Hedin Automotive Oy

What Hedin Automotive Oy does

Hedin Automotive Oy is a Finnish multi-brand automotive retail and aftermarket services network, operating 18 owned-and-operated dealership and service locations across Finland, including Helsinki, Espoo, Vantaa, Tampere, Turku, Oulu, and Kuopio. The company is a wholly-owned subsidiary of Hedin Mobility Group, one of Europe's largest vehicle and aftermarket service retailers, and is positioned as the group's primary retail platform in Finland. Founded in 1960 and headquartered in Joensuu, Hedin Automotive employs 501-1,000 staff and runs an authorized franchise network spanning 14+ brands, including BMW, Ford, Kia (where it is Finland's largest dealer), MG, MINI, Nissan, Opel, Subaru, Hongqi, INEOS, Iveco, Mitsubishi, and Maxus.

The company's product and service surface combines new and used vehicle sales, multi-brand authorized maintenance and repair, parts and accessories, financing through a Nordea partnership, and insurance. It has built an integrated ownership stack around its core dealership business: Hedin Drive is a fixed-monthly new-car subscription that bundles insurance, maintenance, and winter tires; Beely is a partnership subscription product for used vehicles; Hedin Care packages recurring maintenance; and Hedin Certified plus BMW Premium Selection provide extended warranties on used inventory. The technology layer includes a digital retail platform (hedinautomotive.fi) with car search, financing calculator, online service booking, an AI-powered Expert Assistant chatbot for car selection, and HubSpot-driven CRM integrated with Google Analytics 4 and Meta/Google advertising pixels. A WhatsApp click-to-chat integration is deployed on vehicle detail pages, and a mobile app is available.

Commercially, Hedin Automotive runs a hybrid B2C/B2B model. Direct-to-consumer revenue flows through 18 physical showrooms, the e-commerce platform, Hedin Drive and Beely subscriptions, and service workshop bookings. Enterprise revenue comes from a dedicated corporate sales division (Yritysmyynti) handling fleet sales, company car programs, and public-sector procurement under the Hansel framework agreement. Pricing spans one-time vehicle purchases (e.g., BMW iX1 xDrive30 campaign at €49,900), subscription contracts from €249-€499 per month, and financing from €249/month with promotional rates as low as 0.99%. Sub-brands include Hedin Drive, Hedin Certified, Hedin Care, Beely, and the Carstore used-car superstore format in Vantaa and Tampere. Recent corporate activity includes a February 2025 acquisition of Rinta-Joupin Autoliike's Jyväskylä service operations, a September 2025 Kerava showroom opening, and a November 2025 organizational restructuring of the Finnish entities.

Name

Hedin Automotive Oy

Legal name

Hedin Automotive Oy

Website

https://hedinautomotive.fi

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Hedin Automotive Oy is a Finnish multi-brand automotive retailer and aftermarket service network operating 18 dealership and service locations across Finland as a wholly-owned subsidiary of Hedin Mobility Group. It sells new and used vehicles across 14+ brands, offers subscription and maintenance programs, and serves both individual consumers and corporate/public-sector fleet customers.

Ownership category

akta.pro rank

Product category

Automotive Retail and Aftermarket Services

NAICS

Other Motor Vehicle Dealers (4412), Automotive Parts and Accessories Retailers (441330)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Automotive Parts, Tools & Accessories Marketplaces (CRAFABAJ)

akta.pro secondary industry

Maintenance, service & repair (MSR) parts distribution (filters, belts, hoses, wipers, fluids) (CRAOANAB)

Keywords

• Automotive retail services
• Vehicle dealership network
• Car subscription service
• Corporate fleet sales
• Auto maintenance services

