YX-Norge AS

What YX-Norge AS does

YX Norge AS is a Norwegian privately held fuel station chain headquartered at Hovfaret 4, Oslo. It was formed in August 2024 through the merger of YX Betjent AS and Best Stasjon AS, and operates approximately 275 stations nationwide, making it Norway's third largest fuel chain overall and the largest independent-owner (selveier) fuel chain in the country. The company is owned and operated by its dealer network under the YX brand, with each station locally owned and managed while benefiting from national brand, marketing, and supply support. Its core offering spans traditional fuels (95 and 98 unleaded gasoline, diesel, tax-free diesel), renewable fuels (HVO 100), AdBlue, EV fast charging, convenience retail and food service, car wash, workshop and tire services, trailer rental, and propane gas sales.

The company's revenue model is predominantly transaction-based across fuel dispensing, convenience/food, EV charging, and ancillary vehicle services. It operates three primary go-to-market motions: a franchise-style selveier channel (independent owners running branded stations), direct-to-consumer retail at walk-in stations (with Coop membership fuel bonuses driving loyalty), and enterprise fleet card programs (firmakort, Uno-X Bedriftskort) targeting commercial customers. Key commercial partnerships include Coop for member fuel bonuses and Uno-X for shared corporate fleet card access. The company has a wholly owned subsidiary, YX Butikk AS, supporting store operations. Digital infrastructure is limited to a station locator, the YX Mat food ordering app, online receipt retrieval, and hosted product/safety data sheets; no proprietary technology platform or AI capabilities are disclosed.

Name

YX-Norge AS

Legal name

YX Norge AS

Website

https://yx.no

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

YX Norge AS operates Norway's largest independent-owner fuel chain with approximately 275 stations nationwide, offering gasoline, diesel, HVO 100, EV charging, convenience retail, and fleet card services to individual consumers, Coop members, and commercial fleet operators across Norway.

Ownership category

akta.pro rank

Product category

Fuel Retail

NAICS

Gasoline Stations with Convenience Stores (457110), Gasoline Stations (4571)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Truck Stops & Travel Centers (Heavy-Duty Retail) (EUALAIAF)

akta.pro secondary industries

Convenience Retail & Foodservice at Forecourts (C-Store/QSR) (EUALAIAE), Alternative Transportation Fuels Retail (EV Charging, Hydrogen, CNG/LNG, Biofuels Blends) (EUALAIAI), Fleet Fuel & Energy Management (Fuel Programs, EV Charging Ops) (TLABAIAI)

Keywords

• Retail fuel stations
• Convenience store services
• EV charging network
• Fleet fuel cards
• Propane gas sales

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Fuel Sales: Sale of petroleum products including 95 Blyfri (unleaded), 98 Blyfri, Diesel, Avgiftsfri Diesel, HVO 100, and AdBlue at YX stations across Norway. Revenue is generated per unit of fuel dispensed, with prices varying by product type and location.
2. Convenience Retail and Food Service: On-site shops, restaurants, and food service including hamburgers, pizza, daily specials (e.g., 'potetball'), and menu offerings. Revenue from food and convenience item sales at staffed and automated stations.
3. EV Charging: Electric vehicle fast charging (hurtiglading, lynlader) offered at select YX stations, providing an additional revenue stream from EV owners.
4. Workshop and Vehicle Services: Workshop services, tire service (dekkservice), EU vehicle inspections (EU-kontroll), air filling, and propane gas sales at participating stations, generating service revenue.
5. Corporate Fleet Cards and Discount Agreements: Business customers purchase fuel cards (firmakort, Uno-X Bedriftskort) providing fleet discounts and access to the YX/Uno-X network. These agreements generate recurring transaction-based revenue from commercial customers.
6. Coop Membership Benefits: Coop members receive bonus rewards on fuel purchases at YX stations, driving customer loyalty and repeat business. This is a loyalty mechanism rather than a direct revenue stream, but it incentivizes fuel volume through Coop's membership base.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

YX-Norge AS is Norway's largest selveier (dealer-owned) fuel station chain, operating approximately 275-280 stations nationwide after the 2024 merger of YX Betjent AS and Best Stasjon AS. The company sells motor fuels (95/98 octane gasoline, diesel, HVO100 renewable diesel, AdBlue), offers EV fast charging (hurtiglading), and provides convenience food service, car wash, propane, workshop services, and corporate fleet/truck cards at its stations.

Product overview

YX-Norge AS operates Norway's largest owner-operated fuel station chain following the 2024 merger of YX Betjent AS and Best Stasjon AS. The company offers a unified network of approximately 280 stations across Norway, combining fuel products (gasoline, diesel, HVO100, AdBlue), EV fast charging, car wash services, food service/restaurants, trailer rental, workshops, and propane gas sales. The product portfolio centers on the core YX fuel station network with associated convenience services including the YX Mat APP for food ordering, Coop membership loyalty benefits, and business/fleet card solutions. The company serves both private customers and commercial fleets through various service offerings at individual station locations.

