Swiss Automotive Group

What Swiss Automotive Group does

Swiss Automotive Group CZ s.r.o. (SAG CZ) is the Czech operating subsidiary of Swiss Automotive Group AG, a privately held Swiss-headquartered pan-European automotive aftermarket parts distributor. The Czech entity, based in Hostivice near Prague, operates 26 sales branches across the Czech Republic and serves independent automotive repair workshops, parts dealers, and commercial vehicle operators as its primary customer base. SAG CZ is the legal successor of APM Automotive and STAHLGRUBER CZ and employs 700+ people in the country, while the parent group employs 4,000+ across 12 European countries and reports approximately CZK 28.2 billion (EUR 1 billion) in combined revenue.

The company's product offering centers on more than 1,800,000 line items from over 200 supplier brands (Bosch, Brembo, Valeo, SKF, Continental, Schaeffler, Hella, ZF, etc.), supplemented by two exclusive private label brands: QWP (Qualitäts Werkstatt Produkte) with 26,000+ SKUs across 24 product lines operating in 21 European countries, and CarFit covering technical fluids, sprays, batteries, and car cosmetics. The core digital platform is CONNECT, a B2B online catalog and e-commerce system used by 50,000+ users across SAG group markets, integrating HaynesPro technical data and the UNI-Cat universal catalog for VIN-based parts identification. SAG CZ also operates Digitální servisní knížka (Digital Service Book) on TecAlliance's TecRMI infrastructure, which records and transfers manufacturer-compliant service entries for 14 vehicle brands in 7 languages, alongside TechXpert diagnostic and garage equipment support and multi-level technical training programs (including BOSCH and ATE branded curricula).

SAG CZ makes money primarily through wholesale hardware sales of automotive spare parts, consumables, workshop equipment, and private label products to registered B2B customers, with secondary revenue from technical training, diagnostic services, and service concept support. Pricing is not publicly disclosed and is account-based through the CONNECT platform. The go-to-market combines a dense physical branch network, a field sales representative force, the CONNECT digital channel, and an annual traveling roadshow (SAG ON TOUR) that visits multiple Czech cities to engage workshops directly. The business model is therefore a high-touch, multi-channel B2B distribution franchise with a clear emphasis on workflow integration (training, diagnostics, digital service records) that increases customer stickiness beyond pure parts supply.

Name

Swiss Automotive Group

Legal name

Swiss Automotive Group CZ s.r.o.

Website

https://www.sag.cz

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Swiss Automotive Group CZ is a Czech B2B automotive aftermarket parts distributor operating 26 sales branches and the CONNECT e-commerce platform, serving independent auto repair workshops, parts dealers, and commercial vehicle operators with 1.8M+ SKUs across 200+ supplier and private label brands.

Ownership category

akta.pro rank

Product category

Automotive Aftermarket Parts Distribution

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Motor Vehicle Supplies and New Parts Merchant Wholesalers (423120)

SIC

Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)

Keywords

• Automotive aftermarket parts
• Wholesale parts distribution
• B2B e-commerce catalog
• Workshop supplies
• Vehicle service diagnostics

Headquarters

HQ city

Hostivice

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Auto Parts Distribution: Wholesale distribution of automotive spare parts, accessories, and consumables for passenger and commercial vehicles as well as motorcycles. The company carries over 1,800,000 product line items from 200+ supplier brands and serves as a primary B2B distributor to independent auto repair shops and garages across the Czech Republic.
2. Private Label Products (QWP & CarFit): Sale of exclusive private label brands QWP (quality workshop products - automotive spare parts) and CarFit (technical fluids, batteries, sprays, car cosmetics) under company-owned brand names, offering higher margins compared to third-party branded products.
3. Technical Services & Training: Multi-level technical training programs for mechanics and workshops (including BOSCH and ATE branded training), diagnostic services via TechXpert, and digital service book facilitation. Revenue generated through training course fees and service concept support.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Swiss Automotive Group CZ is a wholesale distributor of automotive spare parts, consumables, workshop equipment, and technical fluids for passenger vehicles, commercial vehicles, and motorcycles. The company sells more than 1,800,000 product line items from 200+ supplier brands alongside its exclusive private-label brands QWP (quality replacement parts) and CarFit (technical fluids and batteries), distributing exclusively to registered B2B customers (auto repair workshops, parts dealers, and commercial vehicle operators) through 26 physical branches, a B2B field sales force, and the CONNECT e-commerce platform.

