Veho Eesti

What Veho Eesti does

Veho Eesti is the Estonian operating entity of the Finnish family-owned Veho Group, serving as the authorized Mercedes-Benz passenger car and commercial vehicle distributor and after-sales service provider in Estonia. The company is legally Veho OÜ (registration 10284932), headquartered in Peetri near Tallinn, and operates four physical dealership locations across Estonia: a main passenger-car showroom and service center in Peetri/Tallinn, a commercial vehicle center in Väo, and additional dealerships in Tartu and Pärnu. It employs approximately 250 people in Estonia, within a broader Veho Group that employs over 2,200 people across Finland, Sweden, Estonia, Latvia, and Lithuania. The company's Estonian headcount has remained stable, and the Estonia subsidiary was materially expanded through the 2019 acquisition of Silberauto's Estonian and Lithuanian operations.

Veho Eesti generates revenue across six streams: new Mercedes-Benz passenger and commercial vehicle sales, used vehicle trade-in sales, authorized service and maintenance (including warranty work), genuine parts and accessories, insurance intermediation (Veho Kindlustus in partnership with If Insurance), and vehicle financing facilitation through referral partnerships with Swedbank, SEB, Luminor, and Citadele. Pricing ranges from approximately €60,000 for entry commercial vans to over €100,000 for premium V-Class Exclusive 4MATIC passenger configurations, with insurance subscriptions starting at roughly €64–75 per month for comprehensive coverage. The product portfolio spans the full Mercedes-Benz passenger lineup (luxury sedans, SUVs, EQ electric vehicles, plug-in hybrids, AMG, Maybach) and the complete commercial vehicle lineup (Sprinter/eSprinter, Vito, V-Class, trucks, Conecto/Citaro/eCitaro/Intouro/Tourismo/Setra buses, plus Unimog and Fuso Canter special vehicles).

The go-to-market combines physical showroom-based direct sales with a dedicated commercial vehicle e-commerce portal (vans.veho.ee) and digital inquiry channels. The company reaches customers through its website, email newsletter, social media (Facebook, YouTube), and historical participation in automotive trade events. Underlying technology consists of standard dealer management systems, CRM, and digital sales platforms; no proprietary technology stack is disclosed. Partnerships with If Insurance and four major Estonian banks extend a bundled vehicle ownership offering, and the company has a three-year cooperation agreement with the John Nurminen Foundation for Baltic Sea preservation, aligned with a group-level climate-neutrality-by-2025 target and 100% renewable energy usage in buildings.

Name

Veho Eesti

Legal name

Veho OÜ

Website

https://veho.ee

Company type

Private

Founded year

1939

Operating status

Operating

Short description

Veho Eesti is the authorized Mercedes-Benz passenger and commercial vehicle distributor in Estonia, operating four dealerships across Tallinn, Väo, Tartu, and Pärnu. It sells new and used vehicles, provides authorized service and parts, and intermediates insurance and financing for individual consumers and commercial fleet operators.

Ownership category

akta.pro rank

Product category

Automotive Retail Dealership

NAICS

Used Car Dealers (441120), Used Car Dealers (44112)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

General Automotive Repair & Maintenance (TLAKAAAA)

Keywords

• Automotive retail dealership
• Commercial vehicle sales
• Vehicle maintenance services
• Vehicle leasing financing
• Premium passenger cars

Headquarters

HQ city

Peetri

HQ country

Estonia

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Mercedes-Benz passenger cars and commercial vehicles (vans, trucks, buses). Includes new car sales, fleet sales, and commercial vehicle sales.
2. Used Vehicle Sales: Sale of pre-owned Mercedes-Benz vehicles and other brand trade-ins. Veho purchases customer vehicles as trade-ins when selling new vehicles.
3. Vehicle Service and Maintenance: Authorized Mercedes-Benz maintenance and repair services for passenger and commercial vehicles. Includes scheduled maintenance, repairs, and warranty work.
4. Insurance Products: Veho Insurance products offered in partnership with If Insurance, providing comprehensive vehicle coverage including kasko (full coverage) and traffic insurance. Veho acts as an insurance intermediary.
5. Financial Services: Vehicle leasing and financing facilitation through partnerships with banks (Swedbank, SEB, Luminor, Citadele). Veho assists customers in obtaining auto loans and lease agreements, earning referral fees from financial partners.
6. Parts and Accessories: Sale of genuine Mercedes-Benz spare parts, accessories, and components for vehicle maintenance and repair.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Veho Eesti is an authorized Mercedes-Benz dealer in Estonia selling new passenger cars, vans, trucks, buses, and special vehicles, along with certified used vehicles. The company provides manufacturer-grade maintenance, warranty repair, and genuine parts through certified service centers, and intermediates vehicle financing via partner banks (LHV, SEB, Swedbank) and insurance products including its own Veho Kindlustus offering partnered with If Insurance.

