Jaguar Land Rover Norge

What Jaguar Land Rover Norge does

Jaguar Land Rover Norge, legally Bilia JLR Import Norway AS (org.nr. 931 752 367), is the official importer and brand operator for Land Rover vehicles in Norway. Established in 2020 and headquartered in Lysaker (Oslo), the company is a wholly-owned subsidiary of Swedish automotive retailer Bilia AB, which sits within the global Jaguar Land Rover Limited (UK) and ultimately Tata Motors (India) ownership chain. The entity coordinates brand marketing, dealer relations, and vehicle imports through a nationwide authorized network of 9 dealers covering Oslo, Billingstad, Fredrikstad, Hamar, Bergen, Kristiansand, Trondheim, Stavanger, and Tønsberg.

The product portfolio spans three families built on Land Rover's modular architecture: the Range Rover family (Range Rover, Sport, Velar, Evoque) as luxury SUVs; the Discovery family (Discovery, Discovery Sport) as versatile 7-seat family vehicles; and the Defender family (90, 110, 130, Hard Top) as extreme-capability off-roaders, with Special Vehicle Operations (SV) providing bespoke variants. Differentiated technology includes the Terrain Response adaptive driving system, Wade Sensing water-depth monitoring (up to 900mm wading depth on flagship models), InControl/Pivi Pro connected infotainment with Alexa and Google Home integration, and PHEV powertrains offering up to 50 km zero-emission range. Supporting the vehicle line-up are a 5-year/150,000 km factory warranty, an extendable warranty product, the Approved certified pre-owned programme (165-point inspection, 24-month warranty), and Roadside Assistance.

Revenue is generated through new vehicle sales (unit prices NOK 800,000 to over NOK 2,150,000), approved used vehicle sales, authorized workshop service and maintenance, genuine parts and accessories (including the Land Rover Collection merchandise line), and extended warranty products. End customers are primarily affluent Norwegian individual buyers and corporate fleet clients via the Business and Mobility programme, with a secondary specialist/expedition operator segment (e.g., rescue services, humanitarian organizations). Distribution is omnichannel: customers configure vehicles online via the build tool and finalize purchases through dealers who also handle financing, trade-ins, service, and parts. The importer itself employs approximately 16 staff in a wholesale/coordination role.

Name

Jaguar Land Rover Norge

Legal name

Bilia JLR Import Norway AS

Website

https://landrover.no

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Jaguar Land Rover Norge (Bilia JLR Import Norway AS) is the official Norwegian importer and distributor for Land Rover luxury and off-road SUVs, operating a nationwide network of 9 authorized dealers serving affluent individual consumers, corporate fleet customers, and specialist expedition operators across Norway.

Ownership category

akta.pro rank

Product category

Luxury Automotive Retail

NAICS

Automobile and Other Motor Vehicle Merchant Wholesalers (42311), Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Cross-Border Vehicle Logistics & Customs/Compliance (VIN, Documentation) (TLADAJAL)

Keywords

• Luxury SUV retail
• Automotive dealer network
• Vehicle import distribution
• Off-road vehicles
• Premium brand cars

Headquarters

HQ city

Lysaker

HQ country

Norway

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Land Rover vehicles (Range Rover, Range Rover Sport, Range Rover Velar, Range Rover Evoque, Discovery, Discovery Sport, Defender) through authorized dealer network in Norway. Revenue is generated through direct customer purchases. Prices range from approximately 800,000 NOK to over 2,150,000 NOK depending on model and specification.
2. Approved Used Vehicle Sales: Sale of certified pre-owned Land Rover vehicles under the Approved program, featuring a 165-point inspection, minimum 24-month warranty, and vehicles under 5 years/100,000 km.
3. Service and Maintenance: Authorized dealers provide workshop services including scheduled maintenance, repairs, EU inspections, paint protection, smart repair, and glass damage repair using genuine Land Rover parts.
4. Genuine Parts and Accessories: Sale of genuine Land Rover parts and accessories including wheels, tyres, towing equipment, expedition gear, pet accessories, and lifestyle merchandise (Land Rover Collection).
5. Land Rover Extended Warranty: Extended warranty product available for vehicles under 5 years and under 100,000 km, extending coverage up to 7 years or 200,000 km. Transferable to new owner if vehicle is sold privately.
6. Vehicle Rental and Leasing: Dealer partners such as Hellestø offer vehicle rental, leasing, and car care services in addition to sales.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels11 records

