Bauda

What Bauda does

Bauda AS is Norway's largest Toyota and Lexus dealer group, operating across Eastern Norway (Østlandet) and Southern Norway (Sørlandet). The company is organized under eight core legal subsidiaries comprising 20 Toyota dealerships and 6 Lexus dealerships, supplemented by two damage/collision centers, a used car center, and a car preparation center (Bauda Klargjøringssenter). In 2025, Bauda sold over 16,100 vehicles and generated 5.9 billion NOK in revenue, accounting for more than 40% of Toyota sales in Norway and roughly 50% of Lexus sales. The company traces its origins to 1939 (with the holding company AS Bauda Investment established in 1959) and has been the Toyota dealer partner in Norway since 1964. In 1991, Toyota acquired a 40% ownership stake, with the Baumann family retaining 60% control; in 2004, Bauda divested its share of the import business to Toyota, which became Toyota Norge.

Bauda's revenue model combines one-time new vehicle sales (the largest revenue stream) with recurring after-sales workshop services, parts, and service contracts, plus professional services revenue from damage repair and painting at its two collision centers. Pricing is not publicly disclosed; vehicle prices vary by model and configuration and service pricing is quote-based. The go-to-market is a traditional sales-led dealer model through owned physical retail locations, supplemented by individual dealer websites. Customers include individual Norwegian car buyers (the primary segment) and corporate/fleet customers; Lexus has been ranked #1 in customer satisfaction in Norway for 13 consecutive years (2024 Autoindex). Distribution is exclusively through the owned dealer network spanning counties including Oslo, Akershus, Buskerud, Østfold, and Agder.

Bauda employs more than 1,000 dedicated staff plus roughly 100 apprentices trained through its Bauda Kompetanse program across vehicle repair, sales, logistics, IT operations, and administration. Headquartered at Kabelgata 6, 0580 Oslo, the group is led by CEO Geir Guthus (appointed 2015) with Henrik Baumann serving as working Board Chair. Bauda holds Miljøfyrtårn (Eco-Lighthouse) environmental certification and operates a mobility services subsidiary (Mobilitetsselskap) alongside its core dealer business.

Name

Bauda

Legal name

Bauda AS

Website

https://bauda.no

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Bauda AS is Norway's largest Toyota and Lexus dealer group, operating 20 Toyota dealers and 6 Lexus dealers across Eastern and Southern Norway, generating 5.9 billion NOK in 2025 revenue from over 16,100 vehicles sold, plus workshop, damage repair, and after-sales services.

Ownership category

akta.pro rank

Headquarters

HQ city

Økern

HQ country

Norway

HQ region

Europe

Offices9 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Toyota and Lexus vehicles through owned dealership network. In 2025, the group sold over 16,100 cars and generated 5.9 billion NOK in revenue.
2. After-sales and Workshop Services: Workshop services including maintenance, repairs, parts, and service contracts for Toyota and Lexus vehicles.
3. Damage and Paint Services: Damage repair and painting services through their two damage centers.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Bauda AS is Norway's largest Toyota and Lexus dealership group, operating 20 Toyota dealers and 6 Lexus dealers across Eastern Norway (Østlandet) and Southern Norway (Sørlandet). The company sells new Toyota and Lexus vehicles, provides workshop/maintenance services, operates two damage/paint centers, runs a used car center, and manages a car preparation center (Bauda Klargjøringssenter). In 2025 the group sold over 16,100 cars and generated 5.9 billion NOK in revenue.

Product overview

Bauda is a major Norwegian automotive dealership group representing Toyota and Lexus brands. The company operates a multi-subsidiary structure with 20 Toyota dealerships and 6 Lexus dealerships across Eastern Norway (Østlandet) and Southern Norway (Sørlandet), organized under 8 separate legal entities. The group also operates damage/collision centers, a used car center, and a vehicle preparation center. Supporting its dealership operations, Bauda maintains Bauda Kompetanse, an apprenticeship/training program with approximately 100 apprentices across multiple disciplines. The group sold over 16,100 vehicles in 2025 with revenue of 5.9 billion NOK.

Differentiator

Problem solved

Functional benefit

Products and services

• Toyota Dealership Network
• Lexus Dealership Network
• Toyota Oslo AS
• Toyota Asker og Bærum AS
• Toyota Buskerud AS
• Toyota Hønefoss AS
• Toyota Romerike AS
• Toyota Sør AS
• Toyota Østfold AS
• Lexus Oslo
• Lexus Asker & Bærum
• Lexus Drammen
• Lexus Romerike
• Lexus Kristiansand
• Lexus Fredrikstad
• Bauda Klargjøringssenter (Car Preparation Center)
• Skadesenter (Damage Centers)
• Bruktbilsenter (Used Car Center)

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

Partnerships

One partnership is on record.

• Toyota Norge AScoreStrategic or Co-development Partner · 1 January 1991Toyota Norge is Bauda's largest supplier, providing new vehicles and parts. Toyota holds 40% ownership in Bauda (60% held by Baumann family). This partnership provides Bauda with exclusive dealer rights for Toyota and Lexus brands in their territory.

Scale indicators8 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Bilia AB: Leading Nordic automotive dealer group with similar multi-brand dealership, service, and parts business model. Comparable in scale, franchise diversification, and geographic footprint across the Nordics.
• Bertel O. Steen: Major Norwegian dealer group representing Mercedes-Benz, Peugeot, Citroën, Opel, and other brands. Competes with Bauda for Norwegian passenger vehicle retail and service market share across overlapping regions.
• Møller Bil: Largest Norwegian automotive dealer group, also representing Toyota along with Volkswagen, Audi, and Skoda. Direct competitor for Toyota franchise sales and service across Norway, with overlapping regional presence.
• Hedin Mobility Group: Large Swedish-based automotive dealer group with operations across the Nordics and Europe. Comparable multi-brand retail and service model; potential regional competitor and consolidator.
• Sulland Gruppen: Privately held Norwegian dealer group with Toyota, Lexus, and other franchises across Eastern Norway. Overlaps with Bauda in Toyota franchise representation and competes in adjacent municipalities.

Regional players

• AutoCanada Inc. Canadian franchised automotive dealer group with new/used vehicle retail and collision/service operations. Comparable business model and exposure to dealership consolidation dynamics.
• Pendragon plc: UK-based automotive retailer operating franchised dealerships and used car centers. Similar revenue mix of new vehicle sales plus service and parts, providing a useful comparable for dealer economics.
• Group 1 Automotive: Large US-based automotive dealer group with similar new and used vehicle retail, service, and parts business model. Comparable franchised dealer mechanics but in a different geography.

Broad incumbents

• Toyota Norge AS: Toyota's Norwegian import and distribution subsidiary, fully owned by Toyota Motor Corporation. Functions as Bauda's primary supplier and 40% owner; sets wholesale pricing, allocation, and brand strategy.
• Inchcape plc: Global automotive distributor and retailer with multi-brand operations across Europe, Asia, Africa, and the Americas. Comparable multi-brand retail/services model at much larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights8 records

Customer concentration

• LinkedInlinkedin.com/company/bauda-as

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries12 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 Bauda