Product overview

Veho Eesti is the official Mercedes-Benz representative in Estonia, operating as a family-owned company since 1939. The product portfolio consists of two main lines: Mercedes-Benz Passenger Cars (sõiduautod) encompassing luxury sedans, SUVs, electric vehicles, plug-in hybrids, Mercedes-AMG sports cars, and Mercedes-Maybach models; and Mercedes-Benz Commercial Vehicles (kommertssõidukid) including the Sprinter/eSprinter, Vito, V-class vans, trucks, buses (Conecto, Citaro, eCitaro, Intouro, Tourismo, Setra), and special vehicles (Unimog, Fuso Canter). Supporting services include Veho Insurance (in partnership with If Insurance), vehicle leasing through major Estonian banks, maintenance and repair services, and test drive booking. The company operates 4 dealership locations across Estonia in Tallinn, Väo, Tartu, and Pärnu.

Differentiator

Problem solved

Functional benefit

Products and services

• Mercedes-Benz New Passenger Cars

Quantifiable outcome

• Veho aims to achieve climate neutrality in operations by 2025
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Domenikss (Latvia)coreStrategic or Co-development Partner · 1 January 2021In 2021, Veho acquired Latvian Mercedes-Benz dealer Domenikss, further consolidating its position in the Baltic region.
• Silberauto (Estonia and Lithuania)coreStrategic or Co-development Partner · 1 January 2019In 2019, Veho acquired Silberauto's operations in Estonia and Lithuania, becoming the largest Mercedes-Benz passenger car and commercial vehicle dealer and maintenance services provider in the Baltic countries. This acquisition marked a major strategic expansion for Veho into the Baltic market.
• If Kindlustus (If Insurance)coreChannel Partner/ Reseller/ DistributorVeho offers insurance products in partnership with If Insurance, providing comprehensive vehicle coverage (kasko) and traffic insurance through Veho dealerships. This partnership enables Veho to offer complete vehicle ownership solutions.
• SwedbankcoreChannel Partner/ Reseller/ DistributorFinancial services partner for vehicle leasing and financing. Swedbank is one of the major banks in Estonia providing auto loans and leasing products through Veho dealerships.
• SEBcoreChannel Partner/ Reseller/ DistributorFinancial services partner for vehicle leasing and financing. SEB provides auto financing solutions for Veho customers.
• LuminorcoreChannel Partner/ Reseller/ DistributorFinancial services partner for vehicle leasing and financing. Luminor offers auto loans through Veho dealerships.
• CitadelecoreChannel Partner/ Reseller/ DistributorFinancial services partner providing leasing solutions for commercial vehicles. Citadele Leasing is prominently featured in Veho's commercial vehicle campaign pricing.
• John Nurminen FoundationminorStrategic or Co-development PartnerVeho has entered a three-year cooperation agreement with the John Nurminen Foundation to help save the Baltic Sea and its heritage for future generations. This partnership reflects Veho's commitment to sustainability and responsible business practices.
• Mercedes-Benz Group AGcoreChannel Partner/ Reseller/ DistributorVeho is the leading distributor and dealer for Mercedes-Benz Group AG (passenger cars) and Daimler Truck AG (commercial vehicles) in Finland, Sweden, Estonia, Latvia, and Lithuania. The partnership has continued for over 80 years since 1939.

Scale indicators4 records

Recent moves10 records

Expansion highlights6 records

Emerging players

• Auto1 Group: European digital used-car platform with operations in over 30 countries including the Baltics. Adjacent competitor in the used-vehicle segment, though primarily B2B/online rather than physical dealership; illustrates the digital disruption Veho Eesti's used-car business faces.

Direct peers

• Bilia AB: Sweden's largest automotive dealer group, operating authorized dealerships across premium and volume brands with a similar mix of new vehicle sales, used vehicles, service, and financing. Closely comparable in Nordic-Baltic dealer business model and premium-brand focus.
• Hedin Mobility Group: Large Swedish and European automotive retail group operating authorized dealerships across multiple premium brands including Mercedes-Benz, with parallel business lines in new/used vehicles, after-sales, and fleet services. Operates in overlapping Nordic-Baltic geography.

Broad incumbents

• Emil Frey Group: One of Europe's largest automotive retail groups headquartered in Switzerland, operating across multiple brands with a similar authorized-dealer model. Comparable in business model structure and premium-brand orientation, though at substantially greater scale.
• Asbury Automotive Group: Large US-based franchised automotive retailer operating dealerships across multiple premium and volume brands. Comparable in business model (franchised sales, service, financing, parts) though in a different geographic and regulatory environment.
• Inchcape plc: Global automotive distributor and retailer operating across multiple premium and volume brands in dozens of markets. Comparable as a large-scale multi-market automotive retail operator with similar after-sales and distribution model, though at much larger scale and broader geographic footprint.
• Porsche Holding Salzburg: Europe's largest automotive distributor (part of the Volkswagen Group) operating wholesale and retail of VW Group brands across multiple European markets. Comparable as a large-scale European automotive distribution and retail operator with similar brand-representative structure.

Regional players

• Møller Mobility Group: Norway's largest automotive importer and dealer representing Volkswagen, Audi, Skoda and SEAT. Comparable as a Nordic authorized premium-brand dealer group with full sales/service/financing ecosystem, though in a different country and brand portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/veho
• Facebookfacebook.com/silberauto

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries4 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 Veho Eesti