Autoropa

What Autoropa does

Autoropa AB is a Swedish authorized automotive retailer and service company founded in 1934 in Malmö (now headquartered at Testvägen 18, Arlöv), serving as the sole authorized importer and retailer of Ferrari (since 1992) and Maserati (since 1998) for the Swedish market, and as an authorized Mercedes-Benz passenger-car service partner at the Arlöv facility. The company operates two sales showrooms (Arlöv/Malmö and Stockholm Narvavägen) plus two authorized service centres (Arlöv and Stockholm Magasin 1), runs the cars.autoropa.se online inventory portal cross-linked to sister sites in Denmark and Norway, and provides enclosed vehicle transport across Sweden and Europe plus secure heated winter storage. Since autumn 2021 it has been co-owned by Formula Automobile (authorized Ferrari/Maserati importer for Denmark and Norway) and Martin Nelson, forming part of one of the world's largest Ferrari retail groups focused on the Nordic market.

The core revenue mechanics combine (a) new and certified pre-owned vehicle sales (Ferrari/Maserati hardware sales with bespoke factory-direct configuration; used Ferrari buyers are registered with Ferrari SpA as if new), (b) authorized service and repairs for Ferrari (the sole Swedish workshop for the 7-year complimentary service plan and Ferrari Classiche heritage work), Maserati and Mercedes-Benz, (c) original spare parts sold through in-house parts logistics against factory warehouse systems, (d) managed storage and transport services, and (e) a monetised customer experience ecosystem including the Formula GT Challenge Scandinavian amateur racing series, the official Ferrari Corso Pilota driver education programme, Passione Ferrari Club Challenge, The Aurora 2026 Casa Ferrari launch, paid international Ferrari tours (Cavalcade, Finali Mondiali, Le Mans Classic, Italian culinary/driving trips), and Nordic track days at Ring Knutstorp, Mantorp Park, Rudskogen and Spa-Francorchamps. Pricing for new vehicles is bespoke and undisclosed; event pricing is selectively published (e.g. Nordic Trackday Spa from 2,999 EUR + 25% Swedish VAT for street cars).

The GTM is sales-led, targeting Swedish high-net-worth individuals and collectors of Italian sports cars, with secondary audiences of Mercedes-Benz owners seeking authorized service in Skåne and amateur racing/track-day enthusiasts. Distribution combines physical retail (two showrooms and two service centres), a self-serve e-commerce inventory portal, event distribution at Scandinavian and international circuits, and a GDPR-compliant customer data platform built on Google Analytics for behavioural segmentation. The company is certified to ISO 9000 (quality), ISO 14001 (environmental) and operates CSR under ISO 26000, and employs approximately 60+ named staff across sales, marketing, finance, service and management functions. Leadership is headed by CEO Jesper Viskum Schak, CFO Marie Telhag (also data protection officer), Sales Director/Partner Martin Nelson, and General Managers in Arlöv and Stockholm.

Name

Autoropa

Legal name

Autoropa AB

Website

https://autoropa.se

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

11–50 employees

Short description

Autoropa AB is Sweden's sole authorized Ferrari and Maserati importer and retailer (since 1992/1998), plus authorized Mercedes-Benz service partner, operating showrooms and service centres in Arlöv/Malmö and Stockholm and serving high-net-worth buyers through new/used vehicle sales, factory-certified servicing, parts, storage, transport, and a Ferrari lifestyle/event ecosystem.

