Motorbranschens Riksförbund

What Motorbranschens Riksförbund does

MRF (Motorbranschens Riksförbund) is Sweden's national trade association for car dealers and workshops, headquartered in Stockholm and organized as a not-for-profit owned by approximately 1,500 member companies across the country. Its product portfolio spans a suite of digital platforms — MRF Online for member agreements and terms, MRF Begtest for used car testing, MRF Kalkyl for business calculations, MRF VIM for vehicle information management, and MRF Power BI for member analytics — together with the Tech Academy interactive training platform co-developed with Transportföretagen and Infocar, and the Wayke digital automotive marketplace and SaaS platform originally founded by MRF in 2016 and later extended to Norwegian car dealers via the Drive joint venture in 2023. The organization monetizes this ecosystem through undisclosed membership dues, Tech Academy licensing (240 kr per user per year for schools and MRF/MAF members, 480 kr per user per year otherwise), the MRF Premiumgaranti extended warranty product, the Motorbranschen industry magazine, annual surveys (GA-enkäten, Försäkringsbolagsenkäten), events such as Auto Summit and Bilbranschens Mäktigaste Kvinnor, and web shop sales. MRF additionally drives certification and standards programs including Godkänd Bilverkstad (GBV, with a stated growth goal from 870 to 2,000 workshops), Kvalitetssäkrad Skadeverkstad (jointly with Mobility Sweden and Svenska Fordonsbranschen), and SS-772026 for safe handling of electric and hybrid vehicles, while representing Swedish members through EU-level advocacy via AECDR.

Name

Motorbranschens Riksförbund

Legal name

Motorbranschens Riksförbund

Website

https://mrf.se

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

MRF is Sweden's national trade association for approximately 1,500 car dealer and workshop member companies, providing digital platforms, training programs, warranty products, industry statistics, certification schemes, and EV safety standards for the Swedish automotive sector.

Ownership category

akta.pro rank

Product category

Automotive Trade Association Services

NAICS

Professional, Scientific, and Technical Services (541)

akta.pro primary industry

Regulatory Harmonization & Mutual Recognition Agreements (MRAs) (BPADANAC)

akta.pro secondary industries

Regulatory Compliance Audit Support & Documentation (Emissions/Safety/Environmental) (TLAKANAO), Insurance Claims & Direct Repair Programs (DRP) / Estimating Services (TLAKAEAL)

Keywords

• Trade association services
• Automotive industry advocacy
• Vehicle warranty products
• Automotive training platforms
• Workshop certification programs

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Pricing tiers

Distribution channels3 records

Marketing channels9 records

Core offering

Motorbranschens Riksförbund (MRF) is Sweden's national trade association for car dealers and workshops, providing membership-based services including industry advocacy, digital platforms (MRF Online, Tech Academy, Wayke marketplace, MRF Power BI), the MRF Premiumgaranti used car warranty, used car inspection (MRF Begtest), advanced market statistics, legal advice, training, events, and quality certification programs (GBV, Kvalitetssäkrad Skadeverkstad) to approximately 1,500 member companies across Sweden.

Product overview

MRF (Motorbranschens Riksförbund) is a trade association for car dealers and workshops in Sweden, offering a portfolio of digital platforms, warranty products, education tools, analytics services, and industry events. The core online services — MRF Online (document management), MRF Begtest (used car inspection), MRF Kalkyl (calculation tool), and MRF VIM (vehicle information) — are complemented by the MRF Premiumgaranti extended warranty. Tech Academy is a digital automotive education platform for schools and workshops. Analytics offerings include MRF Power BI and advanced used car statistics for members. The association also runs industry surveys (GA-enkäten, Försäkringsbolagsenkäten), events (MRF Auto Summit, Bilbranschens Mäktigaste Kvinnor), the Wayke digital marketplace/SaaS platform, and quality certifications including Kvalitetssäkrad Skadeverkstad and GBV. MRF Begtest helps dealers profit from used car flows.

