Kessel, the official dealer for Ferrari, Maserati, and Pagani, is currently in a phase of ambitious growth — and doing it in style.
New Facilities and Bold Ambitions
Near the Lugano Süd highway exit, construction is in full swing. The refreshed Ferrari and Maserati showroom in Pambio-Noranco is set to reopen this spring in an entirely new format. At the same time, the multi-brand service center in Grancia is being expanded — handling everything from the latest supercars to rare classic models.
And the plans don’t stop there. In Sulgen, often called Switzerland’s “car city,” a new Kessel center for the German-speaking region is under construction, with opening scheduled for March 2026.
Ronnie Kessel: Business Without the Flash
Owner Ronnie Kessel has led the company for 15 years. He took over in 2010 following the passing of his father, former Formula 1 driver Loris Kessel, and has transformed the family business into a truly international operation.
A telling detail: Ronnie often shows up to business meetings in a Smart Fortwo. His reasoning is straightforward — it’s practical and parking is never an issue. Ferraris, he says, are for weekends and special drives. His personal favorite? The iconic F40 — no surprise, since he and the car share the same birth year.
CARS: More Than Just Letters
Kessel sums up the business in four letters:
- Classic — classic cars and collectible examples
- Auto — sales of new and pre-owned supercars
- Racing — competing in races around the world
- Service — maintenance, restoration, and technical support
The company employs around 200 people and is deeply involved in motorsport. For instance, the Kessel Racing Ferrari 296 GT3 competes in the Asian Le Mans Series.
Hybrids Now, Full Electric Tomorrow
Ronnie takes a pragmatic view of fully electric Ferraris. In his opinion, demand will be strongest in China, North America, and Scandinavia. Hybrids, however, he sees as the ideal solution today.
A prime example is the Ferrari 296 GTS with its 3.0-liter V6 and electric motor. Combined output reaches 830 hp, yet it can glide almost silently through city traffic with zero local emissions. On the open road or autobahn, it still delivers that unmistakable Ferrari character.
A New Era for Ferrari and Maserati’s Potential
Even Ferrari evolves. The word “SUV” was once almost taboo for the brand, but today the Purosangue confidently holds its place in the lineup. Four doors, all-wheel drive, everyday usability — and overwhelming demand that has driven prices upward (in Europe, these cars easily exceed €400,000).
Interestingly, Kessel views Maserati as a perfect family-oriented complement to Ferrari — more practical and accessible while still emotionally engaging. This approach could be exactly what breathes new life into the Modena brand.
Watching how Kessel expands its network and philosophy, it’s clear: this isn’t just about selling cars. It’s about offering a lifestyle where speed, heritage, and common sense coexist in perfect harmony.
