Viking Sverige

What Viking Sverige does

Viking Sverige AB is a Swedish private limited company providing 24/7 roadside assistance and related vehicle services nationwide. The company operates a fleet of specially equipped service and rescue vehicles, a 24/7 alarm center staffed by experienced operators, GPS-enabled customer tracking via SMS links, and specialized technical training for electric and hybrid vehicles. Service modules include towing, flat tire repair, jump starts, fuel delivery (including wrong-fuel drainage), lockout assistance, engine breakdown response, and vehicle transport, with most issues reportedly resolved on-location without the need for a workshop tow. Coverage spans Sweden and all European countries connected to the Green Card system.

The business operates across three primary revenue streams: a D2C subscription membership program (from 29 SEK/month with zero deductible), per-service pay-as-you-go roadside assistance, and a B2B portfolio of corporate contracts, heavy towing, transport, valuation, and outsourced call-center services. Viking is also a white-label provider to a large set of automotive OEMs (Audi, BMW, Volkswagen, Kia, Mercedes-Benz, Polestar, Porsche, Cupra, Skoda, Seat, Ford, MG, Hongqi, Mini, Opel, Volvo On Demand, Hedin Bil) and insurers (If, WaterCircles, SBM), embedding its services into branded mobility and insurance programs. A separate sub-brand, Viking Kontroll, offers vehicle inspection and condition-reporting services for leasing returns, warranty expirations, and ownership transfers.

Viking Sverige AB is a wholly owned subsidiary of Viking Assistance Group AS, a Norwegian parent that is itself owned by Scandinavian insurer If, and the firm is registered in Sweden under organization number 556745-3401. Founded in 1955 and reporting 70 years of operating history, Viking employs 11-50 people at its Stockholm headquarters. The company has expanded its marketing presence through the 2025 broadcast of 'Vägens Hjältar' (Road Heroes) on Kanal 9 and operates mobile apps for both iOS and Android alongside a Shopify-based web shop for ancillary safety products.

Name

Viking Sverige

Legal name

Viking Sverige AB

Website

https://vikingvagassistans.se

Company type

Private

Founded year

1955

Operating status

Operating

Headcount range

11–50 employees

Short description

Viking Sverige AB is a Swedish 24/7 roadside assistance provider operating nationwide, serving individual motorists, fleets, and white-label OEM and insurance partners through towing, repair, EV-specialized response, vehicle inspection, and subscription memberships.

Ownership category

akta.pro rank

Product category

Roadside Assistance and Vehicle Services

NAICS

Motor Vehicle Towing (488410), Automotive Equipment Rental and Leasing (5321)

SIC

Services-Automotive Repair, Services & Parking (7500), Services-Equipment Rental & Leasing, Nec (7359), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Roadside Assistance & Towing Memberships (Bundled with Service Contracts) (FSAJALAL)

Keywords

• Roadside assistance services
• Vehicle towing recovery
• Emergency breakdown support
• Vehicle inspection services
• Commercial fleet assistance

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Subscriptions: Personal membership programs starting at 29 SEK/month providing comprehensive roadside assistance coverage in Sweden and Europe (countries connected to the Green Card system) with no deductible, covering 2 assistance events per insurance period
2. Per-Service Roadside Assistance: Pay-per-use roadside assistance and towing services for customers without membership, with pricing quoted upon request (020-100-100). Standard deductibles of 500 SEK apply for customers with insurance coverage through kasko or delkasko policies
3. B2B Corporate Contracts: Enterprise agreements with fleet operators, transport companies, automotive industry, and service industries providing comprehensive roadside assistance solutions, heavy towing, transport, and call center services
4. White-Label OEM Partnerships: Roadside assistance services branded for car manufacturers (Audi, BMW, Volkswagen, Kia, Mercedes-Benz, Cupra, Skoda, Seat, Ford, Polestar, Porsche, etc.) and insurance companies (If), where Viking serves as the underlying service provider

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Viking Sverige provides 24/7, 365-days-a-year roadside assistance across Sweden and Europe, including towing, flat tire repair, jump starts, fuel delivery, wrong-fuel recovery, lockout services, and engine breakdown support, delivered via a nationwide network of fully equipped service vehicles dispatched from a 24/7 alarm center. The company also operates Viking Kontroll, providing vehicle inspections (warranty expiration checks, ownership transfer inspections, lease return assessments), and serves B2B clients with heavy towing, vehicle transport, valuation, and outsourced call center services.

