AMAG Group AG
AMAG Group AG is a Swiss corporate group primarily active in the automotive trade. Since September 2019, the administration of the entire AMAG group has been based in Cham in the canton of Zug, after relocating from Utoquai 49 in Zurich, where the group had been based since its foundation. The group employs around 7500 people and generated revenue of CHF 5.0 billion in 2025. The group is owned by the private holding company BigPoint Holding AG, in turn owned by Martin Haefner.
The core business of the AMAG Group is the company AMAG Automobil- und Motoren AG founded in 1945 by Walter Haefner and based in Zurich. On 29 April 1948, the company signed an import agreement with Volkswagen, and then again with Porsche in 1951, both of which continue to form the basis of the car import business operated by AMAG. In May 2008, AMAG ceased importing Porsche vehicles, as the subsidiary Porsche Swiss Ltd asserted its right to the trade. However, AMAG remains the Porsche brand's biggest retail partner and, according to information provided by the company itself, is the largest Porsche retail organisation in Switzerland with 6 sales and service locations and the fourth-largest Porsche dealer in the world. From 1949-72, assembly of different types of vehicles took place at "Automontage Schinznach AG" in Schinznach Bad for Chrysler Corporation (Chrysler, DeSoto, Dodge, and Plymouth), Standard, Studebaker, and VW (Karmann-Ghia).
Until 2013, the company logo symbolised an Auto Union racing car Type A driving towards the viewer. The vehicle's body formed the centre, with the front tyres and their drum brakes and axes to the left and right. In September 2013, AMAG completely overhauled its branding and thus also its logo. The company now uses plain lettering as its logo.