Ownership category

akta.pro rank

Product category

Luxury Automotive Retail

akta.pro primary industry

Luxury Car Club / Membership-Based Exotic Rentals (THADAMAJ)

Keywords

• Luxury car dealer
• Ferrari importer
• Maserati retailer
• Authorized automotive service
• Premium vehicle retail

Headquarters

HQ city

Malmö

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales — Ferrari and Maserati: Sole authorized importer and retailer of new Ferrari and Maserati vehicles for the Swedish market. Vehicles are bespoke-ordered via direct factory contact, configured to customer specifications. One-time, high-ticket hardware sales with premium margins typical of the segment.
2. Certified Pre-Owned Vehicle Sales: Sale of factory-certified used Ferrari and Maserati cars from Autoropa inventory portal cars.autoropa.se, plus cross-listed inventory from Formula DK and Formula NO. Customers register with Ferrari SpA as for new purchases. Includes dedicated Pre-Owned Manager and Ferrari brand manager roles.
3. Authorized Service and Repairs: Fee-for-service authorized workshop work for Ferrari (sole Swedish authorized center, including 7-year complimentary servicing and Ferrari Classiche), Maserati, and Mercedes-Benz passenger cars. Includes warranty work, repairs, cosmetic care, tire changes, diagnostic and electronic services. Recurring relationship over vehicle lifetime.
4. Spare Parts and Accessories: Sale of original Ferrari and Maserati spare parts via in-house parts logistics (Carl Olson Spare Parts Manager; Christopher Kent Spare Parts Stockholm) with extensive stock and direct ordering against the factories' own inventory systems. Spare parts business handled at both Arlöv/Malmö and Stockholm Magasin 1.
5. Storage and Transport Services: Heated winter vehicle storage at Arlöv with optional tire storage and enclosed vehicle transport across Sweden and Europe. Bundled with pre-delivery inspection and polishing. Recurring seasonal revenue plus on-demand transport bookings.
6. Paid Events and Trackday Programmes: Revenue from paid customer events including Spa-Francorchamps Nordic Trackday (from 2,999 EUR + 25% Swedish VAT for street cars; 4,499 EUR + 25% Swedish VAT for race cars), Ferrari Tour culinary/driving trips (e.g. Truffle Drive Piedmont), Formula GT Challenge racing series entry fees, Passione Ferrari Club Challenge entries, After Work social events, and participation in international Ferrari experiences (Le Mans Classic, Cavalcade, Finali Mondiali). Some event prices disclosed only 'on request'.
7. Ferrari Corso Pilota Driver Education: Paid tiered driving-skills programme (Sport, Evoluzione+, Race, Personal Coaching) delivered in partnership with Ferrari instructors on ice in Levi (FI) and on track at Fiorano, Monza, and Varano. Released for booking 19 January 2026.
8. Extended Factory Warranty (Maserati): Sale of extended Maserati factory warranty via the Trident Discoveryd approval program, providing long-term ownership security and attractive residual value.

Pricing tiers

Go-to-market motion1 record

Distribution channels7 records

Marketing channels11 records

Core offering

Autoropa AB is Sweden's sole authorized importer and retailer of new Ferrari (since 1992) and Maserati (since 1998) vehicles, offering factory-direct bespoke configuration and certified pre-owned sales via cars.autoropa.se. It operates the only Swedish workshop authorized to maintain Ferrari's 7-year complimentary service plan and runs authorized Mercedes-Benz passenger car service at Arlöv/Malmö, complemented by original spare parts logistics, enclosed vehicle transport, heated winter storage, and an annual programme of paid owner experiences such as the Formula GT Challenge racing series, Ferrari Corso Pilota driver education, Passione Ferrari Club Challenge and international Ferrari driving tours.

Product overview

Autoropa is a single unified automotive retail and service business (not a multi-module software platform) built around three pillars: (1) authorized retail of new Ferrari and Maserati plus certified pre-owned vehicles via the cars.autoropa.se inventory, (2) authorized after-sales for Ferrari, Maserati and Mercedes-Benz including original spare parts, and (3) a complementary ecosystem of customer experience services such as Formula GT Challenge, the Corso Pilota driving program, the Passione Ferrari Club Challenge, the broader Autoropa Event & Ferrari Experience program, vehicle storage and transport. The Ferrari, Maserati and Mercedes-Benz service units, Spare Parts, Storage and Transport offerings support the core sales business, while Formula GT Challenge, Corso Pilota, Passione Ferrari Club Challenge and the annual Event program extend the value proposition to existing owners.

