Bertel O. Steen
Bertel O. Steen is a 125-year-old Norwegian multi-brand automotive dealer and importer operating 35+ dealerships and 40 workshops, selling and servicing Mercedes-Benz, Kia, Peugeot, smart, Opel, Citroën, and DS vehicles for consumers, businesses, and government clients across Norway.
- Company typePrivate
- Founded1900
- HeadquartersSkårer, Norway
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What Bertel O. Steen does
Bertel O. Steen is a privately held Norwegian automotive retail and mobility group founded around 1900, headquartered in Lørenskog, Norway, and operating with 501-1,000 employees under the legal entity Bertel O. Steen Detalj AS. The company functions as a multi-brand car importer and dealer for Mercedes-Benz, Kia, Peugeot, smart, Opel, Citroën, and DS Automobiles, distributing through over 35 owned dealerships and 40 workshops across Norway. Its revenue is generated across six streams: new car sales, used car sales (over 1,000 vehicles in stock), workshop and authorized-brand service, vehicle leasing and financing, car rental through wholly owned subsidiary Bertel O. Steen Bilutleie AS (30+ locations), and customized special vehicles for defense, police, and ambulance operators through Bertel O. Steen Spesialkjøretøy. The company serves private consumers, business fleet buyers, commercial van customers, and Norwegian public-sector emergency/defense clients, with no proprietary technology platform — operations rely on OEM diagnostic tools, a website (bos.no), an online workshop booking system, and conventional email/social media channels. Pricing is unit-based across all service tiers, with fixed-price Service 5+ and 7+ programs for older vehicles, EV-specific service packages, tire hotel subscriptions, and roadside assistance bundled under each franchise brand.
Bertel O. Steen firmographics
Firmographics- Name
- Bertel O. Steen
- Legal name
- Bertel O. Steen Detalj AS
- Website
- https://bos.no
- Company type
- Private
- Founded year
- 1900
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Bertel O. Steen is a 125-year-old Norwegian multi-brand automotive dealer and importer operating 35+ dealerships and 40 workshops, selling and servicing Mercedes-Benz, Kia, Peugeot, smart, Opel, Citroën, and DS vehicles for consumers, businesses, and government clients across Norway.
- Ownership category
- akta.pro rank
Bertel O. Steen industry classification
Industry- Product category
- Automotive Retail & Dealership Services
- NAICS
- Automotive Equipment Rental and Leasing (5321), Passenger Car Rental (532111), Passenger Car Leasing (532112)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500), Services-Auto Rental & Leasing (No Drivers) (7510), Services-Automotive Repair, Services & Parking (7500)
- akta.pro primary industry
- Specialty Vehicle Rentals (SUVs, Convertibles, 4x4) (THADAAAH)
- akta.pro secondary industry
- Specialty Vehicle Leasing/Rental (Refrigerated, Tanker, Flatbed, Utility/Service Bodies) (TLABAHAE)
Keywords
Where Bertel O. Steen is headquartered
LocationHeadquarters
- HQ city
- Skårer
- HQ country
- Norway
- HQ region
- Europe
Offices1 record
Markets served
Bertel O. Steen business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- New car sales: Sales of new passenger cars and light commercial vehicles from multiple brands including Mercedes-Benz, Kia, Peugeot, smart, Opel, Citroën, and DS Automobiles
- Used car sales: Sales of used/pre-owned vehicles with over 1000 cars in stock across all price segments
- Workshop and service: Vehicle maintenance, repairs, EU inspections, glass repair, tire services, and other automotive services
- Car rental: Short-term and long-term vehicle rental services with over 30 locations in Norway
- Special vehicles: Customized specialty vehicles for defense, police, and ambulance services
- Vehicle leasing and financing: Leasing and financing options for vehicle purchases
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Basic service for cars over 5 years |
| Unit Pricing | Pay-as-you-go | Service 5+ for Peugeot, Citroën, Opel, DS (5 years and older) |
| Unit Pricing | Pay-as-you-go | Kia 7+ service for cars 7 years and older |
| Unit Pricing | Pay-as-you-go | Peugeot EV service pricing |
| Unit Pricing | Pay-as-you-go | EU inspection |
| Unit Pricing | Pay-as-you-go | Timing belt replacement |
| Unit Pricing | Pay-as-you-go | Tire hotel and wheel change |
| Unit Pricing | Pay-as-you-go | Tire change service |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
Bertel O. Steen product offering
Product offeringCore offering
Bertel O. Steen is a Norwegian automotive retail and service group operating as an authorized importer and dealer for multiple vehicle brands including Mercedes-Benz, Kia, Peugeot, smart, Opel, Citroën, and DS. The company sells new and used passenger cars and light commercial vehicles, provides maintenance and repair services through its nationwide workshop network, offers vehicle leasing and financing, runs car rental operations, and delivers customized special-purpose vehicles for defense, police, and emergency services.
