Name

Moberg Bil

Legal name

Moberg Bil AB

Website

https://mobergbil.se

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Used Vehicle Sales: Core revenue stream from selling used personal and commercial vehicles across all price segments from budget to premium/luxury (familjbilar, el-/hybridbilar, exklusiva sportbilar, transportbilar and pickuper). Revenue of approximately 470 million SEK in 2024, selling nearly 2000 cars per year.
2. Workshop / Service: Autoexperten certified workshop services performing over 2000 vehicle services/repairs per year. Covers tire changes, repairs, AC service, transmission work, and electronics.
3. Tire Hotel and Storage: Seasonal tire storage (däckhotell) with washing, inspection, and proper storage conditions, plus discounted tire change rates for storage customers.
4. Financing Partnerships: Referral commissions from financing partners DNB Bank, Wasa Kredit, Santander Bank, and Svea for vehicle financing solutions.
5. Insurance Partnerships: Referral commissions from insurance providers; free first month insurance through Länsförsäkringar for all buyers.
6. Premium Packages: Moberg Premium and Premium PRO add-on packages bundling extended warranties, financing, winter wheels, service agreements, and insurance at discounted rates.
7. Extended Warranty Products: Sale of extended warranties (GOSafe Premium, Basic, Electric, Sport, Motorhome, Caravan, Motorcycle) through Fragus Group partnership.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Moberg Bil operates a brand-independent used car dealership selling approximately 2,000 inspected used vehicles per year across all price segments (budget to luxury, including EVs/hybrids and pickups) from its Gothenburg showroom, with nationwide home delivery. The company also runs an Autoexperten-certified workshop servicing over 2,000 vehicles annually, and provides bundled financing, insurance, extended warranties, tire storage, and trade-in/consignment services.

Product overview

Moberg Bil is a brand-independent used car dealership based in Gothenburg (Hisingen), founded in 2016. Its core product is a large, continuously updated inventory of inspected used vehicles spanning passenger cars, electric and hybrid vehicles, American pickups, and premium/sports cars. The portfolio is organized around several named product lines: (1) Begagnade bilar (general used car sales) with over 384 vehicles in stock, inspected at 50+ control points and test-driven at the company's Autoexperten-certified workshop; (2) El- och hybridbilar — a dedicated EV/hybrid category that integrates Aviloo Battery Diagnostics for battery health scoring and offers Zaptec charging stations via North Projects; (3) Moberg Premium / Moberg Premium PRO — branded add-on packages combining financing, 36-month warranty, winter wheels, insurance, and service agreements; (4) Gosafe Warranties — a Fragus Group-backed extended warranty suite (GOSafe Premium, Basic, Electric, Sport Premium, Motorhome, Caravan, Motorcycle) with base 6-month coverage included on all sales; (5) Bilverkstad — an in-house Autoexperten workshop handling service, repairs, and vehicle inspections for over 2,000 vehicles annually; (6) Däckhotell & Däckverkstad — tyre swap, mounting/balancing, and storage services; (7) Bilbyte, Bilvärdering, and Försäljningsuppdrag — trade-in, free valuation, and consignment services; and (8) MFleet Företagsleasing — corporate fleet leasing via the subsidiary MFleet AB. All vehicles are available for nationwide home delivery, and the entire purchase process (ordering, financing, contract signing) can be completed digitally.

Differentiator

Problem solved

Functional benefit

Brands

• Moberg Premium: Premium service package including financing, 36-month warranty, winter wheels, and one month free insurance.
• Premium PRO

Products and services

• Begagnade bilar (Used Car Sales) Brand-independent retail of inspected used passenger cars, transport vans, American pickups, EVs/hybrids, and premium/sports cars. Each vehicle undergoes a 50+ point inspection and test drive at the in-house Autoexperten-certified workshop before listing. Available for purchase in the Gothenburg showroom or online with nationwide home delivery across Sweden.
• El- och hybridbilar (Electric & Hybrid Vehicles) Dedicated EV and hybrid vehicle category covering elbilar (BEVs), laddhybrider (PHEVs), elhybrider (full hybrids), and mildhybrider (mild hybrids). Battery health is validated through the Aviloo FLASH-test, producing a transparent Aviloo Score. Zaptec home charging stations are offered via North Projects partnership with eligibility for the Swedish 'Grön Teknik' subsidy.
• Bilverkstad & Service (Vehicle Workshop & Service) Autoexperten-certified in-house workshop servicing all vehicle brands, including combustion, hybrid, and electric vehicles as well as transport vans. Services include full vehicle inspections, repairs, AC, transmission, and electronics work, using market-leading technology.
• Däckverkstad & Däckhotell (Tyre Workshop & Tyre Hotel) Seasonal tyre changes (summer/winter), tyre mounting and balancing, and a tyre hotel (däckhotell) offering washing, inspection, and proper storage. Tyre-storage customers receive a discounted rate on subsequent wheel changes. Used complete wheels and tyres are also sold through the Wheelplace marketplace.
• Moberg Premium & Moberg Premium PRO Moberg Premium includes financing, a 36-month warranty, winter wheels, and one month of free insurance. Moberg Premium PRO adds a full service agreement valid at any Autoexperten workshop across Sweden. Pricing is discussed with the sales team at point of purchase.
• GOSafe Garantier (GOSafe Extended Warranties) Range of extended warranty products (GOSafe Premium, Basic, Electric, Sport Premium, Motorhome, Caravan, Motorcycle) sold through the Fragus Group partnership. Covers engine, transmission, breakdowns, and towing, valid across the EU, Norway, Switzerland, and the UK. Base 6-month coverage included with every vehicle, extendable to 12, 24, or 36 months.
• Bilbyte (Trade-In) Customers trade in their existing vehicle toward a purchase from Moberg Bil's inventory. The trade-in vehicle is valued online or in person, and any outstanding loan on it is settled by Moberg Bil as part of the transaction.
• Bilvärdering (Free Vehicle Valuation) Free online or phone-based vehicle valuation. Moberg Bil purchases Swedish-sold vehicles up to 10 years old with up to 20,000 km, with nationwide pickup arranged on behalf of the seller.
• Försäljningsuppdrag (Consignment Sales) Moberg Bil sells customers' vehicles on consignment for a fixed fee. The vehicle is reconditioned, photographed, and advertised across Moberg Bil's website and major Swedish vehicle platforms, with average sales time of approximately 45 days.
• MFleet Företagsleasing (Corporate Fleet Leasing) Corporate fleet leasing for new and used vehicles offered through MFleet AB, a subsidiary of the Moberg Bil Group. Covers both financial and operational leasing for passenger cars and transport vehicles, with short- and long-term rental options. Moberg Bil handles resale/listing of returned leased vehicles and manages vehicle exchange with major leasing companies.
• Hemleverans (Nationwide Home Delivery) Nationwide home delivery of vehicles purchased from Moberg Bil's inventory, enabling customers anywhere in Sweden to complete the purchase entirely online.

