Sulland

What Sulland does

Sulland Gruppen AS, founded in 1984 and headquartered in Hamar, Norway, is one of Norway's largest privately-owned multi-brand automotive dealership groups, operating 30+ dealer and workshop locations spanning from Fredrikstad in the south to Tromsø in the north. The group retails new vehicles across 17 OEM brands—premium (Audi, BMW, Lexus), mainstream (Volkswagen, Toyota, Ford), and newer entrants including Cupra, DONGFENG, MHERO, Mitsubishi, and the VOYAH EV line—along with a used-car inventory of more than 1,750 units sold with condition reports and the Sulland Trygghet warranty. Beyond vehicle sales, Sulland generates recurring revenue through a workshop network offering EU inspections (from kr 995), a 32-point video inspection (kr 995), oil changes, tire changes, stone-chip and windshield repair, and accident damage handling, with payment supported by the proprietary Sullandkonto interest-free installment product (0% for up to 12 months). GTM is direct-to-consumer through owned showrooms and the sulland.no digital channel, serving individual Norwegian consumers, used-car buyers, and corporate fleet customers across 23+ cities. The group has executed an active consolidation strategy, agreeing in April 2024 to acquire Albjerk Bil AS (a 2.05 billion NOK Audi/Volkswagen/ŠKODA dealer that sold nearly 5,000 vehicles in 2023) and acquiring Elverum Sport Bilsalg AS (a 230 million NOK Toyota dealer) in 2025, with the Albjerk sites in Lier, Ringerike, and Drammen rebranded to Sulland on 2025-10-01. Ownership remains private with no disclosed institutional investor or parent company; the group also runs the Veiviserfondet social-impact program, distributing 1 million NOK annually to clubs, associations, and role models in its markets.

Name

Sulland

Legal name

Sulland Gruppen AS

Website

https://sulland.no

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Sulland Gruppen AS operates one of Norway's largest privately-owned multi-brand car dealership groups, with 30+ locations selling new vehicles across 17 brands, over 1,750 used cars, and workshop services to individual consumers and fleet customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Hamar

HQ country

Norway

HQ region

Europe

Offices24 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. New vehicle sales: Sales of new vehicles from 17 car brands (Audi, BMW, Cupra, DONGFENG, Ford, Hyundai, Isuzu, Lexus, Mazda, MHERO, MINI, Mitsubishi, ŠKODA, Suzuki, Toyota, Volkswagen, VOYAH) through dealer network across Norway. Revenue model is one-time transaction-based sales.
2. Used vehicle sales: Sales of used vehicles with over 1,750 cars in stock, all delivered with condition reports and Sulland Trygghet warranty. One-time transaction sales.
3. Workshop and maintenance services: Workshop services including oil changes, 32-point inspections with video documentation, EU inspections (from kr 995), tire changes, stone chip repair, windshield replacement, and car damage services.
4. Sullandkonto financial services: Interest-free installment payment solution for workshop costs and accessories, with 0% annual rate for 30-60 days and up to 12 months terms, with interest-bearing options for longer terms.
5. Vehicle dealership operations (Albjerk Bil acquisition): Dealership of Audi, Volkswagen, Volkswagen Nyttekjøretøy, and Škoda generating 2.05 billion NOK in revenue and selling nearly 5,000 vehicles in 2023.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Sulland is one of Norway's largest privately-owned multi-brand car dealership groups, selling new vehicles from 17 automotive brands (Audi, BMW, Cupra, DONGFENG, Ford, Hyundai, Isuzu, Lexus, Mazda, MHERO, MINI, Mitsubishi, ŠKODA, Suzuki, Toyota, Volkswagen, VOYAH) and over 1,750 used cars through 30+ dealer locations from Fredrikstad to Tromsø. The company also operates an integrated workshop and car damage repair service network and offers in-house installment financing via Sullandkonto.

Product overview

Sulland is a Norwegian car dealership group (Sulland Gruppen AS) offering new car sales, used car sales, and workshop services through approximately 30 dealerships across Norway from Fredrikstad to Tromsø. The company represents 17 automotive brands including Audi, BMW, Cupra, DONGFENG, Ford, Hyundai, Isuzu, Lexus, Mazda, MHERO, MINI, Mitsubishi, ŠKODA, Suzuki, Toyota, Volkswagen, and VOYAH. Core offerings include Nybil (new vehicle sales), Bruktbil (used vehicle sales with over 1,750 cars in inventory), and Bilverksted (comprehensive workshop services including maintenance, repairs, EU inspections, and car damage services). Add-on services include Sullandkonto (interest-free installment financing up to 12 months), the Veiviserfondet annual sponsorship fund (1 million NOK annually), and the Veivisere brand initiative showcasing inspirational role models. The company has expanded through acquisitions including Albjerk Bil AS (Audi, Volkswagen, Škoda dealerships) and Elverum Sport Bilsalg AS (Toyota dealership in Elverum).

