Askja

What Askja does

Askja (legal entity Bílaumboðið Askja ehf.) is a privately held Icelandic automotive dealership group founded in 1978 and headquartered at Krókhálsi 11–13 in Reykjavík. The company operates as the authorised sales, service, and parts partner for five international brands in Iceland: Mercedes-Benz (passenger and commercial vehicles), smart, Kia, Honda, and XPENG, with the brand portfolio complemented by a used-car sales location at Krókhálsi 7. Direct operations span four owned sites across Reykjavík and Reykjanesbæ, a workforce of 251–500 employees including 40+ certified mechanics, and a nationwide service network delivered through authorised regional dealers (Höldur in Akureyri, BVA in Egilsstaðir, Bílasala Selfoss) and the Landfari commercial-vehicle service chain at three additional locations.

The business model is a vertically integrated automotive retail and after-sales operation. Revenue is generated across new vehicle sales, used vehicle sales, authorised service and repair, genuine parts and accessories (available through a web store), EV charging hardware (Zaptec Go 22kW stations plus professional installation via Orkuvirki), car rental during service, pickup and delivery, and the Öskjuskutlan shuttle. Pricing is unit-based and ranges from entry-level models around 4.5M ISK to flagship Mercedes G-Class vehicles at ~42M ISK, with the Icelandic EV subsidy (rafbílastyrkur) reducing effective prices by 500K+ ISK on qualifying EVs. The customer base is split between retail consumers, business and fleet customers with dedicated account management, and a channel network of authorised dealers and service partners.

Product breadth is the company's defining operational characteristic: Askja positions itself as having one of the largest EV selections in Iceland, offering more than 30 partially or fully electric models across its brands, supported by digital service tooling (Service Gateway booking portal, Snjallbox 24/7 parts pickup, Kia Connect and Mercedes Digital Extras apps) and the new 2026 model wave (Mercedes GLC Electric, smart #5, Kia EV2/EV3/EV5/EV6/EV9, Kia PV5 van). Certifications include ISO 14001 (environmental management) and ÍST 85/2012 (equal pay standard).

Name

Askja

Legal name

Bílaumboðið Askja ehf.

Website

https://www.askja.is/

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

251–500 employees

Short description

Askja is a privately held Icelandic multi-brand automotive dealership founded in 1978, operating as the authorised sales, service, and parts partner for Mercedes-Benz, Kia, Honda, smart, and XPENG in Iceland through owned showrooms in Reykjavík and Reykjanesbæ plus a nationwide authorised dealer and commercial-vehicle service network.

Ownership category

akta.pro rank

Headquarters

HQ city

Reykjavík

HQ country

Iceland

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: Sale of new vehicles across Mercedes-Benz, smart, Kia, Honda, and XPENG brands. Includes both fully electric, plug-in hybrid, and conventional powertrains.
2. Aftersales Service and Repair: Authorized service workshops for Mercedes-Benz, smart, Kia, Honda, and XPENG vehicles. Includes maintenance inspections, repairs, and recall services.
3. Parts and Accessories: Sale of genuine parts and accessories for all represented brands, available via web store, phone, and email orders.
4. EV Charging Solutions: Sale and installation of Zaptec Go charging stations for homes and businesses, including professional installation services.
5. Car Rental: Car rental service for customers with vehicles undergoing service at Askja's workshops.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Askja operates as Iceland's authorized multi-brand automotive dealership for Mercedes-Benz, smart, Kia, and Honda (plus XPENG service), selling new and used vehicles, running authorized service workshops with 40+ mechanics, supplying genuine parts and accessories, and delivering EV charging solutions (Zaptec Go hardware and professional installation). The business also provides car rental, shuttle service, windshield repair, and dedicated business fleet solutions from four Reykjavik locations and a Reykjanesbær outlet, supported by a nationwide authorized dealer network.

Product overview

Askja is an automotive dealership offering a multi-brand vehicle portfolio across four locations in Reykjavík and Reykjanesbæ. The business encompasses new vehicle sales (Mercedes-Benz, smart, Kia, Honda), commercial vehicles (Mercedes-Benz vans), used cars, and comprehensive after-sales services including maintenance, parts, EV charging solutions, and digital applications. The core offering is the multi-brand dealership model where customers can purchase and service vehicles from Mercedes-Benz, smart, Kia, and Honda brands. Supporting services include workshops, parts retail, charging infrastructure (Zaptec), shuttle service, car rental, and online portals for booking and service management.

Differentiator

Problem solved

Functional benefit

Brands

• Öskjuskutlan: A complimentary shuttle service for customers whose vehicles are in for service, operating within the greater Reykjavik area. The service runs from Askja's workshop at approximately 8:30 and 9:30.
• Snjallbox