Differentiator

Problem solved

Functional benefit

Products and services

• YX Motor Fuels Retail sale of motor fuels at YX stations nationwide, including 95 Blyfri (95 unleaded), 98 Blyfri (premium 98 unleaded), Diesel, HVO100 renewable diesel, and AdBlue diesel exhaust fluid. Sold to motorists and commercial drivers visiting the station network.
• EV Fast Charging (Hurtiglading) High-speed EV charging stations deployed across the YX network for electric vehicle owners. Sold as a separate charging service billed per kWh at participating stations.
• YX Mat App Standalone mobile application enabling customers to order food ahead for pickup at YX station restaurants and cafés, browse the menu, and locate nearby stations.
• Corporate Fleet & Truck Cards (Firma- og Truckkort) Business payment cards targeted at corporate fleet operators, trucking companies, and small business owners, providing invoiced fuel and service purchases at YX stations nationwide.
• Convenience Store & Food Service In-station convenience retail and café/restaurant food service available at manned YX stations, offering hot food, coffee, snacks, and basic groceries to motorists.
• Car Wash (Maskin- og Selvvask) Automated and self-service car wash facilities at YX stations sold as standalone per-use washes to motorists.

Quantifiable outcome

• Over 400% increase in food segment revenue since 2022 at YX Vikersund, the chain's best-performing station.

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and major.

• CoopcoreGTM or Marketing PartnerCoop and YX have a member benefits partnership where Coop members receive bonus rewards on fuel purchases at YX stations. Coop promotes these offers through its own membership channels, driving significant customer volume to YX. Coop is Norway's largest consumer co-operative with a large nationwide membership base.
• Uno-XcoreGTM or Marketing PartnerYX and Uno-X share a corporate fleet card offering — Uno-X Bedriftskort — giving business customers access to both the YX and Uno-X station networks. This partnership extends the effective network coverage for fleet customers, combining YX's independent-owner network with Uno-X's network under unified corporate card terms.
• Orkla FoodsmajorGTM or Marketing PartnerOrkla Foods was recognized as YX's Supplier of the Year 2025 at the annual chain gathering in Benidorm, awarded for delivering strong results in collaboration, volume, quality, and for contributing to the development of food concepts at YX stations.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Regional players

• Preem: Sweden's largest fuel company with integrated refining and retail operations, including HVO renewable diesel production and a growing station network. Comparable as a Nordic fuel retailer pivoting toward renewable fuels.
• OKQ8: Major Swedish fuel retail chain with extensive Scandinavian footprint but primarily operating in Sweden. Comparable forecourt and convenience model, relevant regional peer for Nordic fuel retail dynamics.

Direct peers

• Uno-X: Norwegian fuel retail chain operating stations across the country with shared fleet card program with YX. Direct peer with similar fuel, convenience, and EV charging offerings and an explicit operational partnership through Uno-X Bedriftskort.
• Circle K: Norway's largest fuel station chain operating a nationwide network of stations offering fuel, convenience, food, and EV charging under the Alimentation Couche-Tard parent. Directly comparable as the leading fuel retail competitor in Norway with overlapping multi-service forecourt model.
• St1: Nordic fuel retailer operating stations in Norway focused on renewable fuels (HVO, biogas) alongside conventional products. Comparable to YX on alternative fuel positioning and small/medium Nordic footprint.
• 7-Eleven Norge: Convenience-store-anchored fuel and food retailer in Norway, increasingly integrating fuel stations with C-store and foodservice. Directly comparable to YX's foodservice and convenience growth strategy.

Others

• Coop Norge: Norway's largest consumer co-operative and YX's most important GTM partner. Not a direct competitor but a strategic commercial partner driving consumer traffic to YX stations through member fuel bonus rewards.
• Best Stasjon: Norwegian selveier fuel chain that merged with YX Betjent AS in August 2024 to form YX Norge AS. Now part of the YX network but historically the closest direct peer under the same ownership model.

Broad incumbents

• Esso Norge (Equinor): Major branded fuel retail network in Norway operated by Equinor, offering conventional fuels, EV charging (via Ionity partnerships), and convenience. A larger incumbent competing directly with YX at many sites but backed by an integrated energy major.
• Shell Norge: Global oil major's Norwegian retail network offering Shell V-Power fuels, convenience, and EV charging at branded stations. A broad incumbent competing with YX on fuel quality branding and forecourt services across Norway.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/yx-norge

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 YX-Norge AS