Viking Motors

What Viking Motors does

Viking Motors AS is a privately held Estonian automobile dealership and service company headquartered at Tammsaare tee 51, Tallinn. Operating under registration code 10042784 and affiliated with the broader TKM Grupp corporate group, the company has been active since at least 1996 and serves individual consumers and corporate fleet customers across Estonia through three physical facilities: the Tammsaare dealership in Tallinn (Kia, Peugeot, Cadillac and Corvette sales and service; Opel and Saab service), the Kia Peetri dealership opened January 2025 (described as the most modern Kia dealer facility in Estonia), and a bodywork and accident-damage center at Veesaare tee 3 in Peetri. The company holds official authorized dealer or service rights for six automotive brands — Kia, Peugeot, Opel, Cadillac, Saab, and Corvette/Hummer — and was named best Opel service in the Baltics in 2016.

The business operates across six revenue streams: new vehicle sales (primarily Kia and Peugeot), used vehicle sales across multiple makes at price points from €3,900 to over €62,500, authorized service and bodywork, short-term daily/weekly rental of newest vehicles, full-service rental ("täisteenusrent") bundling vehicle, maintenance, insurance, tires, roadside assistance, and replacement car into monthly payments of €413 to €1,111, and insurance intermediation in partnership with Estonian insurers and SEB (AS SEB Liising) for financing. Sub-brands include Viking Motors Rent (rental) and Viking Motors 24/7 (self-service service kiosks). Notable operational features include GPS-equipped rental fleet vehicles and 24/7 self-service vehicle drop-off kiosks.

Go-to-market is anchored in physical showrooms with on-site multi-bank financing, supported by a tri-lingual (Estonian, Russian, English) website with online service booking, financing/leasing calculators, and newsletter subscription. Marketing channels include sports sponsorships (e.g., Swedbank Tallinn Marathon), the corporate site, and email. Distribution is exclusively domestic to Estonia; there is no mobile app, no disclosed API/SDK surface, no AI/ML technology stack, and no public funding history. The customer base is dominated by individual private buyers and brand-loyal service customers, with a secondary corporate-fleet segment accessible through the full-service rental product.

Name

Viking Motors

Legal name

Viking Motors AS

Website

https://vikingmotors.ee

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Viking Motors AS is an Estonian multi-brand automobile dealership and authorized service center operating from Tallinn and Peetri, representing Kia, Peugeot, Opel, Cadillac, Saab, and Corvette/Hummer, and serving individual consumers and corporate fleet customers with new and used vehicle sales, service, insurance intermediation, and full-service rental subscriptions.

Ownership category

akta.pro rank

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. New vehicle sales: Sale of new vehicles primarily from Kia and Peugeot brands, with Cadillac, Corvette, Opel, and Saab sales and service. Revenue generated per transaction with typical financing or cash payment.
2. Used vehicle sales: Resale of pre-owned vehicles through the used car inventory platform with pricing from €3,900 to over €62,500. Used vehicles include various makes: Citroen, Dodge, Ford, Kia, Mercedes-Benz, Opel, Peugeot, Renault, Škoda.
3. Vehicle service and repair: Authorized service centers for Kia (7-year warranty coverage), Peugeot, Opel, Cadillac, Corvette, Saab, and Hummer. Bodywork and accident damage handling. 20% discount programs for Opel vehicles and 5+ year old vehicles.
4. Full-service vehicle rental: All-inclusive rental packages (Viking Motors Rent) including vehicle, maintenance, insurance, tires, roadside assistance, and replacement car during repairs. Monthly payments from €413 to €1,111 depending on vehicle class.
5. Short-term vehicle rental: Daily and weekly rental of newest vehicles for personal use or while primary vehicle is in service.
6. Insurance intermediation: Partnership with insurance providers to offer vehicle insurance packages alongside vehicle sales and registration services.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Viking Motors AS is a multi-brand automotive dealership and service company operating in Estonia, selling new and used vehicles from Kia, Peugeot, Cadillac, Corvette, Opel, and Saab, and offering authorized brand maintenance, bodywork, insurance intermediation, short-term rental, and full-service vehicle rental (täisteenusrent) with bundled maintenance, insurance, and replacement vehicle services.