Core offering

Bilia JLR Import Norway AS imports and distributes Land Rover vehicles in Norway through a network of 9 authorized dealers spanning Oslo, Billingstad, Fredrikstad, Hamar, Bergen, Kristiansand, Trondheim, Stavanger, and Tønsberg. The portfolio includes the Range Rover family, Discovery family, Defender (90/110/130), and Special Vehicle Operations bespoke variants with petrol, diesel, and plug-in hybrid powertrains. The business also delivers approved used vehicles under a 165-point inspection program, manufacturer warranty, roadside assistance, genuine parts and accessories, and a Business and Mobility fleet program for corporate customers.

Product overview

Jaguar Land Rover Norge operates the Norwegian market presence for the Land Rover brand, representing a portfolio of luxury and adventure SUVs built on a modular platform architecture. The core product line spans three families: the Range Rover family (Range Rover, Range Rover Sport, Range Rover Velar, Range Rover Evoque) as luxury SUVs; the Discovery family (Discovery, Discovery Sport) as versatile family SUVs; and the Defender family (Defender 90, Defender 110, Defender 130, Defender Hard Top) as extreme-capability off-roaders. Supporting the vehicle line-up, Land Rover offers the InControl connected-vehicle platform (with Pivi Pro infotainment, Alexa/Google Home integration), a 5-year factory warranty (extendable via Extended Warranty), Land Rover Approved certified pre-owned programme, Roadside Assistance, online configurator, and the Land Rover Collection branded merchandise. SV (Special Vehicle Operations) provides bespoke high-performance variants. The Business and Mobility programme addresses corporate fleet customers. The Norwegian operation is managed by Bilia JLR Import Norway AS, with nine authorised dealers across Norway.

