What Bilhandel does

Bilhandel operates as the consumer-facing flagship of Pace Group ApS, a privately held Danish company headquartered in Aarhus (Vestergade 48H; CVR 42133965). Pace runs a multi-platform digital ecosystem serving the full Danish car-owner lifecycle, including Bilhandel (car marketplace), TjekBil (vehicle inspection and history), SmartSalg and NEMbilhandel (car sales services), BilGalleri and Bilzonen (marketplace and community), MotorcykelGalleri (motorcycle marketplace), Nummerpladeregister (license plate registry), and vindicate.io (B2B data services). The platforms collectively attract 1.35 million car listing views per month, 600,000+ active car seekers, and generate 10,000+ dealer leads per month at a 14% inquiry-to-sale conversion rate.

Name

Bilhandel

Legal name

Pace Group ApS

Website

https://forhandler.bilhandel.dk

Company type

Private

Operating status

Operating

Short description

Pace Group ApS operates a portfolio of Danish automotive digital platforms (Bilhandel, TjekBil, SmartSalg, NEMbilhandel, vindicate.io) that connect hundreds of car dealers with 600,000+ monthly active car seekers via marketplace listings, lead generation, and B2B vehicle data services.

Ownership category

akta.pro rank

Product category

Online Automotive Marketplace

NAICS

Automotive Equipment Rental and Leasing (5321)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Corporate Vehicle Subscription & Flexible Access Programs (TLABALAH)

Keywords

• Online car marketplace
• Automotive lead generation
• Vehicle data solutions
• Car dealer services
• Used car platform

Headquarters

HQ city

Aarhus

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Lead generation for dealers: Generates leads for car dealers through their platforms, connecting dealers with car buyers ready to transact. 14% of inquiries lead to sales.
2. Platform services for car owners: Multiple platforms serving car owners with buying, selling, leasing and servicing decisions
3. Data solutions for businesses: Provides automotive data including vehicle information, valuations, technical data, market insights and user preferences to businesses

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Bilhandel operates digital car marketplace platforms (under Pace Group ApS) that help Danish consumers buy, sell, lease, rent and service vehicles, while connecting car dealers with ready-to-transact buyers through lead generation. The company also provides automotive data solutions, including vehicle information, valuations, technical data, market insights, and user preferences, to businesses.

Product overview

Pace operates a multi-platform ecosystem for Danish automotive services. The core platform is Bilhandel (car marketplace), supplemented by TjekBil (vehicle inspection), SmartSalg (smart sales), and NEMbilhandel (easy sales) for consumers. Additional specialized platforms include vindicate.io (data solutions), BilGalleri, MotorcykelGalleri (motorcycle gallery), Nummerpladeregister (license plate registry), and Bilzonen. Pace also provides dealer solutions and data solutions as part of its B2B offerings, reaching 1.35 million car listings monthly, 600,000+ active car seekers, and generating 10,000+ leads monthly.

Differentiator

Problem solved

Functional benefit

Brands

• Bilhandel: Platform for buying and selling cars in Denmark
• TjekBil
• SmartSalg
• NEMbilhandel
• vindicate.io

Products and services

• Bilhandel

Quantifiable outcome

• 14% of inquiries lead to sales for dealers

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Toyota DenmarkminorGTM or Marketing PartnerToyota is listed among the partner brands displayed on Pace's platform, indicating a commercial or marketing relationship for reaching car buyers
• Santander Consumer BankminorGTM or Marketing PartnerSantander is displayed as a partner, likely related to financing/leasing services for car buyers using Pace platforms
• FDM (Forenede Danske Motorister)minorGTM or Marketing PartnerFDM (Forenede Danske Motorister), the Danish Motorists' Association, is listed as a partner on the platform
• BilGallericoreTechnology or IntegrationBilGalleri is part of the Pace platform ecosystem, serving as a car marketplace within their multi-platform strategy
• MotorcykelGallericoreTechnology or IntegrationMotorcycleGalleri is part of the Pace platform ecosystem, extending services to motorcycle buyers and sellers
• BilzonencoreTechnology or IntegrationBilzonen is part of the Pace platform ecosystem for car marketplace services

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Mobile.de: Germany's dominant automotive marketplace owned by Adevinta. Comparable marketplace and lead-gen model but at much larger scale and focused on the German market.
• Auto1 Group: European used car platform operating across 30+ countries with proprietary valuation data. Comparable as a tech-enabled automotive marketplace with data-driven dealer relationships, though Auto1 also operates inventory directly.
• Cars.com: US-listed automotive marketplace and lead generation platform for dealers. Comparable B2B/B2C marketplace model with dealer subscription and lead products.
• CarGurus: Public US/UK automotive marketplace with transparent pricing and dealer lead generation. Comparable dealer-lead monetization model and data-driven consumer experience at significantly larger scale.
• Autotrader UK: UK's leading automotive marketplace and lead-generation platform owned by Cox Automotive. Comparable dealer subscription and consumer car-buying model, though operating in a different European market.

Emerging players

• Autouncle: European car valuation and comparison platform operating in 20+ markets. Comparable to Pace's data and valuation offerings via vindicate.io, serving consumers evaluating car prices across Europe.

Direct peers

• AutoScout24: Europe's largest online automotive marketplace operating across 20+ countries. Directly comparable as a multi-country classifieds and lead-generation platform for car buyers and dealers.
• Bilbasen: Denmark's largest automotive classifieds marketplace owned by Nordic Entertainment Group. Directly competes with Bilhandel for Danish car buyers and dealer leads, with comparable listings and consumer traffic.
• DBA.dk: Denmark's leading general classifieds platform with a strong automotive vertical. Overlaps with Pace in serving Danish car buyers and sellers, though with broader category scope.
• FINN.no: Norway's leading classifieds platform with a major automotive vertical. Comparable Nordic marketplace serving car buyers and dealers, with overlapping traffic patterns and dealer lead monetization.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries8 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 Bilhandel