Product overview
Bertel O. Steen is a Norwegian automobile dealership group with 125 years of experience, operating as a multi-brand car dealer offering new and used passenger cars and commercial vehicles. The company represents Mercedes-Benz, Kia, Peugeot, and smart brands, plus additional brands like Opel and Citroën through their network. Their portfolio includes: (1) New vehicle sales across passenger and commercial segments with electric and traditional drivetrains; (2) Used car sales with over 1,000 vehicles in inventory; (3) Workshop services through 40+ authorized brand workshops offering maintenance, EU inspections, specialized electric vehicle service, and repairs; (4) Car rental services at 30+ locations; (5) Ancillary services including tire storage (tire hotel), glass repair, smart repair, roadside assistance, and damage assessment; (6) Special vehicles division serving defense, police, and emergency services. The company operates over 35 dealerships and workshops throughout Norway south of Trøndelag.
Differentiator
Problem solved
Functional benefit
Products and services
- New Passenger Cars Sale of new passenger cars across Mercedes-Benz, Kia, Peugeot, and smart brands, including electric vehicles, with campaigns and leasing options. Targeted at Norwegian consumers and businesses seeking new vehicles.
- Used Cars Sale of over 1,000 used vehicles across all price segments with purchase and financing options, trade-in services, and direct purchase of customer's car. Targeted at consumers and dealers looking for pre-owned vehicles.
- New Commercial Vehicles Sale of new commercial vans and light trucks including Mercedes-Benz Vito, Mercedes-Benz Sprinter, Peugeot and Kia commercial vehicles, available with diesel or electric drivetrains, with options for additional equipment and conversion. Targeted at tradespeople, delivery companies and fleet operators.
- Car Workshop and Service Over 40 workshop and service points providing authorized-brand maintenance, repairs, EU inspections, electric vehicle service, glass repair and damage assessment. Targeted at owners of Mercedes-Benz, Kia, Peugeot, smart, Opel, Citroën and DS vehicles.
- Car Rental Rental of newer cars for short or long-term use at over 30 locations in Norway, with the option to purchase the rented vehicle. Operated through subsidiary Bertel O. Steen Bilutleie AS. Targeted at consumers and businesses needing temporary or extended mobility.
- Special Vehicles Customized special-purpose vehicles for emergency services, defense, police, and ambulance services, developed in close collaboration with end users to suit Norwegian conditions. Targeted at Norwegian public-sector agencies and operated through subsidiary Bertel O. Steen Spesialkjøretøy.
Quantifiable outcome
- Norway's most popular van brand (Mercedes-Benz Vito)
- +2 more outcomes
Companies that use Bertel O. Steen
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles3 records
Bertel O. Steen technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Bertel O. Steen partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core.
- Forsvaret (Norwegian Armed Forces)coreLong-term partnership with the Norwegian Armed Forces for delivery of specialized military vehicles including logistics vehicles, personnel carriers, and off-road vehicles built to withstand demanding conditions.
- Politiet (Norwegian Police)corePartnership with Norwegian Police for surveillance vehicles, armored vehicles for high-risk situations, traffic monitoring vehicles, prisoner transport vehicles, and patrol vehicles.
- Ambulansetjenesten (Ambulance Services)coreSupply of emergency response vehicles for ambulance services, vehicles developed for maximum reliability and accessibility adapted to Norwegian conditions.
- Mercedes-Benz (as importer)coreOfficial importer and dealer for Mercedes-Benz vehicles in Norway, including passenger cars, vans, and specialty vehicles.
- Kia (as importer)coreOfficial importer and dealer for Kia vehicles in Norway, including electric vehicles and commercial vans.
