European Motor

What European Motor does

European Motor (Europeiska Motor AB) is a privately held authorized Toyota dealership group headquartered in Sundbyberg, Sweden, and founded in 1960. The company operates six full-service facilities across the Stockholm metropolitan area — Arlandastad, Rissne (headquarters), Täby, Vällingby, Östermalm, and Spånga — collectively offering new and certified used Toyota vehicle sales, authorized workshops, parts, bodywork and damage repair, tire storage, financing, insurance, and connected services. Its product surface spans Toyota's full lineup from compact hybrids (Aygo X, Yaris, Corolla) to SUVs (C-HR, C-HR+, RAV4, bZ4X) and commercial vehicles under the Toyota Professional sub-brand (Proace, Hilux), with a stated strategic push into electrified models (bZ4X Touring, C-HR+) and EV charging (Toyota HomeCharge, laddkort).

The business model is a multi-stream dealership operation. Primary revenue comes from one-time new and certified used vehicle sales, supplemented by recurring workshop service, parts, tire hotel subscriptions, and warranty/insurance attach (Toyota Relax, Toyota Approved Used). Financing products (Easy Privatleasing, Business Lease, Toyota Billån) are delivered in partnership with Toyota Financial Services, while connected services (MyToyota app, Remote Services at SEK 59.99/month) create recurring digital revenue. GTM is sales-led via six physical showrooms, online test-drive and service booking, a dedicated corporate/fleet sales team, and promotional campaigns including 0% interest financing on select electrified models.

European Motor employs 51–100 staff under a leadership team led by CEO Mikael Löfstedt and CFO Fredrik Sandberg, with dedicated site, sales, service-market, and corporate-sales management. The company is independently owned with no disclosed parent, no external funding, and is incorporated as a Swedish aktiebolag. It has been recognized as one of Sweden's largest Toyota dealers and benefits from Toyota's 2026 AutoIndex top ranking for customer satisfaction among 11,562 Swedish car owners.

Name

European Motor

Legal name

EUROPEISKA MOTOR AB

Website

https://europeiskamotor.se

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

51–100 employees

Short description

European Motor (Europeiska Motor AB) is a privately held authorized Toyota dealership group operating six full-service facilities across the Stockholm region, serving private buyers and corporate fleet customers with new and used vehicle sales, authorized service, parts, financing, and EV infrastructure.

Ownership category

akta.pro rank

Product category

Automotive Dealership and Service

NAICS

Other Motor Vehicle Dealers (4412), Used Car Dealers (44112), Used Car Dealers (441120)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Auto & Vehicle Leasing (Personal Use) (FSAKANAA)

akta.pro secondary industries

Fleet & Commercial Vehicle Finance (FSAKADAE), Commercial Auto & Fleet Insurance (FSAJAKAB)

Keywords

• Automotive dealer services
• Vehicle sales and financing
• Authorized workshop repair
• Commercial fleet leasing
• Electric vehicle charging

Headquarters

HQ city

Sundbyberg

HQ country

Sweden

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Toyota vehicles including passenger cars, hybrid vehicles, electric vehicles, and commercial/transport vehicles.
2. Used Vehicle Sales: Sales of certified pre-owned Toyota vehicles under Toyota Approved Used program with extended warranties.
3. Service and Repair: Full-service workshop offering maintenance, repairs, damage repair, bodywork, painting, glass repair, and tire services.
4. Parts and Accessories: Sales of Toyota genuine parts and accessories.
5. Remote Services Subscription: Monthly subscription for remote vehicle control services (climate, door locks, hazard flashers) at 59.99 SEK/month.
6. Financing and Insurance: Vehicle financing products (leasing, loans), Easy Privatleasing, Business Lease, and car insurance offerings in partnership with Toyota Financial Services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

European Motor is a Toyota authorized dealership operating six full-service facilities across the Stockholm region, selling new and used Toyota passenger cars, hybrids, EVs, and commercial vehicles. It provides authorized workshop services (maintenance, repairs, bodywork, paint, glass, tire services), genuine Toyota parts, vehicle financing, insurance, and connected services through the MyToyota app. Revenue is generated via one-time vehicle sales, workshop service fees, parts sales, financing commissions, and a small recurring remote services subscription.

