Volkswagen Latvija

What Volkswagen Latvija does

Volkswagen Latvija is the Latvian market presence of Volkswagen AG, operated through Møller Baltic Import SE, a private limited company that serves as the official importer for the Baltic states (Latvia, Lithuania, and Estonia). The company distributes Volkswagen passenger vehicles (Tiguan, T-Roc, Tayron) and commercial vehicles (Crafter), alongside the ID. family of electric vehicles (ID.3, ID.4, ID.4 GTX, ID.5, ID.5 GTX, ID. Buzz, ID. Polo). Its parent is the Møller Mobility Group, Norway's largest automobile importer, and ultimate parent is Volkswagen AG in Wolfsburg, Germany. The Latvian entity was founded in 1997 and is headquartered in Mārupe, Latvia, employing 51–100 people.

The company's product offering rests on Volkswagen AG's platform technology, including the MEB-based ID. electric vehicle architecture, over-the-air software update capability, the VW Connect/We Connect connected car platform, App-Connect smartphone integration, We Charge EV charging infrastructure, Car2X vehicle-to-infrastructure communication, and adaptive driver assistance systems (ACC, Front Assist). Supporting its customer offering are a digital service infrastructure including a VIN-based Digital Manual, Fleet Interface Data for commercial operators, myVolkswagen customer portal, and a network of authorized dealers and service partners across Latvia. Volkswagen was the best-selling new car brand in Latvia in 2017, demonstrating the strength of the brand position the importer builds on.

Volkswagen Latvija generates revenue primarily through new vehicle sales via the authorized dealer network and online stock platform (stock.volkswagenbaltic.eu), supplemented by service and maintenance, parts and accessories, financial services through Volkswagen Baltic Leasing (offering rates from 0.99% + 3-month Euribor), and recurring digital services including VW Connect subscriptions and OTA updates. Customer segments span individual consumers (primary), fleet and corporate customers, EV buyers (supported by Latvian EKII government subsidies), and commercial vehicle operators. Distribution combines physical dealers, a factory configurator for custom orders, an online auto store, and a regional leasing partner, all coordinated by Møller Baltic Import SE across the Baltic region.

Name

Volkswagen Latvija

Legal name

Møller Baltic Import SE

Website

https://volkswagen.lv

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Short description

Volkswagen Latvija, operated by Møller Baltic Import SE, distributes Volkswagen passenger and commercial vehicles, parts, and after-sales services across Latvia and the broader Baltic region, serving individual consumers, fleet operators, and commercial buyers through authorized dealers and digital channels.

Ownership category

akta.pro rank

Product category

Automotive Retail

NAICS

Other Motor Vehicle Dealers (4412)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Tires, wheels & related supplies distribution (CRAOANAD)

Keywords

• Passenger vehicle sales
• Automotive retail
• Vehicle leasing services
• Electric vehicle distribution
• Automotive after-sales service

Headquarters

HQ city

Riga

HQ country

Latvia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Volkswagen vehicles including passenger cars (Tiguan, T-Roc, Tayron, ID. family) and commercial vehicles (Crafter). Revenue generated from direct sales through dealer network and stock/inventory vehicles.
2. Service and Maintenance: Authorized service operations providing vehicle maintenance, repairs, inspections, and parts replacement through certified service partners.
3. Parts and Accessories: Sale of genuine Volkswagen parts, accessories including interior/exterior protection, transport solutions, entertainment electronics, and charging equipment.
4. Financial Services: Volkswagen leasing offerings through partnership with Volkswagen Baltic, including financing options for vehicle purchases with competitive rates (0.99% + 3-month Euribor).
5. Digital Services and Software: Connected car services, software updates, and digital solutions including VW Connect subscriptions and over-the-air update capabilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Volkswagen Latvija, operated by Møller Baltic Import SE, serves as the official Volkswagen importer and dealer network operator in Latvia. The company sells new Volkswagen passenger and commercial vehicles—including the Tiguan, T-Roc, Tayron, Crafter, and the ID. family of electric vehicles—through authorized dealers, an online vehicle store, and a factory configurator. It also provides authorized after-sales service, genuine parts and accessories, connected-car services (VW Connect, We Charge, App-Connect), and vehicle financing through Volkswagen Baltic Leasing.

Product overview

Volkswagen Latvija operates as the Latvian market presence of Volkswagen AG, offering a comprehensive automotive portfolio spanning both conventional combustion-engine vehicles and electric vehicles under the ID. family sub-brand. The core product line includes passenger vehicles (Tiguan, T-Roc, Tayron, Crafter) and the ID. electric family (ID.3, ID.4, ID.4 GTX, ID.5, ID.5 GTX, ID. Buzz, ID. Polo). Supporting services include We Charge for EV charging infrastructure, VW Connect/We Connect for connected vehicle services, App-Connect for smartphone integration, myVolkswagen customer portal, Volkswagen Leasing for financing, and a nationwide service network. Digital services encompass Over-the-Air software updates, Car-Net connectivity, Fleet Interface Data for fleet operators, Upgrade Functions for post-purchase feature activation, and the Digital Manual. The ecosystem also includes trade-in programs and warranty services.

