Hekla Hf.
Hekla hf. is an Icelandic multi-brand authorized car dealership representing Audi, Volkswagen, Škoda, Mitsubishi, and GWM ORA, selling new and used vehicles, providing certified workshop service, and distributing parts and accessories to individual consumers and fleet customers across Iceland.
- Company typePrivate
- Founded-
- HeadquartersReykjavík, Iceland
- Headcount—
- GTM typeB2C
- OfferingServices
What Hekla Hf. does
Hekla hf. is an Icelandic multi-brand automotive retail and service company (bílaumboð) operating exclusively in Iceland. The company is an authorized dealer for five OEMs — Audi, Volkswagen, Škoda, Mitsubishi, and GWM ORA — and generates revenue across four streams: new vehicle sales through a flagship showroom at Laugavegi 174 in Reykjavík, used vehicle sales from a dedicated facility at Kletthálsi 13, after-sales service through certified workshops, and parts and accessories via a counter and online store. Additional services include car rental (Bílaleiga), a customer shuttle (Heklurútan), and a customer portal (Mitt Torg) for service history, recall lookup, and online booking.
The underlying technology footprint is conventional for a modern automotive retailer: a website-based sales and inventory platform, an online appointment-booking system, and customer management tools for service and parts ordering. Hekla does not develop proprietary technology. Operational delivery rests on a physical network comprising the Reykjavík showrooms, the Laugavegi workshop, and a recently opened warehouse and parts distribution center in Þorraholt, Garðabær, with new- and used-car operations slated to follow.
The business model is unit- and usage-based transaction revenue: one-time vehicle sales (manufacturer-set pricing with VAT and EV subsidies), workshop service fees, and parts/accessories sales priced individually. Go-to-market combines physical showroom sales staff with an e-commerce channel for accessories and an online showroom always open. Customers span individual Icelandic consumers (personal/family/commuter vehicles, with growing EV demand supported by government styrkur subsidies) and a smaller business/fleet cohort purchasing commercial vehicles such as the VW Caddy, Transporter, Amarok, and Crafter. Marketing leverages Hekla's own website and newsletter, OEM brand sites, and the company's standing as an Icelandic automotive household name.
Hekla Hf. firmographics
Firmographics- Name
- Hekla Hf.
- Legal name
- Hekla hf.
- Website
- https://hekla.is
- Company type
- Private
- Operating status
- Operating
- Short description
- Hekla hf. is an Icelandic multi-brand authorized car dealership representing Audi, Volkswagen, Škoda, Mitsubishi, and GWM ORA, selling new and used vehicles, providing certified workshop service, and distributing parts and accessories to individual consumers and fleet customers across Iceland.
- Ownership category
- akta.pro rank
Hekla Hf. industry classification
Industry- Product category
- Automotive Retail
- NAICS
- Motor Vehicle and Parts Dealers (441), Automotive Parts and Accessories Retailers (44133)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Automotive Parts & Accessories Online Retailers (CRAFADAK)
- akta.pro secondary industries
- Mechanical replacement parts distribution (engine, drivetrain, steering, suspension, brakes) (CRAOANAA), Heavy-duty truck, trailer & commercial vehicle parts distribution (CRAOANAJ)
Keywords
Where Hekla Hf. is headquartered
LocationHeadquarters
- HQ city
- Reykjavík
- HQ country
- Iceland
- HQ region
- Europe
Offices3 records
Markets served
Hekla Hf. business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Vehicle Sales: Sale of new vehicles from authorized brands (Audi, Volkswagen, Škoda, Mitsubishi, GWM ORA) and used vehicles through dedicated showrooms.
- After-sales Service: Workshop services including maintenance, repairs, oil changes, and technical inspections through certified service centers.
- Parts and Accessories: Sale of original parts, accessories, car care products, winter equipment, and lifestyle goods for vehicles.
- Car Rental: Vehicle rental services through the Bílaleiga offering temporary replacement or transportation vehicles.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | New vehicles with manufacturer pricing |
| Unit Pricing | Pay-as-you-go | Used vehicles with negotiable pricing |
| Usage-based | Pay-as-you-go | Service appointments and maintenance |
| Unit Pricing | Pay-as-you-go | Parts and accessories |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels3 records
Hekla Hf. product offering
Product offeringCore offering
Hekla Hf. operates as a multi-brand authorized automotive dealership in Iceland, selling new vehicles from Audi, Volkswagen, Škoda, Mitsubishi, and GWM ORA, and pre-owned vehicles through dedicated showrooms. The company also runs a certified multi-brand service workshop offering maintenance, repairs, and oil changes, alongside a genuine parts counter, an online accessories store, and a car rental service (Bílaleiga) for replacement or temporary transportation needs.
