TOYOTA|UPPSALA

What TOYOTA|UPPSALA does

Biltrean i Uppsala AB (operating as TOYOTA|UPPSALA and Biltrean) is a third-generation, family-owned authorized Toyota and Lexus dealer headquartered at Kumlagatan 8 in Uppsala, Sweden. Founded in 1973 by Tage Björsberg, the company operates three full-service facilities in Uppsala, Norrtälje, and Åkersberga following the 2024 acquisition of Börje Johansson Bilservice AB, with approximately 140 employees across the group. The dealer sells the complete Toyota lineup spanning compact hybrids (Aygo X, Yaris), sedans/estates (Corolla, Corolla Touring Sports), SUVs (C-HR, C-HR+, bZ4X, RAV4, Land Cruiser), commercial vans (Proace range), pickup trucks (Hilux), sports models (GR Supra, GR Yaris), and the Mirai hydrogen fuel cell vehicle, alongside a Lexus premium range and approximately 236 certified used vehicles in inventory at any time.

Revenue is generated across five streams: new vehicle sales, used vehicle sales (Toyota Approved Used with 145-point certification plus other brands such as Lexus, Audi, BMW), authorized workshop service and repair (including tires, glass, and damage repair), financing products (Business Lease, Financial Leasing, Toyota Billån via Toyota Financial Services; installment and credit card via Wasa Kredit / Toyotakortet), and ancillary services including rental cars and EV charging solutions (HomeCharge laddbox, Toyota laddkort). Pricing on new vehicles ranges from SEK 238,900 (Aygo X Hybrid) to SEK 543,900 (RAV4 PHEV), with subscription/lease options at approximately SEK 3,135/month for business fleet customers. The customer base is split between private individual retail buyers and corporate/fleet customers served through a dedicated Företagscenter with five named account managers.

Biltrean's go-to-market is direct-to-consumer through physical showrooms, online booking systems for service and test drives, and a multi-location full-service model that consolidates sales, financing, service, and insurance into a single dealer relationship. Switching cost reinforcement comes from the Toyota Relax service-activated warranty (up to 10 years or 200,000 km), which incentivizes continuous servicing at authorized workshops. The company is privately held by the Björsberg family with Hasse Lide as CEO since 2019 and Mathias Björsberg as Vice CEO; no external investors or venture funding is involved. Biltrean received the Ichiban Prize in 2022 as best Toyota dealer in Sweden and the Vi Bilägare AutoIndex 2025 recognition for customer satisfaction.

Name

TOYOTA|UPPSALA

Legal name

BIL TREAN I UPPSALA AKTIEBOLAG

Website

https://toyotauppsala.se

Company type

Private

Founded year

1973

Operating status

Operating

Short description

Biltrean i Uppsala AB is a third-generation, family-owned authorized Toyota and Lexus dealer operating three full-service facilities in Uppsala, Norrtälje, and Åkersberga, Sweden, selling new and certified used vehicles and providing authorized workshop, repair, tire, glass, financing, and fleet services to retail and business customers with approximately 140 employees.

Ownership category

akta.pro rank

Product category

Automotive Dealership and Services

NAICS

Passenger Car Rental and Leasing (53211), Automotive Equipment Rental and Leasing (5321), Tire and Tube Merchant Wholesalers (423130), Passenger Car Leasing (532112)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Corporate Vehicle Subscription & Flexible Access Programs (TLABALAH)

akta.pro secondary industries

Corporate Mobility Policy, Compliance & Duty-of-Care Solutions (THADAOAG), Replacement / Service Loaner & Dealer Rental Programs (THADAAAK), Fleet Management Services (Lifecycle, Compliance, Safety, Driver Programs) (TLABAHAJ), Vehicle Protection & Add-on Product Financing (Warranties, GAP, Service Plans) (FSAKADAL)

Keywords

• Automotive dealership services
• New and used car sales
• Authorized vehicle service
• Vehicle financing and leasing
• Corporate fleet management

Headquarters

HQ city

Uppsala

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Toyota vehicles including passenger cars, SUVs, and commercial/transport vehicles. Revenue generated from direct vehicle purchases by consumers and businesses.
2. Used Vehicle Sales: Sales of certified pre-owned vehicles including Toyota Approved Used program and other brands (Lexus, Audi, BMW, etc.).
3. Workshop and Service: Authorized Toyota service center providing maintenance, repairs, damage repair, tire service, and car glass services. Generates revenue from labor and parts.
4. Financing Products: Offered through Toyota Financial Services including leasing, Business Lease, Financial Leasing, and vehicle loans. Commission-based revenue from financing partnerships.
5. Toyota Delbetalning (Installment Payments): Credit card and installment payment solutions through Wasa Kredit partnership for accessories, service, and repairs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Biltrean i Uppsala AB is an authorized Toyota and Lexus full-service dealership selling new passenger cars (Aygo X Hybrid, Yaris, Corolla, C-HR, bZ4X, RAV4, Land Cruiser, GR Supra, GR Yaris, Mirai) and commercial vehicles (Hilux, Proace range), as well as certified used cars. The company operates authorized workshops, a damage repair center, tire and glass services, and rental car services across three locations in Uppsala, Norrtälje, and Åkersberga. It also distributes financing products (Business Lease, Financial Leasing, Toyota Billån, Easy Privatleasing, Toyota Delbetalning, Toyotakortet) through Toyota Financial Services and Wasa Kredit partnerships, and administers extended-warranty programs (Toyota Relax, Toyota Approved Used).

