Auto 100 Premium OÜ

What Auto 100 Premium OÜ does

Auto 100 Premium OÜ is an authorized luxury automotive dealership headquartered in Tallinn, Estonia, operating as the exclusive retail and after-sales partner for Bentley Motors, Automobili Lamborghini, and Porsche in the Estonian market. Established on September 1, 2023 via a corporate spin-off from Auto 100 AS, the company is a subsidiary of the Danish conglomerate Semler Gruppen A/S. The company operates three dedicated brand showrooms: Bentley Tallinn and Lamborghini Tallinn (both at Pirni 1) and Porsche Tallinn (Mustamäe tee 12B), supported by an authorized service center, a certified pre-owned program (Selezione Lamborghini with 12–24 month warranty), the Premium Select used-luxury sub-brand at Marja 4, and the Auto 100 Rent rental business.

The product portfolio spans Bentley's Continental GT/GTC grand tourers, Flying Spur sedan, and Bentayga SUV; Lamborghini's Urus super-SUV, Huracán V10 supercar, Revuelto V12 hybrid, and Temerario V8 hybrid; and Porsche's full vehicle range. Underlying commercial technology is commodity OEM-provided: online brand configurators (Bentley, Lamborghini, Porsche), digital service booking systems, and website-based test-drive and contact forms. No proprietary software, AI/ML systems, or technology IP is disclosed.

The business model combines multiple revenue streams: one-time new vehicle sales, certified pre-owned sales (one-time, premium-select and Selezione), recurring after-sales service and maintenance, and parts/accessories hardware sales. Pricing is quote-based and not publicly disclosed. Customers are primarily high-net-worth individuals, with secondary corporate/executive buyers and luxury car collectors. Go-to-market centers on physical showroom experiences, OEM brand configurators, event-led engagement (Lamborghini Super Trofeo Paddock Club), and inbound digital lead capture — all standard authorized-dealer motions.

Name

Auto 100 Premium OÜ

Legal name

Auto 100 Premium OÜ

Website

https://www.auto100premium.ee/

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

51–100 employees

Short description

Auto 100 Premium OÜ is an authorized luxury car dealership in Tallinn, Estonia, selling and servicing Bentley, Lamborghini, and Porsche vehicles for high-net-worth individuals, corporate buyers, and collectors under Denmark-based Semler Gruppen A/S.

Ownership category

akta.pro rank

Product category

Luxury Automotive Dealership

NAICS

Automotive Parts and Accessories Retailers (441330), Used Car Dealers (441120)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Automotive Parts & Accessories Online Retailers (CRAFADAK)

Keywords

• Luxury car dealership
• Automotive retail
• Vehicle service center
• Certified pre-owned vehicles
• Automotive parts accessories

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New vehicle sales: Sale of new luxury vehicles including Bentley (Continental GT, Flying Spur, Bentayga), Lamborghini (Urus, Huracán, Revuelto, Temerario), and Porsche models through authorized dealership showrooms.
2. Certified pre-owned vehicle sales: Sale of certified pre-owned vehicles through Selezione Lamborghini program, offering up to 24-month warranty on used Lamborghinis.
3. After-sales service and maintenance: Vehicle maintenance, repair, and servicing for Lamborghini and Bentley vehicles, with service booking available through the website. Services include maintenance, oil changes, and additional services.
4. Parts and accessories: Sale of original accessories and parts for Bentley and Lamborghini vehicles, with catalogs available for Bentayga, Flying Spur, GT/GTC, Urus SE, Revuelto, Huracan, and Aventador.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Auto 100 Premium OÜ is an authorized dealership operating in Estonia for three luxury automotive brands: Bentley, Lamborghini, and Porsche. The company sells new vehicles through dedicated brand showrooms in Tallinn, offers certified pre-owned programs (Selezione Lamborghini and Premium Select), provides authorized after-sales maintenance and repair services, and distributes genuine parts and accessories.

Product overview

Auto 100 Premium OÜ is a luxury car dealership and service center representing three premium automotive brands: Bentley, Lamborghini, and Porsche. The company operates as a unified platform offering new vehicle sales, certified pre-owned programs (Selezione Lamborghini and Premium Select), vehicle maintenance services, rental services (Auto 100 Rent), and warehouse vehicles. Bentley offerings include Continental GT/GTC (coupe/convertible grand tourers), Flying Spur (luxury sedan), and Bentayga (luxury SUV). Lamborghini range comprises Urus (super SUV), Huracán (V10 supercar), Revuelto (V12 hybrid supercar), and Temerario (V8 hybrid supercar). The portfolio spans luxury sedans, SUVs, convertibles, and high-performance supercars with powertrain options ranging from traditional combustion to plug-in hybrids with up to 1015 hp.

