Emil Frey Classic Auctions – Exclusive vehicles at an exclusive event

The Emil Frey Group has made a name for itself as a Swiss car dealer – in Switzerland and far beyond. Emil Frey, a trained mechanic, founded his first workshop in Zurich in 1924. Over the decades, the company has continued to develop and has recently started offering live auctions under the name Classic Auctions – with the company’s traditionally high standards.

Emil Frey built up a reputation as a specialist with prompt and conscientious service. To this day, a customer letter that the company founder wrote to his customers in 1935 – and those who were to become customers – is omnipresent. It became the company philosophy for all subsequent generations of Frey employees, who are committed to ‘selling only genuine quality goods at fair prices’ and also to providing a ‘prompt and conscientious’ service. Even today, it is handed out to every new team member and is available for download on the website.

These traditional values are part of the Frey DNA. But they also drive the company to constantly reinvent itself and be open to new developments, business areas and markets. Today, the workshop of yesteryear has become a beacon in the European automobile trade, importing brands such as Citroën, DS Automobiles, Jaguar, Kawasaki, Land Rover, Lexus and Mitsubishi, amongs others.

The group of companies also specialises in vintage and classic cars. Company patron Walter Frey, whose passion for classic cars helped to promote this division, played a key role in this. Among other things, the impressive Classic Car Centre Switzerland was created in 2015. In the former textile factory in Safenwil, you can experience the entire spectrum of classic cars on offer. The museum takes visitors on a journey through automotive history over three floors covering 1,500 square metres. The in-house collection focuses on English and Japanese classics as well as vehicles from the post-war period to the 1980s. Event rooms can also be booked for private functions.

In addition to the specialised workshop and the range of spare parts, the classic car trade naturally plays an important role in Safenwil. This includes the ‘regular’ trade that Emil Frey AG has established in recent decades. In particular, British collector’s cars from the 50s to 70s in first-class condition and true to the original are on offer.

The start of Classic Auctions at Emil Frey AG

In 2024, the idea of expanding the stationary trade to include the possibility of auctions was finalised. The division has been integrated into the Classic Centre since 2025. Claudia Stiller, who set up Classic Auctions and is responsible for the auction management, explains the approach of Emil Frey AG’s Classic Auctions: “Our focus is on the auction of rare and special vehicles that both arouse the passion of collectors and represent an investment worth investing in. Our aim is to make the entire sales process transparent and professional. That’s why we offer both sellers and buyers this live auction platform.”

In keeping with the nature of the company, the standards set for the auctions are high. This applies to the selection of vehicles up for auction. A carefully curated selection of special vehicles in impeccable condition is put up for sale at the respective auctions.

At the next auction on 26 April 2025 at the Classic Car Center in Safenwil, for example, there will be an Aston Martin DB4 built in 1962. The Swiss vehicle has been converted to left-hand drive and is well preserved and in good, original condition.

Or a 1954 Jaguar XK 120 Drophead Coupé. The convertible, which unlike the Open Two Seater has a folding top, was delivered to the USA in 1954. The car travelled via the Netherlands to Switzerland in 2010, where it was carefully restored.

The third example is a special piece of company history. The Roos Meanie 2.0 Turbo looks like a classic Mini, but is actually a mid-engined sports car. The idea goes back to the inventor Raffael Heierli. Two companies in the Emil Frey Group, Emil Frey Classics AG and Roos Engineering AG, built a limited series of five in 2018. The Volkswagen four-cylinder engine with direct injection and turbocharger delivers 162 kW/220 hp on the road. This really turns the compact sports car into something like the Mini’s mean brother.

But it’s not just the vehicles that radiate exclusivity. Claudia Stiller and her team also endeavour to provide the perfect setting. If the cars stand for elegance and style, the event should radiate the same attributes. Guests can inspect the vehicles again in a stylish setting at the presence auctions and bid on the spot. Bidding by telephone is also possible for registered bidders. Admission to the auctions also includes free entry to the museum and the culinary offerings surrounding the auctions. This turns the auctions at the Classic Car Centre in Safenwil into exclusive events that are fully in line with the company’s ideals.

Information in the next auction

Date
26.04.2025

Time
Ab 13.00 Uhr

Host
Emil Frey Classic Auctions

Venue
Classic Center Schweiz
Bahnhofplatz 2
5745 Safenwil AG
Switzerland

Directly to the catalogue.

Directly to the registration.

More information:
www.classicauctions.ch

Fotos Classic Car Auctions, Emil Frey AG

Author: Paolo Ollig

As editor-in-chief Paolo regularly writes about all the big and small stories related to classic cars and motorbikes. Classic dreams: Lamborghini Countach and Mercedes-Benz 300 SL. View all posts by Paolo Ollig →