Formula Automobile
Formula Automobile A/S is the authorized Ferrari and Maserati importer and dealer for Denmark, operating showrooms in Lyngby and Vejle plus partner outlets in Sweden and Norway. It serves Scandinavian high-net-worth buyers with vehicle sales, authorized servicing, and an ecosystem of storage, leasing, detailing, and motorsport services.
- Company typePrivate
- Founded2007
- HeadquartersLyngby, Denmark
- Headcount51–100
- GTM typeB2C
- OfferingServices
Formula Automobile firmographics
Firmographics- Name
- Formula Automobile
- Legal name
- Formula Automobile A/S
- Website
- https://formulaauto.dk
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Formula Automobile A/S is the authorized Ferrari and Maserati importer and dealer for Denmark, operating showrooms in Lyngby and Vejle plus partner outlets in Sweden and Norway. It serves Scandinavian high-net-worth buyers with vehicle sales, authorized servicing, and an ecosystem of storage, leasing, detailing, and motorsport services.
- Ownership category
- akta.pro rank
Formula Automobile industry classification
Industry- Product category
- Luxury Automotive Dealership
- NAICS
- Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)
- SIC
- Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Performance, racing & tuning parts distribution (CRAOANAH)
- akta.pro secondary industries
- Motorsports Teams & Entrants (Factory & Independent) (MPAKAGAB), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD), Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB)
Keywords
Where Formula Automobile is headquartered
LocationHeadquarters
- HQ city
- Lyngby
- HQ country
- Denmark
- HQ region
- Europe
Offices2 records
Markets served
Formula Automobile business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure
Revenue model
- Vehicle Sales: Sales of new and pre-owned Ferrari and Maserati vehicles, including vintage and collector models. The company offers vehicles across a wide price range from approximately 1 million to 9.6 million DKK.
- Authorized Service and Maintenance: As Denmark's only authorized Ferrari and Maserati workshop, they provide maintenance services for vehicles of all ages. They offer 25% discount on workshop hours for cars over 10 years old.
- Formula Storage: Year-round or winter storage of special cars with various service tiers including Full, Half, and Flex options. Includes preparation, transportation, and secure storage.
- Formula Leasing: Leasing services making luxury vehicles accessible in the Danish market with high vehicle taxes.
- Formula Arte (PPF and Detailing): Premium preparation and Paint Protection Film (PPF) services with multiple packages ranging from 995 DKK to 57,999 DKK, including full vehicle coating and detailing.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Full - Year-round storage with preparation and transport |
| Subscription | Multi-year contract | Half - Winter season storage (6 months) |
| Subscription | Monthly | Flex - Flexible storage with up to 5 transports per year |
| Unit Pricing | Pay-as-you-go | Formula C - Standard Preparation |
| Unit Pricing | Pay-as-you-go | Formula B - Extended Preparation |
| Unit Pricing | Pay-as-you-go | Formula A - Complete Preparation |
| Unit Pricing | Pay-as-you-go | Formula A - Lusso - Complete with Coating |
| Unit Pricing | Pay-as-you-go | Track Package PPF - Ferrari 296 GTB |
| Unit Pricing | Pay-as-you-go | Full Car PPF - Ferrari 296 GTB |
| Unit Pricing | Pay-as-you-go | Add-on Services |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Formula Automobile product offering
Product offeringCore offering
Formula Automobile is the official Scandinavian Ferrari importer and Danish Maserati importer, operating authorized showrooms in Lyngby and Vejle (Denmark) for new and pre-owned Ferrari and Maserati vehicle sales. The company also operates Denmark's only authorized Ferrari and Maserati service workshop (with 25 and 10 years of brand-specific experience respectively) and extends its offering through Formula Storage (vehicle storage subscriptions), Formula Arte (premium detailing and PPF), Formula Leasing, and Formula Experience exclusive owner events.
Product overview
Formula Automobile operates as a unified luxury automotive group offering a comprehensive portfolio centered on Ferrari and Maserati sales and service. The core business combines authorized vehicle sales (Ferrari Sales and Maserati Sales) with an authorized workshop providing maintenance for both brands. The portfolio extends through complementary services: Formula Storage for vehicle preservation, Formula Arte for premium detailing and PPF protection, Formula Leasing for financing solutions, Formula GT Challenge for motorsport participation, and Formula Experience for exclusive customer events. Together, these create a complete ownership ecosystem for luxury Italian sports car enthusiasts in Denmark.
