Brimborg
Brimborg is an Icelandic multi-brand automotive dealership founded in 1964, headquartered in Reykjavík with operations in Akureyri. It sells new and used vehicles for Ford, Volvo, Mazda, Citroën, Peugeot, Opel, and Polestar, plus service, parts, rental, financing, and corporate fleet solutions.
- Company typePrivate
- Founded1964
- HeadquartersReykjavík, Iceland
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Brimborg does
Brimborg is an Icelandic multi-brand automotive dealership group headquartered in Reykjavík, founded in 1964. It operates as an authorized dealer for seven vehicle brands (Ford, Volvo, Mazda, Citroën, Peugeot, Opel, and Polestar) with showroom and service operations in Reykjavík and Akureyri. The company employs 101-250 staff across its network and is one of the larger full-service automotive retail groups in the Icelandic market.
The company sells new and used vehicles, supplies parts, runs after-sales service operations, offers vehicle financing through partner arrangements, and operates Saga Car Rental. Brimborg has built out EV-focused capabilities including on-site charging stations and dedicated EV buyer information, and runs a Corporate Solutions division serving fleet and business customers. It has also launched online showroom capabilities, adding a digital sales channel to its physical footprint.
The business model combines retail vehicle gross margin, financing/F&I commissions, recurring service and parts revenue, and rental fleet income. Its customer base spans individual retail buyers purchasing personal vehicles and corporate/fleet clients managing vehicle programs. With a multi-brand franchise portfolio spanning ICE and EV powertrains, Brimborg is positioned across the vehicle lifecycle, although the small Icelandic market limits addressable scale.
Brimborg firmographics
Firmographics- Name
- Brimborg
- Legal name
- Brimborg ehf.
- Website
- https://brimborg.is
- Company type
- Private
- Founded year
- 1964
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Brimborg is an Icelandic multi-brand automotive dealership founded in 1964, headquartered in Reykjavík with operations in Akureyri. It sells new and used vehicles for Ford, Volvo, Mazda, Citroën, Peugeot, Opel, and Polestar, plus service, parts, rental, financing, and corporate fleet solutions.
- Ownership category
- akta.pro rank
Brimborg industry classification
Industry- Product category
- Automotive Dealership
- NAICS
- Automobile Dealers (4411), Used Car Dealers (441120), Automotive Equipment Rental and Leasing (5321), Passenger Car Leasing (532112)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510)
- akta.pro primary industry
- Premium & Luxury Vehicle Leasing (TLABAAAF)
- akta.pro secondary industries
- Specialty Vehicle Rentals (SUVs, Convertibles, 4x4) (THADAAAH), Luxury Car Concierge, Delivery & White-Glove Services (THADAMAK)
Keywords
Where Brimborg is headquartered
LocationHeadquarters
- HQ city
- Reykjavík
- HQ country
- Iceland
- HQ region
- Europe
Offices3 records
Markets served
Brimborg business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- New Vehicle Sales: Sale of new vehicles from brands Ford, Volvo, Mazda, Citroën, Peugeot, Opel, and Polestar. Revenue generated from direct consumer sales and fleet/corporate sales through the Fyrirtækjalausnir (Business Solutions) division.
- Used Vehicle Sales: Sale of pre-owned vehicles through dedicated used car showrooms (Vefsýningarsalur notaðra bíla) with both retail and trade-in options.
- Vehicle Service and Repairs: Workshop services including maintenance, repairs, bodywork, painting, wheel alignment, and emergency roadside assistance.
- Parts and Accessories: Sale of spare parts and accessories for all represented brands.
- Car Rental: Vehicle rental services including short-term (daily), long-term leasing (1+ months), and winter rentals through branded car rental operations.
- Vehicle Financing and Leasing: Car loans (kaupleiga - purchase financing) and operational leasing (rekstrarleiga) services with 36-month standard terms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New vehicle sales - prices vary by brand and model |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels3 records
Brimborg product offering
Product offeringCore offering
Brimborg is an Icelandic multi-brand vehicle dealership selling new and pre-owned cars from Ford, Volvo, Mazda, Citroën, Peugeot, Opel, and Polestar. The offering is complemented by car financing (kaupleiga) and operational leasing (rekstrarleiga), short- and long-term car rental, workshop services including repairs, painting, wheel alignment and roadside assistance, spare parts, and dedicated corporate fleet solutions.
Product overview
Brimborg is an Icelandic automobile dealership (bílaumboð) operating as an authorized distributor for multiple vehicle brands: Ford, Volvo, Mazda, Citroën, Peugeot, Opel, and Polestar. The company operates as a unified platform offering new car sales, used car sales (with inventory search), electric and plug-in hybrid vehicles, automotive financing (car loans and operating leases), workshop services and spare parts, car rental services, and corporate fleet solutions. The core product portfolio centers on vehicle sales across all price segments—from passenger cars to SUVs, vans, pickup trucks, buses, and motorhomes—complemented by service modules including workshop repairs, car financing, and rental services. Brimborg also offers Volvo Selekt, a certified pre-owned Volvo program, and provides electric vehicle infrastructure information including charging stations.