Differentiator

Problem solved

Functional benefit

Brands

• Tidningen Motorbranschen: Industry magazine published by MRF covering automotive news and trends.
• Tech Academy
• MRF Begtest
• MRF Kalkyl
• MRF VIM
• MRF Premiumgaranti
• Kvalitetssäkrad Skadeverkstad
• Godkänd Bilverkstad (GBV)
• Bilbranschens Mäktigaste Kvinnor
• GA-enkäten
• Lackforum
• Bilplastteknik

Products and services

• MRF Online
• MRF Begtest
• MRF Kalkyl
• MRF VIM (Vehicle Information Management)
• MRF Premiumgaranti
• Tech Academy
• Motorbranschen Magazine
• MRF Power BI
• Wayke
• GA-enkäten (General Agent Survey)
• Försäkringsbolagsenkäten (Insurance Company Survey)
• MRF Auto Summit
• Bilbranschens Mäktigaste Kvinnor
• Kvalitetssäkrad Skadeverkstad
• Lacktidsstudien (Paint Time Study)
• Lackforum (Paint Forum)

Quantifiable outcome

• Approximately 1,500 member companies across Sweden
• +3 more outcomes

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

15 partnerships are on record, tiered core, minor and major.

• SIS (Swedish Institute for Standardization), Technical Committee 517coreStrategic or Co-development Partner · 26 May 2026MRF contributed to SIS Technical Committee 517 in developing a new Swedish standard for safe handling of electric vehicles titled 'El- och hybridfordon – säkert elarbete i spänningsklass B' (SS-772026). The committee met 76 times; MRF's CEO Henrik Idermark attended 75 meetings. The standard defines electrical safety roles for professional activities and will replace the existing industry standard.
• Training PartnerminorStrategic or Co-development Partner · 8 October 2024Training Partner and MRF signed a cooperation agreement to jointly strengthen competency development within the automotive industry.
• WaykecoreStrategic or Co-development Partner · 1 January 2016Wayke is a digital automotive marketplace founded by MRF in 2016. It provides SaaS solutions for car dealers including e-commerce, AI-based valuation services, and publishing tools across multiple channels. MRF's investment has expanded internationally, with Wayke's software now being sold to Norway through a new joint venture called Drive.
• AECDR (Alliance of European Car Dealers and Repairers)coreStrategic or Co-development PartnerAECDR is a European cooperation organization representing national associations within car dealership and workshop sectors. MRF participates as a member and uses AECDR as its lobbying organization in Brussels to influence EU policy on behalf of the Swedish automotive industry.
• Transportföretagen / MAFcoreStrategic or Co-development PartnerTransportföretagen and MRF jointly developed Tech Academy, an interactive platform for vehicle technology education targeting upper secondary school students and workshops. MRF and Transportföretagen offer heavily discounted license prices to schools. The collaboration also includes the 'Öppna verkstäder' (Open Workshops) initiative welcoming school students.
• InfocarcoreTechnology or IntegrationInfocar developed Tech Academy, an interactive training platform for vehicle technology education. MRF, Transportföretagen and Infocar collaborated on this digital education tool covering cars, heavy vehicles, electric & hybrid, diagnostics, damage repairs, paint technology, and diesel modules.
• Mobility SwedenmajorStrategic or Co-development PartnerMobility Sweden (formerly BIL Sweden) collaborated with MRF and Svenska Fordonsbranschen to develop 'Kvalitetssäkrad Skadeverkstad' (Quality-Assured Damage Workshop), a joint quality certification system that raises standards across the country. The organizations also jointly developed the industry standard for electric vehicles.
• Svenska FordonsbranschenmajorStrategic or Co-development PartnerSvenska Fordonsbranschen co-developed 'Kvalitetssäkrad Skadeverkstad' with MRF and Mobility Sweden, a quality certification system for damage workshops. Also collaborated on explaining and clarifying the SIS standard for electric vehicles.
• SBR (Sveriges Bilåtervinnares Riksförbund)minorStrategic or Co-development PartnerSBR endorsed and supports the industry standard for safe handling of electric vehicles that MRF, BIL Sweden (now Mobility Sweden), and SFVF developed. SBR is also collaborating on explaining the SIS standard for electric vehicles and participated in a roundtable in parliament about crashed electric vehicles.
• AssistancekårenmajorStrategic or Co-development PartnerMRF and Assistancekåren collaborate on local optimization of processes and flows for better business content and customer benefit. They share views on fuel taxes, road work, and inspection matters. The collaboration also involves regular dialogue between Assistancekåren's regional managers and MRF's district managers.
• GBV (Godkänd Bilverkstad)majorStrategic or Co-development PartnerMRF participates in GBV (Approved Car Workshop), a quality certification scheme for workshops. Sweden has over 870 GBV-certified workshops with a goal of reaching 2,000. GBV certification is being updated to become simpler and clearer before SERMI regulations take effect.
• Cab (Cabas)minorImplementation/ SI/ Consulting PartnerMRF collaborates with Cab (Cabas) on the paint time study (lacktidsstudien), where Cab drives the time study while MRF serves as observers. Dekra is appointed by Cab as the quality control body for the study.
• WTWminorChannel Partner/ Reseller/ DistributorWTW partners with MRF on the MRF Plus guarantee product, which complements the standard MRF guarantee for used cars. WTW provides the insurance/guarantee infrastructure while MRF distributes it to member companies.
• LackforumminorStrategic or Co-development PartnerMRF started a paint forum (Lackforum) to discuss technical and future-oriented quality questions within the car painting industry, bringing together paint material suppliers and the aftermarket paint and damage workshop sector.
• BilplastteknikminorStrategic or Co-development PartnerMRF maintains a dedicated section and specialized content for Bilplast (auto plastic repair), providing exclusive resources and standards for plastic repair operations.

