What Upplands Bilforum does

Upplands Bilforum AB is an authorized Kia retail and service dealer headquartered in Uppsala, Sweden, founded in 2001 and operating from a 6,500 sqm full-service facility at Stålgatan 10. The company sells the full Kia lineup — including the new EV2, EV3, EV4, EV5, EV6, EV9, and PV5 light commercial vehicles — alongside certified pre-owned vehicles, and offers authorized workshop service, tire hotel operations (in partnership with Svensk Fälgrenovering from February 2026), stone-chip repair, and a Kia 8+ service package for vehicles beyond the standard 7-year warranty. As one of Sweden's top three Kia dealers by volume, Upplands Bilforum sells 3,200+ vehicles annually, serves approximately 7,000 showroom visitors per month, and runs a workshop handling ~48 cars per day (110 during peak wheel-change seasons) with 46 employees.

Revenue is generated across four streams: new and used vehicle sales (one-time transactions), authorized service and repair (workshop throughput), financing and leasing facilitated through Kia Finans/Santander Consumer Bank (transaction fees on private lease, corporate lease, and billån), and tire hotel / managed services. Go-to-market combines direct-to-consumer retail through the physical showroom with online inventory browsing and test-drive booking, plus a dedicated corporate/fleet sales team serving business customers under framework agreements (Ramavtal). The customer base is split between private individuals (primary) and business/corporate customers purchasing fleet, benefit cars (förmånsbil), and transport vans.

The business is anchored by Kia Sweden's authorized-dealer relationship and MRF trade association membership, with the 2024 divestiture of Järna Bilcentrum refocusing operations on the Uppsala flagship. Owner-CEO Anders Rantén has led the company since the 2011 investor-led acquisition, and 87% of 2024 sales were electrified vehicles — reflecting both the structural EV transition in Sweden and a deliberate portfolio pivot toward Kia's higher-ASP electric lineup.

Name

Upplands Bilforum

Legal name

Upplands Bilforum AB

Website

https://upplandsbilforum.se

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Upplands Bilforum is an authorized Kia dealer in Uppsala, Sweden, selling 3,200+ new and used vehicles annually and operating a full-service 6,500 sqm facility with authorized workshop, tire hotel, and Kia Finans leasing for private and corporate customers.

Ownership category

akta.pro rank

Product category

Automobile Dealership

NAICS

Motor Vehicle and Parts Dealers (441), Automotive Parts and Accessories Retailers (44133), Tire Dealers (441340)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Specialty Vehicle Leasing/Rental (Refrigerated, Tanker, Flatbed, Utility/Service Bodies) (TLABAHAE)

akta.pro secondary industry

Retail Tire Sales & Installation (Consumer) (TLAKADAA)

Keywords

• Authorized car dealership
• New and used vehicles
• Automotive service workshop
• Vehicle leasing and financing
• Corporate fleet sales

Headquarters

HQ city

Uppsala

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sales of new Kia vehicles and used cars of various brands. Primary revenue stream with diverse inventory of new and pre-owned vehicles.
2. Service and Repair: Authorized Kia workshop providing maintenance, repairs, and parts. Handles ~48 cars per day normally, 110 during peak wheel change seasons.
3. Tire Hotel and Services: Tire storage, tire changes, and related services. Operated in partnership with Svensk Fälgrenovering since February 2026.
4. Financing and Leasing: Facilitates vehicle financing through Kia Finans partnership with Santander Consumer Bank, including private leasing, corporate leasing, and bill loans.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Upplands Bilforum is an authorized Kia dealership in Uppsala selling the full Kia lineup of new electric, hybrid, plug-in hybrid, and combustion vehicles alongside certified used cars. The company also delivers authorized Kia workshop services (maintenance, repairs, parts), vehicle financing and leasing through Kia Finans/Santander Consumer Bank, and ancillary services such as tire storage, tire changes, and stone chip repair.

Product overview

Upplands Bilforum is an authorized Kia dealership in Uppsala, Sweden, operating as a full-service automotive retailer. The company offers a comprehensive portfolio combining vehicle sales (new and certified used Kia vehicles), automotive financing solutions (through Kia Finans/Santander Consumer Bank), and authorized workshop services. The product portfolio centers on Kia's complete vehicle lineup including electric vehicles (EV2, EV3, EV4, EV5, EV6, EV6 GT, EV9, EV9 GT, PV5 Cargo, PV5 Passenger), plug-in hybrids (Niro, Sorento, Sportage), and conventional vehicles (Picanto, Stonic, Seltos, K4 Sportwagon). Ancillary services include Kia Originalservice workshop, Kia 8+ Care service for older vehicles, tire storage (Däckhotell), tire changes (Däckbyte), and stone chip repair. The company also offers specialized business solutions including fleet management, corporate leasing, and the Kia Komplett near-new vehicle package. As one of Sweden's largest Kia dealers, Upplands Bilforum positions itself as a comprehensive automotive partner covering the entire vehicle ownership lifecycle.

