AMAG Import
AMAG Import AG is the official Swiss importer and distributor for six Volkswagen Group brands (Volkswagen, Audi, SEAT, Škoda, CUPRA, VW Nutzfahrzeuge), operating the densest garage network in Switzerland and serving dealers, corporate fleets, and emergency services with vehicles, parts, and fleet solutions.
- Company typePrivate
- Founded1945
- HeadquartersCham, Switzerland
- Headcount501–1,000
- GTM typeB2B
- OfferingServices
AMAG Import firmographics
Firmographics- Name
- AMAG Import
- Legal name
- AMAG Import AG
- Website
- https://amag-import.ch
- Company type
- Private
- Founded year
- 1945
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- AMAG Import AG is the official Swiss importer and distributor for six Volkswagen Group brands (Volkswagen, Audi, SEAT, Škoda, CUPRA, VW Nutzfahrzeuge), operating the densest garage network in Switzerland and serving dealers, corporate fleets, and emergency services with vehicles, parts, and fleet solutions.
- Ownership category
- akta.pro rank
AMAG Import industry classification
Industry- Product category
- Automotive Distribution
- NAICS
- Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Automobile and Other Motor Vehicle Merchant Wholesalers (42311)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Automotive Aftermarket Parts Distribution (Light-Duty) (TLAKAOAA)
- akta.pro secondary industry
- Heavy-duty truck, trailer & commercial vehicle parts distribution (CRAOANAJ)
Keywords
Where AMAG Import is headquartered
LocationHeadquarters
- HQ city
- Cham
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
AMAG Import business model
Business model- GTM type
- B2B
- Offering type
- Services
Revenue model
- New Vehicle Distribution: Import and distribution of new vehicles from Volkswagen, Audi, SEAT, Škoda, CUPRA, and VW Nutzfahrzeuge brands to dealer network and fleet customers
- Used Vehicle Sales (AMAG ReCars & Occasion Plus): Sale of certified pre-owned vehicles through brand-specific programs (Volkswagen Occasion Plus, Audi Occasion Plus, etc.)
- Parts and Accessories: Sale of original parts and accessories through Parts Competence Center and AMAG Shop to dealer network and independent workshops
- Fleet Services and Solutions: Corporate fleet management including fleet electrification consulting, Mobility as a Service offerings, and fleet vehicle sales
- Service and Maintenance: Technical services including homologation, mobile testing equipment monitoring, and aftersales support for partner workshops
- Special and Emergency Vehicles: Conversion and sale of specially equipped vehicles for police, fire department, and emergency services
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time/ perpetual license | Base vehicle pricing for special/emergency vehicles |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels5 records
AMAG Import product offering
Product offeringCore offering
AMAG Import AG is the official Swiss importer and exclusive distribution partner for Volkswagen Group brands (Volkswagen, Audi, SEAT, Škoda, CUPRA, and VW Nutzfahrzeuge). The company distributes new and certified pre-owned passenger cars and light commercial vehicles, supplies original parts and accessories through a Parts Competence Center and online shop, and provides fleet management, homologation, training (AMAG Academy), and special/emergency vehicle conversion services across Switzerland.
Product overview
AMAG Import AG is the Swiss authorized importer for Volkswagen Group brands (Volkswagen, Audi, SEAT, Škoda, CUPRA, and VW Nutzfahrzeuge). The company operates a multi-brand distribution model offering new vehicles, certified pre-owned programs under brand-specific labels (Occasion Plus, Approved), original parts through the AMAG Shop and Parts Competence Center, fleet management solutions including Mobility as a Service, special/emergency vehicle conversions, training via AMAG Academy, and regulatory services including homologation and mobile equipment monitoring. The product portfolio also includes partner programs for independent workshops (stop+go, Totalrepair) and free insurance coverage (Totalmobil) for vehicle purchases.
Differentiator
Problem solved
Functional benefit
Brands
- AMAG Academy: Training, coaching and consulting services for commercial and service partners
- AMAG Import ReCars
- AMAG Shop
- Parts Competence Center
- AMAG Net Zero
- AMAG Engage
- AMAG Fairplay
Products and services
- Volkswagen Group Brand Vehicles Distribution of new passenger cars and light commercial vehicles for the Volkswagen, Audi, SEAT, Škoda, CUPRA, and VW Nutzfahrzeuge brands to authorized Swiss Trading and Service Partners (dealers).
- Certified Pre-Owned Vehicles Brand-certified used vehicles sold through authorized partners with manufacturer-backed quality standards and warranty, marketed under the unified ReCars platform and per-brand CPO labels.
- Original Parts & Accessories Supply of Volkswagen Group original parts and accessories through the AMAG Parts Competence Center (Buchs and Ticino), the AMAG Shop online platform, and partner programs (stop+go, Totalrepair) for independent workshops.
- Corporate Fleet Management Solutions End-to-end fleet services for corporate, SME, and government fleets including vehicle sourcing, leasing coordination, telematics, fleet electrification consulting, and Mobility-as-a-Service offerings.
- Fleet Electrification Consulting
Quantifiable outcome
- Electric patrol vehicles with up to 637 km range (Audi Q6 e-tron) and fast DC charging up to 270 kW
- +1 more outcomes
Companies that use AMAG Import
Customer profileNamed customers4 records
Segments4 records
AMAG Import technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Feature5 records
AMAG Import partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Volkswagen GroupcoreAMAG Import is the official Swiss importer and distributor for Volkswagen Group brands including Volkswagen, Audi, SEAT, Škoda, CUPRA, and VW Nutzfahrzeuge. This is a primary distribution partnership covering the Swiss market.
