What Berners does

Berners (legal name AB Berner & Co) is a 100-year-old, family-owned automotive dealership group headquartered in Östersund, Sweden, operating across Jämtland and Västernorrland counties. It is one of Sweden's larger private retailers within the Scania and Volkswagen Group ecosystems, holding authorized dealership rights for Volkswagen, Audi, Škoda, SEAT, CUPRA, Volkswagen Transportbilar, and Isuzu passenger and light commercial vehicles, plus Scania heavy trucks and buses through its Berners Tunga Fordon division. Since January 2024 it has also operated a marine and power sports division, Berners Marin & Motorcenter, distributing Yamaha, Husqvarna, and Arctic Cat products.

The group's revenue streams span new vehicle sales, used vehicle sales, authorized service and repair (workshop), tire services (via BestDrive partnership), wholesale parts distribution, a digital car sales channel launched in 2020, an environmentally engineered car wash with vacuum-evaporation water recycling (95% fresh-water reduction), and a digital touch-up paint mixing service using Moonwalk/PPG technology with 0.01g color-matching precision. Customer segments include individual consumers, business/corporate fleet customers, and B2B parts wholesale clients across the two-county region, with named enterprise references including Stadsbussarna Östersund AB and Länstrafiken.

The business model combines a traditional multi-location field-sales dealership footprint (six physical sites in Östersund, Sundsvall, Härnösand, Sveg, Åre, and Sollefteå) with omnichannel digital booking/configurator tools and selective M&A-driven expansion. Pricing follows a hybrid model: one-off vehicle transactions (e.g., Škoda Fabia from 279,000 SEK, Audi RS e-tron GT from 1,559,000 SEK), recurring service subscriptions, transaction-based fees for car wash and tire services, and B2B wholesale parts. Ownership rests solely with brothers Stefan and Mathias Rasteby following the May 2022 buyout of Jan-Eric Rasteby's stake.

Name

Berners

Legal name

AB Berner & Co

Website

https://berners.se

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

101–250 employees

Short description

Berners is a 100-year-old, family-owned Swedish automotive dealership group (AB Berner & Co) operating six locations across Jämtland and Västernorrland as an authorized retailer for Volkswagen Group, Scania, Isuzu, and Yamaha brands, serving individual, fleet, and wholesale customers.

Ownership category

akta.pro rank

Product category

Automotive Dealership

NAICS

Used Car Dealers (441120), Automotive Parts and Accessories Retailers (441330), Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Tire Dealers (441340), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automobile and Other Motor Vehicle Merchant Wholesalers (42311), Tire and Tube Merchant Wholesalers (42313)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Mechanical replacement parts distribution (engine, drivetrain, steering, suspension, brakes) (CRAOANAA)

akta.pro secondary industries

Tires, wheels & related supplies distribution (CRAOANAD), Car Wash, Auto Detailing & Vehicle Cleaning Supplies Distribution (CRAOAGAM)

Keywords

• Automotive dealership services
• New vehicle sales
• Used car sales
• Authorized vehicle service
• Heavy vehicle dealer

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new vehicles from Volkswagen Group brands (Volkswagen, Audi, Škoda, SEAT, CUPRA, VW Transportbilar, Isuzu)
2. Used Vehicle Sales: Sales of pre-owned vehicles across all brands
3. Vehicle Service and Repair: Authorized workshop services for all brands with brand-specific original service
4. Parts and Accessories Wholesale: Wholesale sales of original spare parts to businesses in Jämtland and Västernorrland
5. Tire Services: Tire hotel storage, tire fitting, balancing, puncture repair, and tire sales through BestDrive partnership
6. Car Wash Services: Automated and DIY car wash with multiple programs (Bronze, Silver, Gold, Polish)
7. Touch-up Paint Products: Sale of touch-up paint products including brush bottles, spray cans, and clear coat
8. Touch-up Paint Mixing Service: Custom paint mixing service using Moonwalk digital system for precise color matching

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Berners operates as an authorized automotive dealership group selling new passenger cars, light commercial vehicles, and heavy trucks/buses from brands including Volkswagen, Audi, Škoda, SEAT, CUPRA, VW Transportbilar, Isuzu, and Scania. The company also sells used vehicles across all brands, provides authorized workshop service and repair, parts wholesale, tire services through BestDrive, environmentally friendly car wash, and marine/motor products (Yamaha, Husqvarna, Arctic Cat).