Differentiator
Problem solved
Functional benefit
Products and services
- Ferrari Sales Sales of new and pre-owned Ferrari automobiles, including classic and collector models, through Formula Automobile's showrooms in Lyngby and Vejle. Formula Automobile operates as the Scandinavian Ferrari importer and retailer for high-net-worth buyers and Ferrari enthusiasts in Denmark and the wider region.
- Maserati Sales Sales of new and pre-owned Maserati automobiles through Formula Automobile's authorized showrooms in Lyngby and Vejle. Formula Automobile is the official Danish importer of Maserati, with vehicles priced from approximately DKK 700K to 2.8M.
- Formula Service (Authorized Workshop) Authorized Ferrari and Maserati service and repair workshop with 25 years of Ferrari experience and 10 years of Maserati expertise, supporting vehicles of all ages. Includes a 25% discount on workshop hours for cars over ten years old and is the only authorized Ferrari and Maserati workshop in Denmark.
- Formula Storage Subscription-based specialty vehicle storage service with three tiers: Full (annual storage with preparation and transport at DKK 1,500/month), Half (6-month winter storage at DKK 2,000), and Flex (up to five vehicle retrievals per year at DKK 2,500). Includes preparation, inspection, secure facility storage, and car transport to and from the customer.
- Formula Arte Premium detailing and Paint Protection Film (PPF) wrapping service using XPEL films with a 10-year warranty. Includes preparation packages Formula C (DKK 995), Formula B (DKK 1,995), Formula A (DKK 7,495), and Formula A-Lusso with coating (DKK 12,495); plus PPF track packages for Ferrari 296 GTB from DKK 27,999 and full car PPF at DKK 57,999. Add-ons include paint sealing, coating, wheel coating, glass coating, engine cleaning, and leather care services.
- Formula Leasing Leasing solutions for luxury vehicles in the Danish market, making Italian supercars accessible in a country with high vehicle registration fees and taxes. Operated as a Formula Group subsidiary at formula-leasing.dk.
- Formula Experience Exclusive customer events and experiences including Cars'n'Coffee gatherings, track days, factory visits, and international driving experiences with Ferrari and Maserati (e.g., Esperienza Ferrari Fiorano, Master Maserati Driving Experience, European circuit track days). Aimed at building the Formula owner community in Denmark and Scandinavia.
- Formula GT Challenge Scandinavian championship series for Ferrari GT race cars, including 488 Challenge, 296 Challenge, and 296 GT3 models across multiple race divisions. Part of Formula Racing, the motorsport division promoted by Formula Automobile as the Ferrari and Maserati importer.
Companies that use Formula Automobile
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles1 record
Formula Automobile technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Formula Automobile partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- FDM JyllandsringenminorPartnership for Formula GT Challenge racing events at FDM Jyllandsringen during Grand Prix Danmark, Scandinavia's largest motorsport weekend.
- FerraricoreFormula Automobile is the official Ferrari importer and dealer for Scandinavia (Denmark), with exclusive rights to sell and service Ferrari vehicles in the region. They operate authorized showrooms and workshops for Ferrari.
- MaseraticoreFormula Automobile is the official Maserati importer for Denmark, with authorization to sell and service Maserati vehicles. Kenneth Laursen serves as Sales Manager for Maserati.
- Autoropa.seminorSwedish partner showroom displaying Formula Automobile inventory. Located at formulaauto.se (redirects to cars.autoropa.se).
- Formulaauto.nominorNorwegian partner showroom displaying Formula Automobile inventory. Located at formulaauto.no.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
Formula Automobile competitors and assessment
Company assessmentDirect peers
- Autoropa: Swedish Ferrari partner showroom (cars.autoropa.se) through which Formula Automobile extends into Sweden. Closest direct comparable in the same Ferrari franchise, same Scandinavian geography, and same authorized dealer model.
- H.R. Owen: UK-based multi-brand luxury car retailer representing Ferrari, Maserati, Rolls-Royce, Bentley, Lamborghini, and Aston Martin with attached service and experiential businesses. Direct comparable as a small-footprint, multi-brand authorized luxury dealer with a similar service and events ecosystem in a different geography.
