Bilgruppen i Norr

What Bilgruppen i Norr does

Bilgruppen i Norr is a privately held Swedish automotive retail group headquartered in Umeå that operates as an authorized Kia dealer across northern Sweden (Norrland). Formed in June 2021, the group consolidates five physical locations — Umeå (also representing Subaru), Sundsvall, Kramfors, Skellefteå, and Örnsköldsvik — with four full-service facilities and one used-car-only outlet. The group employs just over 100 staff and generates turnover of just over 1 billion SEK annually.

The core product offering centers on Kia's electric and electrified vehicle lineup — including the EV3, EV4, EV5, EV6, EV9 passenger EVs and the PV5 commercial vehicle — together with the Sorento combustion SUV and a broad used-car inventory. Revenue is generated through one-time new and used vehicle sales, authorized Kia service and repairs, tire hotel (seasonal storage), bodywork, complimentary 24-hour vehicle valuation with home pickup, and test-drive bookings for both private and business customers. Pricing is quote-based rather than publicly listed, with promotional consumer financing available at 3.95% interest versus a 6.95% standard rate.

The go-to-market is a physical retail dealership model supported by a location-segmented website, model-specific campaign pages, and an active recruitment funnel via Teamtailor. Distribution is exclusively through owned showrooms and direct sales by car advisors (bilrådgivare); there is no digital platform, app, or API layer. The group self-positions as 'Norrlands största Kia-handlare' (Norrland's largest Kia dealer) and emphasizes local presence, authorized service for rechargeable vehicles, and convenience services such as free valuation and home pickup as the basis of its value proposition.

Name

Bilgruppen i Norr

Legal name

Bilgruppen i Norr

Website

https://bgnorr.se

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Bilgruppen i Norr is a privately held authorized Kia dealership group operating five full-service and used-car facilities across northern Sweden, employing just over 100 staff and serving private and business customers with new EVs, used vehicles, and authorized service.

Ownership category

akta.pro rank

Product category

Automobile Dealership

NAICS

Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

Keywords

• Automobile dealership
• Authorized Kia dealer
• Vehicle service repairs
• Electric vehicle sales
• Used car sales

Headquarters

HQ city

Umeå

HQ country

Sweden

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain

Revenue model

1. New car sales: Sales of new Kia vehicles including electric models (EV3, EV4, EV5, EV6, EV9) and combustion models (Sorento). Also sells Kia commercial vehicles (PV5).
2. Used car sales: Sales of pre-owned vehicles across all locations including specialized used car operations in Örnsköldsvik.
3. Vehicle service and repairs: Authorized Kia service operations at all full-service facilities. Includes routine maintenance, repairs, and bodywork (rutbyten).
4. Tire services: Tire hotel (däckhotell) services at full-service facilities for seasonal tire storage.
5. Car valuation and trade-in: Free vehicle valuation (within 24 hours) and car trade-in/buy-back services.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels2 records

Core offering

Bilgruppen i Norr is an authorized Kia dealership group operating across five cities in northern Sweden. The company sells new Kia vehicles (including electric models EV3, EV4, EV5, EV6, EV9 and the PV5 commercial vehicle, plus the Sorento SUV), used cars, and provides authorized Kia servicing, repairs, tire storage (däckhotell), and maintenance (rutbyten). In Umeå it also represents Subaru.

Product overview

Bilgruppen i Norr is a multi-location authorized Kia dealership offering a unified product and service portfolio. The core offering combines new and used car sales with comprehensive automotive services. The product lineup centers on Kia's electric vehicle range (EV3, EV4, EV5, EV6, EV9, PV5) and traditional combustion models (Sorento), complemented by an extensive used car inventory. Service capabilities include authorized Kia maintenance, tire storage (däckhotell), route changes, and complimentary vehicle valuation. The company operates full-service facilities across five Northern Swedish cities (Umeå, Sundsvall, Kramfors, Örnsköldsvik, Skellefteå), with Umeå also representing Subaru. Services are delivered through physical dealership locations rather than a digital platform, with no API or software product mentioned.

Differentiator

Problem solved

Functional benefit

Products and services

• New Car Sales (Kia New Vehicles)

Quantifiable outcome

• Over 1 billion SEK in annual revenue

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Kia SwedencoreChannel Partner/ Reseller/ Distributor · 1 June 2021Bilgruppen i Norr operates as an authorized Kia dealer through subsidiary companies, providing sales, service, and repairs for Kia vehicles in Umeå, Kramfors, Sundsvall, and Skellefteå. The company represents Kia's largest dealer presence in northern Sweden (Norrland).

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• Mekonomen: Nordic automotive aftermarket and service chain. While not a direct dealer competitor, it represents an alternative service channel that competes for after-sales revenue in the same customer base.

Direct peers

• Holmgrens Bil: Large Swedish automotive dealer group with full-service dealerships across multiple brands and locations. Directly comparable showroom-and-service model with similar geographic concentration in Sweden.
• Bilia AB: Swedish multi-brand car dealer group publicly listed on Nasdaq Stockholm, operating full-service dealerships across Sweden, Norway, and other markets. Directly comparable dealership model with new and used car sales plus service operations.
• Din Bil Sverige: Swedish multi-brand dealer group operating authorized sales and service for multiple OEM brands including Kia, Hyundai, and others. Directly comparable business model of authorized OEM representation with full-service operations.
• Ryd's Bil: Swedish car dealer group operating across multiple brands and locations, including authorized service for several OEMs. Comparable multi-location dealer model with similar authorized service center footprint.

Broad incumbents

• Hedin Mobility Group: One of Europe's largest automotive dealer groups with operations across multiple brands and geographies, including Sweden. Highly comparable business model as a multi-brand dealer group, though significantly larger and more diversified than Bilgruppen i Norr.

Regional players

• Bavaria Sverige: Swedish dealer group historically focused on BMW and related premium brands. Comparable multi-location authorized dealer model operating in similar Swedish regional markets, though differentiated by premium-brand focus.
• Upplands Bil: Swedish regional dealer group with multi-brand authorized representation including service operations. Comparable dealership model though concentrated in a different Swedish region (Mälardalen).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/bilgruppen-i-norr

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 Bilgruppen i Norr