Motor Forum AS

What Motor Forum AS does

Motor Forum AS is a Norwegian multi-brand car dealership network operating 16 physical locations from Asker & Bærum in the southeast to Ålesund on the west coast. The company sells new vehicles across eight OEM brands — Changan (Deepal S05/S07), Hongqi (EHS5, EH7, EHS7, E-HS9), Mitsubishi (Outlander PHEV, Eclipse Cross EV), Dongfeng (BOX, VIGO), Voyah (COURAGE, FREE), Dacia, Renault, and Farizon commercial vehicles — alongside used vehicles with a risk-free buy-back service. Workshop operations across the network provide maintenance, EU inspection, tire storage, bodywork, glass replacement, and air conditioning service. The legal entity is Motor Gruppen Detalj AS, operating under the Motor Gruppen corporate parent.

Revenue is generated through five streams: one-time new and used vehicle sales (the largest), recurring workshop and service fees, parts and accessories sales, and financing/insurance commission via a core partnership with Santander Consumer Bank (covering private leasing, car loans, commercial leasing, and insurance). Pricing varies materially by model — entry vehicles such as the Dongfeng BOX start at NOK 196,120 while premium offerings like the Voyah FREE reach NOK 604,763. Leasing is offered from NOK 2,487–3,990 per month, with campaign financing rates of 1.95–2.95% via Santander. The go-to-market is sales-led, combining in-dealership sales and test drives with digital self-service workshop booking and the Min Bil customer portal/mobile app.

The company has operated continuously since 1980, giving it over four decades of Norwegian retail presence. No proprietary technology, AI/ML capabilities, or research activity is disclosed; the digital layer is limited to standard booking and customer-portal functionality. The company is privately held under the Motor Gruppen conglomerate with no disclosed funding rounds or M&A activity.

Name

Motor Forum AS

Legal name

Motor Gruppen Detalj AS

Website

https://motorforum.no

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

Motor Forum AS is a Norwegian multi-brand car dealership network operating 16 locations, selling Changan, Hongqi, Mitsubishi, Dongfeng, Voyah, Dacia, Renault, and Farizon vehicles alongside used cars, workshop services, parts, and Santander-backed financing for individual and business customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new vehicles from multiple brands (Changan, Hongqi, Mitsubishi, Dongfeng, Voyah, Dacia, Renault)
2. Used Vehicle Sales: Sales of pre-owned vehicles with buy-back services for customers
3. Workshop and Service: Workshop services including maintenance, repair, EU control, tire storage, damage repair, bodywork and paint, glass replacement, air conditioning service
4. Parts and Accessories: Sales of original parts and accessories for vehicles
5. Financing Services: Financing options including private leasing, car loans, commercial leasing, and insurance through Santander Consumer Bank partnership

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Motor Forum AS is a Norwegian multi-brand car dealership network operating 16 locations across Norway. It sells new vehicles from Changan, Hongqi, Mitsubishi, Dongfeng, Voyah, Dacia, and Renault, alongside used vehicles with a buy-back service. The company also provides workshop services (maintenance, repairs, EU inspection, tire hotel), parts and accessories sales, and integrated financing and leasing solutions through a Santander Consumer Bank partnership.

Product overview

Motor Forum AS is a Norwegian multi-brand car dealership network operating 16 locations across Norway. The company offers a comprehensive automotive portfolio combining new car sales (Changan, Hongqi, Mitsubishi, Dongfeng, Voyah, Dacia, Renault brands), used car sales with a risk-free purchase service, full workshop and maintenance services, parts and accessories, and integrated financing solutions. The offering is structured around physical dealership operations supported by digital services including an online booking system, customer portal (Min Bil), and comprehensive financing partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• New Car Sales Sale of new vehicles across multiple brands including Changan (Deepal S05, Deepal S07), Hongqi (EHS5, EH7, EHS7, E-HS9), Mitsubishi (Outlander PHEV, Eclipse Cross), Dongfeng (BOX, VIGO), Voyah (COURAGE, FREE), Dacia, and Renault, offered through 16 dealership locations in Norway.
• Used Car Sales Sale of pre-owned vehicles with an online inventory browser featuring filters for make, model, price, mileage, and year. Includes trade-in and direct purchase options for customers.
• Used Car Purchase Service Service that lets customers sell their used car directly to Motor Forum regardless of whether they purchase a new vehicle, with Motor Forum assuming all resale risk.
• Workshop and Service Full-service workshop offerings including maintenance, repairs, EU-inspection (periodic vehicle inspection), tire hotel storage, glass replacement, air conditioning service, key services, damage repair, bodywork and paint. Online booking is available for workshop services.
• Parts and Accessories Sales of original parts and accessories for all vehicle brands sold, including new tires, towing equipment, and roof racks.
• Financing Services Comprehensive financing solutions including private leasing, car loans, commercial leasing, insurance, and service agreements delivered through a partnership with Santander Consumer Bank.

Quantifiable outcome

• Operating since early 1980s

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

Two partnerships are on record, tiered minor and core.

• FarizonminorOthersCommercial vehicle brand sold through Motor Forum locations. Part of Geely portfolio.
• HBI Norge AScoreOthersHongqi importer in Norway. Motor Forum is an authorized Hongqi dealer.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Hedin Mobility Group: Swedish-headquartered mobility and dealer group with operations across Norway, representing multiple brands (Mercedes-Benz, BMW, Volvo, etc.). Comparable to Motor Forum as a multi-brand dealer network with new/used sales, service, parts, and aftermarket offerings across the Nordic region.
• RøhneSelmer: Norwegian multi-brand dealer group (BMW, Mini, Toyota, Lexus and others) with full-service dealerships across Norway. Closely comparable to Motor Forum in offering a multi-brand authorized portfolio, workshop services, parts, and financing within the Norwegian market.
• Møller Bil: Largest multi-brand automotive dealer group in Norway, retailing Volkswagen, Audi, Škoda, SEAT, Cupra and Volkswagen Commercial Vehicles across dozens of locations. Directly comparable to Motor Forum as a multi-brand authorized dealer network with full sales/service/parts operations in the same Norwegian market.
• Bilia: Swedish-headquartered, publicly listed multi-brand automotive dealer group (Volvo, BMW, Mercedes-Benz, Audi, Toyota, etc.) with operations across the Nordics including Norway. Comparable to Motor Forum as a multi-brand dealer offering new/used sales, service, parts, and financing, but at significantly larger scale and broader geographic reach.
• Bertel O. Steen: Major Norwegian multi-brand dealer group representing Mercedes-Benz, Peugeot, Citroën, Opel, Kia, and other brands across multiple Norwegian locations. Closely comparable to Motor Forum as a Norwegian authorized-dealer network offering new sales, used sales, service, parts, and financing.
• Sulland Gruppen: Norwegian family-owned multi-brand dealer group operating multiple franchises (Ford, Toyota, Mercedes-Benz, Volvo and others) with full sales, service, and parts operations across Eastern Norway. Directly comparable to Motor Forum in scale, multi-brand model, and Norwegian geographic concentration.

Emerging players

• CarNext: Pan-European online used-car marketplace operated by Ayvens (formerly ALD Automotive), offering certified pre-owned vehicles with a digital-first model. Comparable to Motor Forum's used-car business but competes on price transparency, online convenience, and absence of physical-distribution overhead.

Others

• Mekonomen Norge: Leading Nordic automotive aftermarket service and parts chain operating in Norway with workshops and parts retail. Not a direct competitor on new-vehicle sales, but overlaps with Motor Forum's workshop and parts business model as an aftermarket service provider.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Customer concentration

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

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