Bertel O. Steen

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.

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

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

• Automobile dealership
• Multi-brand car sales
• Vehicle workshop services
• Commercial vehicle sales
• Car rental services

Headquarters

HQ city

Skårer

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. 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
2. Used car sales: Sales of used/pre-owned vehicles with over 1000 cars in stock across all price segments
3. Workshop and service: Vehicle maintenance, repairs, EU inspections, glass repair, tire services, and other automotive services
4. Car rental: Short-term and long-term vehicle rental services with over 30 locations in Norway
5. Special vehicles: Customized specialty vehicles for defense, police, and ambulance services
6. Vehicle leasing and financing: Leasing and financing options for vehicle purchases

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core 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

Named customers4 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core.

• Forsvaret (Norwegian Armed Forces)coreStrategic or Co-development PartnerLong-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)coreStrategic or Co-development PartnerPartnership with Norwegian Police for surveillance vehicles, armored vehicles for high-risk situations, traffic monitoring vehicles, prisoner transport vehicles, and patrol vehicles.
• Ambulansetjenesten (Ambulance Services)coreStrategic or Co-development PartnerSupply of emergency response vehicles for ambulance services, vehicles developed for maximum reliability and accessibility adapted to Norwegian conditions.
• Mercedes-Benz (as importer)coreChannel Partner/ Reseller/ DistributorOfficial importer and dealer for Mercedes-Benz vehicles in Norway, including passenger cars, vans, and specialty vehicles.
• Kia (as importer)coreChannel Partner/ Reseller/ DistributorOfficial importer and dealer for Kia vehicles in Norway, including electric vehicles and commercial vans.
• Peugeot (as importer)coreChannel Partner/ Reseller/ DistributorOfficial importer and dealer for Peugeot vehicles in Norway, including electric vehicles and commercial vans.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad 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

• YouTubeyoutube.com/@Bertel0Steen
• Facebookfacebook.com/BOSBil
• Instagraminstagram.com/bertelosteen

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Bertel O. Steen