Motor Gruppen

What Motor Gruppen does

Motor Gruppen AS is a privately held Norwegian automotive holding company headquartered in Oslo, operating a consortium of approximately 22 companies across vehicle import, distribution, retail, and after-market services. The group generates NOK 2.0 billion in operating revenue with 400 employees and serves approximately 150,000 vehicles on Norwegian roads, of which 60,000 are electric or hybrid. Its business is anchored in three authorized import mandates: Mitsubishi (held continuously since 1975 via MMC Norge AS), Hongqi (since 2020 via HBI Norge AS), and Changan (since 2025 via CMI Norge AS). Distribution is executed through the Motor Forum dealer chain, which operates 16 physical showrooms across Norway from Ålesund to Kristiansand, representing multiple brands including Mitsubishi, Renault, Dacia, Hongqi, Voyah, Dongfeng, Changan, and MHero.

The group monetizes through three primary revenue streams: one-time vehicle sales via import and dealer distribution, transaction-based parts and accessories distribution through Motor Part (established 1982 and headquartered in Drammen), and transaction-based dealership services including new and used vehicle sales, servicing, and warranty work. Internal support functions consolidate IT (Motor Data), HR, digital channels, and group finance across the consortium. The company is owned by family-controlled holding companies Thrane-Steen Gruppen AS and Bello Invest AS, with the original Thrane-Steen family still represented on the board through Chairman Jan Gustav Thrane-Steen, tracing the company's origins to 1909.

Strategic positioning is oriented toward the Norwegian EV transition, with 40% of the installed base already electrified and an aggressive product launch cadence in 2025 (Deepal S07, Deepal S05, HONGQI EHS7, HONGQI EH7). The group is pursuing Miljøfyrtårn (Eco-Lighthouse) certification across all subsidiaries and complies with the Norwegian Transparency Act (Åpenhetsloven) for supply chain accountability. There is no disclosed AI/ML capability, proprietary technology platform, or digital-native product; the model is fundamentally a traditional automotive import and dealer business repositioning for the Chinese EV brand wave in Europe.

Name

Motor Gruppen

Legal name

Motor Gruppen AS

Website

https://motorgruppen.no

Company type

Private

Founded year

1909

Operating status

Operating

Headcount range

11–50 employees

Short description

Motor Gruppen is a Norwegian automotive holding company that imports and distributes Mitsubishi, Hongqi, and Changan vehicles through a 16-location Motor Forum dealer chain and Motor Part aftermarket network, serving 150,000 vehicle owners across Norway.

Ownership category

akta.pro rank

Product category

Automotive Retail and Distribution

NAICS

Automobile and Other Motor Vehicle Merchant Wholesalers (423110), Motor Vehicle and Parts Dealers (441), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Tires, wheels & related supplies distribution (CRAOANAD)

Keywords

• Automotive import distribution
• Vehicle dealership services
• Electric vehicle retail
• Automotive parts distribution
• Car dealer network

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales (Import & Distribution): Import and distribution of new vehicles including Mitsubishi, Hongqi, and Changan brands through the Motor Forum dealer network across Norway.
2. Parts & Accessories (Motor Part): Distribution of automotive parts, accessories, and technical services to the dealer network serving approximately 150,000 car owners.
3. Dealership Services: New car sales, used car sales, and vehicle services through Motor Forum dealer chain locations across Norway.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Motor Gruppen imports and distributes Mitsubishi, Hongqi, and Changan vehicles in Norway, and sells them through the Motor Forum dealer chain of 16 locations nationwide. The group also operates Motor Part, which distributes automotive parts, accessories, and technical services to the dealer network serving approximately 150,000 vehicle owners. The focus is on environmentally friendly vehicles, particularly electric and hybrid models.

Product overview

Motor Gruppen is a Norwegian automotive holding company operating as a diversified import and retail group. The company imports vehicles under the Mitsubishi (since 1975), Hongqi (since 2020), and Changan (since 2025) brands, operates the Motor Forum dealer chain with 16 locations representing multiple brands (Mitsubishi, Renault, Dacia, Hongqi, Voyah, Dongfeng, Changan, MHero), and runs Motor Part as a parts and accessories distribution business. The group also includes internal support functions including Motor Data (IT services), HR and Digital Channels, and Group Finance. With approximately 150,000 vehicles on Norwegian roads and 60,000 EV/hybrid vehicles, the company serves both retail customers and businesses across Norway.