Differentiator

Problem solved

Functional benefit

Products and services

• Bentley Continental GT
• Bentley Continental GTC
• Bentley Flying Spur
• Bentley Bentayga
• Lamborghini Urus
• Lamborghini Huracán
• Lamborghini Revuelto
• Lamborghini Temerario
• Porsche vehicles
• Selezione Lamborghini
• Premium Select
• Vehicle Service and Maintenance Authorized after-sales service and maintenance for Lamborghini, Bentley, and Porsche vehicles including oil changes, repairs, and additional services, with online booking available through the website.
• Parts and Accessories
• Auto 100 Rent

Quantifiable outcome

• Lamborghini Tallinn recognized as world's best dealership in 2025 sales category

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• Bentley MotorscoreChannel Partner/ Reseller/ DistributorAuto 100 Premium OÜ is an official Bentley Motors sales and after-sales partner in Estonia. The partnership includes sales of new Bentley vehicles (Continental GT, Flying Spur, Bentayga), authorized service, genuine parts, and brand configurator access.
• Automobili LamborghinicoreChannel Partner/ Reseller/ DistributorAuto 100 Premium OÜ is an official Automobili Lamborghini sales and after-sales partner in Estonia. The partnership includes sales of new Lamborghini vehicles (Urus, Huracán, Revuelto, Temerario), Selezione certified pre-owned program, authorized service, and genuine accessories.
• PorschecoreChannel Partner/ Reseller/ DistributorSince September 1, 2023, Auto 100 Premium OÜ serves as Porsche vehicle retail and after-sales partner. Porsche Tallinn showroom is located at Mustamäe tee 12B.
• Semler Gruppen A/ScoreOthersAuto 100 Premium OÜ belongs to the Semler Gruppen A/S conglomerate. Related group companies include Auto 100 Rent OÜ, Rohe Auto AS, Auto 100 Latvijas Filiale, Auto 100 Lietuvos filialas, Auto 100 AS, SKO Motors OÜ, AS Adole Invest, Carstadt OÜ, and Saksa Auto AMK OÜ.

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• Hedin Mobility Group: Swedish-based automotive retailer group operating multi-brand premium and luxury franchises across the Nordics and Baltics, including Mercedes-Benz, BMW, and other premium brands. Highly comparable as a regional multi-brand luxury dealer group with geographic proximity to Estonia.
• Bilia AB: Sweden's largest automotive retailer with operations across premium brands including BMW, Volvo, Mercedes-Benz, and others. Comparable as a Nordic-region multi-brand premium dealer with authorized service, parts, and CPO operations.

Broad incumbents

• Lithia Motors, Inc. One of the largest automotive retailers globally, operating hundreds of franchised stores across the US and UK (following Pendragon acquisition). Comparable as a broad multi-brand dealer group with luxury franchises and full-service operations.
• Asbury Automotive Group, Inc. US-based franchised automotive retailer with significant luxury brand presence (Mercedes-Benz, BMW, Lexus, Audi, Land Rover). Comparable as a publicly-traded multi-brand dealer with parts, service, and F&I operations.
• Sonic Automotive, Inc. US franchised automotive retailer with a meaningful luxury and import brand portfolio (BMW, Mercedes-Benz, Audi, Lexus, Porsche). Comparable as a multi-brand luxury dealer group with EchoPark used-vehicle operations.
• Vertu Motors plc: UK-based franchised automotive retailer group with a portfolio of premium and volume brands across multiple sites. Comparable as a publicly-listed multi-brand dealer with after-sales and parts revenue streams.
• AutoNation, Inc. Largest automotive retailer in the United States with hundreds of franchised stores including luxury brands (Mercedes-Benz, BMW, Porsche, Audi). Comparable as a large-scale multi-brand luxury franchised dealer with new, used, parts, and service operations.
• Group 1 Automotive, Inc. US and UK-based franchised automotive retailer with significant exposure to luxury and import brands (BMW, Mercedes-Benz, Audi, Toyota, Honda). Comparable as a publicly-listed multi-brand luxury dealer with parts and service capabilities.
• Inchcape plc: London-listed global automotive distributor specializing in premium and luxury brands across multiple continents. Comparable as a multi-brand luxury auto distribution platform with established OEM relationships and global scale.

Others

• Semler Gruppen A/S: Danish automotive conglomerate and parent company of Auto 100 Premium Oü, operating multiple automotive businesses across the Baltics. Included as ecosystem context rather than a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Auto100Premium
• Instagraminstagram.com/p/DIigBECK4ca
• LinkedInlinkedin.com/company/auto-100-premium

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Auto 100 Premium OÜ