Differentiator

Problem solved

Functional benefit

Brands

• Berners Person & Transportbilar: Division handling passenger cars and light transport vehicles including brands: Volkswagen, Audi, Škoda, SEAT, CUPRA, Volkswagen Transportbilar, Isuzu
• Berners Tunga Fordon
• Berners Marin & Motorcenter
• Berners Däck & Bilvårdscenter
• BestDrive (Berners)

Products and services

• New Vehicle Sales Sales of new passenger cars and light commercial vehicles from Volkswagen Group brands (Volkswagen, Audi, Škoda, SEAT, CUPRA, VW Transportbilar) and Isuzu, targeted at individual consumers and business fleet customers. Includes financing and leasing options.
• Used Vehicle Sales Sales of pre-owned passenger vehicles and commercial vehicles across all brands, for individual and business buyers, including a trade-in and direct purchase program (Vi köper din bil).
• Heavy Vehicle Sales (Scania) Sales of Scania trucks and buses, delivered to commercial transport operators and public transit authorities, managed through subsidiary Berners Tunga Fordon AB.
• Authorized Vehicle Service and Repair Brand-authorized workshop services for Volkswagen Group brands and Scania, including scheduled servicing, diagnostics, and mechanical repairs at locations in Östersund, Sundsvall, Härnösand, Sveg, Åre, and Sollefteå.
• Tire Services (BestDrive) Tire sales, mounting, balancing, puncture repair, and seasonal tire hotel storage under the BestDrive brand-independent tire chain, serving individual and fleet customers.
• Car Wash Services Automated and DIY car wash with multiple programs (Bronze, Silver, Gold, Polish) featuring laser scanning technology and water recycling that uses 95% less fresh water than traditional car washes.
• Parts and Accessories Wholesale Wholesale distribution of original spare parts and accessories to automotive businesses in Jämtland and Västernorrland, including key ordering and programming, body and paint work.
• Touch-up Paint Products and Mixing Service Sale of touch-up paint products (brush bottles, spray cans, clear coat) and custom paint mixing service using the Moonwalk digital color matching system with 0.01g precision based on vehicle registration number.
• Marine and Motor Products Sales and service of boats, boat motors, water scooters, motorcycles, e-bikes, e-mopeds, ATVs, snowmobiles, Husqvarna forest and garden products, and Arctic Cat snowmobiles, under subsidiary Berners Marin & Motorcenter AB.
• Body and Paint Repair Services Sheet metal, body repair, and paint services for passenger cars, heavy vehicles, and buses, delivered through Stefans Buss & Bilplåt AB and the Sundsvall Skadecenter.
• Vehicle Rental (Europcar) Car rental services offered through a partnership with Europcar, providing short-term and replacement vehicle rentals to customers.

Quantifiable outcome

• 96% employee health index in 2024
• +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

Integration1 record

Feature3 records

Partnerships

14 partnerships are on record, tiered minor and core.

