Subaru Norge AS
Subaru Norge AS is the exclusive Subaru vehicle importer for Norway, distributing all-electric Subaru models (Solterra, Uncharted, E-Outback) through a network of 30+ authorized dealers, supported by 8 employees at its Skytta headquarters outside Oslo.
- Company typePrivate
- Founded-
- HeadquartersSkytta (Oslo), Norway
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Subaru Norge AS does
Subaru Norge AS is the exclusive importer of Subaru vehicles in Norway, operating as a privately held Norwegian limited company wholly owned by Gill Gruppen AS. The firm has been active in the Norwegian market for over 50 years and has cumulatively sold more than 55,000 vehicles, earning the brand a reputation as 'Norgesbilen.' Despite managing a nationwide distribution footprint through over 30 authorized dealers, the importer itself runs with only 8 employees based at its Skytta (outside Oslo) headquarters and parts warehouse.
The current Norwegian product line consists entirely of all-electric models built on Subaru Corporation's e-SUBARU GLOBAL PLATFORM: the Solterra electric SUV (from 559,900 NOK, up to 509 km WLTP), the Uncharted compact electric SUV (from 369,900 NOK, up to 592 km WLTP), and the E-Outback electric station wagon (from 584,900 NOK, up to 523 km WLTP). All vehicles feature permanent symmetrical all-wheel drive, X-MODE with Grip Control, 150 kW DC fast charging, the Subaru Safety Sense ADAS suite, and battery thermal pre-conditioning suited to Nordic conditions. Supporting services include a service-activated 10-year/200,000 km warranty (for 2026 models), the Carbassador peer-to-owner chat platform, the Subaru Care connected-services app with access to 900,000+ European charging points, and 24/7 roadside assistance.
Subaru Norge generates revenue primarily through wholesale vehicle distribution to its dealer network and parts supply from its Skytta warehouse, with service revenue captured at the dealer level. Customer acquisition runs through the dealer channel, an online configurator (konfigurator.subaru.no), the Carbassador community platform, and structured social media and PR programs. Customer financing is delivered in partnership with DNB Finans AS, offering promotional loans and private leasing. The firm is Norway-only by mandate, with no disclosed expansion beyond the domestic market.
Subaru Norge AS firmographics
Firmographics- Name
- Subaru Norge AS
- Legal name
- Subaru Norge AS
- Website
- https://subaru.no
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Subaru Norge AS is the exclusive Subaru vehicle importer for Norway, distributing all-electric Subaru models (Solterra, Uncharted, E-Outback) through a network of 30+ authorized dealers, supported by 8 employees at its Skytta headquarters outside Oslo.
- Ownership category
- akta.pro rank
Subaru Norge AS industry classification
Industry- Product category
- Automotive Vehicle Import and Distribution
- NAICS
- New Car Dealers (44111), Passenger Car Rental and Leasing (53211), Passenger Car Leasing (532112)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)
- akta.pro primary industry
- Automotive Aftermarket Parts Distribution (Light-Duty) (TLAKAOAA)
- akta.pro secondary industries
- Dealer/Manufacturer Captive Leasing Programs (OEM/Dealer Lease) (TLABAAAL), Mechanical replacement parts distribution (engine, drivetrain, steering, suspension, brakes) (CRAOANAA)
Keywords
Where Subaru Norge AS is headquartered
LocationHeadquarters
- HQ city
- Skytta (Oslo)
- HQ country
- Norway
- HQ region
- Europe
Offices2 records
Markets served
Subaru Norge AS business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Vehicle sales: Sale of new Subaru vehicles (electric and combustion models) through authorized dealers in Norway. Revenue generated from wholesale to dealers and retail pricing supported by financing partnerships.
- Parts and accessories: Import and distribution of Subaru spare parts and accessories for the Norwegian market. Subaru Norge AS operates a well-stocked parts warehouse at its Skytta facility.
- Service and maintenance: Authorized Subaru dealers provide service and maintenance per Subaru factory guidelines. Subaru Norge AS supports dealer training and certification. Service revenue is captured by dealers; Subaru Norge benefits from parts supply and brand quality assurance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Subaru Solterra XR X-MODE — starting price 559,900 NOK |
| One time/ perpetual license | Pay-as-you-go | Subaru Uncharted — starting price 369,900 NOK |
| One time/ perpetual license | Pay-as-you-go | Subaru E-Outback XR — starting price 584,900 NOK |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
Subaru Norge AS product offering
Product offeringCore offering
Subaru Norge AS is the official importer and distributor of Subaru vehicles in Norway, supplying the all-electric Solterra SUV, Uncharted SUV, and E-Outback station wagon to a network of over 30 authorized dealers. Beyond vehicle wholesale, the company provides parts distribution from its Skytta warehouse, dealer training and certification, the 10-year/200,000 km service-activated warranty program, 24/7 Subaru Assistance roadside support, and the digital Subaru Carbassador platform that connects prospective buyers with existing Subaru owners.
