The long-time leader of the Emil Frey Group, one of Europe’s largest automotive distributors, has spent decades at the heart of engineering, international trade and automotive culture.

Through his company’s deep ties to Jaguar Land Rover and other British marques, Frey has helped shape the Swiss car market over several decades. Yet, Frey’s passion does not come solely from the boardroom, but from UK culture and a fascination with all things motor racing.

Motor racing and UK connections

Born in Zurich in 1943, Frey grew up immersed in the world of cars and racing. The son of Emil Frey, he was exposed not just to the business but also to the passion and luxury that define the automotive industry.

As a boy, he listened on the radio to Jaguar’s epic battles with Mercedes-Benz at Le Mans — contests that left a lasting impression on him. “I was a teenage boy listening to the races on the radio,” he told us, captivated by the sound of British Racing Green taking on the Silver Arrows.

His passion would later see him take the wheel himself. Over the years, Frey competed in a range of cars and series, including a notable eighth-place finish in the 1973 1,000-kilometre race at the Nürburgring.

The connection between his family and the United Kingdom was given life early in his career. At just 18 years old, Frey would accompany his father to the UK to help translate conversations with the British manufacturers. Sitting opposite Sir William Lyons, the founder of Jaguar, was, he said, “an honour” — and a formative moment. “To have the possibility to talk to the founder, this inspired me a lot.”

Though he did not originally plan to take over the family business, Frey became embedded in Emil Frey. Education at the London School of Economics coincided with building even deeper ties in the UK car industry. His admiration for the country also grew beyond the automotive world. “I like the British people, their style,” he said, citing fair play, individuality and tradition among the qualities he admired most.

Frey’s ascendancy in the automotive world in the 1970s and 80s came at a time of upheaval for British brands. As smaller UK manufacturers were folded into larger industrial groups, many distributors across Europe lost their footing.

Frey, however, maintained the trust of British partners and was able to make Emil Frey the independent distributor for British Leyland, the conglomerate that brought together many major British automotive brands. Even in a time of flux, he was able to ensure that the automotive connection between the UK and Switzerland endured.

Transforming the Range Rover brand

One of Frey’s many achievements was the transformation of the Range Rover brand. Up until the 1980s, the Land Rover and Range Rover brands were associated with rugged dependability rather than style. Frey saw something else: “They say it’s a commercial vehicle, I said no, this is a luxury limousine.”

Frey then went to great lengths to transform the Range Rover into a luxury vehicle ideally suited to the Swiss market, not just by marketing but through innovation. This included improvements to trim and transmission, with Frey even working with Peter Monteverdi to create a five-door version that better suited the European market.

His plan was simple: “You need a station wagon, you need a sports car, you need a limousine…But you can’t buy four cars — just buy a Range Rover.” The strategy worked. Switzerland became one of the earliest and most successful export markets for the model. According to Damian Donnellan, CEO of JLR Switzerland, Frey’s innovation is still discussed among their engineers today.

He also played an integral part in strengthening Jaguar’s position across Europe. His willingness to invest in the brand at a pivotal moment in the company’s history was integral to its success.

Walter Frey: Reflections on leadership

Walter Frey’s career has not been limited to the car showroom and racetrack either. Between 1987 and 2001, he served as a National Councillor for the Swiss People’s Party, and until 2025 was the President of the ZSC Lions ice hockey team.

When reflecting on his own success, he harks back to the motto he used at ZSC Lions, “Hot Legs, Cool Heads”. It is the belief that success requires both the determination to succeed and the composure to do so effectively. Sport also remains a main point of connection across his work. “When you meet people from other countries, you talk about sports, and it creates a connection.”

His advice for current and future leaders can be found in the Emil Frey Letter, a document sent by his father to explain how he wanted him to run the business. Serve customers well, give them real value for money, and base interactions on trust, reliability, integrity, long-term thinking, quality and modesty. Even if the world changes, “the basic values stay the same,” Frey explained.

For those looking to build ties across nations, his advice is equally clear: respect the country, learn its culture, understand its history and build trust. In Britain, for example, “if you work with them as a gentleman… then you will be treated as a gentleman.”

For him, the future lies in economic exchange between nations, concluding that his career has seen him advocate for open dialogue and cooperation between countries, even when political tensions exist. By cementing such extensive economic ties between the UK and Switzerland, he has already gone a long way to executing his vision.