Quantifiable outcome

• Over 2000 vehicles serviced per year in the in-house workshop
• +4 more outcomes

Named customers2 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

Integration4 records

Feature4 records

Partnerships

Seven partnerships are on record, tiered core, supporting and minor.

• AviloocoreTechnology or IntegrationAviloo Battery Diagnostics partnership provides the FLASH-test for electric and hybrid vehicles. The test analyzes battery health including cell SoC, temperature sensors, voltage deviations, charge cycles, and battery history, presenting results as an Aviloo Score. This enables Moberg Bil to offer battery health transparency to EV buyers.
• Norths Projects (Zaptec)supportingChannel Partner/ Reseller/ DistributorPartnership with Norths Projects enables Moberg Bil to offer Zaptec charging stations (laddbox) at favorable prices to customers purchasing electric vehicles. Customers also benefit from the Swedish 'Grön Teknik' state subsidy for home charging equipment installation.
• Fragus GroupcoreStrategic or Co-development PartnerFragus Group is Moberg Bil's exclusive warranty partner, providing GOSafe branded guarantee products tailored for used vehicles. Moberg Bil describes Fragus as 'market-leading' and the warranties as 'exclusive for Moberg Bil.' Warranties cover engine, transmission, breakdowns, and towing, and are valid across the EU, Norway, Switzerland, and the UK.
• AutoexpertencoreTechnology or IntegrationMoberg Bil operates an Autoexperten-certified workshop, using their brand, methodology, and network for quality-assured vehicle service and repair. The Autoexperten network spans workshops across Sweden, enabling the Premium PRO service agreement nationwide.
• WheelplacesupportingChannel Partner/ Reseller/ DistributorWheelplace is a marketplace for used complete wheels, tires, and rims. Moberg Bil's däckverkstad sells used wheels and tires through this platform, offering 14-day open purchase, fitment guarantee, and Sweden-wide delivery.
• Insamlingsstiftelsen för Drottning Silvias barnsjukhus (Glädje Läkarna)minorOthersMoberg Bil is a proud partner of the foundation for Queen Silvia's Children's Hospital in Gothenburg, which creates joy and activities for sick children. Moberg Bil participates in events including Liseberg Day and Barngolfen (children's golf).
• MFleet ABcoreStrategic or Co-development PartnerMFleet AB is part of the Moberg Bil conglomerate and provides flexible and cost-effective leasing for businesses, including short- and long-term rental of personal and commercial vehicles.

Scale indicators11 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Mekonomen Group: Sweden-rooted automotive aftermarket chain providing parts, service and workshop operations across the Nordics. Comparable on the Autoexperten-affiliated workshop/tire-service side of Moberg Bil's business.
• Bilia AB: Listed Swedish automotive dealer/service group with multi-brand new and used car sales plus service and parts operations. Overlaps with Moberg Bil on multi-brand used vehicle retail and certified workshop services, though Bilia operates across many franchise brands.
• Hedin Bil: One of Sweden's largest automotive dealer groups, operating multiple new and used vehicle brands plus service centers. Comparable to Moberg Bil on the Swedish used car / multi-brand service market, with broader scale across new car retail.

Direct peers

• CarNext.com: European used car retail platform operated within the Stellantis group, offering inspected used vehicles with online purchase and home delivery — directly comparable to Moberg Bil's brand-independent, online-led, inspected used car retail proposition.
• Autohero (Auto1 Group SE): Auto1 Group's retail arm Autohero is a Europe-wide online used car retailer offering home-delivered inspected used cars with financing — directly comparable to Moberg Bil's brand-independent used car inventory, online purchase flow, and Sweden-wide home delivery model.

Regional players

• Din Bil: Swedish online used car retailer offering brand-independent inventory, financing and nationwide delivery. Comparable to Moberg Bil on the digital-first, multi-brand used car retail proposition targeted at Swedish consumers.
• Tuve Bil: Multi-location used car retailer in western Sweden (Gothenburg/Stockholm area) offering brand-independent used cars with delivery. Comparable on multi-brand Swedish used car retail with a similar geographic footprint in Västra Götaland.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@MobergBil
• Facebookfacebook.com/mobergbil
• Instagraminstagram.com/mobergbil
• LinkedInlinkedin.com/company/moberg-bil-ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Moberg Bil