Product overview

Biltrean i Uppsala AB is a Toyota and Lexus authorized dealer operating full-service facilities in Uppsala, Norrtälje, and Åkersberga, Sweden. The company offers a comprehensive automotive portfolio including new Toyota vehicles (Aygo X Hybrid, Yaris, Corolla, C-HR, bZ4X, RAV4, Hilux, Proace, GR Supra, GR Yaris, Mirai) and Lexus luxury vehicles, alongside a wide selection of certified used cars. The product offering spans multiple powertrains: conventional hybrid, plug-in hybrid, fully electric, mild hybrid, diesel, and hydrogen fuel cell. The company provides integrated services including authorized workshop/repair, tire and glass services, damage repair, comprehensive financing solutions (Business Lease, Financial Leasing, installment plans), insurance products, Toyota Relax extended warranty, Toyota Approved Used certified pre-owned program, Toyota Professional fleet solutions, and connected car services via MyToyota app. As a third-generation family business established in 1973, Biltrean serves both private customers and corporate fleets with a focus on electrified vehicle options.

Differentiator

Problem solved

Functional benefit

Products and services

• New Toyota Passenger Vehicles
• New Toyota Commercial Vehicles
• Begagnade bilar (Used Cars)
• Authorized Toyota Workshop and Service
• Biltrean Skadecenter (Damage Repair)
• Tire Service and Tire Hotel
• Car Glass Service
• Rental Cars
• Toyota Business Lease
• Finansiell Leasing (Financial Leasing)
• Toyota Billån (Vehicle Loan)
• Toyota Easy Billån
• Easy Privatleasing
• Toyota Privatleasing (Uppsala)
• Toyota Delbetalning (Installment Payments)
• Toyotakortet (Toyota Credit Card)
• Toyota Relax Warranty Program
• Toyota Approved Used Certification
• Toyota Professional Fleet Solutions
• MyToyota Connected Services
• Toyota HomeCharge (Home Charging Station)
• Toyota Laddkort (Public Charging Card)
• Car Insurance and Toyota Eurocare Roadside Assistance
• New Lexus Vehicles

Named customers2 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

Feature4 records

Partnerships

Two partnerships are on record, tiered major and core.

• Börje Johansson Bilservice ABmajorChannel Partner/ Reseller/ DistributorAcquired family-owned Toyota dealership with two full-service facilities in Norrtälje and Åkersberga. 55 employees joined Biltrean, bringing total to 140 employees. Both companies were 50-year family businesses.
• Toyota Motor EuropecoreStrategic or Co-development PartnerEuropean arm of Toyota providing dealer support, marketing programs, Ichiban award recognition, and brand-level initiatives. Authorized dealer network member.

Scale indicators6 records

Recent moves11 records

Expansion highlights6 records

Direct peers

• Möller Bil: Norwegian-owned multi-brand automotive retail group operating in Sweden with full-service dealerships, authorized workshops, and financing offerings. Comparable as a regional multi-brand dealer with similar service and used-car infrastructure.
• Bilia AB: Sweden's largest automotive retail group (Nasdaq Stockholm listed), operating full-service dealerships across multiple brands including Toyota, with similar workshop, used-car, financing, and fleet offerings. Most directly comparable public peer for a multi-brand Swedish dealer group.
• Hedin Mobility Group: Major Swedish automotive retail conglomerate operating dealerships across many brands (Mercedes-Benz, BMW, Volvo, etc.) with full-service facilities, fleet, and financing capabilities. Closely comparable multi-brand dealer operating model in the Swedish market.
• Lindströms Bil: Swedish Toyota-focused dealer group operating multiple Toyota-authorized full-service dealerships in Sweden. Closely comparable as a regional Toyota franchise group with the same brand programs and service model.
• Bavaria Sverige: One of Sweden's largest BMW dealer groups with full-service facilities, financing offerings, and fleet solutions. Comparable competing premium-brand dealer group competing for similar Swedish retail and corporate customers.
• Holmgrens Bil: Swedish multi-brand automotive dealer group operating Volvo, BMW, Ford, and other franchises across multiple locations with full-service workshop and used-car operations. Comparable regional dealer business model.

Emerging players

• Autoexperten: Sweden's largest independent automotive service and parts chain with a workshop network across the country. Comparable for the workshop/service dimension and represents an alternative service channel that could compete for service revenue outside the Toyota franchise.

Broad incumbents

• Toyota Sverige AB: Toyota's Swedish subsidiary that Biltrean is a franchised dealer of. Provides brand strategy, dealer program rules, financing partnerships, Ichiban Prize, and the Toyota Relax/Approved Used program structure that defines Biltrean's operating framework.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/toyotauppsala

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

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 TOYOTA|UPPSALA