What Bilmetro does

Din Bil Sverige AB, trading as Bilmetro, is a Swedish private limited company (Aktiebolag) headquartered in Stockholm that operates an authorized multi-brand automotive dealership network. It is an official dealer for Volkswagen Group Sverige AB, representing seven marques: Volkswagen, Volkswagen Transportbilar, Audi, Škoda, SEAT, CUPRA, and Porsche. The company operates exclusively within Sweden.

The business spans the full vehicle lifecycle. On the demand side it sells new and used vehicles to retail consumers, offers private leasing, and provides corporate fleet solutions including leasing and company-car administration. On the supply side it runs a wholesale (grossist) operation and a vehicle-purchase program ("vi köper din bil") that acquires used cars directly from private sellers. Aftersales and service revenue is generated through workshops, tire storage (däckhotell), windshield repair (glasreparation), and damage inspection, plus an integrated Europcar rental partnership that extends the offering into short-term mobility.

The revenue model combines new-vehicle margin, used-car retail and wholesale margin, service and parts gross profit, leasing residual and interest income, fleet management fees, and ancillary services. Customers are split between individual consumers and corporate fleet operators, with promotional emphasis on the Swedish EV subsidy (elbilspremien) to drive electrified-model sales. No AI/ML capabilities, patents, awards, leadership team details, M&A activity, or funding rounds are disclosed in the available source material.

Name

Bilmetro

Legal name

Din Bil Sverige AB

Website

https://bilmetro.se

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Bilmetro (Din Bil Sverige AB) is a Sweden-based authorized multi-brand dealer for Volkswagen Group and Porsche, offering new and used vehicle sales, leasing, corporate fleet services, workshop and tire storage, and a Europcar rental partnership to retail and business customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Avesta

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sales of new and used vehicles across seven premium and mainstream automotive brands including Volkswagen, Audi, Škoda, SEAT, CUPRA, and Porsche. Both retail consumer sales and corporate fleet sales.
2. Service and Repair: Workshop services including maintenance, repair, tire changes, windshield/glass repair, and damage inspection services. Booked through the website.
3. Private Leasing: Private leasing options for vehicles, providing an alternative to outright purchase or traditional financing.
4. Corporate Fleet Services: Comprehensive fleet management solutions for businesses including vehicle procurement, service support, and advisory services for corporate vehicle fleets.
5. Wholesale/Grossist Sales: Wholesale vehicle sales to other dealers and businesses in the automotive distribution chain.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Bilmetro (Din Bil Sverige AB) is an authorized multi-brand automotive dealership in Sweden selling new and used vehicles from Volkswagen, Volkswagen Transportbilar, Audi, Škoda, SEAT, CUPRA, and Porsche. Beyond vehicle sales, the company offers workshop maintenance and repair, private leasing, corporate fleet solutions, wholesale dealer supply, tire services, windshield and glass repair, damage inspection, and a vehicle purchase (we buy your car) program. Operations run through physical showroom and workshop facilities across Sweden supported by the dinbil.se website.

Product overview

Din Bil (Bilmetro) operates as an authorized multi-brand automotive dealership offering a comprehensive portfolio of vehicle sales and related services. The core offering includes sales and service of seven automotive brands: Volkswagen, Volkswagen Transportbilar, Audi, Škoda, SEAT, CUPRA, and Porsche. These brands are offered as distinct products within the portfolio, each targeting different market segments from affordable (Škoda, SEAT) to premium (Audi, Porsche) and performance (CUPRA). The company complements its brand portfolio with integrated services including workshop/maintenance, private and corporate leasing, vehicle purchase programs, tire services, windshield repair, and car rental through Europcar partnership. The business model combines new and used vehicle sales with recurring service revenue streams, serving both individual consumers and corporate fleets.

