A grey Mercedes-Benz GLB on the Kestenholz stand had “82’104 CHF” struck through and “Ihr Vorteilspreis: 68’524 CHF” written on its disc. That is CHF 13,580 off, or 16.5 per cent, and it says more about AUTO/MOBIL Basel 2025 than any label the organiser printed. This is a free regional show, run by dealers, and the offers on the glass are the story.
Beyond the GLB, the floor held 38 brands, a JAC electric pick-up in the foyer and an MG Cyberster with its scissor doors open. We photographed the floor on the Friday and the Saturday.
Free Entry, Three Days, No Visitor Count
The show ran from Friday 5 to Sunday 7 September 2025 at the St. Jakobshalle. It opened from 12:00 to 20:00 on the Friday and from 10:00 to 17:00 on the Saturday and Sunday, and entry was free on all three days.
The organiser’s contact page names Birseck Marketing GmbH of Aesch, with the Automobil Club der Schweiz, Sektion beider Basel, as the press contact. Its 2026 release says a joint body of the AGVS beider Basel and the ACS now carries the show.
What Basel 2025 does not have is a crowd figure. The organiser published no visitor number and no press release for 2025, so there is no way to tell whether the show grew or shrank. Its 2026 release counts about 15,000 visitors and 250 new models from more than 40 brands, but we have no 2025 number and will not guess one.
A Map Of Who Sells What In Basel
The exhibitor page lists 38 brands, mostly through regional dealers. Emil Frey AG Basel-Dreispitz shows Citroën, DS, Kia, Leapmotor, Lexus, Mazda, Mitsubishi, Opel, Peugeot, Subaru and Suzuki. Garage Keigel covers Abarth, Alfa Romeo, Dacia, Fiat, Ford, Jeep, Kia, Nissan and Renault.
Kestenholz represents Mercedes-Benz and Smart, and AMAG handles Audi, Cupra, SEAT, Skoda and VW. JAC, Tesla, Hedin (Xpeng, Ineos) and Genesis Studio exhibit as importers.
The show also had a debate. On the Friday at 10:30 in Hall 1, the organiser held a discussion on how public transport and the car can complement each other. Basel-Stadt’s Regierungsrätin Esther Keller and the CEO of the BLT were among the speakers.
Twelve Swiss Premieres, One For Europe
The organiser’s highlights page lists 38 cars. Twelve carry the label “Schweizer Premiere”, and the JAC E30X carries “Europapremiere”. No world premiere is claimed.
We checked five of those labels against the brands’ own releases in a separate piece, and several sit beside earlier order dates.
A Roadster, An Electric Pick-Up And A Macan
The MG Cyberster stood on the Auto Kurve AG stand, MG-Center Bubendorf, with its scissor doors open. Blick gave its Swiss launch prices in October 2024: CHF 63,990 for the rear-drive Cyberster and CHF 67,990 for the all-wheel-drive car.
JAC’s foyer stand showed the T9EV 4×4, an electric pick-up. JAC Switzerland said in September 2024 that it would present the T9EV 4×4 for the first time at that year’s show, at CHF 41,989. In 2025 its stand listed the T9EV 4×4 Luxury at 330 km of range.
A light-blue Porsche Macan Electric carried a Porsche Zentrum Basel plate.
We filmed the Macan Electric at AUTO/MOBIL Basel 2025. Our Porsche Macan 4 Electric Up Close article has the full story.
We filmed the Cyberster at AUTO/MOBIL Basel 2025. Our MG Cyberster First Look has the full story.
What The Windscreens Asked
These are dealer offers, not list prices, and they are the clearest evidence the show leaves behind. A white Hyundai Santa Fe carried “Prämie AUTO/MOBIL Basel – Winterräder geschenkt!”. We found no such scheme on the organiser’s site, Hyundai Switzerland’s pages or the Hyundai dealers’ pages.
For scale, nau.ch reported the fifth-generation Santa Fe’s Swiss launch prices on 6 November 2025, from CHF 54,900 for the hybrid and CHF 71,900 for the plug-in. Importer lists from July 2026 run from CHF 56,700 to CHF 76,200 across both.
The GLB at Kestenholz went further, with its price cut from CHF 82,104 to CHF 68,524. The disc does not say which version it is. The car is also the outgoing GLB, because Mercedes-Benz unveiled the new electric GLB only in December 2025.
On the Emil Frey stand, a black Leapmotor read “CHF 37’900” and “ab 2.9% Leasing”, and a Mitsubishi Colt read “Leasingzins 0.5%”. We found neither rate on the brands’ pages.
AUTO/MOBIL Basel 2025 at a glance
| Dates | 5 to 7 September 2025 |
| Venue | St. Jakobshalle, Basel |
| Visitors | no 2025 figure published |
| Edition | not stated for 2025 |
| Brands | 38 on the organiser’s exhibitor list |
| Organiser | Birseck Marketing GmbH, Aesch (press contact ACS beider Basel) |
Source: auto-basel.ch pages, archive copies of September and October 2025.
We filmed the Leapmotor C10 at AUTO/MOBIL Basel 2025. Our Leapmotor C10 First Look has the full story.
We filmed the outgoing GLB at AUTO/MOBIL Basel 2025. Our Mercedes GLB AMG Line Up Close article has the full story.
Our Take
Basel is a dealer show. Its exhibitor list is a list of regional garages and importers, and the discs on the windscreens say more about the market than the organiser’s premiere labels do. If you go, treat every disc as the dealer’s offer and check it against the importer’s page before you sign anything.
The edition to compare against is Basel 2026, now carried by the AGVS and the ACS together and, this time, with a visitor count.
Independent editorial. No brand or organiser paid for or reviewed this article.