Product overview

Viking Sverige operates as a comprehensive roadside assistance and vehicle services provider, offering a unified platform of roadside assistance services supplemented by vehicle inspection and business solutions. The core product, Viking Vägassistans, provides 24/7 emergency roadside assistance including towing, flat tire repair, jump starts, fuel delivery, wrong fuel assistance, and lockout services. The portfolio extends through specialized modules for electric and hybrid vehicles, phone-based alarm center services, and vehicle transport. The company also operates Viking Kontroll as a vehicle inspection sub-brand offering warranty checks, ownership transfer inspections, and lease assessments. Business services include heavy towing, transport, valuation, and call center solutions for corporate clients across the automotive, transport, waste, and service industries. A membership program provides subscription-based coverage with zero deductible, and a web shop offers reflective safety signs. The ecosystem serves both private individuals and corporate clients through multiple service modules that work together to provide end-to-end vehicle assistance.

Differentiator

Problem solved

Functional benefit

Products and services

• Viking Vägassistans (Roadside Assistance) 24/7, 365-days-a-year roadside assistance covering all of Sweden, including puncture repair, jump starts, fuel delivery, wrong fuel recovery, towing, and lockout services for individual car owners and business fleets.
• Viking Medlemskap (Membership)

Quantifiable outcome

• 4 out of 5 roadside issues resolved on-location without requiring tow to workshop
• +4 more outcomes

Named customers14 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

25 partnerships are on record, tiered core and minor.

