What Liljas does

Liljas Personbilar AB is a privately held, multi-brand automotive retail and service group headquartered in Kalmar, Sweden, operating four dealerships across the Småland region (Kalmar, Växjö, Nybro, Tingsryd) and employing approximately 260 people. Founded in 1928 and acquired in 1991 by owner Ingemar Andersson, the company is an authorized dealer for Volvo, Polestar, Renault, Dacia, and Isuzu, with the Kalmar Hansa City facility housing the Nordic region's largest single-floor car showroom. Liljas runs the full vehicle ownership lifecycle: new and certified pre-owned vehicle sales, a full-service workshop network offering authorized OEM service, damage repair, tire changes, wheel alignment, and a seasonal tire hotel with roughly 8,000 stored tires, plus complementary services including car care/detailing, body repair, glass repair, wheel refinishing, and home EV-charging installation.

The company's revenue model blends transactional streams (new and used vehicle sales, workshop transactions, car rental via its own Liljas Hyrbilar brand launched January 2025) with recurring mechanics (service subscriptions, tire hotel storage, fleet leasing) and partnership-derived commission income (CarPay financing, Ziklo Bank vehicle finance, insurance products, Volvo extended EV battery coverage). Go-to-market combines direct consumer retail across physical locations, a dedicated corporate fleet/Key Account Manager team for business leasing, and digital channels (website, online booking, Facebook/Instagram/LinkedIn, local event participation). The group is currently in a transition phase: Polestar retail was added in July 2024, the Hertz franchise was replaced by an own-brand rental operation in January 2025, Renault and Dacia new-vehicle sales will be discontinued effective March 31, 2026 (while authorized service continues), and Anna Wansland succeeded Oscar Cullberg as CEO on March 1, 2026. The Tanka Borgholm fuel station is being closed effective November 2025.

Name

Liljas

Legal name

Liljas Personbilar AB

Website

https://liljasbil.se

Company type

Private

Founded year

1928

Operating status

Operating

Headcount range

101–250 employees

Short description

Liljas is a privately held Swedish automotive dealership group operating four locations in Småland, selling new and used Volvo, Polestar, Renault, Dacia, and Isuzu vehicles and providing authorized workshop, tire, damage-repair, and rental services to retail and fleet customers.

Ownership category

akta.pro rank

Product category

Automotive Dealership Services

NAICS

Automotive Parts, Accessories, and Tire Retailers (4413), Tire Dealers (44134)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

akta.pro secondary industries

Retail Tire Sales & Installation (Consumer) (TLAKADAA), Wheel & Rim Repair/Refurbishment (TLAKADAG)

Keywords

• Automotive dealership
• Vehicle sales service
• Authorized car dealer
• Workshop repair services
• Corporate fleet leasing

Headquarters

HQ city

Kalmar

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new vehicles across multiple brands: Volvo, Polestar, Renault, Dacia, and Isuzu. Revenue generated from direct consumer and business purchases.
2. Used Vehicle Sales: Sales of certified pre-owned vehicles including Volvo Selekt, Volvo e-Selekt, Polestar Pre-owned, and Liljas Komplett/Liljas Trygg programs.
3. Workshop and Service: Full-service workshop including original service for all brands, repairs, damage repair, tire changes, wheel alignment, glass repair, windshield replacement, and car care/reconditioning.
4. Service Subscriptions: Monthly subscription plans covering scheduled maintenance and service according to manufacturer recommendations.
5. Car Rental: Own car rental service (Liljas Hyrbilar) launched January 2025, replacing previous Hertz franchise.
6. Financing and Insurance Products: Partnership-based financing through CarPay and Ziklo Bank, plus insurance products including Volvo's extended electric vehicle battery coverage.
7. Tire Storage and Services: Däckhotell (tire hotel) service for seasonal tire storage, plus tire sales and wheel alignment services.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Liljas operates as a multi-brand automotive dealership and full-service workshop across four locations in Småland, Sweden. The company sells new vehicles (Volvo, Polestar, Renault, Dacia, Isuzu) and certified pre-owned cars, and delivers authorized servicing, repairs, tire storage, car care, damage repair, car rental, financing, and insurance. Its private and business customers receive the complete vehicle lifecycle under one regional brand.

Product overview

Liljas Bil is a multi-brand automotive dealership offering a comprehensive range of vehicle sales and automotive services. The company operates as a unified platform with two core product lines: (1) vehicle sales encompassing new cars (Volvo, Renault, Dacia, Isuzu, Polestar) and certified pre-owned vehicles through programs like Volvo Selekt and Polestar Pre-owned, and (2) a full-service workshop network providing authorized maintenance, repairs, tire services (including the Däckhotell storage program), car care (bilvård/rekond), and damage repair. Supporting services include car rental (Liljas Hyrbilar), financing (CarPay), vehicle insurance, home charging installation, and subscription-based service plans. The company operates across four locations in Kalmar, Växjö, Nybro, and Tingsryd in Småland, Sweden.

