A new chapter in Ferrari's presence in Switzerland opens in Sihlbrugg. The Maranello-based company has inaugurated its new headquarters. Kessel Auto Zug AG, a structure built according to the brand's latest Corporate Identity and destined to become a European point of reference for its size and spatial concept.
The building, spread over seven levels with a total floor area of 6.620 square meters, combines a showroom, areas dedicated to pre-owned vehicles, spaces for car delivery, a specialized workshop, and a large terrace designed for events and gatherings of the Ferrari community. The structure is currently the largest Ferrari showroom in Europe, built according to the Italian automaker's new architectural and identity concept.
The inauguration was attended by Ronnie Kessel, Owner & CEO of the Kessel Group, and Reno de Paoli, Head of Ferrari Europe & Africa, who emphasized the strategic value of the investment for the Swiss market and for consolidating the brand in Switzerland.
The event also coincided with the first Swiss display of the new Ferrari Amalfi Spider at a Ferrari dealership. Guests were able to get a close-up look at the latest V8 2+ spider produced in Maranello, housed in a new exhibition space designed to enhance the relationship between automobiles, technology, and immersive experiences.
The new face of Ferrari showrooms
The Sihlbrugg location embodies Ferrari's new philosophy for showrooms. No longer just sales spaces, but spaces designed to become meeting places for customers, collectors, enthusiasts, and the international Prancing Horse community.
According to the approach developed by the brand, the experience revolves around three main pillars: uniqueness of the experience, a sense of belonging, and integration between the physical and digital dimensions.
In the new showroom, areas dedicated to the brand, heritage, and community coexist in an environment designed to foster relationships, encounters, and insights into the world of Ferrari. The centrality of people is particularly evident in the "Piazza," a circular space inspired by Italian historic city centers and conceived as the heart of the entire facility.
Here the visitor not only takes on the role of customer, but enters a participatory dimension where sharing the passion for cars becomes an integral part of the experience.
Even the technological element has been discreetly integrated, without replacing human contact. The digital solutions present throughout the facility have been designed to guide visitors through personalized configurations, technical insights, and dynamic interactions with the vehicles.
Italian identity is the underlying theme of the architectural project. The entrance recalls the porticoes typical of Italian cities, reinterpreted in a contemporary way through clean lines and high-quality materials.
The interiors alternate sophisticated surfaces, meticulous details, and stylistic references that evoke speed, precision, and innovation—elements that have always characterized the Ferrari design language. The fluid forms and clean geometries engage directly with the design of the cars on display, creating continuity between architecture and automotive design.
The goal: to offer a space that tells the story and evolution of the brand, while maintaining a strong connection to the historic values of the Maranello-based company: performance, craftsmanship, technological research, and exclusivity.
The role of the Kessel Group in the Swiss automotive landscape
The new opening also reinforces the growth of the Kessel Group, founded in 1971 by racing driver Loris Kessel with the creation of Racing Car SA in Grancia. Over the years, the group has expanded its operations to become an internationally recognized presence in the luxury automotive sector.
Today, under the leadership of Ronnie Kessel, the group employs approximately 200 professionals and is organized into four divisions: Classic, Auto, Racing, and Service. Operations are spread across the offices in Grancia, Noranco, and the new facility in Sihlbrugg, with services ranging from sales to technical assistance, motorsports, restoration, and customer event planning.
The opening of the new Ferrari showroom in Sihlbrugg is therefore part of a broader strategy aimed at consolidating Switzerland's role as a reference market for the brand and the high-end sports car segment.
For Ferrari, the connection with motorsport remains central. The Prancing Horse's international reputation continues to be fueled by Scuderia Ferrari's success in Formula 1, a discipline in which the Maranello team has won 16 constructors' world titles and 15 drivers' titles since 1950.
