Yann Sommer becomes Carmarket’s brand ambassador. The digital car marketplace carmarket.ch announced the partnership with the longtime Swiss national team goalkeeper in a press release. The company cites shared values as the reason for the move, specifically trust, reliability, professionalism, and high quality standards. The press release does not provide specific contract details; neither the duration nor the scope of the campaign is known.
Brand Ambassadors in the Digital Auto Market
CEO Daniele Marangi points to the high level of trust Sommer enjoys in Switzerland. Testimonials of this kind are not new in the Swiss auto industry. Athletes convey attributes that platforms themselves find difficult to substantiate. That is why marketplaces regularly turn to them.
This move is part of a series of initiatives. In April 2026, Carmarket became a Presenting Partner of Auto Zürich. The company is thus visibly investing in reach and brand-building.
Why Trust Is Becoming a Competitive Factor in the Used-Car Market
The used-car market suffers from information asymmetry. The seller knows the vehicle; the buyer does not. Consequently, buyers systematically distrust the listings. Economists have described this phenomenon since Akerlof’s analysis of the market for “lemons.”
Platforms attempt to bridge this gap through inspection processes, reviews, and warranties. However, a prominent figure does not replace these mechanisms; at most, it reinforces them. Therefore, the question remains: how reliable is the inspection process, really?
The platform model relies on professional dealers
According to its own figures, Carmarket lists over 65,000 inspected vehicles from professional dealers across Switzerland. In September 2025, the inventory still stood at around 50,000 vehicles. The catalog has thus grown significantly.
The decision to exclude private listings is the core strategic choice. This is what distinguishes the platform from open marketplaces. At the same time, it narrows the selection. Anyone looking for an affordable private-sale vehicle won’t find it there.
Legal Consequences of Buying from a Dealer for Buyers
The difference is legally significant. When purchasing from a dealer, the warranty provisions of the Swiss Code of Obligations apply. The seller is generally liable for warranted characteristics and for defects. The statute of limitations is two years. For used goods, the parties may contractually shorten this period to one year.
Complete disclaimers are common in practice. However, they do not apply indefinitely. This is because anyone who fraudulently conceals a defect cannot invoke such a disclaimer. Commercial sellers are also subject to the Price Disclosure Ordinance. Buyers should therefore review the sales contract, not the testimonial.
Fair Trading Law Sets Limits on Testimonial Advertising
Advertising featuring well-known personalities is permitted. However, it must be truthful and not misleading. The Federal Act Against Unfair Competition prohibits incorrect or deceptive statements about goods and business relationships. If a platform advertises “inspected” vehicles, the inspection must therefore be genuine.
The Swiss Fair Trading Commission assesses such cases upon complaint. Although its decisions are not enforceable, they do have a reputational impact. It is therefore worthwhile for providers to maintain clear documentation of their inspection standards.
Context for the Swiss Vehicle Market
The deal signals a willingness to invest in a competitive segment. Established portals and dealer groups are competing for the same customer base. Brand awareness is a cost factor here, not a unique selling point.
The quality of the process remains decisive—namely, vehicle inspection, data quality, complaint handling, and dealer selection. A brand ambassador can generate attention, but trust is only built after the purchase.
Who is Carmarket’s new brand ambassador?
Yann Sommer, the longtime Swiss national team goalkeeper. The platform announced the partnership on August 17, 2026.
What exactly is Carmarket?
A Swiss online marketplace for new and used cars. It lists only offers from professional dealers.
How many vehicles are listed on the platform?
According to the company, over 65,000 inspected vehicles. In September 2025, there were around 50,000.
Can a dealer completely exclude liability?
Not without restrictions. Anyone who fraudulently conceals a defect cannot invoke a disclaimer.
Is advertising featuring celebrities legally problematic?
No, as long as the statements are true. Misleading information about goods or business relationships violates the Unfair Competition Act (UWG).
What should I check when buying a used car online?
Service records, accident history, inspection report, sales contract, and warranty terms. An independent appraisal is worthwhile for higher-priced vehicles.