Differentiator

Problem solved

Functional benefit

Products and services

• Volkswagen Tiguan Mid-size SUV offered with combustion and plug-in hybrid powertrains. Available with anniversary promotion offering savings up to 10,800 EUR and 0.99% + 3-month Euribor financing. Starting price from 36,900 EUR.
• Volkswagen T-Roc Compact SUV positioned as Volkswagen's entry-level crossover. Launched in 2024 with updated design and features. Available with 0.99% + 3-month Euribor financing offer.
• Volkswagen Tayron Large SUV available with combustion and plug-in hybrid powertrains. Launched in 2024. Eligible for 0.99% + 3-month Euribor promotional financing.
• Volkswagen Crafter Commercial van for transport, delivery, and operational business use. Available with special warehouse offer providing savings up to 13,800 EUR.
• Volkswagen ID. Polo Battery-electric vehicle positioned as Volkswagen's electric entry into the small-car segment. Part of the ID. family lineup. Launched in 2024 as part of the brand's electrification strategy.
• Volkswagen ID.4 All-electric SUV positioned as Volkswagen's mass-market electric crossover. Available from 34,500 EUR. Zero local emissions during operation, supported by We Charge infrastructure.
• Volkswagen Authorized Service and Maintenance Authorized service network across Latvia providing maintenance, repairs, inspections, oil changes (e.g., 175 EUR for vehicles older than 4 years), parts replacement, and recall campaign handling using genuine Volkswagen parts.
• Volkswagen Leasing and Financing Vehicle financing service offered through Volkswagen Baltic Leasing partnership. Provides competitive leasing rates including promotional 0.99% + 3-month Euribor financing on Tiguan, Tayron, and T-Roc models.
• We Charge (EV Charging Service) Volkswagen's electric vehicle charging solution providing access to public charging stations, route planning with charging stops considering WLTP consumption phases, and home wall-charging station options.
• Trade-In Vehicle Exchange Program Auto maiņa (vehicle exchange) program enabling customers to trade their existing vehicle when purchasing a new Volkswagen, applied as credit toward the new purchase.
• Volkswagen Auto E-Shop (Online Vehicle Store) Online inventory platform at stock.volkswagenbaltic.eu/lv showing available Volkswagen stock vehicles with pricing and specifications for immediate purchase or order, complementing the physical dealer network.

Quantifiable outcome

• 5-year warranty on all new vehicles
• +3 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability9 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• Møller Baltic Import SEcoreChannel Partner/ Reseller/ DistributorMøller Baltic Import SE is the official Volkswagen importer for Baltic states (Estonia, Latvia, Lithuania), representing Norway's largest automobile importer Møller Mobility Group. They manage wholesale distribution, dealer network coordination, and strategic operations across the Baltic region.
• Volkswagen AGcoreTechnology or IntegrationVolkswagen AG, based in Wolfsburg, Germany (Berliner Ring 2, 38440 Wolfsburg), is the parent manufacturer providing vehicles, technology, branding, and corporate governance. They supply the ID. family electric vehicles, connected car technologies (VW Connect, Car2X), and software platforms.
• Authorized Volkswagen Dealers and Service PartnerscoreChannel Partner/ Reseller/ DistributorNetwork of authorized dealers and service partners across Latvia providing vehicle sales, maintenance, repairs, and parts. Partners follow Volkswagen standards and can become authorized service partners by application (2,000 EUR information package) and completing audits.
• Volkswagen Baltic Leasing PartnerscoreChannel Partner/ Reseller/ DistributorVolkswagen Baltic offers leasing and financing solutions (leasing.volkswagenbaltic.eu/lv) enabling vehicle purchases with competitive rates including 0.99% + 3-month Euribor financing options.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Regional players

• AutoCanada: Canadian automotive dealership group operating franchises across Canada and US. Comparable as a multi-brand dealer group with parts, service, and finance operations, though serving a North American market rather than European.

Broad incumbents

• Penske Automotive Group: International automotive retailer operating dealerships across the US, UK, Germany, and other markets. Comparable as a premium-brand automotive retailer with significant service and parts operations, though at much larger scale.
• Inchcape plc: Global automotive distributor with operations across multiple markets, representing premium brands. Comparable to VW Latvija as a multi-country vehicle importer and distributor, though at vastly larger scale across Europe, Asia, and Africa.
• D'Ieteren Group: Belgian automotive group and exclusive importer/distributor of multiple brands across Europe. Highly comparable business model of importing and distributing vehicles through dealer networks, with growing exposure to electric vehicles.
• Asbury Automotive Group: US-based automotive retailer with dealership and parts/service operations, including clicklane digital platform. Comparable multi-channel GTM including digital sales and configurator tools, similar new and used vehicle sales model.
• Emil Frey Group: One of Europe's largest automotive retail and distribution groups, headquartered in Switzerland. Operates authorized dealer networks across multiple European countries, directly comparable as a multi-brand automotive distribution and retail business.
• Møller Mobility Group: Møller Mobility Group is the parent company of Møller Baltic Import SE and is Norway's largest automotive importer. Operates a similar multi-brand franchise distribution model across Norway and the Baltics, making it the most direct strategic peer in terms of business model and ownership structure.

Direct peers

• BMW Group Baltics (BMW, MINI importers): Direct competitor in the Baltic premium vehicle market, operating as BMW Group's regional importer for Latvian, Lithuanian, and Estonian markets. Comparable as a regional automotive importer with EV portfolio (BMW iX, i4) competing against VW's ID. family.
• Stellantis Baltics (Opel, Peugeot, Citroën, Fiat importers): Direct competitor in the Baltic passenger vehicle market, distributing multiple Stellantis brands (Peugeot, Citroën, Opel, Fiat) through authorized dealer networks. Comparable market position and customer base competing for the same consumer segments.
• Toyota Baltic (Toyota Motor Europe regional distribution): Direct competitor in the Baltic vehicle market, distributing Toyota and Lexus vehicles through a similar dealer network model. Competes head-to-head with Volkswagen for market share in Latvia, Lithuania, and Estonia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UC7oF8-bFMtx86inhsAXEa_A
• Facebookfacebook.com/VolkswagenLatvija
• LinkedInlinkedin.com/company/volkswagen-latvia
• Instagraminstagram.com/volkswagen.latvija

Compliance3 records

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 Volkswagen Latvija