Walter Frey, who is currently 81 years old, embodies the spirit of resilience and innovation that has characterized the Emil Frey Group since its inception.
Emil Frey established a modest car repair workshop in Zurich in 1924. Starting with motorcycles, he later transitioned to car imports. By 1931, partnerships with British brands such as Swallow and Wolseley were secured, and by 1933, Jaguar was added to his portfolio. This early diversification set the foundation for future successes.
In the post-war economy, Emil Frey AG adapted by assembling bicycles and importing new vehicles from England.
In 1967, Walter Frey joined the family business and abandoned his studies to fully commit to Emil Frey AG. By 1969, he became the Managing Director and faced the challenges posed by the decline of British automotive brands. Under his leadership, the company began to forge new paths, such as becoming the Toyota importer in France in 1971.
Walter Frey's strategic vision led to the acquisition of various brands, including Subaru and Range Rover, expanding the company's presence in Switzerland and beyond. His ability to identify and capitalize on emerging trends in the automotive market has been instrumental in the company's expansion.
The 1980s and 1990s were transformative decades for the Emil Frey Group. The introduction of Subaru imports in 1979 and entry into the German market in 1981 positioned the company as a key player in the all-wheel-drive vehicle segment. The acquisition of Schwabengarage in Stuttgart in 1999 further solidified its presence in the German automotive market.
In the 2000s, the company continued to innovate, establishing EFA Autoteilewelt as a major service provider for spare parts in 2005. This move diversified the company's offerings and positioned it as a comprehensive service provider in the automotive sector. The acquisition of the Mercedes sales business in Croatia in 2013 and a majority stake in Mitsubishi Germany in 2014 demonstrated Walter Frey's commitment to expanding the company's portfolio and enhancing its market presence across Europe.
As the automotive industry shifts towards electric vehicles, the Emil Frey Group is prepared to adapt. The recent decision to become the importer for Leapmotor, a Chinese electric car brand, in Switzerland and other European countries reflects a forward-thinking approach to market trends. This strategic move aligns with global sustainability goals and positions the company to capture a share of the rapidly growing electric vehicle market.
Walter Frey's leadership has been marked by a willingness to embrace change and explore new opportunities. The company's expansion into Greece for Mercedes imports in 2022 further illustrates its commitment to growth in emerging markets. As the automotive landscape continues to evolve, the Emil Frey Group remains focused on innovation and adaptability, ensuring its relevance in a competitive industry.
The legacy of Emil Frey is a testament to the power of vision, resilience, and strategic foresight. As the company navigates the complexities of the modern automotive market, it stands as a beacon of success, driven by a commitment to excellence and a passion for the automotive industry. Walter Frey's journey, from a young man joining the family business to leading one of Europe's largest car dealerships, exemplifies the enduring spirit of entrepreneurship and the relentless pursuit of growth in an ever-changing landscape.