Product overview
Subaru Norge AS operates as a car import company for the Norwegian market, offering three all-electric vehicle models under its current product line. The core portfolio consists of the Solterra (electric SUV from 559,900 NOK), Uncharted (compact electric SUV from 369,900 NOK), and E-Outback (electric station wagon from 584,900 NOK). These vehicles share key technologies including e-SUBARU GLOBAL PLATFORM, permanent all-wheel drive with X-Mode, liquid-cooled lithium-ion batteries with up to 150 kW DC fast charging, and Subaru Safety Sense advanced driver assistance systems. Supporting services include a dealer network of over 30 locations across Norway, Subaru Carbassador owner chat platform, Subaru Care connected services app, and a comprehensive 10-year service-activated warranty program. Financing options are available through DNB Finans AS.
Differentiator
Problem solved
Functional benefit
Brands
- Solterra: Electric SUV with up to 509 km range, permanent all-wheel drive, X-MODE system
- Uncharted
- E-Outback
Products and services
- Subaru Solterra The Subaru Solterra is an all-electric SUV with permanent all-wheel drive and X-MODE, offering up to 509 km WLTP range, a 73.1 kWh battery, 343 hp, 150 kW DC fast charging (80% in approximately 28 minutes), 22 kW AC on-board charger, and 1,500 kg towing capacity. It is sold in XR X-MODE (from 559,900 NOK) and XRS X-MODE (from 589,900 NOK) trims and is targeted at Norwegian families and individuals seeking a capable all-weather electric SUV.
- Subaru Uncharted The Subaru Uncharted is a compact electric SUV offering up to 592 km WLTP range, available with front-wheel drive or all-wheel drive with X-Mode, 21 cm ground clearance, a liquid-cooled lithium-ion battery, 150 kW DC fast charging, and an optional 22 kW AC on-board charger. Pricing starts from 369,900 NOK and the model targets Norwegian consumers seeking a more affordable entry point into Subaru's electric lineup.
- Subaru E-Outback The Subaru E-Outback is an electric station wagon with dual 167 kW front and rear motors, permanent all-wheel drive, X-Mode, 21.4 cm ground clearance, up to 523 km WLTP range, 150 kW DC fast charging, a panoramic sunroof, Harman/Kardon audio (XRS trim), and Subaru Safety Sense advanced driver assistance. Pricing starts from 584,900 NOK and the model targets Norwegian buyers wanting SUV versatility with sedan practicality.
- Subaru Service Program Regular scheduled maintenance service performed at authorized Subaru workshops using original parts and factory guidelines, with service intervals of once per year or every 15,000 km. The program includes paint and undercarriage inspection, software updates, and specialized tools matching Subaru specifications, and is available to Norwegian Subaru owners throughout the authorized dealer network.
- Subaru Assistance (Roadside Assistance) A 24/7 roadside assistance program included for up to 5 years after first registration, covering technical failures, fuel misfiling, flat tires, key lockouts, and lost keys, with coverage valid across Norway and Europe. If a vehicle cannot be repaired roadside, the program provides a rental car, home transport, or hotel accommodation if repairs exceed one day.
- 10-Year Warranty Program A service-activated extended warranty program available for all 2026 model Subarus that extends coverage to 10 years or 200,000 km (whichever comes first), activated and renewed each year by performing annual Subaru Originalservice at an authorized dealer. The program includes 10-year/200,000 km coverage of the high-voltage battery for electric models, guaranteeing at least 70% battery capacity, plus 12 months of renewed roadside assistance with each service, and the warranty follows the vehicle across ownership changes.
- Subaru Carbassador A digital platform that connects prospective Subaru buyers with existing Subaru owners for private, one-to-one chat conversations about specific models. Potential customers can ask current owners about real-world experiences including child stroller and car seat fit, winter driving, trailer hitches, charging, and range, providing peer-to-peer advice to support purchase decisions.
Quantifiable outcome
- Up to 592 km WLTP range on Uncharted model
- +5 more outcomes
Companies that use Subaru Norge AS
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles2 records
Subaru Norge AS technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Subaru Norge AS partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core and minor.
- Sojitz CorporationcoreSubaru Norge AS imports cars via the trading company Sojitz Corporation, with spare parts imported directly from Subaru Corporation. Subaru Norge AS adheres to Subaru's Sustainability Website for supply chain and human rights compliance information.
- Bilkompaniet ASminorBilkompaniet AS (organization number 965 220 941) is 51% owned by Subaru Norge AS. It operates as a Subaru dealer and service provider from Hamar, Norway, also representing MG and serving as a certified workshop for Subaru, MG, and SsangYong.