Headquarters

HQ city

Joensuu

HQ country

Finland

HQ region

Europe

Offices18 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 passenger cars and commercial vehicles across multiple brands (BMW, Ford, Kia, MG, MINI, Nissan, Opel, Subaru, Hongqi, INEOS, Iveco, Mitsubishi)
2. Used Vehicle Sales: Sales of pre-owned vehicles including trade-ins, certified used cars (Hedin Certified, BMW Premium Selection)
3. Vehicle Subscription (Hedin Drive): Monthly subscription model with fixed payments, including insurance, maintenance, and winter tires. Cars can be returned or purchased at end of term
4. Beely Subscription Service: Partnership with Beely offering subscription-based car usage for pre-owned vehicles (1+ years old, under 100,000 km) with fixed monthly payments and maintenance included
5. Maintenance and Repair Services: Authorized brand-specific maintenance, multi-brand service, damage repair, tire services, inspection services, and air conditioning maintenance
6. Parts and Accessories: Sales of spare parts, accessories, and retail tire sales
7. Financing and Insurance: Partnership-based vehicle financing through Nordea and insurance services for purchases and subscriptions

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels10 records

Core offering

Hedin Automotive Oy operates a multi-brand automotive retail and service platform in Finland, selling new vehicles from 14+ brands (BMW, Ford, Kia, MG, Nissan, Opel, Subaru, Mitsubishi, INEOS, Hongqi, Iveco, MINI, Maxus), used and demonstration vehicles, and offering monthly subscription-based car ownership (Hedin Drive, Beely). It also provides authorized brand maintenance and repair services, certified pre-owned warranties (Hedin Certified, BMW Premium Selection), maintenance packages (Hedin Care), and vehicle financing and insurance through partner banks.

Product overview

Hedin Automotive Oy is a multi-brand automotive dealership operating as part of the Hedin Mobility Group. The company offers a comprehensive automotive retail platform with three main pillars: new car sales across 13 brands (BMW, Ford, Kia, MG, Nissan, Opel, Subaru, INEOS, Hongqi, Iveco, Mitsubishi, MINI, Maxus), used car sales with extensive online search capabilities, and full-service maintenance and repair facilities. Supporting services include Hedin Drive (monthly subscription car ownership), Beely (certified pre-owned subscription service), Hedin Care (maintenance packages), and Hedin Certified/BMW Premium Selection (used car warranties). The company also provides financing, insurance, and corporate fleet sales services. An AI-powered expert assistant helps customers find suitable vehicles online.

Differentiator

Problem solved

Functional benefit

Brands

• Hedin Drive: Monthly subscription-based car ownership service offering fixed monthly payments with options to return, upgrade, or purchase the vehicle at the end of the contract period.
• Hedin Certified
• Hedin Care
• Beely
• Hedin Certified

Products and services

• New Vehicle Sales Sale of brand-new passenger and commercial vehicles across 14+ authorized brands, configurable and purchasable online or in-store; targets individual consumers, corporate fleets, and government buyers in Finland.
• Used Vehicle Sales (Vaihtoautot) Sale of pre-owned and exchange vehicles including trade-ins, certified used cars (Hedin Certified, BMW Premium Selection), and demonstration vehicles; targets individual consumers and businesses across Finland.
• Hedin Drive Subscription Monthly subscription-based car ownership service for new vehicles with zero deposit and bundled insurance, maintenance, and winter tires; targets Finnish individual consumers and small businesses seeking flexible alternatives to purchase or lease.
• Beely Subscription Service Subscription service for certified pre-owned vehicles (1+ years old, under 100,000 km) with fixed monthly payments including maintenance; targets individual consumers wanting lower-cost subscription access to a used car, sold via Beely partnership through Hedin Automotive locations.
• Hedin Care Maintenance Package Comprehensive maintenance service package combining scheduled maintenance agreements, maintenance financing, and maintenance credit; targets existing Hedin Automotive customers seeking predictable maintenance costs across brands.
• Hedin Certified Warranty Used-car warranty program providing 12, 24, or 36 months of coverage on certified pre-owned vehicles; targets individual consumers buying used cars from Hedin Automotive.
• BMW Premium Selection BMW-branded certified pre-owned vehicle program providing 24-month/40,000 km warranty on qualifying used BMW vehicles with comprehensive inspection; targets individual consumers and businesses purchasing certified used BMWs.
• Vehicle Maintenance and Repair Services Authorized brand and multi-brand maintenance, damage repair, tire, windshield, and inspection services delivered through 18 service centers across Finland with online booking; targets individual consumers and corporate fleet customers.
• Vehicle Financing and Insurance Installment financing, leasing, and insurance products arranged through partner banks (notably Nordea); targets individual consumers and corporate fleet buyers financing vehicles through Hedin Automotive.
• Corporate Fleet Sales (Yritysmyynti) Dedicated corporate sales division providing fleet sales, company car programs, and public sector procurement (including Hansel framework agreement supply); targets businesses and government agencies in Finland.

