BL Ehf.

What BL Ehf. does

BL Ehf. is Iceland's largest multi-brand automobile dealership, operating as a unified platform for vehicle import, retail, after-sales, and corporate fleet services. The company holds exclusive or franchise import rights for 12 vehicle brands spanning budget to luxury segments — BMW, MINI, Jaguar, Land Rover, Hyundai, Nissan, Subaru, MG, Dacia, Renault, Isuzu, and Hongqi — plus Invicta Electric for two-wheeled and light electric vehicles. It serves individual consumers, corporate fleet customers, and insurance companies through five physical locations across Reykjavík (Sævarhöfða 2, Hestháls 6-8, Krókháls 7, Viðarhöfði 4) and Garðabær (Kauptún 1), supported by the Bílaland used-car subsidiary, BL Þjónusta service workshops, a dedicated body and paint repair facility, and two parts counters.

The business generates revenue across five streams: one-time new car sales financed through partner Lykil, one-time used car sales and consignment through Bílaland, recurring service and repair (including the only factory-certified BMW, MINI, and Jaguar Land Rover body repair facility in Iceland), parts and accessories sales, and recurring long-term corporate fleet leasing with 12-36 month terms. Its technology stack includes an AI-supported chat commerce platform (Spjallverslun) on bl.is, the Tryggur recall-check chatbot, the CABAS damage assessment system for insurance claims, online booking for tire changes, and internal Power BI dashboards for service and recall management. The company also brokers Icelandic government EV subsidies of up to 500,000 ISK through Orkusjóður.

BL is privately held, controlled since 2012 by Erna Gísladóttir and Jón Þór Gunnarsson (the latter serving as Chairman), and traces its operating history to 1954 when B&L imported the first 100 Pobeda cars from the Soviet Union. It became the first car dealership in Iceland to receive Jafnlaunavottun (equal pay certification) in 2019. The company operates exclusively in the Icelandic market with no disclosed geographic expansion outside the country.

Name

BL Ehf.

Legal name

BL ehf.

Website

https://bl.is

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

251–500 employees

Short description

BL Ehf. is Iceland's largest multi-brand car dealership, importing and retailing 12 vehicle brands (BMW, Jaguar Land Rover, Hyundai, Nissan, Subaru, MG, Hongqi, and others) through five owned showrooms in Reykjavík and Garðabær, serving individual consumers, corporate fleet customers, and insurance companies with new and used car sales, certified collision repair, and long-term fleet leasing.

Ownership category

akta.pro rank

Product category

Automotive Dealership

NAICS

Used Car Dealers (441120), Automotive Equipment Rental and Leasing (5321), Automotive Parts, Accessories, and Tire Retailers (4413), Tire Dealers (441340), Automotive Parts and Accessories Retailers (441330)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Services-Automotive Repair, Services & Parking (7500), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Premium & Luxury Vehicle Leasing (TLABAAAF)

akta.pro secondary industries

Luxury Sedan & Executive Car Rentals (THADAMAB), Specialty Vehicle Rentals (SUVs, Convertibles, 4x4) (THADAAAH), Luxury SUV & Performance SUV Rentals (THADAMAC), Specialty Vehicle Leasing/Rental (Refrigerated, Tanker, Flatbed, Utility/Service Bodies) (TLABAHAE), Automotive Vehicles & Parts C2C (CRAFAKAE)

Keywords

• Multi-brand car dealership
• Automotive sales and service
• Vehicle fleet leasing
• Collision repair services
• Automotive parts distribution

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Car Sales: Sale of new vehicles from 12 brand franchises including BMW, MINI, Jaguar Land Rover, Hyundai, Nissan, Subaru, MG, Dacia, Renault, Isuzu, Hongqi. Revenue generated from vehicle sales at showroom locations with financing options through partner Lykil.
2. Used Car Sales (Bílaland): Sale of used vehicles through Bílaland subsidiary located at Krókháls 7, Reykjavik. Bílaland also handles consignment sales for individuals and businesses.
3. Service and Repair: Service workshops providing maintenance, repairs, and collision damage repair. Includes certified repairs for BMW, MINI, Jaguar Land Rover. Services include annual inspections, warranty work, recalls, and general maintenance.
4. Parts and Accessories Sales: Sale of spare parts and accessories through parts counter. Separate counters for different brands: parts for all brands except Hyundai available at Hestháls 6-8, Hyundai parts at Kauptún 1, Garðabær. Products also available through Spjallverslun.
5. Long-term Vehicle Leasing: BL offers long-term leasing to corporate customers with all operating costs included except fuel/power. Typical lease terms 12-36 months. Fleet management support available for larger fleets.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

