Over three months, a team of students from the University of St. Gallen, led by Prof. Dr. Ingrid Bauer-Hänsel, systematically analyzed the future of the Swiss garage industry. The methodology combined academic rigor with practical insights: The empirical basis included 21 qualitative interviews with garage businesses and industry experts, field visits incorporating shadowing elements, and a survey of more than 100 participants focusing on the mobility attitudes of Generation Z. Complemented by systematic desk research, the study established robust forecasts for the decade leading up to 2035.

Four key drivers shaping the future

The analysis identifies four key drivers that will fundamentally transform the garage business: 

• Society & Politics: Cars remain relevant—even for Generation Z. Electrification is advancing, but volatile regulatory frameworks are creating uncertainty. When it comes to autonomous driving, political decision-makers are showing increased openness.
• Technology: Electric propulsion challenges traditional service businesses but opens new profitable opportunities, such as consulting on charging infrastructure, software updates, and a more attractive used-car market.
• Customer behavior: Better-informed customers expect transparency, seamless digital services, and proactive consulting. Expertise is shifting from the car itself to the entire mobility ecosystem.
• Personnel: The shortage of skilled workers will become a central challenge. New competency profiles, an attractive corporate culture, and clear career paths are in demand.

Strategies for the Garage of 2035

The study derives specific business models and recommendations for action from these findings. Two examples highlight possible differentiation strategies:  Focus & Competence Garages specialize in selected segments such as e-mobility or performance vehicles, positioning themselves through profound technical expertise.Digital Concierge Garages emphasize seamless customer journeys and a convenient "one-stop-shop" experience.

Key areas of action for all garages include: Building knowledge and expertise in e-mobility and fostering strategic partnerships with energy providers, digitizing the customer journey with integrated online-offline touchpoints, positioning as mobility consultants instead of mere repair shops, systematic employee development with "learning workshop" concepts for new technologies, making clear strategic decisions for differentiation.

Conclusion: The future of garages is digital but remains human

The study concludes that garages in 2035 will look different than they do today but will continue to exist. Their success will depend on setting the right course early on. Technology is changing the business, but people—whether as skilled advisors or loyal customers—will remain at the center.

For more details about the study or for inquiries about similar research collaborations please contact Prof. Ph.D. Ingrid Bauer-Hänsel, Assistant Professor of IT Management (ingrid.bauer-haensel@unisg.ch)