Ejner Hessel

What Ejner Hessel does

Ejner Hessel A/S is a privately held Danish automotive dealership group founded in 1968 and headquartered in Brande, Denmark (CVR nr. 58811211). The company self-describes as Denmark's largest car dealer and operates as a multi-brand retailer representing Mercedes-Benz, Renault, XPENG, Dacia, and Alpine across both new and used vehicles. Sales are conducted through physical showrooms distributed across Denmark, supplemented by an e-commerce webshop for accessories, parts, and lifestyle merchandise, and an online workshop booking system.

The company's business model spans the full vehicle ownership lifecycle. Revenue is generated through one-time vehicle sales (cash and financed), recurring subscription-style leasing (private leasing of 24–48 months, business leasing for company fleets, and the short-term Hessel HiRE product of 6–12 months), in-house vehicle financing via Hessel Finans, authorized workshop service with subscription maintenance plans (Hessel STARPLUS for Mercedes, Hessel PLUS for Renault/Dacia), and aftermarket accessories and parts. The wholly-owned STARMARK subsidiary operates a dedicated used Mercedes-Benz channel positioned as the Nordic region's largest, offering a 24-month factory warranty on used vehicles.

Customers are served through two primary segments: private consumers (Privat) purchasing or leasing for personal use, and business customers (Erhverv) requiring fleet, company car, and commercial vehicle solutions. Forward-looking product additions for 2025 include the XPENG L03 electric SUV, the Mercedes-Benz C-Klasse Electric, and Alpine's electric A290/A390 models, indicating an active pivot toward electric vehicles. EV ownership is supported through partnerships with Clever (subscription home and public charging) and TakeCHARGE (ownership-model home charging), with free charging box installation bundled into qualifying leases. Technology integrations include Apple CarPlay and Android Auto compatibility, plus Mercedes me connect connected-car services; no proprietary AI/ML platform is disclosed.

Name

Ejner Hessel

Legal name

Ejner Hessel A/S

Website

https://hessel.dk

Company type

Private

Founded year

1968

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Ejner Hessel A/S is Denmark's largest car dealer, selling new and used Mercedes-Benz, Renault, XPENG, Dacia, and Alpine vehicles through nationwide showrooms, with in-house financing, private and business leasing, authorized workshop service, and a dedicated used-Mercedes subsidiary (STARMARK).

Ownership category

akta.pro rank

Headquarters

HQ city

Brande

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new and used vehicles including Mercedes-Benz, Renault, XPENG, Dacia, and Alpine brands. Both cash purchases and financing options available through Hessel Finans.
2. Leasing Services: Private leasing (privatleasing) for 24-48 months and short-term leasing (Hessel HiRE) for 6-12 months. Business leasing (erhvervsleasing) for company vehicles. Leasing includes insurance and road tax.
3. Financing: Vehicle financing through Hessel Finans, the company's own financing company. Offers competitive rates compared to traditional banks.
4. Workshop & Service: Authorized workshop services for all brands sold, including maintenance, repairs, and service agreements. Includes service packages and loyalty programs.
5. Accessories & Parts: Sales of original spare parts, accessories, and lifestyle merchandise through the company's webshop. Includes wheels, car care products, and branded merchandise.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Ejner Hessel is a Danish multi-brand automotive retailer selling new vehicles (Mercedes-Benz, Renault, XPENG, Dacia, Alpine) and used cars, complemented by private and business leasing, in-house vehicle financing (Hessel Finans), short-term rental-style leasing (Hessel HiRE), authorized workshop services, and an accessories webshop. The group operates physical showrooms and workshops across Denmark and runs the STARMARK subsidiary as the Nordic's largest used Mercedes dealer.

Differentiator

Problem solved

Functional benefit

Brands

• Hessel Finans: The company's in-house financing division offering attractive financing terms for vehicle purchases.
• Hessel HiRE
• Hessel PLUS
• Hessel STARPLUS

Products and services

• Mercedes-Benz new vehicle sales

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Partnerships

Two partnerships are on record, tiered core.

• ClevercoreTechnology or IntegrationClever partnership for EV charging solutions. Hessel offers free Clever ladeboks (charging box) installation with certain leasing deals. Clever provides subscription-based charging with unlimited home and public charging. Requires Clever One subscription.
• STARMARKcoreChannel Partner/ Reseller/ DistributorWholly-owned subsidiary specializing in used Mercedes-Benz vehicles. Described as Nordic's largest dealer of used Mercedes. Offers 24-month factory warranty on used vehicles. Part of Ejner Hessel group.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• AutoCanada: Canadian multi-brand automotive dealer group with new and used vehicle sales, financing, and aftermarket services. Comparable multi-brand dealer model with similar reliance on OEM franchise relationships and F&I economics.
• Vertu Motors: UK-based automotive retailer operating a multi-brand dealership network with new/used vehicle sales, aftersales, and fleet services. Same diversified dealer business model applied in a different European market.
• Pendragon: UK-based automotive retailer with multi-brand dealerships and used-vehicle operations. Comparable new-and-used vehicle retailer model with parallel aftersales and finance revenue streams.
• Asbury Automotive Group: US multi-brand automotive retailer with new and used vehicle sales, F&I, and service operations. Closely comparable franchise dealer business model with similar revenue mix across sales, finance, and parts/service.
• Bjarne Nielsen: Danish Mercedes-Benz authorized dealer and service partner. Direct franchise competitor serving the same Mercedes customer base in Denmark with comparable authorized workshop operations.
• Andersen & Martini: Danish Mercedes-Benz dealer group with multiple retail and service locations. Comparable authorized Mercedes retailer competing in the same Danish customer pool with similar franchise economics.
• K.W. Bruun: Danish automotive importer and dealer group representing Stellantis brands. Comparable franchise-based dealer model with parallel import-and-retail operations in Denmark.
• Semler Holding: Major Danish automotive group and Mercedes-Benz importer. Directly comparable multi-brand dealer and importer operating in the same Danish market with overlapping Mercedes exposure.

Regional players

• Hedin Mobility Group: Large Nordic automotive retailer and distributor with multi-brand dealerships across Sweden, Norway, and adjacent markets. Comparable multi-brand dealer scale operating in the broader Nordic region.

Broad incumbents

• Inchcape plc: Global automotive distributor with a multi-brand retail and distribution footprint. Comparable multi-brand automotive retail model at international scale, with overlap on distribution economics rather than direct geographic competition.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ejnerhesselas

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Ejner Hessel