AMAG Retail.

Opening Event AMAG Autowelt Zurich.

The VW Group’s Top Crew requests your presence.

VW chairman Ferdinand Piëch was there, VW CEO Winterkorn was there, Martin Haefner from the AMAG founding family was there. 200 high-end VIP guests attended the AMAG Autowelt opening event in Zurich.


AMAG Autowelt represents a novel, integrated presentation and service concept. The entire range of group brands is to be found under one roof over an area of 25,000 square metres. Showrooms, workshops and training centre form a multiple interface between AMAG Group clients and brands.

Starting point.

The opening of the new AMAG Autowelt represented a milestone for the Group, founded in 1945 by Walter Haefner. The brands VW, Audi, Seat, Skoda and VW Commercial Vehicles are presented, sold and serviced at AMAG Autowelt. Our remit for the opening presentation was to showcase the AMAG umbrella brand and to provide a suitable stage for the four brands represented by AMAG.

Experience and mediality.

Exploring the new AMAG Autowelt at the opening event was like a journey through time: Visitors witnessed theatrical representations of the development of the automobile and AMAG from the 1950s to the present day.

Professional, flawless, passionate! Thanks to standing ovation, the opening event will go down in AMAG’s history.

Peter Picca, Head of Marketing Region Zurich

Individual worlds/scenes were devoted to the brands represented by AMAG. Visitors experienced the individual AMAG product brand worlds as scenic episodes. This transformed the tour of the entire building into an attractive show with a wide variety of venues. Rare classic cars doubled up as distinctive signposts marking the tour route. They helped guests to navigate the complex architecture without any trouble. The VIP evening was attended by 200 high-calibre invited guests. Around 1000 guests were welcomed at the subsequent event with a similar programme.