Products and services

• Mercedes-Benz New Vehicles Full range of Mercedes-Benz passenger vehicles including EQA, EQE SUV, EQS SUV, GLC, GLE, GLS, G-Class, CLE, E-Class, S-Class, CLA, and electric variants with EQ technology, plus Mercedes-AMG performance models. Sold at Krökhálsi 11 showroom in Reykjavik.
• smart New Vehicles Full electric vehicle lineup including smart #1, smart #3, and smart #5 models. Designed with Mercedes-Benz design studio, featuring BEATS audio, smart app connectivity, and up to 420 km range. Sold at Krökhálsi 11 showroom.
• Kia New Vehicles Complete range of Kia vehicles including EV2, EV3, EV4, EV5, EV6, EV9 electric models, plus Picanto, Stonic, Sportage, Sorento, and Ceed. All new vehicles come with 7-year manufacturer warranty. Sold at Krökhálsi 13 showroom.
• Honda New Vehicles
• Mercedes-Benz Commercial Vehicles Mercedes-Benz commercial vehicles including Sprinter, eSprinter, Vito, eVito, V-Class, Citan, eCitan, Marco Polo, EQV, and EQT. Includes passenger vans, cargo vans, and group transport vehicles. Serviced through Landfari at Mosfellsbær, Reykjavik, and Hafnarfjörður.
• Used Vehicles Pre-owned vehicles available at the dedicated Krökhálsi 7, Reykjavik location, with a separate sales team handling certified used car sales.
• Vehicle Service and Maintenance Full service workshops at Krökhálsi 11-13, Reykjavik, specializing in service and repairs for Mercedes-Benz, smart, Kia, Honda, and XPENG vehicles. Includes pickup and delivery service (19,900 ISK; 25,900 ISK with rental car) for Mercedes-Benz owners.
• Parts and Accessories Official parts and accessories for Mercedes-Benz, smart, Kia, Honda, and XPENG vehicles, available via web store (vefverslun.askja.is), phone, and email orders, with 24/7 collection via Snjallbox pickup point.
• EV Charging Solutions Complete EV charging solutions including Zaptec Go 22kW charging stations (129,900 ISK), professional installation services (from 150,000 ISK, including electrical work, cable runs up to 10m, and HMS notification), and charging consultation for homes and businesses. Financing available up to 24 months.
• Car Rental Car rental service for customers whose vehicles are undergoing service at Askja's workshops, providing temporary replacement vehicles at special rates.
• Windshield Repair Windshield repair and replacement services in cooperation with insurance companies, available through Askja's service workshops.
• Business Fleet Solutions Tailored fleet solutions for businesses including fleet vehicle procurement, fleet management, corporate service agreements, business EV charging infrastructure, and bulk maintenance contracts, with dedicated account management for fleet customers.

Quantifiable outcome

• EV6 selected as Car of the Year in Iceland by the Association of Icelandic Journalists (Bandalag íslenskra blaðamanna)
• +11 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ZapteccoreTechnology or IntegrationAskja is a distributor and installer of Zaptec Go charging stations (up to 22kW) for home and business use in Iceland. Askja provides hardware sales, professional installation (including electrical work, cable runs up to 10m, HMS notification), and customer guidance. Zaptec provides the Norwegian-designed charging technology with WiFi/4G connectivity and smartphone app control.
• LandfaricoreChannel Partner/ Reseller/ DistributorLandfari is an authorized service partner for Mercedes-Benz commercial vehicles, Setra buses, Unimog, and Meiller equipment, operating at three locations (Mosfellsbær, Reykjavik, Hafnarfjörður). Landfari provides service to Askja's commercial vehicle customers under the Mercedes-Benz authorized service network.
• Höldur ehf.coreChannel Partner/ Reseller/ DistributorHöldur is an authorized dealer and service provider for Mercedes-Benz vehicles in Akureyri (North Iceland). Höldur also operates a car rental business and was among the first to receive smart fleet vehicles (10 units) for rental operations.
• Bílaverkstæði Austurlands (BVA)minorChannel Partner/ Reseller/ DistributorAuthorized Mercedes-Benz dealer in Egilsstöðir, East Iceland.
• Bílasala SelfossminorChannel Partner/ Reseller/ DistributorIndependent authorized Mercedes-Benz dealer and service provider in Selfoss, South Iceland.
• Glitur ehf.minorImplementation/ SI/ Consulting PartnerAuthorized body shop and repair facility for Mercedes-Benz vehicles in Reykjavik.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• AutoNation: Largest US multi-franchise automotive retailer, offering new and used vehicle sales, service, parts, and financing — a scaled analog of Askja's multi-brand dealership + service model in a much larger market.
• Group 1 Automotive: US-based multi-brand automotive retailer operating 200+ dealerships with new vehicle sales, aftersales, parts, and F&I services — comparable business model at significant scale.
• Inchcape plc: Global automotive distributor explicitly referenced in Askja's corporate context; a large incumbent operating multi-brand distribution and retail at international scale across many markets including previously in Iceland.
• Lithia Motors: One of the largest US automotive retailers with hundreds of franchised dealerships across multiple OEM brands and a growing digital and EV retail platform — relevant scaled analog of Askja's multi-brand strategy.

Others

• Cox Automotive: Global provider of automotive services and technology (Manheim auctions, Autotrader, Dealertrack) — adjacent ecosystem participant serving dealership operations with which Askja competes and partners for used vehicle remarketing and digital retail.

Direct peers

• Hekla ehf. Icelandic automotive dealer group operating across multiple brands, comparable in scale and market to Askja as a domestic multi-brand retail and service competitor.
• Bílabúðin: Multi-brand automotive dealership group operating in Iceland, offering sales and aftersales services that compete directly with Askja for Icelandic vehicle buyers and fleet customers.
• BL ehf. (Bílabúð Bónus): Iceland's other major multi-brand authorized automotive dealer (Toyota, Lexus, etc.), directly competing with Askja in new vehicle sales, service, and parts across the same small Icelandic market.

Regional players

• Hedin Mobility Group: Large European multi-brand automotive retailer with operations across Sweden, Norway, and other markets, offering sales, service, parts, and mobility services analogous to Askja's full-service model.
• Bilia AB: Leading Nordic multi-brand automotive dealer group (Sweden, Norway, Germany, Luxembourg) operating sales, service, and parts across premium and volume brands — a directly comparable business model in a similarly-sized Northern European market.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Askja