Formula Automobile Norge

What Formula Automobile Norge does

Formula Automobile Norge is Norway's sole authorized importer and dealer for Ferrari and Maserati, and one of only a handful of authorized Pagani dealers worldwide, operating from a single facility at Billingstadsletta 83 near Oslo. The company sells new Ferrari, Maserati, and Pagani vehicles (priced NOK 4.4M to NOK 8.35M for new Ferraris), certified pre-owned vehicles through the Ferrari Approved program (190-point inspection, up to 24-month warranty), and a broader portfolio of pre-owned luxury and sports cars (Porsche, Lamborghini, Aston Martin, Alfa Romeo, BMW). It runs an authorized Ferrari and Maserati service workshop staffed by trained technicians, offering maintenance for vehicles of all ages, Ferrari warranty work, Ferrari Classiche certification, corner weight optimization, and a tire hotel.

The company's business model combines one-time vehicle sales (new and pre-owned) with recurring aftersales service, parts, storage, financing through Formula Leasing, and a substantial experiential revenue stream including Corso Pilota driving school (€14,640–€31,000 per participant), Ferrari Club Challenge racing, Formula GT Challenge, Ferrari Cavalcade, Ferrari Esperienza, and Formula Adventure tours spanning Norway, Italy, France, Spain, Finland, and Belgium. Customer acquisition is driven by exclusive events, showroom experiences at Billingstad, and word-of-mouth within Norway's tight-knit UHNWI and enthusiast community. The company is part of the broader Formula group, which includes Formula Automobile & Formula Leasing in Denmark and Formula Racing (a professional racing team founded in 2007 with 22 championships), and is led by CEO Rune Brath in Norway under Group CEO Jesper Viskum Schak.

Formula Automobile Norge employs ~20+ staff across sales, service, marketing, and administration, with dedicated brand managers for Ferrari and Maserati, a pre-owned team, and a marketing team running Formula TV and event operations. The company has no disclosed AI, software, or technology products beyond manufacturer-approved diagnostic tools; its competitive position rests entirely on factory authorization, brand exclusivity, and a vertically integrated customer experience ecosystem spanning sales, service, certification, storage, financing, and motorsport.

Name

Formula Automobile Norge

Legal name

Formula Automobile Norge

Website

https://formulaauto.no

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Formula Automobile Norge is Norway's sole authorized importer and dealer for Ferrari, Maserati, and Pagani, selling new and certified pre-owned luxury sports cars, providing authorized service, and operating racing and driving experience programs from its Billingstad facility near Oslo.

Ownership category

akta.pro rank

Product category

Luxury Automotive Dealership

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Motorsports Support & Feeder Series (Developmental Championships) (MPAKAGAH)

akta.pro secondary industries

Motorsports Teams (F1, NASCAR, IndyCar, Rally, MotoGP, etc.) (MPAKABAB), Motorsports & Racing Experiences (THAJAFAF), Motorsports Events (F1, NASCAR, Rally, Moto) (MPAGAMAD)

Keywords

• Luxury car dealership
• Authorized Ferrari dealer
• Premium vehicle sales
• Luxury automotive service
• Sports car importer

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Ferrari, Maserati, and Pagani vehicles. Vehicles are sold directly through the Formula showroom and via manufacturer-configured orders. Revenue recognized per unit sold with significant transaction values (NOK 1–8+ million per vehicle).
2. Pre-Owned / Approved Vehicle Sales: Sale of certified pre-owned vehicles including Ferrari Approved (190-point inspection, up to 24-month warranty), and other luxury/sports vehicles (Porsche, Lamborghini, Aston Martin, Alfa Romeo, BMW). Diversifies inventory beyond core brands.
3. Aftersales Service & Parts: Authorized service operations for Ferrari and Maserati vehicles of all ages. Services include routine maintenance, major repairs, Ferrari warranty work, Ferrari Power warranty, Ferrari Classiche certification, tire hotel (Tire Hotel), and corner weight optimization. Revenue from labor and genuine spare parts.
4. Event & Experience Programs: Revenue generated from participation fees for exclusive driving experiences, track days, racing championships, and travel events. Examples include Formula GT Challenge, Ferrari Club Challenge, Corso Pilota driving school (€14,640–€31,000 per participant), Ferrari Cavalcade, and Formula Adventure tours. Pricing varies from NOK 100 (basic event) to €31,000 (premium Corso Pilota On Ice).
5. Ferrari Financing & Leasing Referrals: Financing and leasing options are offered to customers. Monthly payment examples are listed on vehicle listings (e.g., NOK 9,890–42,990 per month), suggesting a financing/leasing revenue stream, likely through partnerships with financial institutions.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Formula Automobile Norge is Norway's sole authorized Ferrari, Maserati, and Pagani dealer and importer, operating from its Billingstad showroom near Oslo. The company sells new and certified pre-owned luxury sports cars, provides factory-authorized service and maintenance for vehicles of all ages, and runs an extensive program of driving experiences and racing championships under the Formula Experience umbrella.

Product overview

Formula Automobile Norge is Norway's official authorized dealer and importer for Ferrari and Maserati, with additional representation for Pagani Automobili. The product portfolio centers on luxury and sports vehicles spanning multiple brands: Ferrari models including Amalfi, 12Cilindri, Purosangue, 296 GTB/GTS, Roma, SF90 Stradale/Spider, and 849 Testarossa; Maserati models including Grecale, MC20 Cielo, GranTurismo, Levante, and Ghibli; and Pagani hypercars. Complementary services include Ferrari Approved certified pre-owned program, Ferrari Tailor Made customization, and Formula Service offering authorized maintenance for vehicles of all ages. The company also operates racing and driving experience programs including Formula GT Challenge (gentleman racing championship), Ferrari Club Challenge, and Corso Pilota driving school.

