Landfari

What Landfari does

Landfari ehf. is the authorized dealer for Mercedes-Benz commercial vehicles and passenger coaches in Iceland, operating under the DBA "Landfari" with a secondary brand "Sleggjan." The company retails the full Daimler Truck portfolio of heavy-, medium-, and light-duty trucks (Actros, Actros L ProCabin, Arocs, Atego, Econic, Unimog), the corresponding electric variants (eActros, eActros 600, eCitaro), touring coaches (Tourismo, Setra, Intouro), and city buses (Citaro), together with trailer brands Meiller, Faymonville, and VAK, plus Hammar container-lifting equipment. Revenue is generated across four streams: one-time new-vehicle sales, hardware parts sales (genuine MB plus aftermarket lines such as FEBI and ProVia/Wabco), workshop and maintenance services priced on hourly day rates across three capital-area locations, and 24/7 emergency roadside support.

The business is operated from a headquarters in Mosfellsbær (~2,500 m²) hosting offices, sales, service workshop, parts warehouse, and retail shop, supported by two fully equipped workshops in Reykjavík (Klettagarðar) and Hafnarfjörður (Álfhella). Distribution is direct enterprise field sales to commercial freight operators, tourism and passenger transport companies (the largest customer cluster), trailer/semi-trailer operators, and a growing segment of buyers pursuing green logistics. Pricing for service work is set by vehicle category (truck day rate 25,200 ISK/hr, lubrication 19,350 ISK/hr, trailer service 18,980 ISK/hr, all ex-VAT), while parts and vehicle prices are quoted on inquiry. The go-to-market relies on the website as a digital storefront, social media presence, and event-based demand generation including test drives and open-house days tied to milestones such as Daimler Truck's 130-year anniversary.

Landfari ehf. is a privately held Icelandic private limited company (Kt: 650190-1309), wholly owned as a subsidiary of Inchcape, the London-listed global automotive distributor, and operates under Inchcape's code of conduct and governance framework. The company is certified to the Icelandic equal-pay standard ÍST 85/2012. Solely working the Icelandic market, Landfari is the exclusive route to market for Mercedes-Benz commercial trucks and coaches in the country, with ~80 Tourismo units sold since 2001 and an accelerated 2026 delivery plan covering five eActros 600 trucks and more than 20 Tourismo coaches.

Name

Landfari

Legal name

Landfari ehf.

Website

https://landfari.is

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Landfari ehf. is the exclusive authorized Mercedes-Benz commercial vehicle, touring coach, and bus dealer in Iceland, operating three Greater Reykjavík workshops and a parts/service network. A wholly owned Inchcape subsidiary, it sells Actros, eActros 600, Tourismo and related brands to freight, tourism and green-logistics fleets.

Ownership category

akta.pro rank

Headquarters

HQ city

Mosfellsbær

HQ country

Iceland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Mercedes-Benz commercial trucks (Actros, Arocs, Atego, Econic, Unimog), coaches/touring buses (Tourismo, Setra, Citaro), and electric vehicles (eActros, eActros 600, eCitaro). Sales conducted through dealership at headquarters with direct customer engagement.
2. Parts Sales: Sale of genuine Mercedes-Benz parts and aftermarket components including Febi brakes and ProVia/Wabco brake cylinders. Parts located at Desjamýri 10 warehouse with phone and email ordering.
3. Workshop and Maintenance Services: Comprehensive workshop services including lubrication, brake repairs, diagnostic readings, emergency service, trailer repairs, and Hammar container lift repairs across three workshop locations on the capital area.
4. Trailer Sales and Service: Sales and comprehensive service for Meiller trailers, Faymonville trailers, and VAK trailers, including ABS/EBS diagnostics (WABCO, KNORR, HALDEX), brake and wheel unit repairs, and annual inspection checks.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Landfari is the exclusive authorized dealer in Iceland for Mercedes-Benz and Setra commercial vehicles, including heavy-duty trucks (Actros, Arocs, Atego, Econic, Unimog), electric trucks (eActros, eActros 600), touring coaches (Tourismo, Setra), and city buses (Citaro, eCitaro). The company also sells and services Meiller trailers, Hammar container lifts, and Faymonville/VAK trailers. Operates three service workshops in the greater Reykjavík capital area providing maintenance, same-day diagnostics, 24/7 emergency service, and genuine parts supply.