Differentiator

Problem solved

Functional benefit

Products and services

• New Car Sales Sale of new passenger cars, SUVs, pickups, and electric vehicles from authorized brands Volvo, Polestar, Renault, Dacia, and Isuzu, for individual and business buyers.
• Used Car Sales (Begagnade Bilar) Sale of certified pre-owned vehicles including Volvo Selekt, Polestar Pre-owned, and Liljas-branded used car protection packages for individual consumers.
• Originalservice (Authorized Service) Manufacturer-authorized scheduled maintenance, warranty work, and repairs using OEM parts and procedures for Volvo, Polestar, Renault, Dacia, and Isuzu vehicles.
• Workshop and Repair (Verkstad) Comprehensive mechanical repair and maintenance workshop including tire changes, wheel alignment, AC repair, and general repairs for all supported vehicle brands.
• Tire Storage (Däckhotell) Seasonal tire storage service including tire inspection, washing, mounting/dismounting, and storage coordination, with around 8,000 tires stored at the Växjö facility.
• Car Care and Detailing (Bilvård och Rekond) Professional interior and exterior car cleaning, polishing, and cosmetic restoration to bring vehicles back to like-new condition.
• Liljas Hyrbilar (Car Rental) Own-branded car rental service launched January 2025 in place of the Hertz franchise, offering rental cars across all four Liljas locations.
• Service Subscription (Serviceabonnemang) Monthly subscription service that covers scheduled vehicle maintenance according to manufacturer recommendations for predictable service costs.
• Private Leasing (Privatleasing) Long-term vehicle leasing for private individuals with monthly payments covering financing, service, and roadside assistance.
• Company Car and Fleet Services (Tjänstebil) Business fleet and company car services, including Volvo Business Lease, delivered by dedicated Key Account Managers and fleet sales specialists.
• CarPay Financing Financing and payment service for vehicle purchases and leasing, offering up to 12 months interest-free installments and flexible financing options.
• Damage Workshop (Skadeverkstad) Body repair and accident damage services including dent repair, windshield replacement, stone chip repair, and full collision repair for all supported brands.
• Financing (Finansiering) Vehicle financing options including car loans and leasing arrangements delivered through the partnership with Ziklo Bank (formerly Volvofinans Bank).
• Car Insurance (Bilförsäkring) Vehicle insurance products and partnerships, including Volvo's extended electric vehicle battery coverage up to 250,000 km or 10 years.
• Battery and Home Charging (Batteri och Laddning) Home charging solutions for electric and plug-in hybrid vehicles, including charge box installation and coordination with Volvo Cars app.
• We Buy Your Car (Vi köper din bil) Vehicle purchase service where Liljas buys customers' existing cars to facilitate trade-in for new or used vehicle purchases.
• Volvo Originalservice Classic Specialized maintenance and repair program for older Volvo models using original Volvo parts and procedures.
• Wheel Refinishing (Fälgrenovering) Professional wheel rim repair and refinishing services that restore damaged or scratched alloy wheels to like-new condition.

Quantifiable outcome

• 2 billion SEK annual revenue
• +2 more outcomes

Named customers2 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

Integration7 records

AI capability8 records

Feature3 records

Partnerships

One partnership is on record.

• PolestarcoreChannel Partner/ Reseller/ Distributor · 16 July 2024Liljas became an authorized Polestar retail partner in 2024, adding Polestar sales (in addition to existing service operations) at dedicated Polestar Spaces in Växjö and Kalmar. Offers Polestar 2, 3, 4, and 5 models for ordering and test drives.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Mekonomen Group: Publicly listed Swedish automotive aftermarket chain with affiliated workshops, tire service, and parts retail. Comparable workshop/tire service operations, although its model centers on independent affiliated workshops rather than OEM-authorized retail.
• Däckteam: Swedish tire retail and service chain offering seasonal tire changes, storage (Däckhotell), wheel alignment, and tire sales. Highly comparable to the tire hotel and tire service portion of Liljas's business.
• Hedin Mobility Group: Large Sweden-headquartered multi-brand automotive retailer group with comprehensive sales, service, and parts operations. Highly comparable to Liljas in business model (multi-brand authorized dealer + after-sales + financing) but with broader national/European footprint.
• First Stop (Nordic): Pan-European tire retail and service chain with a substantial Swedish footprint offering tire sales, seasonal changeover, and storage. Comparable competitive set for the tire and wheel service portion of Liljas's business.
• Ryd-Ams Bil: Swedish regional automotive dealership group operating a portfolio of brand-authorized stores and service facilities. Comparable in structure (multi-location, brand-authorized) and revenue mix to Liljas.
• Holmgrens Bil: Swedish multi-brand car dealership group selling passenger and commercial vehicles across multiple locations in Sweden. Closely matches Liljas's authorized dealer + workshop + tire service model.
• Bilia AB: Nordic-region publicly listed multi-brand automotive retailer and service operator with dealerships and workshops across Sweden, Norway, and Germany. Operates the same authorized franchise + service + finance model as Liljas, and is the closest public market comparable for revenue mix and margin profile.

Broad incumbents

• Volvo Cars (OEM direct): OEM with authorized-dealer retail model and selected direct-to-consumer pilots. Liljas's largest brand relationship and primary determinant of new-car sales mix, service volume, and extended warranty product attach.
• Polestar (OEM direct): Electric vehicle OEM that operates direct retail Spaces alongside authorized partners. Liljas is one such authorized partner; Polestar's evolving direct-to-consumer strategy is a direct competitive and strategic reference point for Liljas's Polestar Spaces.

Regional players

• Bavaria Sverige (BMW/Mini dealer group): Swedish BMW and Mini authorized retailer and service network with dealerships in multiple Swedish regions. Comparable authorized-dealer + workshop model, though focused on premium import brands rather than the Volvo/Polestar/Renault mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LiljasBil
• LinkedInlinkedin.com/company/liljas-personbilar-ab
• Instagraminstagram.com/liljasbilab

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

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 Liljas