Scale indicators4 records
Recent moves5 records
Expansion highlights4 records
Subaru Norge AS competitors and assessment
Company assessmentBroad incumbents
- Subaru Corporation: The Japanese parent OEM that supplies Subaru Norge with vehicles via Sojitz. Not a direct market competitor but the ultimate upstream supplier whose product roadmap, allocation, and brand strategy completely shape Subaru Norge's go-forward opportunity.
Direct peers
- Hyundai Norge: Hyundai's Norwegian importer offering a comparable EV lineup (Ioniq 5, Kona Electric). Direct competitor in the Norwegian family-oriented EV SUV market with similar brand-positioning strategy.
- Polestar Automotive Norway: Polestar's Norwegian sales arm, sharing the Volvo/Geely platform base. Direct competitor in the premium Norwegian EV market with overlapping SUV/wagon positioning against Solterra and E-Outback.
- Toyota Norge AS: Official Toyota importer in Norway with similar scale and dealer-network structure. Directly comparable as both are foreign-brand automotive importers operating under OEM supply agreements (Toyota even co-developed the Solterra platform with Subaru).
- Volvo Car Norway: Volvo's Norwegian importer, offering the EX30, EX40, EX90 EVs. Comparable premium-segment EV importer-dealer model and a major competitor in the Norwegian family SUV segment Subaru targets.
- Tesla Norway: Tesla's Norwegian sales operation, the dominant EV brand in Norway. Direct competitor for Solterra/Uncharted buyers and benchmark for EV charging, range, and direct-sales practices that Subaru Norge must position against.
- Kia Norge: Kia's Norwegian importer, sister brand to Hyundai, offering the EV6 and EV9. Direct competitor in the EV crossover segment and operates a comparable authorized dealer model across Norway.
- BMW Norge: BMW's Norwegian importer, offering the iX and i4 EV lineup. Comparable premium importer-dealer structure competing for the same Norwegian premium SUV buyers as Subaru's higher-trim Solterra XRS.
- Volkswagen Norge: Volkswagen's Norwegian importer and dealer organization. Competes head-to-head with Subaru's EV SUVs/wagons (ID.4 vs. Solterra/Uncharted) and operates a similarly sized Norwegian dealer network with multi-brand imports.
Regional players
- MG Norway (SAIC): MG's Norwegian importer/sales operation (interestingly, Bilkompaniet AS is also an MG dealer alongside Subaru). Operates in the same Norwegian EV market and represents one of the value-tier competitors Subaru's Uncharted must defend against on price.
Market position
Strengths5 records
Weaknesses2 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Subaru Norge AS social profiles
Digital presenceSubaru Norge AS financial estimates
Financial estimateRevenue estimate
Valuation estimate
Subaru Norge AS leadership team
Management profileNumber of profiles
Subaru Norge AS subsidiaries and ownership
Company hierarchySubsidiaries1 record
Subaru Norge AS funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Subaru Norge AS M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Subaru Norge AS
What does Subaru Norge AS do?
Subaru Norge AS is the official importer and distributor of Subaru vehicles in Norway, supplying the all-electric Solterra SUV, Uncharted SUV, and E-Outback station wagon to a network of over 30 authorized dealers. Beyond vehicle wholesale, the company provides parts distribution from its Skytta warehouse, dealer training and certification, the 10-year/200,000 km service-activated warranty program, 24/7 Subaru Assistance roadside support, and the digital Subaru Carbassador platform that connects prospective buyers with existing Subaru owners.
Is Subaru Norge AS a public or private company?
Subaru Norge AS is a private company. It is classified as corporate owned and is currently operating.
When was Subaru Norge AS founded?
Subaru Norge AS was founded in -1. It employs 1 to 10 people.
Where is Subaru Norge AS based?
Subaru Norge AS is headquartered in Skytta (Oslo), Norway, in the Europe region.
How does Subaru Norge AS make money?
Three revenue lines are on record. Vehicle sales are the primary driver. The others are parts and accessories and service and maintenance.
Who are Subaru Norge AS's main competitors?
Subaru Corporation is listed as a broad incumbent. Direct peers are Hyundai Norge, Polestar Automotive Norway, Toyota Norge AS, Volvo Car Norway, Tesla Norway, Kia Norge, BMW Norge and Volkswagen Norge. MG Norway (SAIC) is listed as a regional player.
Does Subaru Norge AS have an API?
No public API is recorded for Subaru Norge AS.
What industry is Subaru Norge AS in?
Subaru Norge AS's product category is Automotive Vehicle Import and Distribution. Its primary akta.pro industry code is TLAKAOAA, Automotive Aftermarket Parts Distribution (Light-Duty), with a secondary code of TLABAAAL, Dealer/Manufacturer Captive Leasing Programs (OEM/Dealer Lease). Its NAICS code is 44111 and its SIC code is 5013.