Quantifiable outcome

• Finland's largest Kia dealer
• +1 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

Integration5 records

AI capability3 records

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Crasman OycoreTechnology or IntegrationTechnical maintenance partner responsible for the technical maintenance of Hedin Automotive's customer register and website infrastructure. Located at Pursimiehenkatu 29 C, 00150 Helsinki.
• HubSpotcoreTechnology or IntegrationCustomer relationship management and marketing automation platform used for customer communications, email marketing, and first-party cookie management on Hedin Automotive websites.
• BeelycoreChannel Partner/ Reseller/ DistributorPartnership offering Beely subscription service for pre-owned vehicles (1+ year old, under 100,000 km). Beely provides a flexible car ownership alternative with fixed monthly payments including maintenance. Hedin Automotive sells Beely vehicles at their locations.
• Lastenklinikoiden Kummit (Children's Hospital Support)minorOthersCharitable partnership continuing collaboration in 2026 with Children's Hospital support organization.

Scale indicators3 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Inchcape plc: London-listed multi-brand automotive distributor and retailer with operations across multiple continents. Highly comparable to Hedin Automotive as a multi-brand dealer group combining new vehicle sales, used cars, aftersales, and finance across multiple geographies.
• Vertu Motors plc: UK-based multi-brand car retailer with full sales, service, and parts operations. Comparable scale, business model (multi-brand authorized dealer with service network), and revenue mix (new, used, aftersales) to Hedin Automotive.
• Auto1 Group SE: European digital used car marketplace and dealer platform operating across 30+ countries. Comparable to Hedin Automotive's used car and Carstore operations, particularly in digital-first retail and B2B/B2C used vehicle distribution.
• Motorpoint Group plc: UK-based used car retailer with new car operations, finance products, and online-to-offline purchase experience. Comparable to Hedin's used car superstore (Carstore) and online search-driven retail motion.
• Oy Veho Ab: Finnish multi-brand automotive dealer (Mercedes-Benz, Ford, Opel, Citroën, Peugeot, Honda, etc.) with full-service dealerships across Finland. Direct competitor with overlapping brand portfolio, service offerings, and Finnish market focus.
• Rinta-Joupin Autoliike Oy: Finnish multi-brand car dealer that sold Kia/Mitsubishi service operations in Jyväskylä to Hedin Automotive. Direct competitor in Finland with overlapping brand mix and dealership footprint.
• Beely Oy: Finnish vehicle subscription platform partnering with Hedin Automotive to deliver subscription-based ownership of pre-owned cars. Closely comparable subscription product targeting the same Finnish consumer base.

Broad incumbents

• Cox Automotive Europe: Global automotive services group offering dealer software, remarketing, and aftersales solutions. Comparable as a broad automotive retail services incumbent, though it operates as a B2B services provider rather than a direct consumer-facing dealer.

Others

• Hedin Mobility Group AB: Parent company of Hedin Automotive Oy; one of Europe's largest vehicle and aftermarket services retailers operating across multiple countries. Comparable as an automotive retail platform but at group/sister-company level rather than direct Finnish market overlap.

Regional players

• Wallens Bil AB: Swedish multi-brand automotive retailer operating across Sweden. Closely comparable in business model (multi-brand dealer, service, used cars) but operates in a different Nordic geography, providing a regional comp rather than direct overlap.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCUIn93YNRQ_Y2Pfpmv_Kp6A
• Facebookfacebook.com/HedinAutomotiveFinlandOy
• LinkedInlinkedin.com/company/hedinautomotiveoy
• Instagraminstagram.com/hedinautomotivefinland
• TikToktiktok.com/@hedinautomotivefinland

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Hedin Automotive Oy