Differentiator

Problem solved

Functional benefit

Products and services

• New and Used Vehicle Sales (Ny och begagnad bilförsäljning) Sales of new and used vehicles across multiple automotive brands with financing options. Targets individual retail buyers and businesses seeking vehicles.
• Volkswagen Brand Sales Authorized dealer offering Volkswagen new and used cars with sustainable mobility options and full sales and service support.
• Volkswagen Commercial Vehicles (Transportbilar) Authorized dealer of Volkswagen commercial transport vehicles serving businesses, families, and adventurers with cargo and passenger solutions.
• Audi Brand Sales Authorized dealer of Audi premium vehicles featuring innovative mobility solutions.
• Škoda Brand Sales Authorized dealer of Škoda vehicles featuring innovative design and smart technology.
• SEAT Brand Sales Authorized dealer of SEAT vehicles offering accessible mobility for all generations.
• CUPRA Brand Sales Authorized dealer of CUPRA vehicles combining stimulating design, electrification, and performance.
• Porsche Brand Sales Authorized dealer of Porsche vehicles representing performance, innovative technology, and timeless elegance.
• Workshop and Service (Service och verkstad) Workshop services including maintenance, repair, tire change, and health inspections booked through the website.
• Private Leasing (Privatleasing) Private leasing options for individuals, providing an alternative to outright purchase or traditional financing.
• Corporate Fleet Sales (Företagsförsäljning) Comprehensive fleet management solutions for businesses including vehicle procurement, service support, and advisory services for corporate vehicle fleets across six leading brands.
• Wholesale Sales (Grossistförsäljning) Wholesale vehicle sales to other dealers and businesses, providing a complete supplier offering from order to delivery.
• Vehicle Purchase Program (Vi köper din bil) Service where Din Bil buys the customer's existing vehicle, supporting vehicle disposal and trade-in.
• Windshield and Glass Repair (Vindrutor och glasreparation) Windshield repair and replacement services including stone chip repair and full windshield replacement.
• Tire Services (Däcktjänster) Tire services including tire change, wheel swap, and tire hotel storage.
• Damage Inspection (Skadebesiktning) Vehicle damage inspection service supporting insurance and repair workflows.
• Vehicle Accessories (Tillbehör) Vehicle accessories and related offerings for sale across the dealership network.
• Europcar Car Rental (Partner Service) Car rental services offered through the Europcar partnership with 3,700 stations across 140 countries.

Named customers1 record

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

Two partnerships are on record, tiered core and minor.

• Volkswagen Group Sverige ABcoreOthersDin Bil is an authorized retailer of Volkswagen Group brands. Volkswagen Group Sverige AB is the parent/distributor relationship providing brand rights, product allocation, and brand support. The website indicates Din Bil and Volkswagen Group Sverige jointly use cookies.
• EuropcarminorStrategic or Co-development PartnerEuropcar is referenced as a partner/affiliate on the Din Bil website. Europcar is Europe's leading car rental company with 3,700 stations in 140 countries. The partnership appears to involve cross-referral and customer service collaboration for vehicle rental needs.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Direct peers

• Mekonomen Group: Leading Nordic automotive aftermarket chain offering service, spare parts, and workshop concepts. Mekonomen competes with Din Bil for service and tire revenue, though without the new-vehicle franchise, making it an adjacent rather than full substitute peer.
• Bilia AB: Sweden's largest publicly listed multi-brand car dealer, operating showrooms and workshops across Sweden and other Nordic markets. Bilia offers the closest direct comparison to Din Bil given overlapping multi-brand franchise model, broad service offering, and corporate fleet capabilities in the same domestic market.
• Hedin Mobility Group: Major Swedish/European multi-brand automotive retail group offering sales, service, and parts across multiple brands. Comparable to Din Bil in operating model, brand breadth, and Swedish/Nordic geographic focus, making it a key competitive peer.
• Holmgrens Bil: Swedish multi-brand car dealer network with showrooms and authorized workshops across Sweden. The shared multi-brand authorized dealership business model and Swedish national footprint make Holmgrens a directly comparable peer.

Broad incumbents

• Volvo Car Sverige: Swedish national sales company for Volvo Cars, operating with both retail dealer partners and direct/agency sales. Although Din Bil does not retail Volvo today, Volvo's evolving distribution model is a structural reference point affecting Din Bil's own franchise economics.
• Volkswagen Group Sverige AB: Swedish national sales company for the Volkswagen Group. As Din Bil's principal brand partner and (effectively) franchisor, it sits above Din Bil in the value chain and shapes franchise terms, allocations, and EV transition strategy across the brands Din Bil retails.

Emerging players

• Trocadero / Kvdcars: Online used-car marketplaces active in Sweden. They compete for consumer mindshare and used-car pricing, influencing Din Bil's digital sales conversion economics and putting pressure on dealer used-car gross margins.
• Auto1 Group: European digital used-car platform (Autohero, wirkaufeneinauto). Competes with Din Bil's used-vehicle retail and wholesale ('grossist') arm by aggregating supply and providing online price transparency that pressures dealer used-car margins.

Regional players

• Bavaria Sverige: Sweden's largest BMW/Mini dealer group and broader importer. While focused on a different OEM universe than Din Bil, Bavaria competes for the same Swedish auto retail and service wallet and offers benchmark service operations.

Others

• DIF/Dealerhold (Auto-Aktuellt / Sweden auto dealer association): Swedish auto dealer trade association representing authorized dealers. Not a direct competitor but a key industry body influencing regulation, EV policy and franchise standards that shape Din Bil's operating environment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Bilmetro