Differentiator

Problem solved

Functional benefit

Products and services

• Defender The Defender is Land Rover's iconic off-road SUV, available in 90 (2-door), 110 (4-door), and 130 (8-seat extended body) configurations. It offers extreme terrain capability with configurable Terrain Response modes, wading depths up to 900mm, and a choice of diesel, petrol, or plug-in hybrid powertrains, targeted at adventure and off-road enthusiasts.
• Range Rover The Range Rover is Land Rover's flagship luxury SUV, offering premium refinement combined with all-terrain capability. Available in standard and long-wheelbase configurations with petrol, diesel, and plug-in hybrid powertrains, featuring advanced air suspension and wading depth of 900mm, targeted at affluent buyers seeking ultimate luxury and prestige.
• Range Rover Sport The Range Rover Sport is a performance-oriented luxury SUV positioned below the flagship Range Rover, offering dynamic handling with the full breadth of Land Rover capability, featuring wading depth of 900mm. Targeted at buyers seeking sporty dynamics combined with luxury and off-road credentials.
• Range Rover Velar The Range Rover Velar is a mid-size luxury SUV bridging design and capability, featuring distinctive design and advanced Pivi Pro infotainment, with wading depth of 530mm (coil springs) or 580mm (air suspension). Targeted at design-conscious luxury SUV buyers.
• Range Rover Evoque The Range Rover Evoque is a compact luxury SUV known for its bold design and advanced technology, available with petrol, diesel, and plug-in hybrid options, targeted at urban luxury buyers seeking a more compact footprint.
• Discovery The Discovery is Land Rover's most versatile 7-seater SUV, designed for families and adventures with seating for up to seven, advanced off-road technology, and wading depth of 900mm, targeted at family buyers seeking space and capability.
• Discovery Sport The Discovery Sport is a compact and versatile SUV offering flexible seating and adventure-ready capability in a more compact footprint, with wading depth of 600mm, targeted at smaller families and active lifestyle buyers.
• SV (Special Vehicle Operations) SV (Special Vehicle Operations) is Land Rover's bespoke and high-performance division, offering exclusive customisation, limited editions, and extreme performance variants across the model range, targeted at ultra-high-net-worth buyers seeking exclusivity.
• Business and Mobility Fleet Programme The Business and Mobility programme is Land Rover's fleet and business sales programme, offering specialist sales support, sustainability-focused solutions, and dedicated fleet services for corporate customers, targeted at corporate fleet managers and business buyers.
• 5-Year Factory Warranty All new Land Rovers come with a 5-year/150,000 km factory warranty covering manufacturing defects, with free repairs using genuine Land Rover parts at authorised dealers. Includes paint warranty (5 years) and rust warranty (6 years).
• Land Rover Extended Warranty Extended warranty programme available for vehicles under 5 years and under 100,000 km, extending coverage up to 7 years or 200,000 km from first registration. Transferable to new owners upon private sale.
• Land Rover Approved (Certified Pre-Owned) Land Rover Approved is a certified pre-owned programme featuring a 165-point inspection, exclusive use of genuine Land Rover parts, minimum 24-month/50,000 km warranty (up to 100,000 km vehicle eligibility), full service history, and roadside assistance.
• Land Rover Roadside Assistance (Veihjelp) Land Rover Roadside Assistance provides on-site diagnosis and repair, free towing to certified service workshops, and hotel accommodation when far from destination, available throughout the 5-year warranty period for all new Land Rover vehicles.
• Land Rover Collection (Branded Merchandise) The Land Rover Collection is a branded merchandise line offering clothing, accessories, and gifts inspired by the vehicles, featuring British elegance and functionality for outdoor enthusiasts, available through authorised dealers.
• Defender Explorer Pack Explorer Pack is an accessory package for the Defender that enhances off-road capability for challenging adventures. Includes Expedition Roof Rack (132 kg capacity), Raised Air Intake, Drop-In Tailgate Seat, Exterior Side-Mounted Gear Carrier (24L/17kg), mudflaps, matte black bonnet decal, and Spare Wheel Cover.

Quantifiable outcome

• Up to 900mm wading depth on Range Rover and Defender with air suspension
• +4 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Bilia GroupcoreChannel Partner/ Reseller/ DistributorBilia Group is the parent company and operator of Land Rover/Jaguar vehicle import and distribution in Norway through Bilia JLR Import Norway AS. Bilia is a major Nordic automotive retail group operating across Norway, Sweden, and other Nordic countries. Bilia handles the Norwegian website (landrover.no), coordinates the dealer network, and manages brand marketing for JLR in Norway.
• 9 Authorized Land Rover Dealers (Norway)coreChannel Partner/ Reseller/ DistributorNine authorized dealer companies operate across Norway as the exclusive retail network for Land Rover vehicles and services. These include: Motorpool (Billingstad/Asker Bærum), Bilia Insignia Fredrikstad, PS Service Senter (Hamar), Bilia Insignia Bergen, Bilia Insignia Kristiansand, Bilia Insignia Oslo, Nardo Bil (Trondheim), Hellestø (Stavanger), and Bilservice Brankos (Tønsberg). Dealers provide sales, service, parts, and approved used vehicles.
• Red Cross (International)minorStrategic or Co-development PartnerLand Rover has a long-standing humanitarian partnership with the Red Cross. The Defender vehicle has been tested by Red Cross experts and modified for humanitarian use, including the 'Project Hero' Defender variant equipped with emergency communications technology. Defender models support Red Cross humanitarian operations globally.
• Wimbledon (All England Lawn Tennis Club)minorGTM or Marketing PartnerLand Rover is a long-standing global sponsor of the Wimbledon Championships. The partnership includes vehicle supply for tournament operations and global brand visibility.
• Tusk ConservationminorStrategic or Co-development PartnerLand Rover has a partnership with Tusk, a conservation organization working to protect wildlife in Africa. The collaboration includes supporting conservation efforts through vehicle donations and the Defender Trophy challenge series.
• Norseman TriathlonminorGTM or Marketing PartnerLand Rover is a sponsor of the Norseman extreme triathlon in Norway, with the Defender X Norseman edition and vehicle support for race operations.

