Norrlands Bil
- Company typePrivate
- Founded-
- HeadquartersSkellefteå, Sweden
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Norrlands Bil does
Norrlands Bil is a privately held, multi-brand automotive retail and service group headquartered in Skellefteå, Sweden, operating seven locations across Norrbotten and Västerbotten counties in Upper Norrland. The group is structured across three legal entities — Norrlands Bil Sverige AB (parent, passenger vehicles), Norrlands Bil Tunga Fordon AB (Scania heavy-vehicle franchise), and Norrlands Bil Service AB (aftermarket) — and represents seven OEM brands: Audi, Volkswagen, Škoda, SEAT, CUPRA, Volkswagen Transportbilar, and Scania trucks.
The commercial offering spans the full vehicle ownership lifecycle: new and certified pre-owned vehicle sales (Audi Approved:plus, Volkswagen Approved), authorized workshop service with manufacturer-trained technicians and original parts, damage repair, tire services, parts and accessories, quick-charging infrastructure, and car rental via a Europcar channel partnership present at all locations. New-vehicle pricing ranges from roughly 260,000 to 960,000 SEK across the lineup, and the group sells on the order of 4,000 vehicles per year (2018 reference) across its roughly 120 employees.
Go-to-market is field-based through brand-specific sales representatives at each physical showroom, supported by a searchable online inventory, online service booking, a free vehicle-monitoring (bevakning) service, a buy-back program for used vehicles, and the Norrlands Bil Akademin trainee pipeline. Customer segments are split between individual consumers and business/fleet buyers, with no large enterprise anchors disclosed; revenue is generated through one-time vehicle sales plus recurring service, parts, tire, rental, and charging streams. The group carries ISO 9001 and ISO 14001 certifications within its Scania truck division.
Norrlands Bil firmographics
Firmographics- Name
- Norrlands Bil
- Legal name
- Norrlands Bil Sverige AB
- Website
- https://norrlandsbil.se
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Ownership category
- akta.pro rank
Where Norrlands Bil is headquartered
LocationHeadquarters
- HQ city
- Skellefteå
- HQ country
- Sweden
- HQ region
- Europe
Offices7 records
Markets served
Norrlands Bil business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D
Revenue model
- New Car Sales: Sales of new vehicles for multiple brands including Audi, Volkswagen, Skoda, Seat, Cupra, and Volkswagen Transportbilar
- Used Car Sales: Sales of certified pre-owned vehicles through Audi Approved:plus and Volkswagen Approved programs
- Vehicle Service and Repair: Authorized workshop services for all represented brands with original parts and manufacturer-trained technicians
- Parts and Accessories Sales: Original spare parts and accessories for all vehicle brands
- Car Rental: Vehicle rental services through Europcar partnership at multiple locations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New vehicles - price varies by model and specification |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels5 records
Norrlands Bil product offering
Product offeringCore offering
Norrlands Bil is a multi-brand authorized automotive dealership and service provider operating seven locations across northern Sweden. It sells new and certified pre-owned passenger vehicles (Audi, Volkswagen, Škoda, SEAT, CUPRA, Volkswagen Transportbilar) and heavy trucks (Scania), complemented by manufacturer-authorized workshop services, original spare parts, damage repair, tire storage and sales, vehicle monitoring, and car rental through Europcar.
Product overview
Norrlands Bil operates as a multi-brand automotive dealership and service provider in northern Sweden, offering a portfolio of passenger cars and commercial vehicles. The core offering comprises sales of six car brands (Audi, Volkswagen, Škoda, SEAT, CUPRA, and Volkswagen Transportbilar) plus Scania trucks, alongside comprehensive after-sales services including authorised workshops, spare parts, damage repair, tire services, and vehicle monitoring. The company also provides car rental through a Europcar partnership, quick charging infrastructure, and the Norrlands Bil Akademin trainee program. Geographic presence spans seven locations across Norrbotten and Västerbotten counties.
