Name

Bilinorr

Legal name

BILBOLAGET INVEST SUNDSVALL AB

Website

https://bilinorr.se

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Skellefteå

HQ country

Sweden

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Toyota and Lexus vehicles to private and business customers. Revenue generated from vehicle transactions including various models from compact cars (Aygo X) to SUVs (RAV4, bZ4X) and commercial vehicles (Proace, Hilux).
2. Used Vehicle Sales: Sales of pre-owned Toyota and Lexus vehicles. Includes Toyota Approved Used program with comprehensive warranty.
3. Service and Repair: Maintenance and repair services for Toyota and Lexus vehicles. Includes express service, drop-in service, and hybrid-specific service offerings.
4. Spare Parts and Accessories: Sales of genuine Toyota spare parts, accessories, and car care products.
5. Damage and Paint Repair: Body shop services including accident damage repair, painting, and dent removal.
6. Financing Products: Vehicle financing including Easy Privatleasing (private leasing), Toyota Easy Billån (easy car loan), financial leasing for businesses, and Business Lease. Commission revenue from Toyota Financial Services.
7. Car Rental: Loaner cars provided during service visits and short-term rental services, particularly at Umeå location.
8. Tire Services: Tire sales, tire hotel storage services, and tire fitting. Seasonal tire changes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Bilinorr is an authorized Toyota and Lexus automobile dealer operating eight full-service facilities across Northern Sweden. The company sells new and used Toyota and Lexus vehicles, provides authorized service, repairs, body and paint work, tire sales and storage, and car rental, and distributes Toyota Financial Services financing and leasing products (Easy Privatleasing, Toyota Easy Billån, Business Lease). Sales and service are supported by Toyota's connected car platform, including the MyToyota app, Toyota Touch 3 multimedia, and Toyota Electronic Service history.

Product overview

Bilinorr is an authorized Toyota and Lexus dealership operating as a multi-location full-service automotive retailer across northern Sweden. The company offers a comprehensive portfolio consisting of new Toyota and Lexus vehicle sales, used car sales, and a wide range of after-sales services. The core product is the sale of Toyota vehicles (including electric, hybrid, plug-in hybrid, and internal combustion models) and Lexus vehicles at select locations. These are supported by a modular service ecosystem that includes authorized workshop services, Toyota Approved Used and Toyota Relax warranty programs, Toyota Eurocare roadside assistance, damage repair facilities, tire services with storage, and car rental. Financial products include Easy Privatleasing (personal leasing), Toyota Easy Billån and Toyota Billån (financing), and Business Lease/Financial Leasing for corporate customers. Connected services are delivered through the MyToyota App, which provides remote vehicle control, service reminders, battery monitoring, and driving analysis, while the Toyota Touch 3 multimedia system offers navigation, real-time traffic, smartphone integration (Apple CarPlay/Android Auto), and speed camera warnings. The company operates 9 facilities in Gävle, Hudiksvall, Sundsvall, Örnsköldsvik, Umeå, Skellefteå, Piteå, Luleå, and a workshop-only location in Lycksele.

Differentiator

Problem solved

Functional benefit

Products and services

• Toyota New Vehicles New Toyota passenger and commercial vehicles (Aygo X, Yaris, Corolla, C-HR, bZ4X, RAV4, Hilux, Proace) in petrol, hybrid, plug-in hybrid, and fully electric variants, sold to private and business customers across Bilinorr's eight locations.
• Lexus New Vehicles Luxury Lexus vehicles sold and serviced at select Bilinorr locations (Umeå sales, Luleå sales and service) for retail and corporate customers in Northern Sweden.
• Toyota Approved Used Vehicles Pre-owned Toyota and Lexus vehicles sold with the Toyota Approved Used warranty program for cars at least 24 months old, providing up to 10 years or 200,000 km coverage when serviced at authorized workshops.
• Toyota Authorized Service & Workshop Maintenance, repair, and original-parts service for Toyota and Lexus vehicles at all eight Bilinorr locations plus the Lycksele workshop, including express service, drop-in service, and hybrid-specific service.
• Damage & Body Repair Body shop and paint repair services for accident damage and collision repair at Bilinorr's authorized workshops across multiple locations.
• Tire Sales, Fitting & Tire Hotel Tire retail, fitting, and seasonal tire storage ('tire hotel') services for Toyota, Lexus, and other-brand vehicles at multiple Bilinorr locations.
• Car Rental (Umeå) Short-term vehicle rental and loaner car service at the Toyota Umeå location, including loaner cars during service visits.
• Easy Privatleasing Personal leasing product for private customers with fixed monthly cost, no down payment, 1,500 km/year mileage included, and maintenance included, distributed through Toyota Financial Services.
• Toyota Easy Billån & Toyota Billån Vehicle loan products (Easy Billån for private customers and Toyota Billån for both private and business customers) arranged through Toyota Financial Services for the purchase of Toyota vehicles.
• Business Lease & Financial Leasing (Företag) Business leasing and financial leasing products for corporate customers, providing fleet management options, structured monthly costs, and tax efficiency.
• Toyota Professional Fleet Service Commercial vehicle service and maintenance program tailored for business customers operating Toyota fleet vehicles, including commercial models like Hilux and Proace.
• MyToyota Connected Services App Mobile application offering remote lock/unlock, climate control, vehicle status, service reminders, battery monitor, hybrid coaching, driving analysis, and integration with the Toyota Charging Network for Toyota owners.
• Remote Services (Fjärrstyrda tjänster) Subscription Subscription-based remote vehicle services including remote climate control, door lock/unlock, and hazard flashers activation through the MyToyota app at 59.99 SEK/month, with a one-month free trial.
• Toyota HomeCharge & Toyota Charging Card Home charging box (Toyota HomeCharge) solution and Toyota Charging Card providing access to Toyota's public charging network for electric and plug-in hybrid Toyota owners.
• Toyota Eurocare Roadside Assistance & Insurance Roadside assistance service (Toyota Eurocare) and Toyota Insurance products provided through authorized partners to give breakdown support and tailored vehicle insurance.

