Söderbergs Bil

Name

Söderbergs Bil

Legal name

Bilia AB

Website

https://soderbergsbil.se

Company type

Public

Founded year

1954

Operating status

Acquired

Headcount range

101–250 employees

Short description

Söderbergs Bil is a Swedish multi-brand automotive dealership headquartered in Norrköping, now operating as a wholly-owned subsidiary of Bilia AB. It sells new and used vehicles across 18 brands, and offers workshop, tire, and accessory services to consumer and fleet customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Norrköping

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sale of new and used passenger cars (personbilar) and commercial transport vehicles (transportbilar) across 18+ vehicle brands including Volkswagen, Volvo, BMW, Toyota, Mercedes-Benz, Audi, and others.
2. Workshop and Service: Automotive workshop services including maintenance, repairs, and mechanical services for vehicles.
3. Tire Services: Tire change services and tire products for customers.
4. Accessories: Sale of car accessories and parts through the Bilia Webshop.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels1 record

Core offering

Söderbergs Bil is a Swedish automotive dealership selling new and used passenger and commercial vehicles across 18+ brands (Volkswagen, Audi, Škoda, CUPRA, SEAT, Volvo, BMW, Toyota, Mercedes-Benz, Polestar, XPENG, Nissan, MINI, Lexus, Porsche, Lynk & Co, Land Rover, Jaguar). The company also provides workshop services including scheduled maintenance, mechanical repairs, and tire change services, along with car accessories sold through the Bilia webshop. As part of the Bilia group, it operates as an authorized multi-brand dealer and service provider in the Nordic region.

Differentiator

Problem solved

Functional benefit

Brands

• Bilia Outlet: Outlet brand for Bilia offering discounted vehicles and services.
• Bilia Trucks

Products and services

• Personbilar (Passenger Cars) Sale of new and used passenger vehicles across 18 automotive brands including Volkswagen, Volvo, BMW, Toyota, Mercedes-Benz, Audi, Škoda, CUPRA, SEAT, Polestar, XPENG, Nissan, MINI, Lexus, Porsche, Lynk & Co, Land Rover, and Jaguar. Targets individual consumers and businesses seeking personal transportation vehicles.
• Transportbilar (Commercial Vehicles) Sale of light commercial vehicles, primarily Volkswagen Transportbilar, serving business and fleet customers requiring transport vehicles for commercial use.
• Verkstad (Workshop Services) Vehicle maintenance and repair services including scheduled servicing, mechanical repairs, and diagnostic services. Serves vehicle owners needing ongoing workshop support at physical service centers.
• Däcktjänster (Tire Services) Tire replacement and related services, including online booking for tire changes through the workshop division. Targets vehicle owners needing seasonal tire changes or replacements.
• Tillbehör (Accessories) Car accessories and parts available through the Bilia webshop. Targets vehicle owners seeking branded accessories and replacement parts.
• Bilia Outlet Outlet channel for discounted vehicles and services under the Bilia family, targeting price-sensitive vehicle buyers.
• Bilia Lexus Specialized Lexus dealership operations within the Bilia network offering the Lexus brand vehicles and related services.
• Bilia Trucks Truck and heavy vehicle sales and service operations targeting commercial customers requiring larger vehicles.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core.