• Bünsow Business Growth ForumminorGTM or Marketing Partner · 24 June 2026Berners as new car partner to Bünsow Business Growth Forum - an important meeting place for business, leadership, and growth in the region. Partnership supports regional business development and networking.
• Bil NordminorStrategic or Co-development Partner · 1 October 2025Berners Tunga Fordon acquired Bil Nord in Örnsköldsvik and Lycksele, expanding heavy vehicle operations.
• Stadsbussarna ÖstersundminorStrategic or Co-development Partner · 1 September 2024Largest single order: 30 yellow buses delivered in January 2001, later continued partnership through ethanol bus deliveries in 2020.
• YamahacoreChannel Partner/ Reseller/ Distributor · 1 January 2024Berners became authorized Yamaha dealer from January 2024, selling motorcycles, outboard motors, water scooters, ATVs, snowmobiles. Subsidiary Berners Marin & Motorcenter AB formed for marine and motor products.
• AJ:s Rep & Entreprenad ABminorStrategic or Co-development Partner · 1 June 2023Acquisition of leading all-car workshop in Sollefteå, expanding service network.
• Stefans Buss & Bilplåt ABminorStrategic or Co-development Partner · 1 June 2021Acquisition in June 2021 of body repair and painting company at Åskorset in Krokom municipality, specializing in heavy vehicles and buses.
• Trönderbilene ASminorStrategic or Co-development Partner · 1 January 2019Partnership agreement in 2019 for delivery of Scania buses and VW Crafter vehicles within Länstrafiken (regional public transport).
• BestDrivecoreChannel Partner/ Reseller/ DistributorBerners is part of the brand-independent tire chain BestDrive. Provides tire sales and services under the BestDrive brand.
• EnergifabrikenminorStrategic or Co-development PartnerPartnership to provide RME (rapeseed methyl ester) refueling station enabling fleet transition to renewable fuel with up to 66% emission reduction.
• HusqvarnaminorChannel Partner/ Reseller/ DistributorAdded forest and garden products from Husqvarna to product range under Berners Marin & Motorcenter AB.
• Arctic CatminorChannel Partner/ Reseller/ DistributorAdded Arctic Cat snowmobiles to product range under Berners Marin & Motorcenter AB.
• Robin StrömqvistminorGTM or Marketing PartnerHunting profile promoting Isuzu D-Max as ideal hunting vehicle through social media and content marketing.
• Ås IFminorGTM or Marketing PartnerFood vendor partnership at F1 experience event, selling hamburgers at the event venue.
• EuropcarminorChannel Partner/ Reseller/ DistributorCar rental services offered through Europcar, with Niclas Möllhagen as responsible contact at Berners.

Scale indicators14 records

Recent moves11 records

Expansion highlights5 records

Direct peers

• Däckia: Swedish brand-independent tire retail and service chain. Directly comparable to Berners' BestDrive-branded tire business (tire hotel, fitting, balancing, puncture repair, sales).
• Hedin Mobility Group: One of Sweden's largest private automotive groups, operating multiple authorized brands including Volkswagen Group marques. Comparable as a large private multi-brand dealer with service, parts, and mobility businesses.
• Bilia AB: Publicly listed Swedish multi-brand car dealer and service group representing Volvo, BMW, Audi, and other marques across Sweden, Norway, and Belgium. Most direct publicly traded analog to Berners' authorized-dealer-plus-service model.
• Holmgrens Bil: Long-established Swedish private auto retailer with multiple brands and locations. Comparable multi-brand authorized dealership with workshop and parts operations in a similar regional Swedish footprint.
• Bavaria Sverige: Authorized BMW and MINI dealer group in Sweden with multiple locations and full-service workshops. Comparable in being a private authorized-dealer group with workshop and used car operations.

Broad incumbents

• Euromaster: Pan-European tire and auto service chain with Swedish operations owned by Michelin. Comparable as a multi-location tire service and light maintenance provider; broader scale but similar offering to Berners' tire and car wash services.
• Mekonomen Group: Largest Scandinavian independent automotive parts and service chain. Adjacent rather than directly competing; comparable in operating a wholesale-to-workshop parts flow plus service center network that overlaps with Berners' parts wholesale and authorized workshop model.

Others

• FTZ: Swedish wholesale distributor of automotive spare parts to workshops. Comparable to Berners' parts wholesale stream to other businesses in Jämtland and Västernorrland.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 records

Subsidiaries4 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 Berners