Differentiator
Problem solved
Functional benefit
Brands
- Ford: Ford vehicles sold and serviced by Brimborg in Iceland
- Volvo
- Mazda
- Citroën
- Peugeot
- Opel
- Polestar
Products and services
- New Cars (Nýir bílar) Direct retail sale of brand-new vehicles from seven represented automotive brands, targeting Icelandic consumers and corporate buyers seeking passenger cars, SUVs, family vehicles, vans, pickups, buses, and motorhomes.
- Used Cars (Notaðir bílar) Sale of pre-owned vehicles across all represented brands with online search, trade-in, condition inspection, and valuation services for Icelandic retail consumers and businesses seeking affordable alternatives to new vehicles.
- Volvo Selekt Certified Pre-Owned Program Certified pre-owned Volvo vehicles sold under the Volvo Selekt approved used car program, providing warranty-backed used Volvo purchases to Icelandic consumers.
- Car Loans and Operational Leasing (Bílalán) Vehicle financing offerings including purchase financing loans (kaupleiga) and operational leasing (rekstrarleiga) with standardized 36-month monthly payment terms, for Icelandic individual and corporate vehicle buyers.
- Car Rental (Bílaleiga) Short-term daily rentals, long-term vehicle leasing (1+ months), winter rentals, van rentals, and SUV rentals operated through Brimborg's rental division for individuals and businesses in Iceland.
- Workshop and Spare Parts (Verkstæði og varahlutir) Authorised automotive workshop providing emergency service, mechanical repairs, bodywork and painting, wheel alignment, spare parts and accessories, roadside assistance, and tire services for all represented brands, serving Icelandic vehicle owners.
- Corporate Solutions (Fyrirtækjalausnir) Dedicated fleet and corporate mobility solutions including fleet procurement, operational leasing, maintenance contracts, and commercial vehicle supply (including Volvo commercial vehicles and industrial equipment) for Icelandic businesses.
Companies that use Brimborg
Customer profileSegments2 records
Ideal customer profiles2 records
Brimborg technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Brimborg partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- FordcoreFord Iceland authorized dealer and service provider. Brimborg sells new Ford vehicles including passenger cars and commercial vehicles, provides service and parts.
- VolvocoreVolvo Car Iceland authorized dealer. Also represents Volvo commercial vehicles (atvinnutæki). Provides new vehicle sales, service, and parts for all Volvo models.
- PolestarcorePolestar Iceland authorized dealer and service provider. Sells Polestar electric performance vehicles.
- MazdacoreMazda Iceland authorized dealer. Provides new Mazda vehicle sales, service, and parts.
- CitroëncoreCitroën Iceland authorized dealer. Provides new Citroën vehicle sales, service, and parts.
- PeugeotcorePeugeot Iceland authorized dealer. Provides new Peugeot vehicle sales, service, and parts.
- OpelcoreOpel Iceland authorized dealer. Provides new Opel vehicle sales, service, and parts.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
Brimborg competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Brimborg social profiles
Digital presenceBrimborg financial estimates
Financial estimateRevenue estimate
Valuation estimate
Brimborg leadership team
Management profileNumber of profiles
Brimborg funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Brimborg 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 Brimborg
What does Brimborg do?
Brimborg is an Icelandic multi-brand vehicle dealership selling new and pre-owned cars from Ford, Volvo, Mazda, Citroën, Peugeot, Opel, and Polestar. The offering is complemented by car financing (kaupleiga) and operational leasing (rekstrarleiga), short- and long-term car rental, workshop services including repairs, painting, wheel alignment and roadside assistance, spare parts, and dedicated corporate fleet solutions.
Is Brimborg a public or private company?
Brimborg is a private company. It is classified as unknown and is currently operating.
When was Brimborg founded?
Brimborg was founded in 1964. It employs 101 to 250 people.
Where is Brimborg based?
Brimborg is headquartered in Reykjavík, Iceland, in the Europe region.
How does Brimborg make money?
Six revenue lines are on record. New Vehicle Sales are the primary driver. The others are used Vehicle Sales, vehicle Service and Repairs, parts and Accessories, car Rental and vehicle Financing and Leasing.
Does Brimborg have an API?
No public API is recorded for Brimborg.
What industry is Brimborg in?
Brimborg's product category is Automotive Dealership. Its primary akta.pro industry code is TLABAAAF, Premium & Luxury Vehicle Leasing, with a secondary code of THADAAAH, Specialty Vehicle Rentals (SUVs, Convertibles, 4x4). Its NAICS code is 4411 and its SIC code is 7510.