What Slatlem does

Slatlem is a family-owned Norwegian automotive dealership group operating under the parent Slatlem Gruppen. Founded in 1925 in Averøy as a colonial goods business, the company transitioned into automotive retail in the 1950s and has since grown into one of the largest multi-brand dealer networks in central Norway, with seven locations spanning Kristiansund, Molde, Trondheim, Namsos, Steinkjer, Verdal and Elverum across the Trøndelag, Romsdal and Nordmøre regions.

The group's core business is multi-brand vehicle retail and aftersales. Slatlem represents 14+ automotive brands including Mercedes-Benz, Kia, Peugeot, Mazda, Isuzu, Volkswagen, Skoda, Opel, Jeep, Fiat, Citroën, Honda, Suzuki and BYD, plus caravan products. Revenue is generated through four streams: new vehicle sales (one-time transactions with promotional financing), used vehicle sales via a dedicated online platform (bruktbil.slatlem.no), service and maintenance operations including specialized workshops under the MECA and Bosch Car Service umbrellas, and a used-car buyback program that handles the entire resale workflow. Service pricing is standardized (kr 3,490 small service to kr 7,790 large service for fossil/hybrid vehicles) with a price guarantee matching competitor quotes within a 50 km radius.

Slatlem runs no proprietary technology stack — there is no app, no API, no patents, and no disclosed AI/ML capabilities — operating as a traditional physical retailer with digital marketing and online configurator/inventory portals layered on top of the dealership footprint. The business model is direct-to-consumer with both physical showroom presence and brand-specific online configurator portals; recent product launches have emphasized electrification across both premium (Mercedes-Benz GLC 400 4MATIC) and entry-level (Opel Frontera Electric at kr 234,900) price tiers.

Name

Slatlem

Legal name

Slatlem

Website

https://slatlem.no

Company type

Private

Founded year

1925

Operating status

Operating

Headcount range

101–250 employees

Short description

Slatlem is a family-owned Norwegian multi-brand automotive dealership group operating seven locations across central Norway, retailing 14+ brands (Mercedes-Benz, Stellantis, BYD, Mazda, Kia) and providing full-lifecycle services including new/used vehicle sales, workshop servicing, tire storage and buyback.

Ownership category

akta.pro rank

Headquarters

HQ city

Kristiansund

HQ country

Norway

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new vehicles from multiple brand franchises including Mercedes-Benz, Kia, Peugeot, Mazda, Isuzu, Volkswagen, Skoda, Opel, Jeep, Fiat, Citroën, Honda, Suzuki and caravan brands. Revenue generated from vehicle transactions with various financing options including promotional interest rates.
2. Used Vehicle Sales: Sale of pre-owned vehicles through dedicated used car platform (bruktbil.slatlem.no). Includes trade-in programs where customers can sell their current vehicle to the dealership.
3. Service and Maintenance: Workshop services including maintenance, repairs, tire hotel storage, windshield replacement and repair, car damage repair and painting. Slatlem Service 5+ offers fixed low prices for cars five years or older.
4. Used Car Buyback: Purchase of customers' used vehicles, handling the entire sales process including washing, advertising, test drives, contracts, financing and registration transfer to new owner.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Slatlem operates a multi-brand automotive dealership group across central Norway, selling new vehicles from 14+ manufacturer franchises (Mercedes-Benz, Kia, Peugeot, Mazda, Isuzu, Volkswagen, Skoda, Opel, Jeep, Fiat, Citroën, Honda, Suzuki, BYD and caravan brands) through 7 showroom locations. The group also retails pre-owned vehicles through a dedicated used car platform, operates manufacturer-authorized workshops offering maintenance, repair, tire hotel storage, windshield replacement, body repair and painting, and runs a full used-car buyback program handling the complete sales process on behalf of customers.