Differentiator

Problem solved

Functional benefit

Products and services

• Motor Forum dealership chain Car dealer chain with 16 showroom and service locations across Norway (Fredrikstad, Follo, Oslo, Asker & Bærum, Drammen, Lillestrøm, Eidsvoll, Hamar, Larvik, Skien, Notodden, Kristiansand, Stavanger, Sandnes, Bergen, Ålesund). Offers new cars, used cars, and after-sales services for multiple brands to Norwegian consumers and businesses.
• Motor Part (parts and accessories distribution) Wholesale distribution of automotive parts, accessories, and technical services to the Motor Forum dealer network serving approximately 150,000 Mitsubishi, Renault, Dacia, and Hongqi vehicle owners across Norway. Also provides dealer services for customer relationship management. Headquartered in Drammen.
• Mitsubishi Motor Company Norge (MMCN AS) — Mitsubishi vehicle import Authorized Norwegian import of Mitsubishi vehicles, including the Outlander PHEV (plug-in hybrid) and Eclipse Cross models. Operates a nationwide dealer network for sales and service. Core values center on quality, value for money, 4WD capability, and environmental awareness.
• Hongqi Bil Import (HBI Norge AS) — Hongqi premium EV import Authorized Norwegian import of Hongqi premium electric vehicles from FAW (one of China's four largest automakers). Models include E-HS9 (flagship electric SUV), EHS7 (electric SUV), EH7 (electric sedan), and EHS5 (electric SUV). Focused on the premium, electric, technology, and SUV segments.
• CMI Norge AS — Changan vehicle import Authorized Norwegian import of Changan Automobile vehicles, including the Changan Deepal S07 and Deepal S05 electric SUVs launched in fall 2025. Changan is one of China's four largest automotive groups with over 40 years of experience and sold 2.68 million cars in 2024.

Quantifiable outcome

• 150,000 cars on the road
• +2 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• Changan AutomobilecoreChannel Partner/ Reseller/ Distributor · 1 January 2025Changan Automobile is one of China's four largest automotive groups. CMI Norge AS imports Changan vehicles, including the Deepal S07 and Deepal S05 electric SUVs launched in Fall 2025. Changan sold 2.68 million cars in 2024.
• FAW (First Automobile Works) - HONGQIcoreChannel Partner/ Reseller/ Distributor · 1 December 2020FAW is one of China's four largest automobile manufacturers. HBI Norge AS signed a distribution agreement with FAW in December 2020 for import of HONGQI luxury electric vehicles to Norway. Models include E-HS9, EHS7, and EH7.
• Mitsubishi Motors CorporationcoreChannel Partner/ Reseller/ DistributorMitsubishi Motors Corporation is the core brand partner for Motor Gruppen, with MMC Norge AS serving as the authorized importer since 1975. The partnership covers import, distribution, and sales of Mitsubishi vehicles through the Motor Forum dealer network across Norway.
• Renault GroupminorChannel Partner/ Reseller/ DistributorRenault vehicles are sold through the Motor Forum dealer network alongside Mitsubishi, Hongqi, and other brands.
• DaciaminorChannel Partner/ Reseller/ DistributorDacia vehicles are sold through the Motor Forum dealer network alongside Mitsubishi, Hongqi, and other brands.
• VoyahminorChannel Partner/ Reseller/ DistributorVoyah electric vehicles are sold through the Motor Forum dealer network.
• DongfengminorChannel Partner/ Reseller/ DistributorDongfeng vehicles are sold through the Motor Forum dealer network.
• MHerominorChannel Partner/ Reseller/ DistributorMHero vehicles are sold through the Motor Forum dealer network.

Scale indicators6 records

Recent moves10 records

Expansion highlights5 records

Broad incumbents

• Volvo Car Norway: Norwegian operation of Volvo Cars, one of the largest premium vehicle brands in Norway with a strong EV presence. Comparable as an OEM-controlled importer/retailer competing for the same environmentally conscious Norwegian consumer that Motor Gruppen targets.
• Hyundai Motor Norway: Norwegian arm of Hyundai, a leading EV brand in Norway with Ioniq 5/6 and Kona Electric. Comparable as an EV-focused OEM importer directly competing for the same environmentally conscious buyer pool.
• Toyota Norway: Norwegian arm of Toyota, including hybrid and bZ EV lineup. Comparable as a long-tenured Japanese-OEM importer operating through Norwegian dealerships and competing directly with Mitsubishi for similar buyer segments.
• Ford Motor Norway: Norwegian sales and importer operation of Ford, including the Mustang Mach-E EV lineup. Comparable as a long-established global OEM with Norwegian distribution presence competing in the same retail channels Motor Forum uses.

Regional players

• Bilia AB: Sweden-based automotive dealer group with operations across the Nordics including Norway. Comparable as a multi-brand dealer/service platform at a similar revenue scale, providing a peer reference for Nordic dealer group economics and aftermarket services.
• Hedin Mobility Group: Swedish-owned automotive dealer group that has expanded into Norway via acquisitions. Comparable as a Nordic multi-brand dealer group pursuing consolidation, providing a reference for inorganic growth strategies Motor Gruppen could pursue or be exposed to.

Direct peers

• Bertel O. Steen: Major Norwegian automotive group importing Mercedes-Benz, Peugeot, Citroën, Opel, and DS. Family-owned multi-brand importer/dealer with nationwide footprint — closely parallels Motor Gruppen's family-owned, multi-brand importer structure.
• Møller Mobility Group: Largest automotive importer group in Norway, representing Volkswagen, Audi, Skoda, SEAT, Cupra, and Porsche through a nationwide dealer network. Directly comparable as a multi-brand automotive importer/retailer operating nationally in Norway with similar business model.
• Tesla Norway: Direct-sales EV importer/retailer in Norway and one of the country's best-selling EV brands. Comparable as a competing route to Norwegian EV buyers and as a benchmark for pure-EV importer economics in the Norwegian market.
• Harald A. Møller: Norwegian importer for the Volkswagen Group (Volkswagen passenger cars and light commercial vehicles). Part of the broader Møller ecosystem, providing a direct comparison point for a single-OEM-focused Norwegian importer operation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries13 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 Motor Gruppen