Quantifiable outcome

• Toyota won Vi Bilägares AutoIndex - Sweden's largest car consumer survey - for most satisfied car owners
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• Bilbolagskoncernen (Bilinorr Group)coreOthers · 1 January 2020Bilinorr operates under the Bilbolagskoncernen (Bilbolag Group) umbrella. The Sundsvall location became part of Bilbolagskoncernen in January 2020 under the name Bilinorr. The group owns multiple Toyota dealerships across Northern Sweden.
• Toyota Motor SwedencoreChannel Partner/ Reseller/ DistributorAuthorized Toyota dealer with rights to sell new Toyota vehicles, use Toyota branding, access Toyota technical training, parts supply, warranty programs (Toyota Relax, Toyota Approved Used), and marketing support.
• LexuscoreChannel Partner/ Reseller/ DistributorAuthorized Lexus dealer for Umeå and Luleå locations, providing sales and service for Lexus luxury vehicles.
• Toyota Financial ServicescoreChannel Partner/ Reseller/ DistributorFinancing partner offering Easy Privatleasing, Toyota Easy Billån, financial leasing, and Business Lease products through Bilinorr locations.

Scale indicators4 records

Recent moves7 records

Others

• Mekonomen: Nordic automotive spare-parts and service chain. Adjacent comparable: same end customers (vehicle owners), overlapping parts and aftermarket service revenue, but no franchise car-sales business.
• Autoexperten: Swedish automotive service and parts chain operating workshops nationwide. Adjacent rather than competitive — overlapping parts and service operations, but no new-vehicle franchise business.

Direct peers

• Toyota Sweden authorized dealer network (other regional Toyota retailers): Other authorized Toyota/Lexus dealer groups in Sweden (e.g., Stockholm-area Toyota retailers) running the same manufacturer playbook — same products, warranty programs, and connected services. Direct franchise peers selling the same line-up.
• Bilia AB: Listed Swedish multi-brand automotive dealer and service provider operating showrooms and workshops across the Nordics. Closest publicly traded comp to Bilinorr given overlapping new/used car sales, service, and parts business model.
• Hedin Mobility Group: One of Sweden's largest private multi-brand automotive dealer groups, with extensive dealership, service, and parts operations. Directly comparable to Bilinorr's multi-site retail and aftersales model at greater scale.
• Holmgrens Bil: Swedish multi-brand dealer group with new vehicle sales, service, and parts operations. Comparable regional dealer model with similar revenue mix and franchise-driven structure.
• Din Bil Sverige: Swedish multi-brand dealer group with full-service sites combining new/used sales, workshop, and parts. Comparable full-service model to Bilinorr's eight-stream revenue approach.
• Bavaria Sverige (Bilia Group brand): BMW-led Swedish dealer network offering new/used sales, authorized service, and financing. Directly comparable single-franchise authorized dealer model with a premium OEM anchor.

Broad incumbents

• Volvo Cars Sweden Retail: Manufacturer-affiliated retail operations in Sweden for the dominant domestic premium OEM. Broadly comparable authorized-dealer structure, but anchored to a different brand and integrated with the OEM's commercial strategy.

Regional players

• Möller Bil: Norway-anchored Nordic automotive dealer group with sales, service, and parts across multiple brands. Comparable dealer business model; operates in a different national market but the same Nordic retail structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

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 Bilinorr