Differentiator

Problem solved

Functional benefit

Products and services

• New vehicle sales (multi-brand) Sale of new passenger and commercial vehicles from 14+ manufacturer franchises (Mercedes-Benz, Kia, Peugeot, Mazda, Isuzu, Volkswagen, Skoda, Opel, Jeep, Fiat, Citroën, Honda, Suzuki, BYD, caravan brands) across 7 showroom locations in central Norway, with promotional financing offers and brand-specific online configurators.
• Used vehicle sales Sale of pre-owned passenger and commercial vehicles listed on the dedicated bruktbil.slatlem.no platform and across branch showrooms, supported by Slatlem's trade-in / buyback program. Available at all 7 locations including dedicated used-car sales teams at the Trondheim branch.
• Service and maintenance (Slatlem Service 5+) Manufacturer-authorized workshop services including fixed-price Slatlem Service 5+ tiers for cars five years or older (Small kr 3,490, Medium kr 5,790, Large kr 7,790), Electric standard service kr 4,490, plus general maintenance and repairs across all brands at MECA (Steinkjer) and Bosch Car Service (Elverum) workshops.
• Tire hotel (seasonal tire storage) Seasonal storage and handling of customer tires priced at kr 1,195 per season, offered across Slatlem workshop locations as a recurring service revenue stream tied to the service customer base.
• Windshield replacement and repair Glass replacement and windshield repair services delivered through Slatlem's authorized workshops, available alongside routine maintenance and repair bookings at all branches.
• Car damage repair and painting Body shop services including collision damage repair and painting, delivered through Slatlem's workshop network as part of its full-lifecycle vehicle service offering.
• Used car buyback / trade-in Full-service purchase of customers' used vehicles, where Slatlem handles washing, advertising, test drives, contracts, financing and registration transfer to the new owner. Functions as a trade-in channel into the used vehicle retail operation and as a standalone cash-buyback service.
• Promotional vehicle financing Campaign-rate consumer financing (e.g., 2.99%–3.99% interest over 3 years, including 0% offers on selected BYD models) offered alongside new vehicle sales and used vehicle sales to support affordability and conversion.

Quantifiable outcome

• Service locations across Trøndelag, Romsdal and Nordmøre

Segments2 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves8 records

Expansion highlights4 records

Direct peers

• Kverneland Bil: Norwegian family-owned multi-brand dealership representing Ford, Volvo, Polestar and others with sales, service and parts. Comparable size, regional footprint and family-ownership structure to Slatlem.
• Hedin Mobility Group: One of Europe's largest privately-held automotive retail groups with extensive Nordic footprint across multiple brands and a service-heavy model. Comparable multi-brand retail + aftermarket exposure and family-controlled ownership structure.
• Bavaria Norge: Norwegian BMW/MINI dealer group with multiple locations across Norway. Comparable premium-brand franchise dealership model with workshop operations similar to Slatlem's Kristiansund Mercedes focus.
• Møller Bil: Norway's largest multi-brand car dealership group, representing Volkswagen, Audi, Škoda, SEAT and commercial vehicles. Highly comparable to Slatlem as a multi-brand franchise retailer serving both new/used vehicle sales and full aftersales across Norway.
• Bertel O. Steen: Major Norwegian multi-brand dealer representing Mercedes-Benz, Kia, Peugeot, Citroën, Opel, Fiat, Jeep and others. Directly overlaps Slatlem's brand portfolio and full-service (sales + workshop + parts) model across multiple Norwegian regions.
• Bilia AB: Nordic (Sweden-led) automotive dealership group with full-service sales, service and parts across multiple premium and volume brands. Closely analogous business model to Slatlem at a larger Nordic scale, useful for cross-Nordic valuation benchmarking.
• Frydenbø Bil: Norwegian multi-brand dealership group with Mercedes-Benz, smart and other franchises and full workshop operations. Direct competitor for premium-brand retail and service share in overlapping Norwegian regions.
• Auto-Huset AS: Norwegian multi-brand dealer (BMW, MINI, Mercedes-Benz, Honda) with strong regional presence and full aftersales. Overlaps Slatlem's premium-brand sales + service model in Norway.

Broad incumbents

• Mercedes-Benz Norge: Norwegian OEM and brand owner. Slatlem's Mercedes franchise economics are directly determined by Mercedes-Benz Norge's network and agency-model decisions — making the OEM a structural counterparty rather than a competitor.

Emerging players

• CarNext: Pan-European digital-first used-car platform backed by Volkswagen Financial Services. Represents the disruptive channel pressuring traditional dealers' used-car business, including Slatlem's bruktbil.slatlem.no inventory platform.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/slatlembil
• LinkedInlinkedin.com/company/slatlem-bil

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 Slatlem