Motor Forum AS, Asker og Bærum

What Motor Forum AS, Asker og Bærum does

Motor Forum AS, Asker og Bærum is a multi-brand automotive dealership network operating under the corporate parent Motor Gruppen Detalj AS, headquartered in Oslo. The company operates 16 physical retail showroom and workshop locations across Norway, spanning from Ålesund in the west to Oslo in the east and from Kristiansand in the south to Hamar in the inland region. The company was established in the early 1980s and has served Norwegian car buyers for over 40 years under the 'Simpler Car Everyday Life' (enklere bilhverdag) value proposition.

The company's core business is the sale of new passenger vehicles from eight OEM brand portfolios — Chinese electric brands Changan (including Deepal sub-brand), Hongqi, Dongfeng, and Voyah; Japanese brand Mitsubishi; and European brands Dacia and Renault, plus Farizon commercial vehicles (Geely Group). It also sells pre-owned vehicles from various brands and purchases used cars directly from consumers. Beyond vehicle sales, Motor Forum provides a full lifecycle service offering that includes workshop and maintenance services (EU-kontroll periodic inspection, service agreements, tire storage, damage repair, bodywork and paint, glass replacement, air conditioning service, key service, and loaner vehicles), parts and accessories sales, and vehicle financing facilitated through a core partnership with Santander Consumer Bank covering private leasing, business leasing, and car loans. Customer-facing technology includes online workshop booking, brand-specific subdomain websites for Dacia and Renault, and the 'Min Bil' mobile app.

The business model is direct-to-consumer via physical showrooms complemented by digital channels (website, online booking, mobile app). Revenue is generated through one-time vehicle sales (new and used), workshop service fees on a per-job basis, parts and accessories sales, and financing commissions/royalties from Santander Consumer Bank. The primary customer segment is individual Norwegian consumers purchasing or leasing personal vehicles, with a secondary segment of corporate and fleet buyers served via business leasing and fleet sales. The company is privately held, with no disclosed institutional investors or external funding.

Name

Motor Forum AS, Asker og Bærum

Legal name

Motor Gruppen Detalj AS

Website

https://motorforum.no

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Motor Forum AS is a Norwegian multi-brand vehicle dealership network operating 16 showrooms across Norway, selling new cars from Chinese, Japanese, and European brands alongside used vehicles, workshop services, parts, and financing. It serves individual consumers and business fleet customers.

Ownership category

akta.pro rank

Product category

Automotive Retail and Dealership Services

NAICS

Motor Vehicle and Parts Dealers (441), Used Car Dealers (441120), Other Motor Vehicle Dealers (4412)

SIC

Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Motorcycle & Powersports Finance (FSAKADAG)

akta.pro secondary industries

Wholesale Vehicle Auctions (Physical & Online) (TLABAKAA), Automotive Parts, Tires & Workshop Supplies Marketplaces (CRAFAHAD)

Keywords

• Multi-brand car dealership
• New vehicle sales
• Used car sales
• Automotive workshop services
• Vehicle financing leasing

Headquarters

HQ city

Billingstad, Akershus

HQ country

Norway

HQ region

Europe

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New vehicle sales: Sale of new vehicles from multiple brands including Changan, Hongqi, Mitsubishi, Dongfeng, Voyah, Dacia, and Renault. Revenue is generated on a per-transaction basis with one-time purchase pricing.
2. Used vehicle sales: Sale of pre-owned vehicles. The company also purchases used cars from customers directly.
3. Workshop and maintenance services: Workshop services including service agreements, EU-kontroll (periodic vehicle inspection), tire storage (dekkhotell), damage repair, bodywork and paint, glass replacement, air conditioning service, key service, and loaner vehicles.
4. Parts and accessories: Sale of original parts and accessories for vehicles.
5. Vehicle financing: Financing services including private leasing, business leasing, and car loans facilitated through Santander Consumer Bank. Commission or revenue is earned on financing arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Motor Forum is a multi-brand automotive dealership network in Norway selling new vehicles from Changan, Hongqi, Mitsubishi, Dongfeng, Voyah, Dacia, and Renault, alongside used vehicles, original parts and accessories, full workshop services (EU-kontroll, tire hotel, damage repair, bodywork and paint), and vehicle financing and leasing arranged through Santander Consumer Bank. The offering is delivered across 16 retail and workshop locations spanning Norway, covering the entire vehicle ownership lifecycle from purchase through financing, service, parts, and resale.

