AMAG Group Ltd is a Swiss corporate group active in the automotive industry. It comprises AMAG Import Ltd, AMAG Automobil- und Motoren Ltd, AMAG First Ltd, AMAG Leasing Ltd, AMAG Services Ltd, and AMAG Parking Ltd. With a market share of over 30%, it is the biggest automotive company in Switzerland. AMAG Group employs over 6’600 people with a yearly revenue of CHF 4.7 billion (2019). Its administrative headquarters is based in Cham (ZG) and it operates about 80 garages all over Switzerland.

To the Innovathon, AMAG brings a challenge related to the digital experience of private car owners.