Autobau Corp.

What Autobau Corp. does

Autobau Corp. (legal entity autobau AG, operating as autobau erlebniswelt) is a privately held Swiss automotive experience company headquartered in Romanshorn near Lake Constance. Founded in 2009 by racing driver and entrepreneur Fredy Lienhard, it operates a single-site automotive museum and event venue housed in a heritage-protected former federal alcohol depot. The permanent collection comprises approximately 120 exhibits predominantly from motorsport, including Formula 1 cars, classic vehicles, and modern supercars such as the Ferrari F40 and Enzo, supplemented by a dedicated Clay Regazzoni Honor Room (opened 2019) and rotating themed exhibitions like the Audi quattro and Tiny Great Cars showcases.

The company monetizes through four distinct revenue streams: museum entry tickets and annual passes sold direct and via the e-guma online shop, event location rental across multiple halls with capacities from 20 to 1,700 guests (Central Event Hall, Racing Hall, Steel Tank, Classic Salon, Pitlane Lobby, autobau Factory, and the outdoor autobau Eventareal), group experiences including guided tours, skill rides, race taxi rides, and simracing, and a retail line of calendars, books, and gift vouchers priced at CHF 35-39. Pricing for events and museum entry is quote-based or pay-as-you-go, with corporate event inquiries routed through direct sales.

The venue serves three primary customer segments: auto and motorsport enthusiasts (SMB/consumer), corporate clients seeking differentiated event venues in the Lake Constance region, and private event hosts for weddings and celebrations, with secondary demand from car clubs and international tourists. Distribution is omnichannel via walk-in admissions, e-commerce, direct sales inquiry forms, and Lake Constance tourism partnerships, with earned media through a recurring 'autobau report' segment on Tele D local television. The company has been recognized with the Swiss Location Award in 2021, 2023, 2024, and 2025 and the Auto Sport Award 2020 awarded to the founder. Since 2018, operations have been led by Fredy Alexander Lienhard as Managing Director and Curator.

Name

Autobau Corp.

Legal name

autobau AG

Website

https://autobau.ch

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Autobau Corp. (autobau erlebniswelt) operates a privately held automotive museum and event venue in Romanshorn, Switzerland, housing 120+ racing and classic cars across multiple event halls serving enthusiasts, corporate clients, and private event hosts near Lake Constance.

Ownership category

akta.pro rank

Headquarters

HQ city

Romanshorn

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Museum Entry Tickets: Visitors pay for admission to the automotive museum, with options for individual tickets, annual passes, and group bookings.
2. Event Location Rental: Corporate events, weddings, seminars, and private celebrations held in various event halls including the Central Event Hall, Racing-Halle, Stahltank, Classic Salon, Pitlane Lobby, autobau factory, and autobau eventareal.
3. Group Experiences and Services: Guided tours, skill rides, race taxi rides, and simracing experiences offered to groups and individuals.
4. Retail Shop: Sale of merchandise including calendars, books about the collection, and gift vouchers through their e-guma online shop.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

Autobau Corp. operates the autobau erlebniswelt, an automotive experience destination in Romanshorn, Switzerland, combining an automobile museum, special exhibitions honoring motorsport figures such as Clay Regazzoni, an event and event-area venue for corporate and private functions, group experience packages, and an on-site factory/heritage facility. Offerings include individual museum tickets, annual passes, gift vouchers, and tailored group programs for organizations and individuals.

Product overview

Autobau Erlebniswelt is an automobile museum and event location in Romanshorn, Switzerland, operated by autobau AG. The company offers a unified experience combining a world-class vehicle collection (approximately 120 exhibits predominantly from motorsport, including Formula 1 cars, supercars, and historic classics) with versatile event venues. The core offerings include the Automobilmuseum for public visits, Eventlocation for private and corporate events, and Gruppenangebote (Group Services) featuring driving experiences. Supporting products include museum tickets, annual passes, and gift vouchers. The venue comprises multiple distinct halls: the Central Event Hall (up to 250 persons), Racing Hall (84), Steel Tank (70), Classic Salon, Pitlane Lobby (110), autobau Factory (560), and autobau Eventareal outdoor area (1,700). Special exhibitions and the Clay Regazzoni Honor Room provide themed attractions alongside the permanent collection.