Product overview

Motor Forum AS is a multi-brand automotive dealership network operating across Norway with 16 locations. The company offers new electric and hybrid vehicles from Chinese brands (Changan, Hongqi, Dongfeng, Voyah) and established Japanese/European brands (Mitsubishi, Dacia, Renault), along with used car sales. The product portfolio includes passenger vehicles, SUVs, and commercial vehicles with various powertrains including fully electric and plug-in hybrid options. Additional services encompass workshop/maintenance, parts and accessories, vehicle financing through Santander Consumer Bank, and insurance services.

Differentiator

Problem solved

Functional benefit

Products and services

• Changan Deepal S05 Electric SUV from Changan sold through Motor Forum in Norway, available in AWD with 435 HP and Luna, Luna+, and Aurora+ trim levels with features including panoramic glass roof and towing hitch.
• Changan Deepal S07 Electric SUV from Changan positioned as a lifestyle vehicle with the tagline "Fun Should Be Easy", starting from kr 446,275 in Norway.
• Hongqi EHS5 Electric family SUV from Hongqi with AWD, 522 km WLTP range, 5-star Euro NCAP safety rating, introduction price kr 446,275, and campaign price kr 434,275 for the Exclusive 4WD.
• Hongqi EH7 Electric sedan from Hongqi with extended range, starting price kr 506,275.
• Hongqi EHS7 Electric family SUV from Hongqi with more power than expected, starting price kr 551,275.
• Hongqi E-HS9 Full-size electric SUV from Hongqi positioned as "More Car", starting price kr 1,306,365, with over 2,100 units sold to Norwegian customers.
• Mitsubishi Outlander PHEV Plug-in hybrid SUV from Mitsubishi with S-AWC 4WD and extended range, starting from kr 910,250, offering 100% electric driving with no range anxiety.
• Mitsubishi Eclipse Cross EV Compact electric SUV from Mitsubishi with class-leading warranty and range, 87 kWh battery, up to 635 km WLTP range, 170 kW fast charging, and 8-year warranty, starting from kr 466,275.
• Dongfeng BOX Compact electric vehicle from Dongfeng with the tagline "UnBOX the Future", starting price kr 196,120.
• Dongfeng VIGO Electric vehicle from Dongfeng offering more space and freedom, starting price kr 266,120.
• Voyah COURAGE Electric SUV from Voyah with the tagline "Courage to dare", starting price kr 309,968.
• Voyah FREE Premium electric SUV from Voyah with the tagline "Freedom to explore", starting price kr 604,763.
• Used Cars Pre-owned vehicles from various brands including Renault, MG, Ford, Kia, Volkswagen, Hongqi, and Dongfeng, sold through Motor Forum's used car inventory and buy-back program.
• Workshop Services Workshop services including online appointment booking, tire hotel storage, damage repair, body and paint, glass replacement, air conditioning service, key service, loaner/rental cars, EU-kontroll (periodic inspection), and service agreements.
• Parts and Accessories Original parts and accessories for vehicles, including new tires, trailer hitches, roof racks, and various parts for the brands sold by Motor Forum.
• Financing and Leasing Services Vehicle financing through Santander Consumer Bank including private leasing (e.g., 3-year terms, 30,000–45,000 km), car loans up to 100% with terms up to 10 years, commercial/business leasing, insurance, and service agreements.

Quantifiable outcome

• More than 2,100 Norwegian customers have purchased a Hongqi E-HS9, collectively driving several million kilometers

Named customers2 records

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

Eight partnerships are on record, tiered core and minor.