Recent moves6 records

Expansion highlights5 records

Direct peers

• Blocket: Sweden's largest general online marketplace with a strong automotive vertical. Comparable to Wayke (MRF's digital marketplace subsidiary) as a Swedish consumer-facing auto marketplace competing for the same dealer listings and consumer attention.
• Svenska Fordonsbranschen: Swedish automotive aftermarket trade association. Directly comparable as a domestic trade body serving vehicle-related businesses, and co-develops with MRF the Kvalitetssäkrad Skadeverkstad certification and EV safety standards.
• Mobility Sweden (formerly BIL Sweden): Swedish auto industry association representing vehicle importers and manufacturers. Closely comparable as a domestic Swedish automotive trade body and a direct co-development partner with MRF on EV standards and the Kvalitetssäkrad Skadeverkstad certification.
• Transportföretagen / MAF: Swedish employer and industry association for the transport sector. Comparable as a co-development partner on Tech Academy and 'Open Workshops' and as a domestic Swedish trade body serving adjacent automotive/commercial vehicle interests.
• Infocar: Provider of the Tech Academy interactive training platform developed jointly with MRF. Comparable as a partner/peer in delivering automotive technical education to workshops and schools in the Nordic market.

Broad incumbents

• AutoTrader UK: Large UK automotive marketplace providing dealer SaaS, listings, and valuation services. Comparable to Wayke's SaaS marketplace and AI-valuation product offering for car dealers.
• AECDR (Alliance of European Car Dealers and Repairers): European umbrella for national car dealer and repairer associations including MRF. Comparable as a higher-tier trade body operating in the same automotive MRO/dealer policy space, though operating at EU rather than national level.

Regional players

• NADA (National Automobile Dealers Association): US trade association representing franchised new-car dealers. Comparable as a national dealer trade body providing advocacy, training, and data services to members, but serving the US market rather than Sweden.
• SMMT (Society of Motor Manufacturers and Traders): UK automotive trade association representing manufacturers and dealers. Comparable as a national auto industry body performing advocacy, statistics, and standards work, but operating in the UK rather than Sweden.
• FINN.no: Norway's dominant general classifieds marketplace with a strong motor vertical. Comparable as the leading consumer-facing auto marketplace Wayke competes against via the Drive JV in Norway.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MRF_Sverige
• YouTubeyoutube.com/@mrfplay
• Facebookfacebook.com/motorbranschensriksforbund
• LinkedInlinkedin.com/company/motorbranschens-riksforbund
• Instagraminstagram.com/mrfpavag

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 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 Motorbranschens Riksförbund