Differentiator

Problem solved

Functional benefit

Products and services

• Nybil (New Cars) Sale of new vehicles from 17 automotive brands — Audi, BMW, Cupra, DONGFENG, Ford, Hyundai, Isuzu, Lexus, Mazda, MHERO, MINI, Mitsubishi, ŠKODA, Suzuki, Toyota, Volkswagen, and VOYAH — through Sulland's dealer network across Norway, targeting individual consumers and fleet buyers.
• Bruktbil (Used Cars) Sale of pre-owned vehicles with over 1,750 cars in stock across Sulland locations, each delivered with a documented condition report and the Sulland Trygghet warranty program for Norwegian used-car buyers.
• Bilverksted (Workshop Services) Vehicle maintenance and repair services for all car brands, including oil changes, 32-point inspections with video documentation, EU inspections, tire changes, stone chip repair, windshield replacement, and general car damage repair at Sulland workshop locations across Norway.
• Bilskade (Car Damage Service) Free damage service agreement for Sulland customers handling car accident and damage repairs through Sulland's workshops, targeting Norwegian vehicle owners needing post-accident repair coordination.
• Sullandkonto Installment Financing In-house financing offering interest-free installment payments (rentefri delbetaling) for workshop services and accessories up to 12 months, with interest-free invoice (30-60 days) and interest-bearing terms for 24-60 months, administered directly by Sulland to its customers.
• EU-kontroll (Periodic Vehicle Inspection) Mandatory periodic vehicle technical inspection (Periodisk kjøretøykontroll / EU-kontroll) performed at Sulland workshops, offered at a flat price from kr 995, for Norwegian vehicle owners meeting statutory inspection requirements.
• 32-punkts sjekk med video (32-Point Inspection with Video) Standardized 32-point vehicle safety inspection covering safety-relevant items, with video documentation sent to the customer afterward, priced at kr 995, for Norwegian vehicle owners wanting a transparent pre-summer/maintenance check.

Quantifiable outcome

• Over 1,750 used cars available in stock with condition reports
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered major and minor.

• Albjerk Bil ASmajorStrategic or Co-development Partner · 9 April 2024Sulland Holding AS agreed to acquire Albjerk Bil AS, a dealership of Audi, Volkswagen, Volkswagen Nyttekjøretøy, and Škoda in Norway. Albjerk Bil had revenue of 2.05 billion NOK and sold nearly 5,000 vehicles in 2023. The company was owned by the Albjerk family for over 50 years.
• Elverum Sport Bilsalg ASmajorStrategic or Co-development PartnerSulland acquired Elverum Sport Bilsalg AS which was responsible for Toyota sales in Elverum, Åsnes, Våler, Åmot, Stor Elvdal, Trysil and Engerdal municipalities. The company was established in 1950 and had revenue of 230 million NOK in 2025.
• Auto Plan ASminorChannel Partner/ Reseller/ DistributorAuto Plan AS partnered with Sulland for van provision during Handball EM 2020.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Møller Bil: Largest automotive group in Norway, representing Volkswagen, Audi, ŠKODA, SEAT/Cupra, and Porsche. Directly comparable to Sulland as a multi-brand dealership group with workshop services and national coverage.
• Bertel O. Steen: One of Norway's largest privately held automotive groups, representing Mercedes-Benz, Peugeot, Citroën, Opel, and smart. Closely comparable to Sulland in scale, multi-brand model, and Norwegian footprint.
• Bavaria Gruppen: Norwegian automotive group representing BMW, MINI, and other premium brands. Directly competes with Sulland's BMW and MINI dealerships in the same Norwegian market with similar service offerings.

Regional players

• Pendragon plc: UK-based automotive retailer (now majority-owned by Hedin Mobility Group) operating franchised dealerships and used-car platforms. Comparable multi-brand franchise model with focus on UK rather than Nordic markets.
• Bilia AB: Listed Swedish automotive retailer representing premium brands (BMW, Volvo, Mercedes, etc.) with workshop and used-car operations. Comparable multi-brand dealership model, though operating primarily in Sweden rather than Norway.
• Hedin Mobility Group: Large Swedish-headquartered automotive retailer and mobility group with significant Nordic operations including Norway. Comparable as a multi-brand dealership roll-up across the Nordics, though primarily focused on Sweden.

Broad incumbents

• Inchcape plc: Global automotive distributor and retailer with operations across multiple continents. Overlaps with Sulland as a multi-brand auto retail business, though operating at much larger scale and broader geographic scope.
• Asbury Automotive Group: US-based franchised automotive retailer operating over 150 dealerships across multiple brands with F&I and service operations. Comparable as a multi-brand dealership + service platform, though US-focused.
• AutoNation: Largest US automotive retailer, operating hundreds of franchises across multiple brands with integrated service and parts operations. Comparable in business model (franchise dealer + service + finance), but at materially larger scale and in a different geography.

Others

• Cox Automotive: Global automotive services platform encompassing Manheim auctions, Kelley Blue Book, Autotrader, and dealer software. Comparable ecosystem exposure to used-car inventory management and dealer technology that supports Sulland's used-car operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SullandGruppen
• LinkedInno.linkedin.com/company/sulland-gruppen
• Instagraminstagram.com/sullandgruppen
• Xx.com/sullandgruppen

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Sulland