Kessel proudly announces the public opening of its new Ferrari dealership in Sihlbrugg, the largest official Ferrari showroom in Europe designed according to the new Corporate Identity of the House of Maranello and officially inaugurated on May 13th, 2026.
Strategically located between Zug and Zurich, the new facility perfectly reflects the DNA of the Prancing Horse through a balance of performance, design, technology and hospitality, creating a contemporary environment conceived to offer the Ferrari community an immersive and exclusive experience.
The building is developed in full compliance with the highest contemporary sustainability standards, translating the values of innovation and social responsibility into architectural form.
The new showroom extends across six above-ground levels and one underground floor, with two areas dedicated to the display of current range models and Ferrari Approved pre-owned vehicles. The service area is equally extensive, featuring twelve workshop bays, a spare parts warehouse and dedicated storage areas. Expansive glass surfaces, refined materials and clean lines inspired by Ferrari brand identity define an elegant, technological and strongly distinctive environment.
The opening of Kessel Auto Zug AG in Sihlbrugg marks a further step in the growth and consolidation of the Kessel Group, reinforcing a long-term strategic vision driven by excellence across the entire automotive sector.
Since 2010, under the leadership of Ronnie Kessel, the company has evolved from a specialist in high-end automotive sales and aftersales into a structured, multidisciplinary group. Ronnie Kessel’s vision has shaped an integrated model that combines the legacy of the company – founded by Loris Kessel in 1971 – with a distinctly contemporary approach. Today, the group’s philosophy is expressed through the acronym C.A.R.S. – Classic, Auto, Racing and Service – defining both its identity and operational structure.
Kessel Classic focuses on the restoration, maintenance and management of historic cars; Kessel Auto oversees sales and aftersales for modern vehicles; Kessel Racing embodies the group’s motorsport spirit; while Kessel Service provides specialised technical expertise across all divisions.
Ambition, continuous innovation and an increasingly bespoke approach have established Kessel as a renowned reference point within the international automotive scene.
The Ferrari Amalfi Spider made its Swiss dealership debut at the Sihlbrugg flagship, while Kessel Classic has earned recognition at prestigious international events such as the inaugural Cavallino Classic Monaco, where the Ferrari 126 C F1 ex-Villeneuve won the “Wings, Power and Passion” category. Kessel Classic also served as official technical partner of the Ferrari Legacy Tour 2026 celebrating the 60th anniversary of the Ferrari 275 GTB4, while Kessel Racing returned to compete in the 24 Hours of Le Mans for the sixth time on June 13-14.
Achievements that further reinforce Kessel’s expertise and credibility within the Ferrari world and beyond, bridging heritage with future ambitions.
Further information can be found on the website of Kessel Auto.