- stop+gominorPartner program for automotive service and repair, providing independent workshops with access to AMAG parts and services.
- TotalrepairminorPartner network for automotive repair services, enabling independent workshops to operate under the Totalrepair brand with AMAG support.
- AMAG Group AGcoreParent company and sister companies including AMAG Leasing AG (leasing/financing), AMAG First AG (Porsche), AMAG Parking AG (parking services), and mobilog AG. AMAG Group operates over 80 locations in Switzerland.
- AMAG Academy PartnersminorTraining and development partnerships with commercial and service partners, offering coaching and consulting services to develop organizational potential.
- Touring Club Suisse (TCS)minorPartnership for Totalmobil insurance program, automatically insuring new and used vehicles from Volkswagen, Audi, SEAT, Škoda, and VW Nutzfahrzeuge brands through TCS as service provider.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
AMAG Import competitors and assessment
Company assessmentBroad incumbents
- Inchcape plc: London-listed global automotive distributor operating across multiple geographies. Comparable in cross-brand distribution and aftersales, with broader scale and a more international footprint than AMAG but the same core importer-distributor business model.
- Cox Automotive: Global automotive services group covering dealer technology, remarketing, and fleet services. Comparable to AMAG's fleet management, certified pre-owned (ReCars), and dealer-support platforms at a more developed digital-services scale.
- Hedin Mobility Group: European multi-brand automotive distributor with retail, parts, and mobility services across several European markets. Similar combination of multi-brand distribution, parts logistics, and integrated mobility services, though operating at a larger and more international scale.
- LKQ Corporation: Global aftermarket parts distributor and one of the largest players in vehicle parts distribution. Comparable to AMAG's Parts Competence Center and AMAG Shop business, with much greater scale and geographic reach, representing a potential competitive and counterparty reference.
Direct peers
- Emil Frey Group: Swiss family-owned automotive group that imports and distributes multiple brands across Switzerland. Directly comparable in scale, dealer-network model, and multi-brand country-importer positioning, and is AMAG's principal domestic competitor for OEM mandates.
- Mercedes-Benz Automobiles AG (Switzerland): Official Swiss importer of Mercedes-Benz passenger and commercial vehicles, providing distribution, fleet, and special-vehicle support. Closely analogous national-importer responsibilities and customer segments to AMAG Import.
- Toyota Schweiz AG: Official Swiss importer for Toyota and Lexus, with a multi-channel dealer network and fleet services. Highly comparable in distribution model and B2B fleet offering, and a relevant alternative-source OEM for Swiss corporate fleets.
- BMW (Schweiz) AG: Official Swiss importer for the BMW Group, running a parallel model of new vehicle distribution, certified pre-owned, fleet services, and dealer network support. Same role in the value chain as AMAG Import and a direct competitor for fleet and emergency-service contracts.
Regional players
- Asbury Automotive Group: US-listed multi-brand automotive retailer with franchise dealerships and a Clicklane digital channel. Analogous role as a multi-brand retail and parts operator, providing a US reference point on dealer-network economics and digital-retail penetration that may eventually shape Swiss distribution.
- AutoScout24 Schweiz: Swiss/European online vehicle marketplace. Comparable as a used-vehicle remarketing channel competing with AMAG ReCars and the Occasion Plus programs, while serving as a lead-generation and pricing reference for both dealer partners and fleet customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
AMAG Import social profiles
Digital presenceAMAG Import compliance and trust
Trust signalCompliance3 records
AMAG Import financial estimates
Financial estimateRevenue estimate
Valuation estimate
AMAG Import leadership team
Management profileNumber of profiles
AMAG Import funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
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 AMAG Import
What does AMAG Import do?
AMAG Import AG is the official Swiss importer and exclusive distribution partner for Volkswagen Group brands (Volkswagen, Audi, SEAT, Škoda, CUPRA, and VW Nutzfahrzeuge). The company distributes new and certified pre-owned passenger cars and light commercial vehicles, supplies original parts and accessories through a Parts Competence Center and online shop, and provides fleet management, homologation, training (AMAG Academy), and special/emergency vehicle conversion services across Switzerland.
Is AMAG Import a public or private company?
AMAG Import is a private company. It is currently operating.
When was AMAG Import founded?
AMAG Import was founded in 1945. It employs 501 to 1,000 people.
Where is AMAG Import based?
AMAG Import is headquartered in Cham, Switzerland, in the Europe region.
How does AMAG Import make money?
Six revenue lines are on record. New Vehicle Distribution is the primary driver. The others are used Vehicle Sales (AMAG ReCars & Occasion Plus), parts and Accessories, fleet Services and Solutions, service and Maintenance and special and Emergency Vehicles.
Who are AMAG Import's main competitors?
Broad incumbents on record are Inchcape plc, Cox Automotive, Hedin Mobility Group and LKQ Corporation. Direct peers are Emil Frey Group, Mercedes-Benz Automobiles AG (Switzerland), Toyota Schweiz AG and BMW (Schweiz) AG. Regional players are Asbury Automotive Group and AutoScout24 Schweiz.
Does AMAG Import have an API?
No public API is recorded for AMAG Import.
What industry is AMAG Import in?
AMAG Import's product category is Automotive Distribution. Its primary akta.pro industry code is TLAKAOAA, Automotive Aftermarket Parts Distribution (Light-Duty), with a secondary code of CRAOANAJ, Heavy-duty truck, trailer & commercial vehicle parts distribution. Its NAICS code is 42312 and its SIC code is 5013.