Swiss Auto Market in Crisis: Electromobility Stalls Despite Target Quotas

Summary

The Swiss automotive market is in a historic crisis. In 2025, only 230,000 cars were sold – a decline of approximately 70,000 vehicles compared to pre-pandemic times. In parallel, the shift to electromobility is stagnating: instead of the targeted 50 percent electric cars, the industry achieved only one-third. Thomas Rücker, director of Auto Switzerland, explains in an SRF interview the reasons for purchasing restraint and criticizes planned penalty payments by the federal government.

People

• Thomas Rücker – Director Auto Switzerland
• Simon Hulliger – Moderator SRF Tagesgespräch

Topics

• Automobile sales and market development
• Electromobility and decarbonization
• CO2 emission targets and penalty payments
• Charging infrastructure
• Heavy traffic and trucks
• Transport policy and levies

Detailed Summary

Market Collapse Without Pandemic Comparison

The Swiss automotive market is experiencing an unprecedented low. With 230,000 new vehicles sold in 2025, the quota is below pandemic-era levels. Before Corona, annual sales exceeded 300,000 units. Despite population growth and rising energy consumption, demand continues to decline. Rücker emphasizes that manufacturers depend heavily on stable or growing markets – a shrinking market destabilizes cost structures.

At the same time, drivers are keeping their vehicles longer. The average usage period increased from seven to 10.5 years. While this slows fleet turnover, it also has environmental and climate impacts: older vehicles emit more emissions.

Electromobility Stagnates Despite Product Diversity

Over 300 electric vehicle models are available – yet consumers are not buying. Instead of 50 percent electric cars (required by the net-zero target by 2050), the share is only one-third. The reason is not a lack of willingness to sell by importers, but three persistent consumer concerns:

Range Anxiety: Modern electric cars travel 300–500 kilometers. This range is sufficient for vacation trips with breaks, but the psychological impression of a range trap persists.

Charging Infrastructure Uncertainty: With approximately 19,000 public charging points (target: 20,000), coverage is quantitatively close to the goal. The problem: renters and city dwellers without homes cannot charge at home and depend on public networks. It remains unclear for many where charging stations are available, at what prices, and how long charging takes.

Battery Disposal Anxiety: Although technically solved – 94–98 percent of battery resources can be recycled – and batteries last longer than the car itself, concerns about environmental burdens remain.

Ambitious Target, Lacking Market Mechanisms

The CO2 Emissions Target Act requires importers to achieve 50 percent electric share. If the industry misses the target, it faces penalty payments in the hundreds of millions – for 2025, Rücker expects over 100 million Swiss francs in sanctions.

The problem: importers cannot freely lower prices. Competition and the strategy of pure electric manufacturers (such as Polestar) put them under pressure. A direct allocation mechanism for individual vehicles – transparent to consumers – would work better than flat-rate penalty payments.

Trucks Show How It Works

For electric trucks, the share is five times higher: approximately one in five trucks is electric. The reason: a functioning ecosystem. Transport companies benefit from heavy traffic levy exemption (LSVA) for electric vehicles – savings of approximately 1 franc per kilometer for 40-ton vehicles. These savings amortize the additional investments (factor 2.5–3.5) and the more expensive charging infrastructure.

However, a regulatory change now looms: electric trucks should pay LSVA again starting in 2029 (instead of 2030). Auto Switzerland calls for maintaining previous commitments – to ensure investment security.

New Tax on Electric Vehicles Planned

Federal Councilor Rösti, former Auto Switzerland president, plans a tax on electric cars starting in 2030 as compensation for road wear. Rücker does not fundamentally reject this but demands:

1. Timing tied to market penetration: Only when a sufficient share of electric vehicles is in the fleet
2. No misappropriation of funds: Revenues must fully benefit road financing
3. Simple collection: Self-declaration instead of expensive technical devices

Surprisingly, the VCS (Association Carfree and Slowmobility), otherwise critical of cars, agrees with this position – both want defossilization without additional burdens during the transition phase.

Geopolitics: Tesla Cybertrucks for Switzerland?

Planned USA-Switzerland trade negotiations could relax safety standards for cars. Rücker reassures: Tesla Cybertrucks will not be approved – they are too heavy, too large, and violate pedestrian protection standards.

Autonomous Driving: Still 15+ Years Away

Fully self-driving cars will need at least 15 years. First come assistance systems (highway pilot), feasible on highways. In inner cities, the technology remains challenging due to non-networked road users. The cultural barrier is considerable: driving is for many a personality experience – a paradigm shift remains necessary.

Key Points

• The Swiss auto market is shrinking dramatically: 2025 only 230,000 sales (vs. 300,000+ before Corona)
• Electromobility target of 50% missed; only one-third electric share achieved
• Range, charging infrastructure, and battery concerns slow buyers – although technically solved
• Penalty payments (100+ million CHF) are ineffective without a direct allocation mechanism
• Truck electrification works thanks to LSVA exemption – a model for cars
• Planned electric car tax starting in 2030: Auto Switzerland accepts the principle but demands market-readiness coupling
• Tesla Cybertrucks will not be approved
• Autonomous driving needs 15+ years

Stakeholders & Affected Parties

Opportunities & Risks

Action Relevance

For the federal government:

• Prioritize charging infrastructure in urban areas and rental properties
• Consider direct allocation mechanism (per sold vehicle) instead of flat-rate penalty payments
• Maintain LSVA commitments until 2030 to create investment security
• Tie electric car tax timing to market readiness (not blanket starting in 2030)

For importers:

• Price flexibility difficult in competitive environment – strengthen market communication on total cost of ownership (TCO)
• Intensify customer advice on charging options and range
• Differentiated model portfolios for different buyer types

For consumers:

• Compare costs with e-vehicles (operating costs, LSVA savings for trucks)
• Clarify charging options before purchase (home vs. public network)

Quality Assurance & Fact-Checking

• [x] Central statements and figures verified (230,000 car sales 2025, 19,000 charging points, 50% target)
• [x] Unverified data marked (sanction amount 100+ million CHF is estimate; official final figures not until June 2026)
• [x] Web research for current data conducted
• [x] Bias checked: interview shows industrial perspective; consumer view and environmental group criticism underrepresented

⚠️ Limitation: Planned LSVA change (starting in 2029) is in parliamentary process; final regulation pending

Supplementary Research

1. Federal Office of Energy (BFE): CO2 emission targets and sanction procedures – official final figures 2025 (June 2026)
2. International Energy Agency (IEA): Global EV Outlook 2026 – comparison of Switzerland with European markets
3. Campaign for transport transition: Critical analysis of LSVA exemption and environmental impacts

References

Primary Source:
SRF Tagesgespräch – January 16, 2026, Interview with Thomas Rücker (Auto Switzerland)
https://download-media.srf.ch/world/audio/Tagesgespraech_radio/2026/01/Tagesgespraech_radio_AUDI20260116_NR_0081_cad64be5271846359472ac93e2349eb5.mp3

Supplementary Sources:

1. Federal Office of Energy (BFE) – CO2 Regulation and Emission Targets for Passenger Cars
2. Auto Switzerland – Annual Statistics Automotive Market 2025