Liechti Automobiles Sa

What Liechti Automobiles Sa does

Liechti Automobiles SA is a family-owned authorized automobile dealership headquartered in Payerne, Switzerland, operating continuously since 1983. The company holds dual-brand representation for Mercedes-Benz and Toyota, offering new and used vehicle sales across the complete lineups of both manufacturers—including current hybrid and fully electric models such as the Toyota Urban Cruiser, Toyota bZ4X, Toyota Land Cruiser, Mercedes-Benz CLA Electric, and Mercedes-Benz G 580 EQ. A secondary sales location in Morat (canton of Fribourg) supports Toyota Land Cruiser distribution. The dealership serves primarily private individual vehicle owners in the canton of Vaud and adjacent regions, with a secondary segment of professional and fleet customers with dedicated sales contacts. The full product portfolio extends across vehicle sales, manufacturer-trained after-sales service and repair, original spare parts and accessories, seasonal tyre fitting and storage, replacement vehicle mobility rentals, and bodywork coordination via trusted partner workshops. Value-added service packages include Toyota Relax (up to 15 years/250,000 km warranty), Mercedes-Benz MSI Plus, and Toyota Service Plus maintenance subscriptions.

Revenue is generated through multiple streams: one-time vehicle sales (new and used, listed on AutoScout24), professional workshop services billed per job, OEM parts sales, unit-priced mobility rentals (CHF 45-70/day inclusive of insurance and unlimited mileage), subscription-style service packs bundled with new vehicle sales, and minor coordination fees for bodywork. Pricing is unit-based across all service lines, with publicly disclosed service pricing (e.g., seasonal check with tyre change at CHF 39) and aftermarket partnerships including SOCAR fuel cards and BKW home charging wallboxes. The go-to-market is anchored by the physical showroom and workshop in Payerne, supplemented by manufacturer online booking portals, the AutoScout24 marketplace, the company's own website with newsletter signup, social media (Facebook, Instagram), WhatsApp direct messaging, and community events such as the annual MercedesTrophy golf tournament at Golf Club de Payerne. The company operates without any external funding, maintaining family ownership and control across management, workshop, sales, and parts functions.

Name

Liechti Automobiles Sa

Legal name

Liechti Automobiles SA

Website

https://liechti-automobiles.ch

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

11–50 employees

Short description

Liechti Automobiles SA is a family-owned authorized Mercedes-Benz and Toyota dealership in Payerne, Switzerland, operating since 1983. It sells new and used vehicles, provides manufacturer-trained after-sales service, genuine parts, tyres, bodywork coordination, and mobility rentals to private and fleet customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Payerne

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New and used vehicle sales: Sale of new Mercedes-Benz and Toyota vehicles, including current models such as the Toyota Urban Cruiser (fully electric), Toyota Land Cruiser, Mercedes-Benz GLC, Mercedes-Benz CLA electric, and Mercedes-Benz G 580 EQ. Vehicles are sold both at the showroom and via AutoScout24 listing platform. Pre-orders for new models are accepted.
2. After-sales service, maintenance and repair: Workshop services including repair, maintenance, diagnostics, windscreen replacement, bodywork coordination, interior/exterior cleaning, emissions testing, and air conditioning service. Service is performed by trained technicians under Mercedes-Benz and Toyota Switzerland brand programs. Express service available by prior appointment.
3. Spare parts and accessories: Sale of original OEM spare parts and accessories for Toyota and Mercedes-Benz vehicles, for both private and professional use. Parts are sold over the counter at the dealership shop, with rapid delivery available.
4. Mobility vehicle rental: Replacement and rental vehicles (Toyota and Mercedes-Benz models) provided to customers whose vehicles are undergoing maintenance. Offered at a fixed daily rate inclusive of insurance, motorway tax, unlimited mileage, and full-tank return.
5. Tyres and storage services: Tyre fitting, balancing, and seasonal storage services for customer tyres and wheels. Seasonal tyre change days are organized twice yearly. Tyre guardianship (storage) service available on a seasonal or annual basis, including cleaning.
6. Bodywork coordination: Coordination and management of bodywork, panel beating, painting, and accident repair through trusted bodywork partners. The company manages the administrative follow-up and ensures the use of original parts.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Liechti Automobiles SA operates as an authorized dealer for Mercedes-Benz and Toyota, selling new and used vehicles from both brands (including hybrid, plug-in hybrid, and fully electric models). The dealership delivers a full after-sales ecosystem including manufacturer-trained repair and maintenance, original OEM spare parts and accessories, seasonal tire fitting and storage, replacement vehicle rental, bodywork coordination, and home EV charging stations, all from a single physical location in Payerne with a secondary site in Morat.

Product overview

Liechti Automobiles SA operates as a dual-brand car dealership offering vehicles, services, and related automotive products. The company represents two major automotive brands—Toyota and Mercedes-Benz—providing new vehicle sales across their complete model lineups including hybrid, plug-in hybrid, and fully electric vehicles. The product portfolio centers on three interconnected pillars: (1) Vehicle sales encompassing both Toyota (Urban Cruiser, Land Cruiser, bZ4X, Yaris) and Mercedes-Benz (CLA Electric, G 580 EQ, GLC, collection) models; (2) Comprehensive after-sales services including repair, maintenance, bodywork, original spare parts, and accessories; and (3) Value-added service packages such as Toyota Relax (15-year warranty), Mercedes-Benz MSI Plus, and Toyota Service Plus packs. The company also provides mobility solutions through replacement vehicle rentals and home charging station installations for electric vehicles.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Toyota Relax extends warranty coverage to 15 years or 250,000 km with annual servicing, providing long-term cost predictability and vehicle longevity assurance.
• +3 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

