What Bilernes Hus does

Bilernes Hus is a Silkeborg-based Danish car dealership founded in 2006 by Holger Helle and acquired by Bjarne Nielsen on October 1, 2015, who integrated it as the headquarters of Nielsen Car Group — a conglomerate comprising 19 car dealerships (Bilernes Hus, 15 Bjarne Nielsen locations, 3 Dahl Pedersen locations) plus Motorpoint and the in-house leasing company LEASING DK, totaling over 900 employees. The Silkeborg site at Bredhøjvej 5 is Denmark's largest car dealership by physical footprint at 38,000 m².

The company's core offering is multi-brand new and used vehicle retail, with Nissan as the primary franchise (MICRA Electric, LEAF third-generation, ARIYA, JUKE, Qashqai), complemented by emerging EV brands OMODA and JAECOO and Ford commercial vehicles including the F-150 pickup. Revenue is generated across five streams: one-time new and used vehicle sales, recurring private and business leasing (through LEASING DK), authorized workshop services for Nissan, Volvo, XPENG and other brands, vehicle service subscriptions, and ancillary streams including an online accessory webshop (shop.bilerneshus.dk), Indicata-powered car valuation (Pristjek), If Insurance bundling, and EV home-charging partnerships with Clever and OK. Vehicle pricing is published in Danish Kroner and spans roughly 189,900 DKK (MICRA entry) to 299,900+ DKK (ARIYA), with private leasing from ~2,995 DKK/month.

The go-to-market is direct-to-consumer via physical showrooms across Jutland and Zealand, supplemented by SEO/website, social (Facebook, Instagram, LinkedIn), email, and the Bilguiden YouTube video channel plus Bilmagasin blog for top-of-funnel content. B2B fleet leasing flows through LEASING DK. The company holds no proprietary technology stack of note beyond standard dealer tooling — its defensibility derives from physical scale, OEM authorizations, and the integrated ownership ecosystem (sales + finance + service + insurance + charging).

Name

Bilernes Hus

Legal name

Bilernes Hus

Website

https://bilerneshus.dk

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

Bilernes Hus is a Silkeborg-based Danish car dealership and headquarters of Nielsen Car Group, selling new and used vehicles (Nissan, OMODA, JAECOO, Ford) alongside leasing, authorized workshop services, insurance, and EV charging solutions for retail consumers and business fleet customers across Denmark.

Ownership category

akta.pro rank

Headquarters

HQ city

Silkeborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New car sales: Sales of new vehicles from Nissan, OMODA, JAECOO, and Ford brands with various financing options including loans and leasing
2. Used car sales: Sales of pre-owned vehicles across multiple brands with financing options
3. Private leasing: Private leasing of vehicles with fixed monthly payments including service agreements. Customers pay insurance and vehicle tax separately. Operated through in-house LEASING DK and Nissan financing options.
4. Business/fleet leasing: Corporate fleet leasing with favorable taxation terms through LEASING DK subsidiary
5. Workshop services: Authorized workshop services for Nissan, Volvo, XPENG, and multiple other brands including maintenance, repairs, and accessories

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Bilernes Hus is a Danish car dealership in Silkeborg that sells new vehicles from Nissan, OMODA, JAECOO, and Ford, alongside a broad inventory of used cars. It complements sales with private and business leasing through in-house LEASING DK, authorized multi-brand workshop services (Nissan, Volvo, XPENG, and others), an accessories webshop, EV charging partner solutions, and vehicle valuation tools.

Product overview

Bilernes Hus is a Danish car dealership operating as the headquarters of Nielsen Car Group, offering a comprehensive automotive portfolio centered on new Nissan vehicles (electric, hybrid, and petrol), complemented by emerging EV brands OMODA and JAECOO, plus Ford commercial vehicles. The product lineup includes city cars (Nissan MICRA Electric), compact EVs (Nissan LEAF), electric SUVs (Nissan ARIYA), crossovers (Nissan JUKE, Nissan Qashqai), and pickup trucks (Ford F-150). Beyond vehicle sales, Bilernes Hus provides integrated services including authorized workshop/maintenance, private and business leasing (through LEASING DK), EV charging solutions (Clever, OK), online accessory sales (webshop), vehicle valuation (Pristjek), and automotive content (Bilernes Hus Magazine/Bilguiden video channel). With Denmark's largest car dealership at 38,000 m² in Silkeborg and 19 additional locations across Nielsen Car Group, the company offers a platform-plus-services model combining vehicle sales with recurring service, financing, and accessory revenue streams.