Differentiator
Problem solved
Functional benefit
Products and services
- Audi Sales Sales of new and certified pre-owned Audi passenger vehicles, including the e-tron electric lineup and Audi Approved:plus certified used cars with 110-point inspection and 12-month warranty. Targeted at premium-segment individual and fleet buyers in northern Sweden.
- Volkswagen Sales Sales of new and certified pre-owned Volkswagen vehicles including the ID. electric series, Passat, Golf, and Tiguan, with Volkswagen Approved certified used car program offering quality control and warranty. Targeted at volume passenger car buyers in the region.
- Škoda Sales Sales of new Škoda vehicles including Octavia, Enyaq electric SUV, Superb, and the Epiq electric SUV, plus used Škoda stock. Targeted at value-oriented passenger car buyers.
- SEAT Sales Sales of new SEAT vehicles including Ibiza, Leon, Tarraco, and the all-electric Born, plus approved used SEAT cars. Targeted at compact and small-family passenger car buyers.
- CUPRA Sales Sales of new CUPRA performance vehicles including the Born electric car, Leon, Formentor, Tavascan electric SUV, and Terramar. Targeted at performance-oriented premium buyers.
- Volkswagen Transportbilar Sales Sales of Volkswagen commercial vehicles including Caddy, Crafter, Transporter, Caravelle, California camper, Multivan, Amarok pickup, and ID. Buzz electric vans. Targeted at commercial and fleet buyers.
- Scania Truck Sales Sales of new and used Scania trucks, trailers, and bodywork across northern Sweden under the dedicated Norrlands Bil Tunga Fordon AB division. Targeted at haulage operators and commercial fleet buyers.
- Authorised Workshop Services Authorized service and repair across Audi, Volkswagen, Škoda, SEAT, CUPRA, and Volkswagen Transportbilar using original parts and manufacturer-trained technicians; includes service agreements. Targeted at owners of franchise-brand vehicles needing warranty-preserving maintenance.
- Spare Parts Sales Sales of original spare parts and accessories with full manufacturer warranty for Audi, Volkswagen, Škoda, SEAT, CUPRA, Volkswagen Transportbilar, and Scania. Targeted at vehicle owners and independent workshops requiring original parts.
- Damage Repair Shop Professional damage repair services using original parts, collaborating with most insurance companies and assisting with damage claims. Targeted at insurance claimants and vehicle owners needing collision/body repair.
- Tire Services Tire change, seasonal storage (tire hotel), and sales of premium tire brands including GoodYear, Pirelli, Continental, and Nokian at facilities in Skellefteå and Luleå. Targeted at vehicle owners needing seasonal tire swaps.
- Vehicle Surveillance Service (Fordonsbevakning) Free vehicle monitoring service that searches for specific cars matching customer-defined criteria and notifies when an appropriate vehicle becomes available. Targeted at buyers looking for particular configurations.
- Car Rental (Europcar partnership) Car rental services operated through Europcar partnership at Norrlands Bil locations in Arvidsjaur, Gällivare, Kiruna, Luleå, Malå, Piteå, and Skellefteå, with discounted rates for service and workshop customers needing replacement vehicles. Targeted at travelers and service-depot customers.
- Public EV Fast Charging Stations Public fast-charging infrastructure with 350 kW output installed at the Arvidsjaur location, suitable for both passenger cars and trucks. Targeted at EV drivers passing through northern Sweden.
- Buy-Back Service Buy-back service under which Norrlands Bil purchases customers' used cars, accepting vehicles up to 8 years old and 150,000 km. Targeted at consumers trading in or selling their current vehicle.
Companies that use Norrlands Bil
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Norrlands Bil technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Norrlands Bil partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor and core.
- BC LuleåminorSports sponsorship and car supply partnership. Norrlands Bil is official car supplier and official cooperation partner to BC Luleå basketball club, providing Volkswagen vehicles to players and staff while gaining brand exposure at Luleå Energi Arena.
- EuropcarcoreEuropcar partnership provides car rental services at multiple Norrlands Bil locations (Arvidsjaur, Gällivare, Kiruna, Luleå, Malå, Piteå, Skellefteå). Europcar operates rental stations at Norrlands Bil facilities and provides replacement vehicles for customers during service visits at discounted rates.