BL Ehf. is Iceland's largest multi-brand car dealership, selling new vehicles across 12 manufacturer franchises (BMW, MINI, Jaguar, Land Rover, Hyundai, Nissan, Subaru, Renault, Dacia, MG, Isuzu, Hongqi, plus Invicta Electric) and used vehicles through its Bílaland subsidiary. The company also provides authorized maintenance and warranty service, certified collision and paint repair (the only certified BMW, MINI, and Jaguar Land Rover body shop in Iceland), parts distribution, AI-supported chat commerce, and long-term corporate fleet leasing with dedicated account management.

Product overview

BL Ehf. is Iceland's largest multi-brand automobile dealership with franchises for 12 vehicle brands (BMW, MINI, Jaguar, Land Rover, Hyundai, Nissan, Subaru, Renault, Dacia, MG, Isuzu, Hongqi) plus Invicta Electric. The company operates as a unified platform combining new and used car sales (Bílaland), authorized service workshops certified by manufacturers, body and paint repair (only certified facility for BMW, MINI, Jaguar, and Land Rover in Iceland), parts distribution, and digital services including AI-powered chat commerce (Spjallverslun) and quick service booking. The portfolio includes a full range from budget (Dacia) to luxury (Jaguar, Land Rover) and electric vehicles (multiple brands with government subsidies available). Business solutions include fleet management, leasing, and maintenance contracts with dedicated account managers.

Differentiator

Problem solved

Functional benefit

Brands

• Bílaland: Used car sales outlet operated by BL for pre-owned vehicles. Also handles agency sales for individuals and companies.
• BL Fyrirtækjalausnir
• BL Þjónusta

Products and services

• BMW Franchise Sales Sales of new BMW vehicles through dedicated sales consultants, with manufacturer-certified warranty and recall service. Targeted at premium passenger car and EV buyers in Iceland.
• MINI Franchise Sales Sales of new MINI vehicles (BMW Group subsidiary) through BL, with manufacturer-certified repair service.
• Jaguar Franchise Sales Sales of new Jaguar vehicles (F-PACE, XE, XF, F-TYPE) through dedicated sales team, with manufacturer-certified repair service. Jaguar Land Rover operations relocated to a new headquarters at Hestháls 6-8 in March 2018.
• Land Rover Franchise Sales Sales of new Land Rover vehicles with manufacturer certification for warranty, recall, and collision repair. Operated from the dedicated Jaguar Land Rover headquarters at Hestháls 6-8, 110 Reykjavík, opened in March 2018.
• Hyundai Franchise Sales Sales of new Hyundai vehicles (including the IONIQ 5 EV) and the Bluelink-connected car experience, with manufacturer certification for repairs. Operated from the dedicated Hyundai showroom at Kauptún 1, 210 Garðabær.
• Nissan Franchise Sales Sales of new Nissan vehicles including the Leaf, eNV200, NV200, and commercial vehicles. Nissan has been represented by BL since 1971.
• Subaru Franchise Sales Sales of new Subaru vehicles including the new all-electric E-Outback. Subaru has been represented by BL since 1976 and is known for all-wheel-drive vehicles. Manufacturer-certified service facility.
• Renault Franchise Sales Sales of new Renault passenger and commercial vehicles, including the Kangoo EV and Master commercial lineup, through BL as authorized dealer.
• Dacia Franchise Sales Sales of new Dacia budget-friendly vehicles (Renault-Nissan alliance brand manufactured in Romania). BL has held the franchise since September 2012.
• MG Motor Franchise Sales
• Isuzu Franchise Sales Sales of new Isuzu commercial vehicles and pickup trucks in Iceland, with sales and service support from BL.
• Hongqi Franchise Sales Sales of Hongqi luxury vehicles, including the E-HS9 luxury electric SUV. BL is the Hongqi importer for Iceland, with the E-HS9 positioned as a spacious EV suitable for Icelandic conditions.
• Invicta Electric Franchise Sales Sales of 100% electric vehicles from Spanish brand Invicta Electric, including passenger cars, commercial vehicles, electric bicycles, electric scooters, and electric mopeds.
• Bílaland Used Car Sales BL's used car sales division at Krókháls 7, 110 Reykjavík. Handles dealer sales, trade-ins, and private consignment/agency sales for individuals and companies. Sells certified pre-owned vehicles.
• Body and Paint Repair (BL Réttting og málun) Collision repair and painting services at Viðarhöfði 4, 110 Reykjavík. Only certified body shop in Iceland for BMW, MINI, and Jaguar Land Rover; handles repairs for all manufacturers and all insurance companies using the CABAS damage assessment system.
• Authorized Service Workshops Multi-brand authorized service workshops at Sævarhöfða 2, Hestháls 6-8, Viðarhöfði 4, and Kauptún 1. Performs manufacturer-certified maintenance, warranty repairs, recalls, and annual inspections across BMW, MINI, Jaguar, Land Rover, Subaru, Hyundai, and other brands.
• Hraðþjónusta Quick Service (Tire Changes) Express tire replacement service with online booking at bokun.bl.is. Pricing from 14,990 ISK for 4 tires on 10-16 inch wheels, with separate pricing for larger passenger, SUV, and light commercial vehicle sizes.
• BL Fyrirtækjalausnir (Corporate Fleet Solutions) BL's business solutions division providing long-term corporate fleet leasing (12-36 month terms) with all-inclusive operating costs except fuel/power, dedicated account management for fleets of 4+ vehicles, fleet management support, and specialized service agreements.
• Parts and Accessories Counter Spare parts and accessories sales from counters at Hestháls 6-8 (all brands except Hyundai) and Kauptún 1, Garðabær (Hyundai parts). 15-day return policy on parts with receipt. Products also available through Spjallverslun online chat commerce.
• Spjallverslun (AI Chat Commerce) AI-supported online chat commerce platform at spjallverslun.bl.is for browsing and purchasing products including tires, accessories, and warranty information, with human handoff capability. Includes the Tryggur AI chatbot for vehicle recall checks by entering the vehicle number.