Product overview

Viking Motors AS is an Estonian automotive dealership and service provider operating a multi-brand portfolio of new and used vehicle sales, short-term and full-service rental, maintenance, and insurance services. The company represents Kia, Peugeot, Opel, Cadillac, Corvette, and Saab brands, selling new vehicles and maintaining an inventory of used cars from multiple manufacturers. The core product ecosystem includes new car sales (Kia, Peugeot, Cadillac, Corvette, Opel, Saab), used car sales (various brands), short-term rental, full-service rental (täisteenusrent) with bundled insurance and maintenance, dedicated service centers, bodywork services, and insurance offerings. Electric vehicle options are available through the rental division (Kia EV3, EV6, EV9; Peugeot 3008 GT Electric, 5008 GT Electric). The business operates multiple locations in Estonia including Tammsaare (Tallinn), Peetri, and Ülemiste.

Differentiator

Problem solved

Functional benefit

Brands

• Viking Motors Rent: Short-term and full-service vehicle rental division offering new and electric vehicles for rent.
• Viking Motors 24/7

Quantifiable outcome

• 7-year warranty coverage for Kia vehicles at authorized service centers
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered primary, core and minor.

• KiaprimaryChannel Partner/ Reseller/ DistributorOfficial authorized dealer for Kia vehicles in Estonia. Provides new vehicle sales, maintenance, and warranty services. Operates two Kia dealerships including the newest Kia center in Estonia opened January 2025 in Peetri.
• PeugeotprimaryChannel Partner/ Reseller/ DistributorOfficial authorized dealer for Peugeot vehicles. Peugeot operations relocated to Tammsaare tee 51 location to focus on new vehicle sales with 25 years of experience.
• CadillaccoreTechnology or IntegrationOfficial Cadillac service center at Tammsaare location. Provides Cadillac maintenance, repair, bodywork, tire services, and parts sales. Cadillac is positioned as the luxury benchmark brand.
• OpelcoreChannel Partner/ Reseller/ DistributorOfficial Opel service center offering repair, maintenance, and genuine parts. Viking Motors Tammsaare has the most experienced Opel mechanics in the Baltic countries, named best Opel service in the Baltics in 2016.
• SaabcoreTechnology or IntegrationOfficial Saab service center with iconic status and multi-year experience since 1996. Also handles Corvette and Hummer service at Tammsaare location.
• Estonian insurance companiesminorStrategic or Co-development PartnerViking Motors has active contracts with all major insurance companies in Estonia for handling insurance cases and providing vehicle coverage packages.
• TKM GruppcoreOthersParent company of Viking Motors AS. Co-responsible data processor for personal data processing. Data protection specialist contact: [email protected].

Scale indicators3 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Bolt Drive: Estonian-founded carsharing service providing short-term vehicle rental via app. Competes directly with Viking Motors Rent for short-duration urban vehicle access, particularly in Tallinn where both operate.
• Veho Eesti: Estonian subsidiary of the Nordic Veho automotive group, operating multi-brand dealerships and authorized service centers. Comparable in scale, brand-portfolio approach, and authorized-service business model.
• CityBee: Carsharing and short-term rental operator active in Estonia and the Baltics. Competes with Viking Motors Rent on flexible vehicle access, particularly for urban and short-trip use cases.
• Elmo Rent: Estonian EV rental and subscription company. Directly competes with Viking Motors' full-service rental and short-term rental offerings, particularly for Kia and Peugeot electric models.
• United Motors Estonia: Estonian multi-brand automotive dealer offering sales and authorized service. Direct competitor on cross-brand used vehicle inventory and authorized warranty work in the Estonian market.
• Auto 100: Estonian multi-brand automotive dealer offering sales and authorized service for several brands including Kia. Directly competes with Viking Motors in the Tallinn/Peetri catchment area on new vehicle sales, used inventory, and brand-authorized service.
• Hendrik Motors: Authorized Peugeot dealer in Estonia and direct competitor in Peugeot new-vehicle sales, service, and parts. Shares the same Peugeot franchise relationship dynamic that defines Viking Motors' Peugeot operations.
• Amserv Estonia: Part of the Nordic Amserv automotive retail group, operating multi-brand dealerships across Estonia. Comparable to Viking Motors in offering authorized sales, service, and financing across multiple OEM brands in the same geography.
• Baltic Motors Estonia: BMW Group retailer in Estonia providing new and used vehicle sales, authorized service, and financing. Comparable as a premium-brand authorized dealer with multi-channel customer experience including service subscriptions.

Broad incumbents

• Inchcape plc: Global automotive distributor and retailer operating across multiple markets. Comparable as a large-scale multi-brand distribution and service platform, though at much greater geographic scale than Viking Motors' Estonia-only footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/vikingmotors.ee
• LinkedInlinkedin.com/company/vikingmotors

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 Viking Motors