Scale indicators5 records
Recent moves7 records
Expansion highlights4 records
Norrlands Bil competitors and assessment
Company assessmentDirect peers
- Holmgrens Bil: Swedish automotive dealer group representing multiple brands (including VW Group marques) with locations primarily in northern and central Sweden. Closely comparable by geography and brand mix to Norrlands Bil.
- Bilmetro: Swedish multi-brand automotive dealer (Volvo, Renault, Dacia, Ford and others) operating sales and service sites across Sweden. Comparable as a multi-brand authorized retailer with integrated service operations.
- Wallins Bil: Swedish Scania heavy-vehicle dealer and service partner operating across northern Sweden. Comparable as a Scania authorized partner providing commercial-vehicle sales and workshop services in overlapping geographies.
- Bilia AB: Swedish publicly listed multi-brand automotive dealer (Volvo, BMW, Toyota, Mercedes-Benz and others) operating across the Nordics. Directly comparable as a multi-brand authorized retailer with full sales, service and parts operations, though at national scale rather than regional.
- Hedin Mobility Group: Large Swedish multi-brand automotive dealer group (Mercedes-Benz, BMW, Porsche, Volvo and others) with national presence. Comparable as a multi-brand authorized retailer running integrated sales, service and parts across many locations.
Broad incumbents
- Bavaria Sverige: BMW and MINI authorized dealer group operating multiple sites across Sweden. Comparable as a premium authorized retailer with full sales, service and parts, though single-brand-focused rather than multi-brand.
Others
- Volkswagen Group Sverige: Swedish national sales company for Volkswagen, Audi, Škoda, SEAT and CUPRA. Not a direct competitor but a key OEM partner whose agency-model and EV strategy decisions directly determine Norrlands Bil's commercial framework.
- Scania Sverige: Swedish arm of Scania's OEM operations and authorized service network. Not a direct competitor — a key OEM and brand partner whose franchise and service policy directly affect the Norrlands Bil Tunga Fordon division.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks1 record
Key highlights7 records
Customer concentration
Norrlands Bil social profiles
Digital presenceNorrlands Bil compliance and trust
Trust signalCompliance2 records
Norrlands Bil financial estimates
Financial estimateRevenue estimate
Valuation estimate
Norrlands Bil leadership team
Management profileNumber of profiles
Profiles16 records
Norrlands Bil subsidiaries and ownership
Company hierarchySubsidiaries2 records
Norrlands Bil funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Norrlands Bil M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Norrlands Bil
What does Norrlands Bil do?
Norrlands Bil is a multi-brand authorized automotive dealership and service provider operating seven locations across northern Sweden. It sells new and certified pre-owned passenger vehicles (Audi, Volkswagen, Škoda, SEAT, CUPRA, Volkswagen Transportbilar) and heavy trucks (Scania), complemented by manufacturer-authorized workshop services, original spare parts, damage repair, tire storage and sales, vehicle monitoring, and car rental through Europcar.
Is Norrlands Bil a public or private company?
Norrlands Bil is a private company. It is classified as management employee owned and is currently operating.
When was Norrlands Bil founded?
Norrlands Bil was founded in -1. It employs 51 to 100 people.
Where is Norrlands Bil based?
Norrlands Bil is headquartered in Skellefteå, Sweden, in the Europe region.
How does Norrlands Bil make money?
Five revenue lines are on record. New Car Sales are the primary driver. The others are used Car Sales, vehicle Service and Repair, parts and Accessories Sales and car Rental.
Who are Norrlands Bil's main competitors?
Direct peers on record are Holmgrens Bil, Bilmetro, Wallins Bil, Bilia AB and Hedin Mobility Group. Bavaria Sverige is listed as a broad incumbent. Others are Volkswagen Group Sverige and Scania Sverige.
Does Norrlands Bil have an API?
No public API is recorded for Norrlands Bil.