swiss specialty automotive services company founded in 1988 and headquartered in Gerlafingen, Canton of Solothurn. It operates three service divisions under the Widberg brand: Widberg Automotive (repairs, maintenance, and performance individualization across all vehicle ages and brands), Widberg Classics (high-end true-to-original classic car restorations, engine and transmission overhauls, search/purchase support, and insurance-grade value appraisals), and Widberg Motorsports (racing vehicle preparation, on-site technical Betreuung at international circuits, motorsport logistics, and the Widberg Race Academy driver training program). The firm serves high-net-worth individual vehicle owners, classic car collectors and investors, and motorsport enthusiasts, with named institutional partners including Porsche Motorsport Club Suisse, Gedlich Racing, Pirelli, Pagid (of which Widberg is the official Swiss distributor since 2013), and several insurance companies for which it serves as an official valuer.

Revenue is generated through professional services (restoration projects, recurring maintenance, event Betreuung) and hardware sales (Pagid brake pads, Pirelli tires), with all work initiated via personal appointment and quote-based pricing rather than standardized menus. The firm claims 175 full restorations completed, support at 270 international motorsport events, and service across 23 car brands over its 35-year history, with active event presence across European circuits in Italy, Austria, France, and Portugal. A small team of roughly 10 specialized staff executes the work in-house from the Gerlafingen facility, supported by a multi-channel marketing approach spanning a bilingual website, Swiss Classic World exhibiting since 2019, social media, and direct partner referrals. The company is independently owned and led by founder Bruno Widmer, with no institutional investors, parent company, or M&A activity disclosed.

Name

Widberg Motorsport AG

Legal name

Widberg Motorsport AG

Website

https://widberg.ch

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

1–10 employees

Short description

Widberg Motorsport AG is a Swiss specialty automotive services firm offering high-end classic car restoration, vehicle maintenance and performance upgrades, and motorsport preparation and on-site event support for collectors and racing enthusiasts across Europe.

Ownership category

akta.pro rank

Product category

Classic Car Restoration and Motorsport Services

NAICS

Automotive Body, Paint, Interior, and Glass Repair (81112), Specialized Automotive Repair (811114), Automotive Mechanical and Electrical Repair and Maintenance (81111)

SIC

Services-Racing, Including Track Operation (7948), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Collision Repair, Bodywork & Paint (Light-Duty) (TLAKAAAK)

Keywords

• Classic car restoration
• Automotive repair services
• Motorsport event support
• Vehicle maintenance services
• Racing vehicle preparation

Headquarters

HQ city

Gerlafingen

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Automotive Services: Repairs (bodywork, electronics, mechanics), maintenance, servicing, and individualization/performance improvements for modern and classic vehicles regardless of age and brand.
2. Classic Car Restoration: High-quality true-to-original restorations, engine and transmission overhauls, partial and full frame-off restorations. Search requests, purchasing/sales support, and value appraisals for classic vehicles.
3. Motorsport Services: Racing vehicle procurement, preparation, and Betreuung at international events. Motorsport logistics including worldwide material procurement, transport, and on-site technical support.
4. Parts and Products Sales: Sale of Pagid brake pads (official Swiss distributor since 2013), Pirelli tires, and other automotive parts/products.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Widberg Motorsport AG operates a single physical workshop in Gerlafingen, Switzerland that delivers three integrated service lines: general automotive repair, maintenance and performance upgrades for vehicles of any age or brand; high-end true-to-original classic car restoration including engine and transmission overhauls and insurance value appraisals; and motorsport services comprising racing vehicle procurement, driver training through the Widberg Race Academy, logistics, and on-site technical support at international racing events.

Product overview

Widberg Motorsport AG operates as a service-oriented business with three main divisions: Widberg Automotive (general vehicle repairs, maintenance, and performance improvements), Widberg Classics (classic car restoration and vehicle trading), and Widberg Motorsports (racing vehicle support, race academy training, and motorsport logistics). The company was founded in 1988 and has over 35 years of experience. Services are offered as individual modules including bodywork repairs, engine/transmission overhauls, parts procurement, and event logistics support. The company primarily supports Porsche motorsport activities through the Porsche Motorsport Club Suisse.