Differentiator

Problem solved

Functional benefit

Products and services

• Kia New Car Sales Sale of new Kia vehicles including electric, hybrid, and combustion models from the full Kia lineup, serving individual and corporate buyers in the Uppsala region.
• Kia Used Car Sales (Kia Godkänd) Sale of certified pre-owned Kia vehicles through the Kia Godkänd program, including up to 7-year remaining warranty, 100+ point inspection, and 6-month insurance.
• Kia Privatleasing (Private Leasing) Private leasing of Kia vehicles through Kia Finans partnership with Santander Consumer Bank, with variable monthly rates and service plans included.
• Kia Företagsleasing / Business Lease Business leasing solutions including financial leasing, Business Lease with guaranteed residual value, and comprehensive packages with service, insurance, and winter wheels for corporate customers.
• Kia Finans Financing (Billån) Vehicle financing solutions facilitated through Kia Finans partnership with Santander Consumer Bank, including car loans (Billån) with competitive interest rates and flexible terms.
• Kia Originalservice (Authorized Workshop) Authorized Kia workshop providing manufacturer-approved maintenance and repairs using original Kia parts and diagnostic equipment, with complimentary Kia Assistance extension; serves all vehicle brands.
• Kia 8+ Service (Upplands Bilforum Care) Fixed-price service package for Kia vehicles over 7 years or 150,000 km, priced at 1,995 SEK including oil, filter, environmental fees, service protocol, and a 1-year service warranty with free loaner bike and 10% discount on parts.
• Däckhotell (Tire Hotel) Seasonal tire storage subscription service including automatic scheduling, washing, insurance, and wheel change, priced from 995 SEK per season, operated in partnership with Svensk Fälgrenovering from February 2026.
• Däckbyte (Tire Change) Seasonal tire change service for switching between summer and winter tires, with prices from 500 SEK for Kia customers, operated in partnership with Svensk Fälgrenovering.
• Stenskott-lagning (Stone Chip Repair) Stone chip and windshield damage repair service priced at 200 SEK per repair to prevent further cracking.
• Kia EV2 Compact electric SUV for urban driving with up to 448 km range (Long Range), fast charging, voice-controlled AI assistant, and connected features. Starting from 331,900 SEK.
• Kia EV3 Compact electric SUV with up to 605 km range, 460L luggage space, Vehicle-to-Load power bank function, and Plug & Charge capability. Starting from 429,900 SEK.
• Kia EV4 Compact electric fastback with up to 625 km range, 204 hp, dual 12.3" screens, Kia AI Assistant, and DriveWise safety systems including 360° camera. Starting from 476,900 SEK.
• Kia EV5 Electric SUV positioned between EV9 and EV3, designed for everyday use with comfortable, spacious, and practical features. Starting from 553,900 SEK.
• Kia EV6 Dedicated electric vehicle on E-GMP platform with 800V ultra-fast charging, up to 528 km range, and Vehicle-to-Load mobile power bank capability. Starting from 596,400 SEK.
• Kia EV6 GT High-performance electric vehicle with 585 hp dual motors, 0-100 km/h in 3.5 seconds, and top speed of 260 km/h. Starting from 771,400 SEK.
• Kia EV9 Full-size electric SUV with up to 7 seats, 800V ultra-fast charging (10-80% in 24 minutes), up to 505 km range, and intelligent route planning. Starting from 701,900 SEK.
• Kia EV9 GT High-performance electric SUV with 508 hp dual motors, all-wheel drive, and premium features. Starting from 992,900 SEK.
• Kia PV5 Cargo Fully electric light commercial vehicle built on E-GMP(S) platform with up to 416 km range, 4.4-5.1 m³ cargo volume, 30-minute fast charging (10-80%), and Vehicle-to-Load capability. Starting from 418,500 SEK (excl. VAT).
• Kia PV5 Passenger Electric van for passenger transport with flexible seating for up to 8 persons, combining cargo capacity with passenger comfort and long-range capability.
• Kia K4 Sportwagon New generation family estate combining modern design, connected technology, and generous interior space. Starting from 312,000 SEK.
• Kia Seltos Compact SUV with modern design and connected interior features. Starting from 332,600 SEK.
• Kia Niro Plug-In Hybrid Plug-in hybrid crossover with smart energy-saving technology, flexible functionality, and unique design. Starting from 431,100 SEK.
• Kia Picanto Compact city car ideal for agile urban driving at an affordable price. Starting from 208,500 SEK.
• Kia Sorento Plug-In Hybrid Plug-in hybrid SUV with 7 seats and all-wheel drive, offering up to 57 km electric range and 38g CO2 emissions. Starting from 619,900 SEK.
• Kia Sportage Plug-In Hybrid Sporty SUV for urban and adventure driving with up to 70 km electric range and fuel consumption of 1.1 l/100 km. Starting from 508,900 SEK.
• Kia Stonic Compact SUV with modern technology, generous space, and style for everyday use and adventures. Starting from 266,900 SEK.
• Kia Komplett Near-new Kia vehicle package including certified Kia Godkänd car, service agreement, winter wheels, floor mats, and insurance, with fixed monthly financing through Kia Finans.

