
AMAG: Creating its own future in a disrupted automotive industry
AMAG is Switzerland’s premier automotive retail and service company, holding exclusive rights to import Volkswagen Group car brands such as Audi, Volkswagen, Skoda, Cupra and Seat. In 2022 AMAG had 7,300 employees and a revenue of CHF 4.4 billion. The electrification of the automotive industry and the introduction of the agency model by the Volkswagen Group are major challenges for the traditional Swiss company. The case describes AMAG’s traditional business model, including recent changes, its vision and ambitions. Follow Frank Boemerle, the head of strategy at AMAG retail, as he develops new business models and captures insights about the company’s transformation journey. New business models like Mobility as a Service (MaaS) and Retail as a Service (RaaS) are elaborated and described. Existing and future profit pools are analyzed, and new business opportunities and threats are discussed. The EV transformation and digitalization require up to 50% fewer employees in the after-sales service business, and the impending agency model questions the current infrastructure and capital employed. Therefore, AMAG is searching for new mid-term revenue streams and new employment for the workforce. Change management and up-skilling of the employees are additional challenges after the changes in the financial transactions of future business models on a subscription base. Shall AMAG invest in renewable energy to offer electrification packages to customers next to EVs? Shall AMAG expand to Italy and France? Shall AMAG expand the EV portfolio with new brands from China and potentially risk its exclusivity with Volkswagen? Support Frank in the analysis and make your conclusions on how AMAG can stay in business in Switzerland beyond 2030, given that the electrification of mobility and the new agency model disrupt the main revenue streams of AMAG’s current business model.
- Identify the main challenges along the HTDQ (Hero-Treasure-Dragon-Quest) framework.
- Visualize the current and future value constellation of the automotive retail market.
- Estimate the current and future profit pool.
- Develop a future business model for AMAG using the Business Model Canvas.
- Discuss interorganizational alignment in strategy execution using McKinsey’s 7s model.
AMAG Group, Automotive
2023-2030
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.
Research Information & Knowledge Hub for additional information on IMD publications

CFOs are leading the de-conglomeration trend, using strategic breakups to unlock value and boost agility in today’s fast-moving business landscape

Rather than choosing between crisis mode and future planning, leaders should learn to focus simultaneously on both short and long-term goals.

Is AI a threat to the planet or a tool to save it? Mike and Amit Talk Tech explore AI’s environmental impact with IMD’s Julia Binder in this podcast episode.

In volatile, fast-changing, and complex situations, received wisdom and expertise can become a liability that’s hard to overcome. Here are seven ways to change your mindset.

Transitioning from CFO to CEO demands bold leadership, comfort with risk and a redefined view of finance as shared by four top executives on the journey.

Kevin O’Brien shares the lessons every first-time CEO needs to hear-from unpacking the brief to unlocking future potential and uniting the team.

Marc Maurer shares how ON grew from startup to IPO by defying hype, focusing on purpose, and leading with humility in this candid Leaders Unplugged episode.

Last week, a notification flashed. “Add your email address for extra security,” my phone chirped. It was from WhatsApp. I stared at the screen, a single question forming in my mind: Security? Or surveillance? I tapped “No.” The feeling wasn’t ange...

Artificial intelligence is perhaps the most far-reaching technology ever created. Google’s AI business strategist Gopi Kallayil recommends asking yourself three key questions regarding your business strategy and identifies three AI capabilities yo...

Today’s workforce often includes a mix of permanent employees, freelancers, and outside contractors – but even organizations with mostly external workforces or highly autonomous workforces need proximity to succeed over the long term. Here are fou...
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD Brain Circuits 1 July 2025
Research Information & Knowledge Hub for additional information on IMD publications
in I by IMD
Research Information & Knowledge Hub for additional information on IMD publications