- Peugeot (as importer)coreOfficial importer and dealer for Peugeot vehicles in Norway, including electric vehicles and commercial vans.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Bertel O. Steen competitors and assessment
Company assessmentBroad incumbents
- Pendragon plc: UK-based multi-franchise automotive retailer (now in transition). Comparable on multi-brand dealer franchise and aftersales model in a mature automotive market.
- Group 1 Automotive: US-listed multi-brand auto retailer with $20B+ revenue operating dealerships and collision/service centers globally. Comparable multi-OEM franchise model with used vehicle, F&I, and aftersales as profit centers.
- Asbury Automotive Group: US-listed multi-brand automotive retailer with 150+ dealerships and growing service-led operations. Compares on multi-OEM franchise retail model with material contribution from parts and service.
- Lithia Motors (Driveway): US-listed global auto retailer with physical dealerships plus the largest digital retail platform Driveway. Directly comparable on multi-brand dealership model with growing digital/consumer-direct channels.
- Inchcape plc: London-listed global automotive distributor and retailer across 40+ markets. Comparable as a multi-brand vehicle importer, distributor, and retailer with full-service aftersales, though at much broader geographic scale.
- AutoNation: Largest US auto retailer, operating 250+ dealerships across multiple brands. Comparable franchise dealership and aftersales structure, though focused on US consumers and OEMs.
Direct peers
- Hedin Mobility Group: Large European multi-brand dealer group with operations in Sweden, Norway, Denmark, Belgium, Germany, and Switzerland. Comparable diversified automotive retail, distribution, and aftersales model across multiple OEM brands.
- Møller Bil: Norway's other large multi-brand auto dealer group, importing Volkswagen, Audi, Skoda and others. Direct competitor for new vehicle sales, aftersales, and fleet leasing across the same Norwegian geography.
- Bilia: Leading Nordic multi-brand dealership and service group headquartered in Sweden, operating across Norway, Sweden, Denmark, Germany, and Belgium. Closely comparable multi-brand automotive retail and aftersales model in adjacent Nordic markets.
Regional players
- AVAG Holding S.E. German automotive retail and service group, the country's largest multi-brand dealer with hundreds of sales and service locations. Strong overlap on multi-brand dealership and service/workshop structure; relevant as a regional European comparable.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Bertel O. Steen social profiles
Digital presenceBertel O. Steen financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bertel O. Steen leadership team
Management profileNumber of profiles
Bertel O. Steen subsidiaries and ownership
Company hierarchySubsidiaries2 records
Bertel O. Steen funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bertel O. Steen M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bertel O. Steen
What does Bertel O. Steen do?
Bertel O. Steen is a Norwegian automotive retail and service group operating as an authorized importer and dealer for multiple vehicle brands including Mercedes-Benz, Kia, Peugeot, smart, Opel, Citroën, and DS. The company sells new and used passenger cars and light commercial vehicles, provides maintenance and repair services through its nationwide workshop network, offers vehicle leasing and financing, runs car rental operations, and delivers customized special-purpose vehicles for defense, police, and emergency services.
Is Bertel O. Steen a public or private company?
Bertel O. Steen is a private company. It is classified as family owned and is currently operating.
When was Bertel O. Steen founded?
Bertel O. Steen was founded in 1900. It employs 501 to 1,000 people.
Where is Bertel O. Steen based?
Bertel O. Steen is headquartered in Skårer, Norway, in the Europe region.
How does Bertel O. Steen make money?
Six revenue lines are on record. New car sales are the primary driver. The others are used car sales, workshop and service, car rental, special vehicles and vehicle leasing and financing.
Who are Bertel O. Steen's main competitors?
Broad incumbents on record are Pendragon plc, Group 1 Automotive, Asbury Automotive Group, Lithia Motors (Driveway), Inchcape plc and AutoNation. Direct peers are Hedin Mobility Group, Møller Bil and Bilia. AVAG Holding S.E. is listed as a regional player.
Does Bertel O. Steen have an API?
No public API is recorded for Bertel O. Steen.
What industry is Bertel O. Steen in?
Bertel O. Steen's product category is Automotive Retail & Dealership Services. Its primary akta.pro industry code is THADAAAH, Specialty Vehicle Rentals (SUVs, Convertibles, 4x4), with a secondary code of TLABAHAE, Specialty Vehicle Leasing/Rental (Refrigerated, Tanker, Flatbed, Utility/Service Bodies). Its NAICS code is 5321 and its SIC code is 5500.