Quantifiable outcome

• 87% of sales are electrified vehicles
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability3 records

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Svensk Fälgrenovering i UppsalacoreImplementation/ SI/ Consulting Partner · 16 February 2026Partnership for tire hotel operations. Svensk Fälgrenovering took over operational management of tire storage and change services from February 2026. Upplands Bilforum continues to offer tire hotel to customers while Svensk Fälgrenovering handles storage and seasonal changes.
• Sirius FotbollminorGTM or Marketing Partner · 1 February 2021Official car supplier to Sirius Fotboll for 3 years. Partnership includes support for A-team, youth, and academy programs, with visibility at Studenternas stadium.
• Kia SwedencoreChannel Partner/ Reseller/ DistributorAuthorized Kia dealer partnership for sales and service in Uppsala region. Upplands Bilforum is one of the largest Kia dealers in Sweden, offering the complete Kia model range including new electric vehicles, hybrids, and commercial vehicles.
• MRF (Motorbranschens Riksförbund)coreStrategic or Co-development PartnerTrade association membership representing automotive retailers in Sweden. MRF membership indicates professional standards and industry recognition.
• Every SportcenterminorGTM or Marketing PartnerLocal gym partnership with facilities near Upplands Bilforum showroom. Customers dropping off cars for service receive free workout sessions. Cross-promotional arrangement between neighboring businesses.
• USIF ArenaminorGTM or Marketing PartnerNaming rights partnership with Uppsala Studenters IF for multi-sport arena facility. Includes tennis, padel, gym, multi-sport hall, and conference facilities.
• Almtuna ISminorGTM or Marketing PartnerMain partnership with ice hockey club including naming rights to Gränbyhallen (Upplands Bilforum Arena) and hockey school. 3-year agreement.

Scale indicators8 records

Recent moves13 records

Expansion highlights5 records

Direct peers

• Hedin Mobility Group: Major Swedish and European automotive retail group operating multiple authorized dealerships for several OEM brands. Comparable as a multi-brand authorized dealer with sales, service, parts, fleet, and used-car operations at regional scale.
• Bilia AB: Largest automotive retailer in the Nordics, operating multi-brand authorized dealerships across Sweden for premium and volume OEMs. Directly comparable as a full-service car dealer group with sales, authorized service, financing, and fleet operations.
• Mekonomen: Swedish automotive aftermarket chain providing service, parts, and tire services through a wide network. Comparable in their authorized and multi-brand service operations, tire changes, and workshop throughput model.
• Volkswagen Group Sverige: Multi-brand authorized dealer network (VW, Audi, Skoda, SEAT, Cupra) across Sweden. Comparable as a full-line authorized OEM retailer with new-car sales, authorized service, financing, and fleet programs.
• Toyota Sverige: Toyota's authorized dealer and service network in Sweden. Comparable as an authorized OEM retailer with strong hybrid/electrified mix, fleet programs, and full lifecycle service offerings targeting both private and corporate buyers.

Broad incumbents

• Tesla Sverige: Tesla's direct-sales and service operations in Sweden, competing for the same EV buyers as Upplands Bilforum. Comparable as a high-volume EV retailer with own-brand pricing power, but operating under a fundamentally different direct-to-consumer model.
• Polestar Sverige: Swedish-headquartered EV brand with direct-sales retail operations in Sweden. Comparable as an EV-focused retailer competing directly for electrified-vehicle buyers in the same geographic market.
• Volvo Cars Sverige: OEM-controlled retail operations for Volvo Cars in Sweden, increasingly moving toward direct/agency sales. Comparable as a Sweden-based authorized OEM vehicle retailer and service network competing for similar private and corporate customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/upplandsbilforum
• Facebookfacebook.com/Upplandsbilforum
• LinkedInlinkedin.com/company/upplands-bilforum

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 Upplands Bilforum