Product overview

Landfari is an authorized dealer for Mercedes-Benz commercial vehicles and buses in Iceland, operating as a dealership and service provider. The product portfolio includes Mercedes-Benz trucks (Actros, Actros L, eActros, eActros 600, Arocs, Atego, Econic, Unimog), touring coaches (Tourismo, Setra, Intouro), city buses (Citaro, eCitaro), and trailer services (Meiller). Services include maintenance, repair, parts supply, rapid assessment, 24/7 emergency service, and technical information access. The company also handles Hammar container lifts and Faymonville trailers. Recent focus includes electric vehicle adoption with eActros and eActros 600 for sustainable transport.

Differentiator

Problem solved

Functional benefit

Products and services

• Mercedes-Benz Actros

Quantifiable outcome

• Same-day diagnostic completion for commercial vehicles
• +1 more outcomes

Named customers7 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

Feature7 records

Partnerships

Six partnerships are on record, tiered core, secondary and flagship.

• Mercedes-Benz (Daimler Truck)coreOEM/ Whitelabel/ Licensing PartnerLandfari is the authorized dealer for Mercedes-Benz trucks and coaches in Iceland. This is the core brand partnership, representing the principal products sold and serviced by Landfari. Products include Actros, Arocs, Atego, Econic, Unimog, eActros, eActros 600, Tourismo, Setra, and Citaro.
• HammarcoreTechnology or IntegrationLandfari is a sales and service partner for Hammar container lifting equipment in Iceland, providing both sales and after-sales service support.
• FaymonvillesecondaryTechnology or IntegrationLandfari is a sales partner for Faymonville trailers in Iceland, offering both sales and parts service for the brand.
• VAKsecondaryTechnology or IntegrationLandfari is a sales partner for VAK trailers in Iceland.
• MeillercoreTechnology or IntegrationLandfari provides comprehensive sales and extensive service for Meiller trailers, including ABS/EBS diagnostics (WABCO, KNORR, HALDEX), brake and wheel repairs, electrical system repairs, and annual inspection checks.
• InchcapeflagshipStrategic or Co-development PartnerLandfari is a subsidiary of Inchcape, a global automotive distributor. Landfari follows Inchcape's code of conduct governing responsible behavior in business and interactions with employees, customers, suppliers, and partners.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• DAF Trucks: DAF Trucks is a Dutch heavy-duty truck manufacturer (PACCAR Inc.) competing directly with Mercedes-Benz Actros, Arocs, and Atego in the European freight and distribution segments. It operates through a similar authorized-dealer model across Europe.
• Scania: Scania is a Swedish heavy commercial vehicle OEM (part of Traton Group) manufacturing trucks, buses, and coaches that compete with Mercedes-Benz equivalents sold by Landfari. It serves the same Nordic and European commercial transport customer segments through its own dealer network.
• Traton Group: Traton Group is the Volkswagen AG truck holding company encompassing Scania, MAN, Navistar, and Volkswagen Truck & Bus. As a multi-brand European commercial vehicle competitor, it represents the broader incumbent competitive threat to Landfari's Mercedes-Benz-only offering.
• MAN Truck & Bus: MAN Truck & Bus is a German heavy-duty commercial vehicle OEM (Traton Group) producing trucks, buses, and coaches competing directly with the Mercedes-Benz portfolio Landfari distributes. It targets the same European logistics, construction, and passenger transport operators.
• Volvo Trucks: Volvo Trucks is a global heavy-duty truck OEM headquartered in Sweden, with strong presence across European markets including Iceland through local dealer networks. It competes directly with Mercedes-Benz trucks that Landfari distributes, serving the same freight and construction transport customer base.
• IVECO: IVECO is an Italian commercial vehicle manufacturer producing light, medium, and heavy trucks, buses, and specialty vehicles that compete with Mercedes-Benz commercial offerings distributed by Landfari. It addresses similar customer segments across European markets.

Direct peers

• Bertel O. Steen: Bertel O. Steen is a leading Mercedes-Benz authorized dealer in Norway, distributing both passenger cars and commercial vehicles across the Nordic region. It is directly comparable to Landfari as a regional Mercedes-Benz commercial vehicle distributor with full sales, service, and parts operations in a Northern European market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/landfari

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Landfari