Differentiator

Problem solved

Functional benefit

Brands

• Widberg Automotive: Automotive services including repairs, maintenance, individualization and performance improvements
• Widberg Classics
• Widberg Motorsports
• Widberg Race Academy

Products and services

• Widberg Automotive Full-service automotive care offering repairs (bodywork, electronics, mechanics), maintenance and servicing, and individualization and performance improvements for vehicles regardless of age or brand.
• Widberg Classics Classic car restoration and management services including high-quality true-to-original restorations, engine and transmission overhauls, maintenance, search/purchase/sales support, and value appraisals.
• Widberg Motorsports Comprehensive motorsport support including Widberg Race Academy (training and coaching), procurement and support of racing vehicles, and motorsports logistics services.
• Widberg Race Academy Motorsport training academy offering tailor-made solutions from basic training at appropriate levels to professional coaching on and off track.
• Procurement and Support of Racing Vehicles Assistance in finding the perfect racing vehicle to achieve customer goals and comprehensive support throughout the racing journey.
• Motorsports Logistics Worldwide material and parts procurement, national and international transport, and on-site technical support services.
• High Quality True-to-Original Restorations Partial or full frame-off restorations preserving original substance while achieving best possible results using latest technologies.
• Engine and Transmission Overhauls, Maintenance and Servicing Expert revision of classic vehicle engines and transmissions, plus regular maintenance and seasonal preparation services.
• Search Requests, Purchasing and Sales Support, Value Appraisals Helping customers find their dream classic vehicle, purchase at fair prices, and sell profitably; official valuer for various insurance companies.
• Repairs (Bodywork, Electronics and Mechanics) Comprehensive vehicle repairs for bodywork, electronics, and mechanics using extensive expertise in racing and mechatronics.
• Maintenance and Service Careful and regular vehicle maintenance for all vehicles regardless of age and brand, with the same care as high-performance racing cars.
• Individualization and Performance Improvements Professional foiling, paintwork, chassis tuning, brake systems, performance upgrades, and aerodynamic optimizations per customer requirements.

Quantifiable outcome

• 175 full restorations completed since 1988
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• PagidcoreChannel Partner/ Reseller/ Distributor · 1 January 2013Since 2013, Widberg is the official distributor of Pagid brake pads in Switzerland. Pagid combines tradition and quality as one of the worldwide leading producers of high-end motorsport brake pads, brake discs, and brake fluids.
• PirellicoreTechnology or IntegrationWidberg has been relying on Pirelli's top-class tire products for years. Pirelli is one of the world's largest tire manufacturers with 18 production facilities in 12 countries and a focus on innovative solutions for the consumer tire market.
• Porsche Motorsport Club Suisse (PMCS)coreStrategic or Co-development PartnerWidberg provides technical Betreuung and support at PMCS events including Porsche Sports Cup Suisse, Porsche Sprint Challenge Suisse, and Porsche Drivers Competition Suisse events across European circuits.
• Gedlich RacingminorStrategic or Co-development PartnerMotorsport event partnership for race support services.
• CertifiedFirstminorChannel Partner/ Reseller/ DistributorNetwork partnership for certified automotive repair and restoration services. Displayed as part of Widberg's professional certification credentials.
• Porsche (Dealer/Club Network)minorChannel Partner/ Reseller/ DistributorPartnership with Porsche dealer network in Bern and Porsche Clubs Switzerland for motorsport and restoration services.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Porsche Classic: Factory-run restoration, parts and service arm of Porsche AG. Sets the authoritative price/quality benchmark against which independent Porsche restoration houses like Widberg Classics compete.

Emerging players

• SINGER Vehicle Design: California-based restomod and restoration builder of premium classic Porsche 911s with active motorsport and customer-program offerings. Comparable on high-end classic Porsche individualization and customer experience model.

Direct peers

• Kaege Retro: German Porsche 911 restoration house focused on concours-grade original-condition rebuilds. Direct comparable to Widberg Classics' frame-off, authenticity-first restoration work across the same marque and customer base.
• Eberhorst Automobiltechnik: German classic car restoration workshop combining bodywork, paint and mechanical services for premium collector vehicles. Direct comparable to Widberg Automotive / Classics' multi-discipline workshop model.
• Manthey Racing: Germany-based Porsche motorsport preparation and race-team operator with deep PMCS-style one-make series involvement. Most direct motorsport-services comparable for Widberg's trackside Betreuung offering.
• DP Motorsport: German specialist in classic Porsche restoration, motorsport preparation and on-site race support. Direct comparable: same Porsche-centric classic-restoration-plus-trackside-service model that defines Widberg's competitive position.
• Fach Auto Tech: Swiss Porsche motorsport team and preparation shop operating in the same PMCS ecosystem as Widberg. Closest home-market competitor for Porsche race preparation and trackside support work.
• Mechatronik Classic Cars: German high-end classic car restoration specialist handling Mercedes-Benz, Porsche and other marques with full in-house bodywork, paint and mechanical capabilities. Direct comparable to Widberg's integrated restoration workshops.

Regional players

• Gedlich Racing: Germany-based motorsport event organizer and Porsche racing series operator. Existing customer/partner of Widberg across European tracks; comparable on event-driven motorsport services from an adjacent geography.

Others

• PAGID Racing: Manufacturer of high-end motorsport brake pads, discs and fluids; Widberg is the official Swiss distributor since 2013. Ecosystem partner whose products feed Widberg's motorsport service revenue and constitute an anchor wholesale stream.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/widberg-motorsport-ag

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 Widberg Motorsport AG