Integration8 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• BKWminorOthers · 19 May 2025BKW (a Swiss energy and infrastructure company) supplies home charging stations (wallboxes) offered by Liechti Automobiles for electric and plug-in hybrid Mercedes-Benz vehicles. The wallboxes offer charging power up to 22 kW with remote update functionality. Liechti Automobiles promotes BKW charging stations as a complementary product to their EV sales, enabling customers to recharge vehicles at home.
• SOCARminorGTM or Marketing Partner · 12 April 2024SOCAR is a Swiss fuel station network. Liechti Automobiles offers the SOCAR CARD to its customers, providing a permanent discount of 5 cents per litre at all SOCAR stations in Switzerland and Liechtenstein. No activation or management fees. The card also supports electric vehicle charging at SOCAR stations, consolidating fuel and charging payments into one card.
• Mercedes-Benz SwitzerlandcoreChannel Partner/ Reseller/ Distributor · 5 May 2022Liechti Automobiles is an authorized dealer for Mercedes-Benz in the Payerne region (and Morat for Toyota Land Cruiser). This is the primary OEM partnership covering the full Mercedes-Benz vehicle range, parts, accessories, warranty programs (MSI Plus), service packages, and manufacturer-backed customer promotions. The partnership includes access to Mercedes-Benz's online service booking platform and use of the Mercedes-Benz brand in local marketing events such as the MercedesTrophy.
• Golf Club de PayerneminorOthers · 1 January 2021The Golf Club de Payerne is the venue for the annual MercedesTrophy golf tournament organized by Liechti Automobiles. The partnership provides a premium setting for the event, which attracted over 50 participants in 2022 and generates customer engagement and brand goodwill for the dealership.
• Cosmétique SAminorOthers · 1 June 2020Cosmétique SA is a Swiss centenary cosmetics company based in Worben (Biel region). Liechti Automobiles partnered with them during the COVID-19 pandemic in June 2020 to produce and distribute hand sanitiser gel. The Liechti family (Olivia, Anne, Alexandre, and Claude Liechti) visited the Cosmétique SA production facility to participate in the manufacturing process and subsequently distributed complimentary hand sanitiser bottles to workshop customers.
• Toyota Switzerland (Toyota Suisse)coreChannel Partner/ Reseller/ Distributor · 1 January 1983Liechti Automobiles is an authorized dealer for Toyota in the Payerne region. This is the primary OEM partnership covering the full Toyota vehicle range including hybrid and electric models (bZ4X, Urban Cruiser, Land Cruiser), parts, accessories, and manufacturer warranty programs (Toyota Relax 15-year warranty, Toyota Service Plus, Toyota Service). The partnership includes access to Toyota's online service booking system and co-marketing of new vehicle promotions.
• Trusted bodywork partnersminorOthersLiechti Automobiles collaborates with trusted, unnamed bodywork companies for vehicle body repairs, panel beating, painting, and accident-related work. The company coordinates the full service, manages administrative follow-up, and ensures exclusive use of original parts. These partners operate under Liechti Automobiles' quality assurance and customer relationship management.
• impunix AGminorOthersimpunix AG, based in Winterthur, Switzerland, provides complete data protection advisory services to Liechti Automobiles SA. They are responsible for data protection compliance, maintain the data processing register, conduct annual data security assessments, and manage data transfer controls for international data flows. Their services are covered under Version 2.0 of Liechti Automobiles' privacy policy dated 31 August 2023.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Emil Frey AG: Switzerland's largest automotive retail group operating authorized dealerships for multiple premium and mass-market brands, including Mercedes-Benz in several Swiss locations. Comparable as a Swiss authorized car dealer group, though operating at far greater scale and multi-brand scope.
• AMAG Group AG: Major Swiss automotive retail group and importer (primarily Volkswagen Group brands) operating a national network of authorized dealerships. Comparable as a Swiss authorized-dealer business model, though focused on VW Group brands rather than Mercedes-Benz/Toyota and much larger.
• Hedin Mobility Group: European automotive retail group operating authorized dealerships for multiple premium brands including Mercedes-Benz across several European markets. Comparable in authorized multi-brand dealer business model, though operating at significantly larger scale.

Others

• Mobility Carsharing Switzerland: Switzerland's largest carsharing cooperative operating a fleet for short-term vehicle rental. Comparable in the mobility/short-term vehicle rental space - adjacent to Liechti's replacement vehicle rental offering, though serving different customer segments.
• Toyota Switzerland (Toyota Suisse SA): Official Toyota importer in Switzerland supplying vehicles, parts, training, the Toyota Relax 15-year warranty program, and online booking integration. Comparable as a critical OEM supplier and ecosystem enabler rather than a direct competitor.
• AutoScout24: Switzerland's leading online automotive marketplace where Liechti lists new and used vehicles and which integrates with the dealership website. Comparable as a key ecosystem enabler and digital marketing channel rather than a direct competitor.
• Mercedes-Benz Switzerland (Mercedes-Benz Schweiz AG): Official Mercedes-Benz importer in Switzerland supplying vehicles, parts, training, warranty programs (MSI Plus), and brand co-marketing. Comparable as a critical OEM partner and ecosystem participant rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LiechtiAutomobiles
• Instagraminstagram.com/liechtiautomobilespayerne
• LinkedInlinkedin.com/company/liechti-automobiles

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Liechti Automobiles Sa