Differentiator

Problem solved

Functional benefit

Products and services

• Automobilmuseum (Automobile Museum) A permanent museum displaying classic and historic automobiles, intended for general visitors, automotive enthusiasts, schools, and groups.
• Eventlocation / autobau Eventareal A dedicated event venue within the autobau complex available for corporate functions, private celebrations, and group bookings.
• Gruppenangebote (Group Experiences) Curated group packages combining museum tours and event experiences, designed for corporate groups, school classes, clubs, and private groups.
• Museum Tickets (Day Tickets) Standard single-day admission tickets to the Autobau automobile museum for individual visitors and walk-in guests.
• Annual Pass (Jahreskarte) Annual membership product providing year-round museum entry for repeat visitors and enthusiasts.
• Gift Vouchers (Geschenkgutscheine) Gift voucher product redeemable against museum admission, group experiences, and event offerings for personal gifting purposes.
• Clay Regazzoni Honor Room (Ehrenraum Clay Regazzoni) A themed exhibit room honoring the Swiss Formula One driver Clay Regazzoni, accessible as part of the museum experience.
• autobau Factory An on-site factory/heritage workshop space where visitors can view automotive craftsmanship and restoration activity.
• Special Exhibitions (Sonderausstellungen) Rotating special exhibitions complementing the permanent automobile collection, targeted at visitors and enthusiasts.

Quantifiable outcome

• 250,000 visitors since opening in 2009
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Four partnerships are on record, tiered core and minor.

• MAC Museum Art CarscoreStrategic or Co-development PartnerPartnership with MAC Museum Art Cars in Singen (Germany), another automotive museum in the Lake Constance region, creating a complementary experience for automotive enthusiasts visiting the area.
• Peter SauberminorOthersRenowned racing car constructor who has provided exclusive vehicle loans to the collection, including the Sauber C23 from 2004.
• Niki Hasler AGminorStrategic or Co-development PartnerFerrari restoration specialist who has the technical documents, original samples, and knowledge for authentic Ferrari restoration as demonstrated with the Ferrari 330 GTC barnfind restoration.
• Horag Hotz Racing AGminorStrategic or Co-development PartnerRacing team led by former racing driver Markus Hotz, working on synthetic fuel development with Fredy Lienhard as supporter. Partner Mario Illien involved in Formula 1 and IndyCar engine development.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mercedes-Benz Museum: Brand-automotive museum in Stuttgart featuring heritage vehicles and event/venue rental. Comparable as a large automotive museum attracting international tourists and offering private/corporate event hosting.
• Cité de l'Automobile - Musée National - Collection Schlumpf: National automotive museum in Mulhouse housing one of Europe's largest classic and racing car collections, drawing both enthusiast and tourist visitors. Comparable museum-scale collection and European tourist positioning.
• Autostadt: Volkswagen Group's automotive 'experience world' in Wolfsburg combining a car museum, themed pavilions, customer delivery center, and event spaces. Closest direct comparable to autobau's mix of automotive exhibition and event venue.
• Motorworld Manufaktur München (and other Motorworld sites): Network of automotive 'centers' across Germany combining classic car showrooms, workshops, restaurants, and event venues. Comparable hybrid of automotive collection, retail, and event venue.
• Ferrari Museum Maranello: Official Ferrari museum in Maranello showcasing F1 cars and road supercars (incl. F40, Enzo) in themed exhibition halls. Directly comparable collection focus and motorsport-themed experience model.
• BMW Welt: BMW's brand delivery and experience center in Munich featuring vehicle displays, museums-adjacent content, premium event venues, and a customer pick-up hall. Most analogous 'erlebniswelt' style automotive venue to autobau.
• Porsche Museum: Brand-backed automotive museum in Stuttgart combining historic and racing vehicle exhibits with corporate event hire and dining. Comparable as a motorsport-heavy automotive museum that also rents space for events.
• MAC Museum Art Cars: Automotive art and concept-car museum in Singen (Germany), explicitly cited as autobau's cross-border partner on Lake Constance. Nearest geographic peer with overlapping visitor market and complementary automotive theme.

Emerging players

• Oldtimer Galerie International: Classic and racing car gallery and auction house in Switzerland with showrooms that double as event spaces. Comparable in collection focus (motorsport classics) and Swiss-based event clientele.
• Swiss Museum of Transport (Verkehrshaus): Switzerland's largest transport museum in Lucerne with significant automotive exhibition, event hosting, and cinema. Compares as a domestic-Swiss museum competitor for leisure visitors and corporate event budgets.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC3pFZO0KB-gIHCOC7EzbgNg
• Instagraminstagram.com/autobau_erlebniswelt
• LinkedInlinkedin.com/company/autobau-erlebniswelt

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Autobau Corp.