• Bilia ABcoreStrategic or Co-development PartnerSöderbergs Bil och Olofsson Bil has been fully integrated into the Bilia family. Bilia AB is the parent company and one of the largest automotive dealership groups in the Nordic region. Söderbergs Bil now operates under the Bilia brand identity.
• VolkswagencoreChannel Partner/ Reseller/ DistributorVolkswagen is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized Volkswagen dealer for passenger cars and transport vehicles.
• VolvocoreChannel Partner/ Reseller/ DistributorVolvo is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized Volvo dealer.
• BMWcoreChannel Partner/ Reseller/ DistributorBMW is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized BMW dealer.
• ToyotacoreChannel Partner/ Reseller/ DistributorToyota is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized Toyota dealer.
• Mercedes-BenzcoreChannel Partner/ Reseller/ DistributorMercedes-Benz is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized Mercedes-Benz dealer.
• AudicoreChannel Partner/ Reseller/ DistributorAudi is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized Audi dealer.
• ŠkodacoreChannel Partner/ Reseller/ DistributorŠkoda is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized Škoda dealer.
• CUPRAcoreChannel Partner/ Reseller/ DistributorCUPRA is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized CUPRA dealer.
• SEATcoreChannel Partner/ Reseller/ DistributorSEAT is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized SEAT dealer.
• PolestarcoreChannel Partner/ Reseller/ DistributorPolestar is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized Polestar dealer.
• XPENGcoreChannel Partner/ Reseller/ DistributorXPENG is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized XPENG dealer.
• NissancoreChannel Partner/ Reseller/ DistributorNissan is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized Nissan dealer.
• MINIcoreChannel Partner/ Reseller/ DistributorMINI is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized MINI dealer.
• LexuscoreChannel Partner/ Reseller/ DistributorLexus is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized Lexus dealer.
• PorschecoreChannel Partner/ Reseller/ DistributorPorsche is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized Porsche dealer (Bilia Porsche).
• Lynk & CocoreChannel Partner/ Reseller/ DistributorLynk & Co is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized Lynk & Co dealer.
• Land RovercoreChannel Partner/ Reseller/ DistributorLand Rover is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized Land Rover dealer.
• JaguarcoreChannel Partner/ Reseller/ DistributorJaguar is one of the 18+ vehicle brands sold through Söderbergs Bil/Bilia dealerships. The company serves as an authorized Jaguar dealer.

Scale indicators1 record

Direct peers

• Däckia: Nordic tire retail and service chain operating across Sweden and the broader region. Directly comparable to Söderbergs Bil's tire-change service line (Däcktjänster) and overlapping in B2C tire retail.
• Holmgrens Bil: Long-standing Swedish multi-brand automotive dealer group, also consolidated into Bilia AB. Comparable in operating model (multi-brand retail plus workshop) and geographic overlap in Sweden, and serves as a sibling entity within the Bilia group structure.
• Mekonomen Group: Leading Nordic chain for automotive service, parts, and accessories, operating workshops and parts retail across Sweden and neighboring markets. Comparable to Söderbergs Bil's workshop and aftermarket business, though Mekonomen is service-/parts-led rather than vehicle-sales-led.
• Hedin Mobility Group: One of Europe's largest privately held automotive dealer groups, operating multi-brand vehicle retail across the Nordics, Germany, and Belgium. Directly comparable to Söderbergs Bil in business model (multi-brand franchised dealerships plus service) and customer base, and is the most meaningful domestic competitor to the Bilia group in Sweden.
• Autoexperten: Nordic automotive parts and accessories retailer with affiliated workshop network. Comparable to the accessories and service components of Söderbergs Bil's offering, though more aftermarket-focused and not engaged in new-vehicle retail.
• Hedin Trucks: Swedish commercial-vehicle dealer and service operator affiliated with Hedin Mobility Group. Directly comparable to Söderbergs Bil's commercial vehicle and Bilia Trucks offerings, serving fleet and B2B customers with truck sales and workshop services.

Broad incumbents

• Bilia AB: Publicly listed parent company and the largest automotive dealership group in the Nordic region. Söderbergs Bil is wholly integrated into Bilia; the parent operates an overlapping multi-brand dealership and service network across Sweden and Norway, including dedicated Porsche and Lexus sub-brands.

Emerging players

• Tesla Sweden: Direct-to-consumer EV manufacturer-sales operation in Sweden, bypassing the franchised dealer model. Not directly comparable as a retailer, but represents the most material structural threat to the dealer-intermediated model that Söderbergs Bil depends on.

Market position

Customer concentration

• Facebookfacebook.com/soderbergsbil

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries14 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 Söderbergs Bil