Product overview

Swiss Automotive Group CZ is a wholesale distributor of automotive parts and workshop supplies operating as a multi-brand platform with exclusive in-house brands and integrated digital services. The core offering centers on more than 1,800,000 replacement parts across 160+ supplier brands, supplemented by proprietary sub-brands QWP (quality parts, 26,000+ items) and CarFit (technical fluids, sprays, batteries). The CONNECT platform serves as the unified online catalog and e-commerce system, while the Digitální servisní knížka (Digital Service Book) provides manufacturer-integrated service record management. TechXpert delivers diagnostic and garage equipment support, and the company operates 26 sales branches across Czech Republic with an extensive distribution network.

Differentiator

Problem solved

Functional benefit

Brands

• QWP (Qualitäts Werkstatt Produkte): Exclusive brand offering quality automotive spare parts at reasonable prices. Founded in 2006, operates in 21 European countries with over 26,000 items in 24 product lines including brakes, chassis parts, filters, air conditioning, bearings, engine parts, drive shafts, power steering, clutches, window winders, starters, alternators, wipers, shock absorbers, springs, turbochargers, exhausts, bulbs, and glow plugs. Mechanical parts come with a 3-year warranty.
• CarFit
• CONNECT

Products and services

• CONNECT B2B E-Commerce Platform

Named customers2 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

Integration2 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core.

• Autonet Group (Hungary-Romania)coreStrategic or Co-development Partner · 1 December 2015In December 2015, Swiss Automotive Group merged with the Hungarian-Romanian holding Autonet Group, marking significant expansion into Eastern Europe and further strengthening the group's market position. This merger made SAG one of the largest aftermarket players in Europe, combining Derendinger AG and Métraux Services SA with Autonet Group's Eastern European footprint.
• TecAlliance (TecRMI)coreTechnology or IntegrationSAG uses TecAlliance's TecRMI platform to enable the Digital Service Book feature, which technically verifies service records and transfers them to manufacturer portals for 14 vehicle brands. The platform is available in 7 languages including Czech.
• HaynesProcoreTechnology or IntegrationCONNECT online catalog integrates HaynesPro technical data to provide vehicle-specific repair information, maintenance intervals, and parts identification data to workshop customers.
• 200+ Supplier Brands (Bosch, Valeo, Brembo, SKF, Sachs, TRW, KYB, Bilstein, Continental, etc.)coreChannel Partner/ Reseller/ DistributorSAG CZ distributes products from over 200 supplier brands including Bosch, Valeo, Brembo, SKF, Sachs, TRW, KYB, Bilstein, Continental, Febi, Mann+Hummel, Mahle, NGK, DENSO, Castrol, Shell, Total, and many others. These are supplier/distributor relationships where SAG CZ purchases and resells branded products.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• LKQ Corporation: Global automotive parts distributor operating across North America and Europe. LKQ is the largest aftermarket parts distributor worldwide and a direct comparable in terms of scale, multi-brand distribution model, and European footprint.

Direct peers

• Alliance Automotive Group: Pan-European aftermarket parts distributor owned by Genuine Parts Company. Operates in multiple European countries with a comparable B2B distribution model targeting independent workshops, making it one of the closest direct competitors to SAG.
• Inter Cars: Largest Central/Eastern European automotive aftermarket distributor, listed on the Warsaw Stock Exchange. Operates a B2B distribution network targeting independent workshops across CEE, with similar SKU breadth and workshop relationships to SAG CZ.
• WM SE (Würth Midas): European aftermarket distributor headquartered in Germany with multi-country operations and B2B catalog/wholesale model serving workshops. Comparable to SAG in SKU breadth, branch network, and independent workshop customer base.
• GroupAuto / GAUI: International buying group and distribution network for automotive aftermarket parts with strong European presence. Operates a comparable B2B distribution model serving independent workshops across multiple countries.
• ATR International: European aftermarket distributor (part of the Genuine Parts/NAPA ecosystem) operating across several European countries with workshop-focused B2B distribution similar to SAG CZ.
• Trost Auto Service: German-based automotive parts distributor serving workshops across German-speaking markets. Operates a B2B wholesale branch network and catalog model directly comparable to SAG CZ's Czech branch and CONNECT model.
• AD International: International automotive parts distribution network serving independent workshops across Europe with shared brand, IT systems, and logistics. Direct peer for SAG's B2B distribution and workshop service model.

Emerging players

• Ferdinand Bilstein: German aftermarket parts specialist with the febi brand, supplying OE-quality replacement parts to distributors including SAG. Comparable in aftermarket focus and product breadth though operating as a brand owner/manufacturer-distributor rather than pure wholesaler.

Regional players

• Auto Kelly: Czech automotive aftermarket parts distributor operating as a direct domestic competitor to SAG CZ with a comparable B2B model serving independent workshops in the Czech Republic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/swissautomotivegroupcz
• LinkedInlinkedin.com/company/swissautomotivegroupcz

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries5 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 Swiss Automotive Group