• Viking Assistance Group AScoreOthersParent company of Viking Sverige AB, headquartered in Norway at Lysaker. Viking Assistance Group AS owns the Swedish operations and provides organizational oversight and strategic direction.
• If InsurancecoreChannel Partner/ Reseller/ DistributorMajor insurance partner where Viking provides roadside assistance services for If's vehicle insurance customers across Sweden. Viking handles all roadside assistance dispatches for If policyholders.
• Audi SwedencoreChannel Partner/ Reseller/ DistributorProvides branded mobility and insurance roadside assistance services for Audi vehicle owners in Sweden through Audi Mobilitet and Audi Försäkring programs.
• BMW Sweden (If Original Insurance)coreChannel Partner/ Reseller/ DistributorProvides roadside assistance for BMW owners through If Original Insurance branded program for BMW vehicles.
• Volkswagen SwedencoreChannel Partner/ Reseller/ DistributorProvides mobility services and insurance assistance for Volkswagen vehicle owners through Volkswagen Mobilitet, Volkswagen Försäkring, and Volkswagen TRSP Försäkring programs.
• Kia SwedencoreChannel Partner/ Reseller/ DistributorProvides assistance and insurance roadside services for Kia vehicle owners through Kia Assistans and Kia Försäkring programs.
• Mercedes-Benz SwedencoreChannel Partner/ Reseller/ DistributorProvides insurance roadside assistance services for Mercedes-Benz owners through Mercedes-Benz Försäkring program.
• PolestarcoreChannel Partner/ Reseller/ DistributorProvides insurance roadside assistance services for Polestar electric vehicle owners through Polestar Insurance program.
• Porsche SwedencoreChannel Partner/ Reseller/ DistributorProvides insurance roadside assistance services for Porsche owners through Porsche Försäkring program.
• Cupra SwedencoreChannel Partner/ Reseller/ DistributorProvides mobility and insurance services for Cupra vehicle owners through Cupra Mobilitet and Cupra Försäkring programs.
• Skoda SwedencoreChannel Partner/ Reseller/ DistributorProvides mobility services and insurance assistance for Skoda owners through Skoda Mobilitet and Skoda Försäkring programs.
• Seat SwedencoreChannel Partner/ Reseller/ DistributorProvides mobility and insurance services for Seat vehicle owners through Seat Mobilitet and Seat Försäkring programs.
• Ford SwedencoreChannel Partner/ Reseller/ DistributorProvides insurance roadside assistance services for Ford vehicle owners through Ford Försäkring program.
• Hedin Bil (Hedin Assistans, Hedin Nonstop)coreChannel Partner/ Reseller/ DistributorWhite-label roadside assistance services for Hedin Bil dealership network including Hedin Assistans and Hedin Nonstop programs.
• Widriksson LogistikcoreChannel Partner/ Reseller/ DistributorWhite-label roadside assistance services for Widriksson logistics fleet operations.
• WaterCirclescoreChannel Partner/ Reseller/ DistributorRoadside assistance services for WaterCircles insurance customers in Sweden.
• MG Motor SwedencoreChannel Partner/ Reseller/ DistributorRoadside assistance services for MG vehicle owners through MG Bilförsäkring program.
• Opel Sweden (If)coreChannel Partner/ Reseller/ DistributorInsurance roadside assistance services for Opel owners through If Original Insurance program.
• Mini Sweden (If)coreChannel Partner/ Reseller/ DistributorInsurance roadside assistance services for Mini owners through If Original Insurance program.
• SBM FörsäkringcoreChannel Partner/ Reseller/ DistributorWhite-label roadside assistance services for SBM insurance customers.
• Hongqi SwedencoreChannel Partner/ Reseller/ DistributorRoadside assistance services for Hongqi vehicle owners in Sweden.
• HyrecoreChannel Partner/ Reseller/ DistributorRoadside assistance services for Hyre subscription-based vehicle customers.
• CityMailminorChannel Partner/ Reseller/ DistributorCityMail Vägassistans - roadside assistance services for CityMail business customers.
• Volvo On DemandcoreChannel Partner/ Reseller/ DistributorInternal roadside assistance services for Volvo On Demand subscription program vehicles.
• Fleet FörsäkringcoreChannel Partner/ Reseller/ DistributorFleet insurance roadside assistance services for commercial vehicle fleets.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ARC Europe: European roadside assistance network operator coordinating services for OEM and insurer partners across multiple countries. Comparable as a B2B partner-network model competing for the same white-label mandates.
• Allianz Assistance: Global assistance arm of Allianz providing roadside, travel, and mobility assistance. Comparable in serving insurance companies' roadside mandates at scale across Europe.
• ADAC: Germany's largest mobility club with extensive roadside assistance, towing, and recovery operations across Europe. Comparable in business model (membership + B2B partnerships) and operational scale, though geographically focused on DACH.
• European Motor Club (Automobile Club): Global roadside and travel assistance provider serving insurers and OEMs across Europe, including white-label roadside solutions comparable to Viking's enterprise offerings.

Emerging players

• Bosch Service Solutions: Connected mobility services provider offering roadside, accident management, and telematics-driven dispatch for OEMs and insurers. Comparable in the connected-vehicle and OEM-platform dimension of Viking's offering.

Regional players

• Trygg-Hansa (roadside program): Large Swedish insurer operating a competing roadside assistance program for policyholders. Adjacent competitor in the insurance-channel segment where Viking is also active.

Direct peers

• SOS International: Nordic roadside assistance and travel assistance provider serving insurers, OEMs, and mobility programs across Scandinavia. Competes directly for the same white-label contracts that anchor Viking's enterprise revenue.
• Assistansbolaget (AB): Swedish roadside assistance operator providing towing, jump starts, and recovery services to consumers and fleets. Direct local competitor with overlapping geographic coverage and service catalog.
• Falck A/S: Danish-headquartered roadside assistance and emergency services operator with deep Nordic footprint including Sweden. Direct competitor for both consumer memberships and B2B white-label OEM/insurer contracts.

Others

• Volvo Cars Mobility / Volvo On Demand: Volvo's subscription-based mobility program currently white-labeled to Viking for roadside service. Listed as a customer but potentially an emerging in-house competitor if Volvo chose to bring assistance operations internal.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/vikingassistance
• YouTubeyoutube.com/@VikingAssistance
• Facebookfacebook.com/vikingbargningstjanst
• LinkedInlinkedin.com/company/viking-assistance
• Instagraminstagram.com/vikingassistance

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 Viking Sverige