New Registrations Switzerland 2025: Which Brands and Models Lead?

German premium brands show impressive strength: BMW, Mercedes-Benz and Audi hold positions 3-5 and together account for over 25% of the market. Remarkable: Tesla's rise to 7th place – the only pure EV brand in the top 10. Skoda benefits from the VW Group and establishes itself with 9.5% market share as a reliable number 2.

Notable: Asian manufacturers like Toyota, Hyundai and Kia are continuously gaining market share, particularly through their strong hybrid and electric portfolio. Traditional French brands (Peugeot, Renault, Citroën) are losing ground.

The trend is clear: compact SUVs and crossovers dominate the bestseller list. Six of the ten best-selling models are SUVs – reflecting Swiss preference for all-wheel drive and elevated seating positions. These vehicle types are particularly popular in mountain regions and with families.

Remarkable: with the Tesla Model Y and Skoda Enyaq, two pure electric models are in the top 10. This shows that EVs are no longer niche products but have arrived in the mass market. The Model Y missed the top spot by just 83 units.

The VW Golf in 3rd place proves the classic isn't dead. Despite the SUV boom and electric wave, the Golf class remains the first choice for many Swiss – compact, practical and with a broad engine range.

Plug-in hybrids (PHEVs) with 41.7% market share are surprising: many buyers appreciate the flexibility – electric in the city, combustion engine for long distances. PHEVs also still benefit from tax advantages in some cantons. Critics note, however, that many PHEVs are rarely driven electrically in practice.

With 22.8% pure electric vehicles (BEVs), Switzerland is approaching critical mass. The growing charging network – over 12,000 public charging points by end of 2025 – makes the switch more attractive. In urban areas like Zurich and Geneva, BEV share already exceeds 30%.

The diesel decline is dramatic: from over 35% market share in 2015 to just 6.8% today. The reasons are varied: dieselgate, stricter emission standards, driving bans in European cities and growing electric options. Diesel remains an option only for high-mileage drivers and long-distance use.

At Ferrari, the 296 GTB is the bestseller – the hybrid supercar combines a V6 twin-turbo with electric motor for 830 hp. The Purosangue, Ferrari's first SUV, is also selling fast with Swiss buyers who want everyday practicality combined with Cavallino prestige.

At Lamborghini, the Urus dominates: the Super-SUV accounts for over 60% of all Lamborghini registrations. The combination of racing DNA and family practicality hits the mark with wealthy Swiss families. The Huracán and new Revuelto complete the portfolio.

Switzerland has one of the highest supercar densities worldwide – relative to population, more luxury sports cars are registered here than in most other countries. The combination of high purchasing power, excellent roads and proximity to Italian manufacturers makes Switzerland the dream market for Ferrari, Lamborghini & Co.

The difference between urban and rural is stark: urban cantons like Zurich, Geneva and Basel-Stadt show significantly higher EV shares – charging infrastructure is better developed and distances are shorter. Rural cantons like Valais or Graubünden have lower electric shares, also due to longer driving distances and more challenging charging infrastructure.

The Zug phenomenon stands out: the tax canton has not only the highest supercar registrations per capita but also an above-average EV share. The wealthy population invests early in new technologies – Tesla, Porsche Taycan and BMW iX are overrepresented here.

Western Switzerland (Romandie) shows its own profile: French brands like Peugeot and Renault traditionally have higher market shares here. At the same time, Geneva with its international population is a hotspot for premium brands and electric vehicles.