• Changan (Deepal brand)coreChannel Partner/ Reseller/ DistributorMotor Forum is an authorized Changan dealer in Norway, selling new Changan and Deepal vehicles including Deepal S05, Deepal S07, and other models. Changan is a major Chinese automotive brand.
• Hongqi (HBI Norge AS)coreChannel Partner/ Reseller/ DistributorMotor Forum is an authorized Hongqi dealer in Norway, selling models including EHS5, EH7, EHS7, and E-HS9. Hongqi is a premium Chinese automotive brand distributed in Norway by HBI Norge AS.
• Mitsubishi MotorscoreChannel Partner/ Reseller/ DistributorMotor Forum is an authorized Mitsubishi dealer in Norway, selling Outlander PHEV, Eclipse Cross EV, and Eclipse Cross models. The partnership includes access to Mitsubishi's 8-year warranty program and MAP (Mitsubishi Assistance Package) road assistance.
• DongfengcoreChannel Partner/ Reseller/ DistributorMotor Forum is an authorized Dongfeng dealer in Norway, selling models including BOX and VIGO. Dongfeng is a major Chinese automotive manufacturer.
• VoyahcoreChannel Partner/ Reseller/ DistributorMotor Forum is an authorized Voyah dealer in Norway, selling premium electric vehicles including COURAGE and FREE models.
• DaciacoreChannel Partner/ Reseller/ DistributorMotor Forum is an authorized Dacia dealer in Norway, with brand-specific subdomain sites for each location. Dacia is a value-oriented brand under the Renault Group.
• RenaultcoreChannel Partner/ Reseller/ DistributorMotor Forum is an authorized Renault dealer in Norway, with brand-specific subdomain sites for each location. Renault is a major European automotive brand under the Renault Group.
• Farizon (Geely Group)minorChannel Partner/ Reseller/ DistributorFarizon, a commercial vehicle brand under the Geely Group, is listed alongside other brand logos on the Motor Forum website, indicating a distribution partnership for Farizon commercial vehicles.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bilia: Swedish-Norwegian listed dealer group operating showrooms and workshops for Volvo, BMW and other premium brands in the Nordics. Comparable full-service retail and aftersales model in overlapping Norwegian geography.
• Harald A. Møller: Norwegian distributor and dealer for Volkswagen, Audi, Skoda and related brands. Direct competitor on shared brand lines (Mitsubishi-adjacent alliance networks) and a parallel multi-location retail format.
• Møller Bil: Norway's largest multi-brand automotive dealership group, selling Volkswagen, Audi, Skoda, Porsche and others across multiple locations. Directly comparable as a multi-brand retail and service network competing for the same Norwegian consumer.
• Sulland: Norwegian multi-brand dealer group with multiple showrooms and workshops across Eastern Norway. Direct peer in full-lifecycle vehicle sales, service and parts in the same domestic geography.
• Bertel O. Steen: Norwegian automotive group operating dealership and workshop locations for several brands. Comparable multi-brand physical retail model serving Norwegian private and business customers.
• Hellanor: Norwegian automotive dealer group operating showrooms and workshops for multiple brands. Comparable multi-brand physical dealer competing in overlapping Norwegian regions.
• Frydenbø: Norwegian automotive group with dealership and workshop operations across multiple brands. Comparable multi-brand Norwegian retail and service competitor.
• Renault Norge (formerly Auto-Hall): National distributor for Renault and Dacia in Norway; shares two of Motor Forum's franchise lines. Direct peer on shared brands and a comparable direct-distributor + dealer-network hybrid model.

Broad incumbents

• Toyota Norge: National distributor and dealer network for Toyota, one of Norway's leading brands. Comparable in scale and full-lifecycle service model, but a single-brand incumbent rather than multi-brand niche.
• Volvo Car Norway: National distributor and dealer network for Volvo Cars in Norway. Comparable premium-lifecycle retail and service model in the same domestic market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/motor-forum-as-lesund

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Motor Forum AS, Asker og Bærum