Scale indicators5 records

Expansion highlights5 records

Others

• Bilia AB: Swedish parent company that owns Bilia JLR Import Norway AS and operates the multi-brand Norwegian dealer footprint (Bilia Insignia sites). Not a peer in the customer sense but a closely adjacent ecosystem participant that controls the physical retail layer underneath the Land Rover brand in Norway.

Direct peers

• Tesla Norway: Tesla's Norwegian operation, the dominant EV competitor in the premium/luxury Norwegian segment (Model X, Model Y). Direct competitor for affluent early-electrified buyers and a benchmark for how a vertically integrated direct-sales importer-distributor can capture share in Norway's EV-heavy market.
• Porsche Norge: Norwegian subsidiary of Porsche AG, competing in the upper-premium SUV segment (Cayenne, Macan) at price points overlapping the higher Range Rover trims. Comparable premium importer-distributor model with strong residual values and similar affluent-buyer targeting.
• BMW Norge: Norwegian subsidiary of BMW Group, competing directly in the premium and luxury SUV segment (X5, X7) against Range Rover and Defender. Similar premium importer-distributor model with an authorized dealer network, PHEV/BEV offerings, and parallel Norwegian market positioning.
• Jaguar Norge: Norwegian importer-distributor of the sister Jaguar brand, also operated through Bilia JLR Import Norway AS and the same authorized dealer network. The closest operational and structural peer — same parent, same importer, same dealer channels — making it a near-perfect comparable for unit economics.
• Volvo Personbiler Norge: Norwegian importer/distributor of Volvo Cars, the closest Swedish premium SUV peer. Competes head-to-head with Land Rover for affluent family SUV buyers (XC60/XC90 vs. Discovery/Range Rover Sport) with overlapping dealer footprints and similar Nordic tax-driven powertrain strategies.
• Audi Norge: Norwegian subsidiary of Audi AG, competing in the premium SUV space (Q5, Q7, Q8) with an authorized dealer structure. Comparable importer-distributor business model with significant Norwegian market share in the premium segment that overlaps with Land Rover's buyer pool.
• Mercedes-Benz Norge: Norwegian arm of Mercedes-Benz AG, a direct premium SUV competitor (GLE, GLS, G-Class) with a similar authorized dealer model. Competes for the same affluent Norwegian buyers and has parallel PHEV/EQ Power strategies, making it a structurally comparable peer.

Broad incumbents

• Toyota Norge: Norwegian arm of Toyota Motor Corporation, the volume leader in hybrid powertrains. While not a direct premium SUV competitor, Toyota's hybrid technology leadership sets the benchmark Land Rover's PHEV portfolio must beat and its Land Cruiser overlaps the upper end of Defender's buyer base.
• Volkswagen Norge: Norwegian subsidiary of Volkswagen AG, a broad-line incumbent with premium-leaning offerings (Touareg, ID.4/ID.5) that overlap the lower Range Rover Velar/Evoque buyer pool. Comparable authorized dealer model and importer-distributor structure for the Norwegian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Defende
• YouTubeyoutube.com/channel/UC-KxY-X5NFTC5siGbktsOnQ
• Facebookfacebook.com/LandRoverNorway
• Instagraminstagram.com/landrovernorge
• LinkedInlinkedin.com/company/jaguar-land-rover-norge

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 Jaguar Land Rover Norge