- Braman Motorcars: Long-established US family-run luxury auto dealer representing Ferrari, Maserati, Rolls-Royce, Bentley, Lamborghini, Bugatti, and Aston Martin with deep service operations. Comparable as a multi-brand luxury authorized retailer with family ownership.
- Algar Ferrari of Philadelphia: Family-owned US authorized Ferrari and Maserati dealer with attached service and parts. Direct comparable as a single-market authorized Ferrari/Maserati dealer operating authorized workshop service, mirroring Formula's structure at a smaller scale.
Regional players
- Hedin Mobility Group: Large European automotive retail group with a substantial Scandinavian dealership footprint across premium and luxury brands. Comparable authorized-dealer model with attached service and parts operations serving overlapping HNW customer segments.
- Bilia AB: Sweden's largest automotive retailer, listed on Nasdaq Stockholm, with premium and luxury franchise brands and full-service operations across Scandinavia. Closest publicly traded regional peer given overlapping Nordic geography and authorized dealer model.
Broad incumbents
- Penske Automotive Group: US publicly traded automotive retailer with material Ferrari and Maserati franchise presence alongside broader luxury and performance brand operations. Comparable on authorized-dealer-plus-service business model though at materially greater scale and broader brand mix.
- AutoNation: Largest US automotive retailer, operating multi-brand stores including luxury franchises. Comparable on authorized dealer plus service business model but weighted heavily to mass-market rather than pure-luxury.
- Sonic Automotive: US publicly traded automotive retailer whose EchoPark luxury and import-focused segment carries Ferrari and Maserati franchises. Comparable authorized luxury dealer model with attached service and parts revenue.
- Group 1 Automotive: US publicly traded automotive retailer with a defined luxury and import brand portfolio. Comparable as a multi-brand authorized dealer with attached service operations, though far more diversified than Formula's Ferrari/Maserati focus.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Formula Automobile social profiles
Digital presenceFormula Automobile financial estimates
Financial estimateRevenue estimate
Valuation estimate
Formula Automobile leadership team
Management profileNumber of profiles
Profiles7 records
Formula Automobile subsidiaries and ownership
Company hierarchySubsidiaries5 records
Formula Automobile funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Formula Automobile 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 Formula Automobile
What does Formula Automobile do?
Formula Automobile is the official Scandinavian Ferrari importer and Danish Maserati importer, operating authorized showrooms in Lyngby and Vejle (Denmark) for new and pre-owned Ferrari and Maserati vehicle sales. The company also operates Denmark's only authorized Ferrari and Maserati service workshop (with 25 and 10 years of brand-specific experience respectively) and extends its offering through Formula Storage (vehicle storage subscriptions), Formula Arte (premium detailing and PPF), Formula Leasing, and Formula Experience exclusive owner events.
Is Formula Automobile a public or private company?
Formula Automobile is a private company. It is classified as unknown and is currently operating.
When was Formula Automobile founded?
Formula Automobile was founded in 2007. It employs 51 to 100 people.
Where is Formula Automobile based?
Formula Automobile is headquartered in Lyngby, Denmark, in the Europe region.
How does Formula Automobile make money?
Five revenue lines are on record. Vehicle Sales are the primary driver. The others are authorized Service and Maintenance, formula Storage, formula Leasing and formula Arte (PPF and Detailing).
Who are Formula Automobile's main competitors?
Direct peers on record are Autoropa, H.R. Owen, Braman Motorcars and Algar Ferrari of Philadelphia. Regional players are Hedin Mobility Group and Bilia AB. Broad incumbents are Penske Automotive Group, AutoNation, Sonic Automotive and Group 1 Automotive.
Does Formula Automobile have an API?
No public API is recorded for Formula Automobile.
What industry is Formula Automobile in?
Formula Automobile's product category is Luxury Automotive Dealership. Its primary akta.pro industry code is CRAOANAH, Performance, racing & tuning parts distribution, with a secondary code of MPAKAGAB, Motorsports Teams & Entrants (Factory & Independent). Its NAICS code is 42312 and its SIC code is 5010.