Differentiator

Problem solved

Functional benefit

Brands

• Formula Racing: A professional Danish racing team that is part of the Formula group, competing in Ferrari Challenge and GT racing series.
• Formula GT Challenge
• Passione Ferrari Club Challenge
• Formula GT Challenge

Products and services

• New Ferrari Vehicles

Quantifiable outcome

• Ferrari Approved certification: 190 separate tests before a used Ferrari receives certified pre-owned status
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Pagani Automobili S.p.A.coreChannel Partner/ Reseller/ DistributorFormula Automobile Norge is one of a very small number of authorized Pagani dealers in the world. With Pagani's Nordic base in Copenhagen, Formula is also represented in Sweden, Finland, and Norway. As an authorized dealer, Formula can customize vehicles in its dedicated Pagani showroom in Copenhagen and arrange factory visits to Pagani's design studio in San Cesario sul Panara, Italy.
• CurbstonecoreStrategic or Co-development PartnerFormula partners with Curbstone for the organization of exclusive track days at Spa-Francorchamps. Curbstone specializes in high-end driving experiences on Europe's most prestigious circuits, known for events such as Arte in Pista together with Pagani. Formula and Curbstone collaborate on logistics, track facilities, and hospitality for the annual Spa-Francorchamps trackday.
• AF CorsecoreStrategic or Co-development PartnerFormula Racing partners with AF Corse, one of the world's leading Ferrari racing teams. AF Corse provides technical support, logistics, and racing operations for Formula's Ferrari Club Challenge and Formula GT Challenge programs. AF Corse is Ferrari's primary GT racing partner in endurance racing.
• Balder Luxury Lodge (Levi, Finland)minorOthersBalder Luxury Lodge in Levi, Finland is the designated luxury accommodation for Formula's Corso Pilota On Ice events in Lapland. Located 15 minutes from the Levi Ice Track, the lodge offers high-end lodging that complements the arctic driving experience.
• Ferrari S.p.A.coreChannel Partner/ Reseller/ DistributorFormula Automobile is Norway's sole authorized importer and dealer of Ferrari, holding full authorization from Ferrari in Maranello. This is the company's primary and most significant partnership, governing all Ferrari sales, service, parts, warranty, and certified pre-owned operations.
• Maserati (Stellantis)coreChannel Partner/ Reseller/ DistributorFormula Automobile is Norway's sole authorized importer and dealer of Maserati, holding full authorization from Maserati in Modena. This partnership covers all Maserati sales, service, parts, warranty, and related operations in Norway.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• HR Owen: UK-based luxury car dealer group holding authorized Ferrari, Lamborghini, Bentley, Rolls-Royce, and Bugatti franchises. Operates multiple showroom and service locations with strong pre-owned, service, and brand-experience programs — directly comparable to Formula's authorized-dealer-plus-experiences model.
• Charles Pozzi: Long-established authorized Ferrari dealer in France with full sales, service, and Ferrari Classiche capabilities. A direct European parallel to Formula Automobile Norge's authorized importer/dealer role.
• Autoropa: Authorized Ferrari and Maserati dealer for Sweden, frequently co-participating with Formula in Nordic Ferrari events including the Ferrari Nordic Meeting 2025. Closest geographic peer with overlapping authorized-brand portfolio.
• Miller Motorcars: Authorized Ferrari, Maserati, Pagani, Bentley, Rolls-Royce, Aston Martin, and Bugatti dealer in Greenwich, Connecticut. Operates a comprehensive luxury automotive retail and service ecosystem highly analogous to Formula Automobile Norge's Ferrari/Maserati/Pagani franchise model.
• Lake Forest Sportscars: Authorized Ferrari and Maserati dealer in Lake Forest, Illinois, offering new and certified pre-owned sales, authorized service, and Ferrari ownership experiences. Directly comparable authorized franchise retailer.
• Braman Motors: US luxury dealer group with authorized Ferrari, Maserati, Bentley, Rolls-Royce, and Porsche franchises in Florida. Comparable authorized-dealer business model with strong service and certified pre-owned programs.
• Continental Auto Sports: Authorized Ferrari dealer in Hinsdale, Illinois, providing new and pre-owned Ferrari sales, authorized service, and ownership events. A direct US counterpart to Formula's authorized retail and service operation.
• Formula Automobile Denmark: Sister entity within the Formula group and authorized Ferrari and Maserati importer/dealer for Denmark. Operates an identical business model (authorized sales, service, racing) and shares resources via Formula Racing and Formula Leasing.

Broad incumbents

• AutoNation: Largest US automotive retailer with a significant luxury franchise portfolio including Mercedes-Benz, BMW, and select premium brands. Provides public-market benchmark for dealer economics and a potential rollup acquirer of high-end franchise assets.
• Penske Automotive Group: Large publicly traded luxury automotive retailer operating Ferrari, Bentley, Lamborghini, and Porsche franchises across the US, UK, and Europe. Provides scale benchmark for luxury-dealer multiples and represents a potential strategic acquirer of Formula's franchise rights.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeformulaauto.no/formula-tv
• Facebookfacebook.com/formulaautomobilenorge
• LinkedInlinkedin.com/company/maserati-norge

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 Formula Automobile Norge