What Møller Auto does

Møller Auto is a private, Riga-based authorized automobile dealership representing Audi and Volkswagen in Latvia, founded in 1997 and operating with 501-1000 employees. The company operates physical dealer centers in Riga (headquarters) and Jelgava, alongside online storefronts extending into Lithuania and Estonia, and runs the Moller Go car subscription sub-brand. Its core products span new Audi and Volkswagen sales, pre-owned vehicles (500+ inventory across the Baltics), authorized service and maintenance, genuine parts and accessories, body and paint collision repair, leasing and insurance brokerage, and trade-in buyback.

The business operates a diversified, multi-stream revenue model: one-time vehicle sales, recurring Moller Go subscriptions, professional service fees, hardware parts sales, and transaction-based leasing/insurance and trade-in fees. Pricing is quote-based and not publicly disclosed. Go-to-market combines physical showroom sales (enterprise field sales motion), online browsing and inquiry, service-center bookings, and customer-loyalty engagement via the Moller Club early-access program. Marketing relies on the company website, email newsletter, organic social, and displayed customer testimonials.

Technology stack is a standard dealership management and customer service platform supporting online browsing, service booking, and the Moller Go subscription. Notable proprietary feature is ShareBox, a contactless vehicle key exchange system for handovers and service pickup. The company is part of the wider Møller Group, and no public ownership, investor, or financial disclosure is available; revenue, funding history, and ownership structure are not stated in the source material.

Name

Møller Auto

Legal name

Moller Auto

Website

https://mollerauto.lv

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Møller Auto is a Riga-based authorized Audi and Volkswagen dealership, founded in 1997, selling new and used vehicles, offering service, parts, body repair, leasing, insurance, trade-in, and the Moller Go car subscription across the Baltic States.

Ownership category

akta.pro rank

Product category

Automotive Dealership

NAICS

Motor Vehicle and Parts Dealers (441), Used Car Dealers (441120), Automotive Parts and Accessories Retailers (441330)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Garage Liability & Dealers (Auto Dealers, Repair Shops) (FSAJABAF)

akta.pro secondary industries

Exhaust & Emissions/Smog Testing & Repair (TLAKAAAI), Mechanical replacement parts distribution (engine, drivetrain, steering, suspension, brakes) (CRAOANAA)

Keywords

• Automobile dealership
• New car sales
• Vehicle service
• Car subscription
• Auto parts sales

Headquarters

HQ city

Riga

HQ country

Latvia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sales of new Audi and Volkswagen vehicles, as well as used cars across the Baltic region
2. Service and Maintenance: Vehicle servicing, repairs, body and paint work, and maintenance services
3. Parts and Accessories: Sale of genuine replacement parts and vehicle accessories
4. Leasing and Insurance: Financing solutions and insurance products for vehicle purchases
5. Trade-in: Vehicle exchange program allowing customers to trade in their current vehicle
6. Car Subscription (Moller Go): Vehicle subscription service allowing customers to subscribe to cars rather than purchase

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Møller Auto is an authorized Audi and Volkswagen dealership in Latvia selling new and used vehicles, supported by full after-sales services including maintenance, body and paint repair, genuine parts, leasing and insurance, trade-in, and the Moller Go car subscription service. It operates physical dealer centers in Riga and Jelgava and serves retail and business customers across the Baltic states.

Product overview

Møller Auto is an automobile dealership operating in Latvia as part of the Møller Group, representing Audi and Volkswagen brands. The company operates a multi-product portfolio consisting of new and used car sales, a car subscription service called Moller Go (offering flexible vehicle access without ownership), and comprehensive after-sales services including maintenance, body and paint repairs, parts and accessories, leasing/insurance financing, and trade-in services. The company maintains dealer centers across Latvia with locations in Riga and Jelgava, serving retail and business customers.

Differentiator

Problem solved

Functional benefit

Brands

• Moller Go: Car subscription service offering flexible automobile access without ownership commitment.

Products and services

• New Vehicles (Audi and Volkswagen) Sale of new Audi and Volkswagen automobiles to retail and business customers, with test drive and purchase through dealer centers in Latvia.
• Used Cars Sale of pre-owned vehicles across the Baltic region, with more than 500 used cars available through dealer centers and online browsing.
• Moller Go Car Subscription Flexible car subscription service allowing customers to access vehicles without ownership commitment, offered as a sub-brand of Møller Auto.
• Service and Parts Authorized vehicle maintenance, repair, and spare parts/accessories sales for Audi and Volkswagen vehicles through service centers in Latvia.
• Body and Paint Repair Collision repair and vehicle painting services provided through the dealership's body shop facilities.
• Leasing and Insurance Vehicle financing (leasing) and insurance products arranged to support vehicle purchases at the dealership.
• Trade-in Vehicle buyback or exchange program allowing customers to trade in their current vehicle as part of purchasing another.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core.

• AudicoreChannel Partner/ Reseller/ DistributorOfficial Audi dealership in Latvia, selling new Audi vehicles and providing authorized Audi service and maintenance
• VolkswagencoreChannel Partner/ Reseller/ DistributorOfficial Volkswagen dealership in Latvia, selling new VW vehicles and providing authorized VW service and maintenance

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Pendragon plc: UK-based multi-brand automotive retailer with franchised dealerships. Comparable to Møller Auto as a broad-incumbent authorized dealer group, though serving the UK market.
• Inchcape plc: Global automotive distributor and retailer with multi-brand operations across multiple geographies. Comparable to Møller Auto as a broad incumbent in authorized auto retail, though operating at materially larger scale and across more diverse markets.
• Asbury Automotive Group: Large US multi-brand franchised automotive retailer with significant parts and service operations. Comparable to Møller Auto as a broad-incumbent dealer with a diversified sales-plus-aftermarket business model.
• Vertu Motors plc: UK automotive retailer operating franchised dealerships for multiple brands. Comparable as a broad-incumbent authorized-dealer peer with a similar sales-and-aftermarket revenue mix.

Direct peers

• Bilia AB: Swedish authorized dealer group for premium brands (including Audi, VW, BMW, Mercedes) operating a multi-country service-and-sales model. Closest comparable to Møller Auto by brand mix, service-heavy revenue model, and Northern European authorized-dealer positioning.
• AVAG Holding SE: German automotive dealer group representing multiple brands including Audi and Volkswagen. Highly comparable to Møller Auto by brand portfolio and full-service dealership model.
• Emil Frey Group: Swiss-headquartered European automotive retail group operating authorized dealerships for multiple premium and volume brands. Comparable to Møller Auto as a multi-brand authorized dealer with integrated service and parts operations.
• MAHAG Automobilhandel: Major German Audi/VW authorized dealer group with multiple locations. Directly comparable to Møller Auto as a multi-site authorized dealer for the same two OEM brands.
• Hedin Mobility Group: Large European automotive retail group with multi-brand authorized dealerships across several countries. Comparable to Møller Auto in its multi-country authorized-dealer footprint and diversified sales/service operations.

Regional players

• Lou Bachrodt Automotive Group: US regional multi-brand auto dealer group. Comparable as a regional authorized-dealer peer operating franchised sales and service across multiple locations, though in a different geography.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MollerAutoLatvija
• LinkedInlinkedin.com/company/mollerautobaltic

Revenue estimate

Valuation estimate

Number of profiles

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 Møller Auto