Differentiator

Problem solved

Functional benefit

Products and services

• Ferrari New Car Sales

Quantifiable outcome

• 332 Ferraris gathered at one event — largest in Nordic history
• +4 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

13 partnerships are on record, tiered flagship / core, core and minor.

• Formula Automobile (Denmark & Norway)flagship / coreStrategic or Co-development Partner · 1 September 2021Co-shareholder of Autoropa since autumn 2021 (alongside Martin Nelson, co-owner since 2004). Formula is the authorized Ferrari and Maserati importer and retailer for the Danish and Norwegian markets. Together they form one of the world's largest Ferrari retailers, jointly operating Nordic events (Aurora 2026, Autoropa on Ice, Formula GT Challenge, Racing Days Rudskogen, joint Nordic driving trips to Rudskogen). Cross-linked inventory portals (cars.autoropa.se ↔ formulaauto.dk ↔ formulaauto.no).
• Ferrari S.p.A.flagship / coreStrategic or Co-development PartnerFlagship partnership: Autoropa is the sole authorized importer, retailer and service partner for Ferrari in Sweden (since 1992). Direct factory contact for parts, technical solutions, software updates, factory training and bespoke vehicle configuration. Joint development of The Aurora 2026 Casa Ferrari launch in Båstad with Ferrari SpA and Formula Automobile; co-development of Corso Pilota driver education; hosting of Passione Ferrari Club Challenge and Ferrari Owners Nordic Meet. Co-creation of Formula GT Challenge Scandinavian racing series for Ferrari models.
• Maserati (Stellantis)coreOEM/ Whitelabel/ Licensing PartnerAuthorized importer and service partner for Maserati in Sweden since 1998 (after Ferrari's acquisition of Maserati). Direct factory contact for parts, technical solutions and warranty extension via the Trident Discovery program. Sales of full Maserati range including Grecale (Modena, Trofeo, Folgore), GT2 Stradale. Co-organization of Maserati workshop events and Maserati Owners gatherings.
• Mercedes-Benz (cars — Mercedes-Benz AG)coreOEM/ Whitelabel/ Licensing PartnerAuthorized Mercedes-Benz service partner at the Arlöv/Malmö facility, serving the full Mercedes-Benz passenger car model range. Includes warranty handling (Rand Al-Zafiri as Warranty Coordinator), repairs, cosmetic care, tire changes, storage. Online service booking via the official Mercedes-Benz Sweden dealer portal.
• Hotel Tylösand (Per and Åsa Gessle's Joyride Car Collection)minorGTM or Marketing PartnerCross-promotional partnership around the permanent Ferrari exhibition 'Joyride Car Collection' at Hotel Tylösand, displaying Per and Åsa Gessle's collection of limited-edition Ferraris in a glazed section of the new hotel building. Co-branded as a Ferrari visitor destination for Autoropa customers.
• Ferrari Corso Pilota Program (official Ferrari driver education)coreStrategic or Co-development PartnerAutoropa is the Swedish access point to the official Ferrari Corso Pilota three-tier driver education program (Sport, Evoluzione+, Race Course). Professional Ferrari instructors deliver training at On Ice Levi (FI), On Track Fiorano, Monza, Varano. Bookings released 19 January 2026 via [email protected].
• Passione Ferrari Club Challenge (official Ferrari club program)coreStrategic or Co-development PartnerSwedish access to Ferrari's Passione Ferrari Club Challenge non-competitive lap-time benchmarking program at Le Castellet (16 Mar), Mugello (27 Apr), Spielberg (18 May), Portimao (20 Jul), Imola (24–25 Oct) and Finali Mondiali Barcelona (17 Nov) 2026. Telemetry units installed; expert Ferrari instructors provide coaching and post-drive analysis.
• Elite Hotel Mårtenson (Halmstad)minorImplementation/ SI/ Consulting PartnerRooms reserved for The Aurora 2026 Casa Ferrari event attendees; customers book and pay directly via the hotel.
• Refsnes Estate (Moss, Norway)minorImplementation/ SI/ Consulting PartnerHospitality partner for the joint Autoropa + Formula Automobile three-day customer trip to Rudskogen Motorsenter. Accommodated guests for dinner the evening before the track day.
• Ästad Vingård (Sweden)minorImplementation/ SI/ Consulting PartnerReturn-trip stopover partner for the Autoropa + Formula Automobile Rudskogen customer tour.
• Hotell Anno 1622 (Rydebäck)minorImplementation/ SI/ Consulting PartnerHotel and dinner venue for Autoropa Racing Days Light at Ring Knutstorp (evening before track day).
• Hotel Riviera (Moss, Norway)minorImplementation/ SI/ Consulting PartnerAccommodation reserved Friday-to-Sunday for Racing Days Rudskogen 14–16 August 2026 customers.
• Palazzo di Varignana (Emilia-Romagna)minorImplementation/ SI/ Consulting PartnerResort partner for the Food and Hills of Emilia Romagna multi-day tour 10–13 September 2026.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• JCT600: UK Ferrari, Maserati and multi-brand luxury dealer with both new-car retail and large authorized after-sales operations. Comparable in scope of franchise and in offering service-plus-experience extensions.
• Dick Lovett: Long-established UK Ferrari and Maserati dealer group with multiple showrooms and authorized service. Operates the same authorized retailer + service + lifestyle playbook as Autoropa, scaled across a larger UK market.
• Broughtons: UK-based authorized Ferrari and Maserati dealer combining new/used sales with full after-sales and track-focused events. Closely comparable business model to Autoropa's sales-plus-service-plus-experience stack in another European market.
• Formula Automobile: Sister authorized Ferrari and Maserati importer and retailer for Denmark and Norway, and co-owner of Autoropa since autumn 2021. Operates the same model (sales, authorized service, racing series, experiences) across adjacent Nordic markets and is the most directly comparable peer to Autoropa.