Differentiator

Problem solved

Functional benefit

Products and services

• Nissan MICRA Electric Fully electric city car sold at Bilernes Hus with two battery options, three trims (Engage, Advance, Evolve), and starting price of 189,900 DKK. Named Car of the Year in Denmark 2026.
• Nissan LEAF Third-generation fully electric crossover built on the CMF-EV platform, offered with 52 kWh (445 km) or 75 kWh (622 km) batteries and four trim levels. Starting price 249,900 DKK.
• Nissan ARIYA Electric SUV crossover available with 63 kWh (402 km range) or 87 kWh (535 km range) batteries across three trims. Starting price 299,900 DKK. Features Google built-in and V2L capability on select trims.
• Nissan JUKE Compact crossover/SUV available with petrol (114 hp manual/automatic) or hybrid (143 hp automatic) powertrains and four trim levels (Acenta, N-Connecta, Tekna, N-Sport). Starting price 241,636 DKK. Five-star Euro NCAP rating.
• Nissan Qashqai Popular crossover SUV offered as a mild hybrid with 140 hp manual or 158 hp automatic Xtronic powertrains and five trim levels (Acenta, N-Connecta, N-Design, Tekna, Tekna+). Starting price 305,302 DKK. Features Google built-in from N-Connecta trim.
• OMODA 5 EV Electric crossover SUV from the OMODA brand, the first OMODA model launched in Denmark through Bilernes Hus. Starting price 234,900 DKK.
• JAECOO J5 EV Electric crossover SUV from the JAECOO brand and the first JAECOO model launched in Denmark at Bilernes Hus. Range up to 402 km WLTP. Starting price 209,900 DKK.
• Ford F-150 Pickup truck available through the group's Ford Store in Esbjerg, marketed as a robust vehicle capable of all tasks and terrain.
• Used Cars Pre-owned vehicles across multiple brands, including electric, hybrid, petrol, and commercial vehicles, categorized by brand, type, price range, and location. Includes certified used programs such as Volvo Selekt.
• Private Leasing Private leasing of new vehicles with fixed monthly payments that include a service agreement, available for Nissan, OMODA, and JAECOO vehicles. Customers pay insurance and vehicle tax separately.
• Business/Fleet Leasing Corporate fleet leasing through the LEASING DK subsidiary with attractive taxation benefits for company vehicles. Offered across all new vehicle brands and aimed at business customers needing predictable fleet costs.
• Workshop Services Authorized multi-brand workshop services including maintenance, repairs, tire changes, air conditioning service, brake inspection, car care packages, ceramic coating, paint protection, rust protection, safety inspection, glass treatment, and windscreen repair. Free loaner cars are provided during repairs.
• Vehicle Service Subscription Recurring service subscription plans covering maintenance and repair visits for a fixed monthly fee, designed to eliminate unexpected workshop bills by bundling service into the vehicle's monthly payment.
• Bilernes Hus Webshop Online store selling original car accessories and equipment across multiple brands, plus car care products. Customers can search by license plate or vehicle model to find compatible products.

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• LEASING DKcoreChannel Partner/ Reseller/ DistributorIn-house leasing company within Nielsen Car Group. Offers private and business leasing solutions with over 10 years of experience and thousands of customers.
• If InsuranceminorGTM or Marketing PartnerPartnership offering first month of car insurance free for customers purchasing Nissan vehicles. If provides tailored insurance for the Danish car market.
• Nielsen Car GroupcoreOthersBilernes Hus is part of Nielsen Car Group, one of Denmark's largest car conglomerates comprising Bilernes Hus, Bjarne Nielsen (15 dealerships), Dahl Pedersen (3 dealerships), Motorpoint, and LEASING DK. Total 19 dealerships with over 900 employees.

Scale indicators3 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Bilia AB: Swedish-listed automotive dealer group operating ~160 facilities across Sweden, Norway, Germany, and Belgium. Highly comparable as a Nordic multi-brand dealer with strong service/aftermarket operations and similar brand portfolio logic to Bilernes Hus/Nielsen Car Group.
• Hedin Mobility Group: Large privately held European automotive retailer with sales of new and used vehicles plus full-service workshop operations across multiple countries. Closest analog to Bilernes Hus' multi-brand dealership-plus-services platform model in Europe.
• Emil Frey Group: Swiss-headquartered, family-owned automotive retail and distribution group operating across Europe. Comparable as a private, owner-led multi-brand dealer conglomerate with diversified service revenue streams.
• Motorpoint Group: UK-listed used car retailer operating large-format stores. Comparable in 'large physical showroom + used vehicle focus' model, and notably shares the Motorpoint brand with Bilernes Hus' affiliated Motorpoint entity within Nielsen Car Group.
• Vertu Motors: UK-listed automotive retailer operating franchised dealerships and after-sales services. Comparable as a public-market reference point for the financial profile of a multi-brand dealership group.

Broad incumbents

• D'Ieteren: Belgian-listed group whose core business is automotive distribution for Volkswagen Group brands in Belgium. Comparable in business model (authorized multi-brand distribution and service), though operates at much larger scale across broader geographies.
• Inchcape plc: London-listed global automotive distributor and retailer with operations across multiple continents. Comparable as a multi-brand automotive distribution and retail platform, though at materially larger scale and with international diversification.
• AutoNation: Largest US automotive retailer with extensive new and used vehicle operations plus finance and service products. Useful comparable for the 'dealership-plus-services platform' business model and recurring-revenue mix, though US-focused.

Emerging players

• CarMax: US-listed used vehicle retailer with omnichannel model and large physical footprint. Comparable as a large-format used-car retail and reconditioning operator, though operates exclusively in used vehicles (no new franchise).

Others

• AutoScout24: Europe's largest online automotive marketplace. Comparable as an adjacent ecosystem player whose marketplace dynamics (used car pricing transparency via Indicata) directly influence Bilernes Hus' Pristjek valuation service and competitive landscape.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/bilguiden
• Facebookfacebook.com/BilernesHus
• LinkedInlinkedin.com/company/bilernes-hus
• Instagraminstagram.com/bilerneshus

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Bilernes Hus