Product overview

Europeiska Motor is a Toyota dealership network operating as a full-service automotive retailer in Stockholm, Sweden. The company offers a comprehensive portfolio combining vehicle sales (new and used Toyota cars), workshop services, and financial products. The core product lines include Toyota's full vehicle range from compact cars (Aygo X, Yaris, Yaris Cross) to sedans (Corolla) and SUVs (C-HR, C-HR+, RAV4, bZ4X), as well as commercial vehicles under the Toyota Professional sub-brand (Proace, Proace City, Hilux). Vehicle-related services span connected digital products like the MyToyota app with remote services, multimedia systems with smartphone integration (Apple CarPlay/Android Auto), and service history tracking. The business model is augmented by financial services including Easy Privatleasing, various loan and leasing products for both private and business customers. Additional revenue streams include extended warranties (Toyota Relax, Toyota Approved Used), insurance products, tire services with storage facilities, and charging solutions for electrified vehicles (HomeCharge, Toyota Charging Network). The company operates six facilities across the Stockholm region: Arlandastad, Rissne, Täby, Vällingby, Östermalm, and Spånga.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• AutoIndex 2026: Toyota ranked #1 in Sweden for customer satisfaction based on 11,562 car owner responses covering product quality, driving performance, service, and total economics
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration12 records

Feature3 records

Partnerships

One partnership is on record.

• Toyota Motor CorporationcoreChannel Partner/ Reseller/ DistributorAuthorized Toyota dealership operating under Toyota's brand and corporate support structure. Sells Toyota vehicles, uses Toyota's systems (MyToyota, TES service system), offers Toyota Financial Services financing products, and Toyota warranties (New Car Warranty, Toyota Relax, Toyota Approved Used). Operates as part of Toyota's Swedish distribution network.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Toyota Sweden AB: National sales company for Toyota in Sweden, responsible for distributor-level brand management, marketing, and dealer network relations. Comparable as the franchisor and brand owner of European Motor's business, and a key relationship partner determining vehicle allocation, marketing co-op, and franchise terms.
• Mekonomen (Swedish auto service network): Sweden's largest independent automotive service chain offering maintenance, parts, and repairs across a national workshop network. Comparable in service operations and aftermarket parts distribution, but operates an independent multi-brand model versus European Motor's authorized Toyota workshop model — a competitive alternative for out-of-warranty service.

Broad incumbents

• Hedin Mobility Group: Large Swedish automotive group operating as both a dealer and distributor for multiple brands including BMW, Mercedes-Benz, and others across Sweden and Europe. Comparable in scale and multi-location dealer operations, though it operates in broader mobility services beyond just retail.
• Holmgrens Bil: Swedish automotive dealer group with multiple OEM franchises and full-service facilities across Sweden. Comparable as a multi-brand, multi-location dealer group offering sales, service, parts, and financing under one roof — the broader incumbent alternative to European Motor's single-brand Toyota focus.
• Bilia AB: Sweden's largest car dealer group operating multiple OEM franchises (Volvo, BMW, Audi, Mercedes-Benz, etc.) with full-service sales, service, and parts across Scandinavia. Directly comparable to European Motor as a multi-location dealer group, but with multi-brand diversification versus European Motor's single-brand Toyota focus.
• Ryd Bil (Swedish dealer group): Multi-brand Swedish automotive dealer group offering sales, service, and parts across multiple OEMs. Comparable as a regional dealer competitor for service traffic and parts distribution; serves as a benchmark for dealer group operating efficiency and multi-brand sales strategy.

Direct peers

• Wallins Bil (Toyota dealer): Toyota authorized dealer in Sweden offering the full Toyota lineup with sales, service, and parts operations. Directly comparable as a Toyota franchise peer competing for the same OEM brand share in the Swedish market, with similar service capabilities and access to Toyota corporate support systems.
• Toyota Center Sweden (other Toyota dealers in Stockholm/Sweden): Other authorized Toyota dealership groups in Sweden operating under the same Toyota franchise system. Direct competitors for Toyota vehicle sales, service, and parts in the Swedish market — same OEM, same business model, same products, and direct overlap in customer acquisition channels.

Regional players

• Upplands Motor (Toyota): Toyota authorized dealer operating in the Uppsala/Uppland region of Sweden (adjacent to Stockholm). Comparable in Toyota franchise operations and full-service capabilities, but serves a different geographic territory — a regional competitor for cross-regional Toyota customers and fleet accounts.

Emerging players

• Polestar (Volvo Cars EV subsidiary): Swedish-headquartered premium EV manufacturer selling direct-to-consumer via online ordering and experience centers in Stockholm, bypassing traditional dealer networks. Comparable as a Stockholm-based automotive brand capturing affluent Swedish EV buyers — represents a structural threat to traditional dealer model that European Motor depends on.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/europeiska-motor-ab

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries6 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 European Motor