AMAG Import

Automotive Distributionamag-import.ch

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

Vehicle import services
Automotive distribution
Fleet management solutions
Original parts supply
Certified pre-owned vehicles

Where AMAG Import is headquartered

Location

Headquarters

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 offering

Core 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 profile

Named customers4 records

Segments4 records

AMAG Import technology and API

Technology

Technology 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 signal

Partnerships

Six partnerships are on record, tiered core and minor.

Volkswagen GroupcoreOthersAMAG 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+gominorChannel Partner/ Reseller/ DistributorPartner program for automotive service and repair, providing independent workshops with access to AMAG parts and services.
TotalrepairminorChannel Partner/ Reseller/ DistributorPartner network for automotive repair services, enabling independent workshops to operate under the Totalrepair brand with AMAG support.
AMAG Group AGcoreOthersParent 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 PartnersminorStrategic or Co-development PartnerTraining and development partnerships with commercial and service partners, offering coaching and consulting services to develop organizational potential.
Touring Club Suisse (TCS)minorStrategic or Co-development PartnerPartnership 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 assessment

Broad 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 compliance and trust

Trust signal

Compliance3 records

AMAG Import financial estimates

Financial estimate

Revenue estimate

Valuation estimate

AMAG Import leadership team

Management profile

Number of profiles

AMAG Import funding detail

Funding detail

Funding 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 investment

M&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?

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.