Broad incumbents

• Penske Automotive Group: Global (US/EU/UK) premium and luxury automotive retailer with significant Ferrari, Bentley and Mercedes-Benz franchise exposure. Useful public-market benchmark for franchise value, recurring service economics, and OEM concentration risk applied to Autoropa.
• Stratstone: UK dealer group (Pendragon) representing Ferrari, Maserati, Mercedes-Benz and other premium marques. Comparable breadth of OEM service partnerships, including the same Mercedes-Benz authorized service layer that Autoropa operates in Skåne.
• Rybrook Group: Large UK multi-brand luxury and premium dealer group (Bentley, Lamborghini, Porsche, Mercedes-Benz among others). Comparable to Autoropa in mixing authorized OEM service partnerships with luxury retail, but at much greater breadth and scale.
• HR Owen: UK-listed luxury car retailer group (Ferrari, Bentley, Rolls-Royce, Lamborghini). Closest public-market analog to Autoropa's franchise-based luxury retail model with exposure to brand-franchise risk.

Regional players

• Hedin Mobility Group: Large Swedish and European automotive retail and distribution group. Directly comparable as a Swedish-headquartered dealer conglomerate that combines OEM franchises with after-sales services, and a natural peer benchmark for Autoropa's domestic scale.
• Rydell Automotive: Swedish Mercedes-Benz dealer group with multiple Swedish sites. Comparable as a domestic authorized Mercedes-Benz service and retail operator, although without Autoropa's Ferrari/Maserati franchise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/teamautoropa
• Facebookfacebook.com/autoropa
• LinkedInlinkedin.com/company/autoropa-ab
• Instagraminstagram.com/autoropa

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Autoropa