Quantifiable outcome

• Maximum 500,000 ISK electric vehicle subsidy available for eligible purchases

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

AI capability2 records

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Orkusjóður (Energy Fund)coreOthersOrkusjóður provides electric vehicle subsidies of up to 500,000 ISK for eligible new EVs registered in Iceland after January 1, 2024, costing under 10 million ISK. BL assists customers with subsidy applications through Ísland.is.
• KrókurminorStrategic or Co-development PartnerKrókur provides emergency assistance outside business hours for warranty-covered vehicles. Their staff picks up customer vehicles and provides rental cars when needed.

Scale indicators3 records

Recent moves20 records

Expansion highlights6 records

Broad incumbents

• Pendragon plc: UK-based multi-franchise automotive retailer (now part of Lithia) operating premium and volume brands with significant aftersales and fleet exposure; directly comparable in franchise mix, lease-and-service model, and reliance on manufacturer relationships.
• Asbury Automotive Group: US multi-brand automotive retailer combining franchised dealerships with a large Clicklane digital channel and F&I/aftermarket operations; comparable franchise-driven, integrated retail-service model with growing digital emphasis.
• Vertu Motors plc: UK multi-franchise car retailer operating volume and premium brands with a sizeable aftersales and fleet business; structurally similar to BL in combining new vehicle sales, servicing, parts, and corporate fleet.
• Lithia Motors: One of the largest US multi-brand automotive retailer groups with growing UK/EU presence; comparable in franchise breadth, integrated service/parts operation, and digital retail investment, though at vastly greater scale.
• Inchcape plc: Global multi-brand automotive distributor with a portfolio of premium and mass-market franchises; comparable business model of brand representation, retail, parts, and after-sales service, though at a much larger, multi-country scale.

Regional players

• AutoCanada: Canadian multi-franchise dealer group operating across new and used vehicle sales, parts, service, and collision repair; highly comparable operating model to BL though in a different North American geography.

Direct peers

• Bílabúð Benna: Icelandic multi-brand dealer that took over the OPEL franchise from BL in 2014 and now competes head-to-head in new and used vehicle sales, servicing, and parts across the same small market.
• Brimborg: Iceland's other major multi-brand automotive dealer group representing Mercedes-Benz, Volvo, and other franchises; directly competes with BL for new-vehicle sales, service, and corporate fleet contracts in the same Icelandic market.
• Hekla: Toyota's primary dealer in Iceland, offering the dominant Japanese brand competing against BL's Subaru, Nissan, Renault, and Dacia franchises; comparable scale and multi-location retail/service footprint.
• Höfði: Icelandic dealership group representing multiple franchises including Honda, operating showrooms and service in the same Reykjavík/Garðabær catchment area as BL.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bl_ehf

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 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 BL Ehf.