Product overview
Hekla Hf. is an Icelandic automobile dealership (bílaumboð) operating as a multi-brand automotive retail and service company. The product portfolio consists of new car sales through a showroom (nýir bílar - sýningarsalur), used car sales (notaðir bílar), automotive accessories (aukahlutir), comprehensive service center operations (þjónustutorg), spare parts (varahlutir), and a customer portal (Mitt Torg). The company represents five major automotive brands: Audi, Volkswagen, Škoda, Mitsubishi, and GWM ORA. Services are delivered through physical locations in Reykjavik (Laugavegur for new cars, Kletthálsi for used cars, Þorraholt for parts) and an online sales platform. The company also offers car rental services and operates a shuttle service (Heklurútan).
Differentiator
Problem solved
Functional benefit
Products and services
- New Cars Showroom Physical showroom offering new vehicles from five authorized brands for individual consumers and commercial buyers, with sales staff, test drives, financing support, and EV subsidy processing.
- Used Cars Sale of pre-owned vehicles from various brands with detailed listings including mileage, price, and specifications; targeted at individual consumers seeking affordable vehicle options.
- Service Center (Workshop) Certified automotive service center providing maintenance, repairs, oil changes, and technical inspections for all represented brands, with online booking, key drop, and electronic payment options.
- Spare Parts Genuine spare parts for Audi, Volkswagen, Škoda, Mitsubishi, and GWM ORA vehicles, available through the service center and parts counter for both retail customers and workshop repairs.
- Accessories Retail sale of car accessories and lifestyle products including winter items, EV charging equipment, roof boxes, bike carriers, floor mats, and car care products, available through the online store and parts counter.
- Car Rental (Bílaleiga) Temporary vehicle rental service providing replacement cars during servicing or short-term transportation, operated alongside the workshop at the Laugavegi service center.
Quantifiable outcome
- 88 new vehicles in stock with immediate availability
- +1 more outcomes
Companies that use Hekla Hf.
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Hekla Hf. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Hekla Hf. partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Audi IcelandcoreAuthorized dealer for Audi vehicles in Iceland. Hekla sells new Audi models including Q4 e-tron, Q6 e-tron, A6 e-tron, and provides service, parts, and warranty support for Audi customers.
- Volkswagen IcelandcoreAuthorized dealer for Volkswagen vehicles including ID.3, ID.4, ID.5, ID.Buzz, Golf, Tiguan, Transporter, Caddy, Crafter, and Amarok. Provides full sales, service, and parts support.
- Škoda IcelandcoreAuthorized dealer for Škoda vehicles including Enyaq, Elroq, Octavia, Superb, Fabia, Kamiq, and Kodiaq. Full sales and service support.
- Mitsubishi Motors IcelandcoreAuthorized dealer for Mitsubishi vehicles including Outlander PHEV, Eclipse Cross, and ASX. Provides 8-year warranty support for Outlander.
- GWM ORA IcelandcoreAuthorized dealer for GWM ORA electric vehicles including Ora 03 and Ora Funky Cat. Sales and parts support for these newer electric vehicle models.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
Hekla Hf. competitors and assessment
Company assessmentBroad incumbents
- AutoNation: Largest US automotive retailer by revenue, operating multi-brand franchised stores with substantial parts, service, and finance operations. Comparable to Hekla in business model (franchised multi-brand retail + service + parts + F&I), though operating at vastly greater scale and across a much larger market.
- Pendragon plc: UK-based multi-brand automotive retailer (now operating as Pinewood Technologies). Comparable as a broad multi-franchise dealer group with adjacent exposure to premium European brands and the EV transition, though at much larger scale than Hekla.
- Asbury Automotive Group: US multi-brand automotive retailer with a meaningful Clicklane digital retail platform. Comparable to Hekla in pursuing a hybrid physical + digital customer journey and in extracting higher service/parts revenue per dealership — directly relevant to Hekla's Mitt Torg portal and digital investment strategy.
- Group 1 Automotive: US and UK multi-brand automotive retailer (recent Inchcape UK retail acquisition). Closely comparable in the franchised multi-brand retail plus service-plus-parts mix that defines Hekla's value proposition, and a useful read-across on how dealer groups are repositioning around EV and agency-model risk.
- Lithia Motors: One of the largest automotive retailer groups in the US and UK (Pendragon acquisition). Relevant incumbent peer given its multi-brand franchise model, growing services/parts revenue mix, and stated focus on EV-ready dealer networks — the same trajectory Hekla is pursuing at Icelandic scale.
Direct peers
- Bilia AB: Nordic multi-brand automotive dealer group listed on Nasdaq Stockholm, representing premium and volume brands across Sweden, Norway, and the Baltics. Closely comparable to Hekla in combining new/used vehicle sales, authorized service, and parts distribution within a Nordic regulatory and EV-policy environment.
- Mekonomen Group: Nordic automotive aftermarket chain operating workshops and parts distribution across the region. Directly comparable to the parts, accessories, and service-center half of Hekla's business, with the same workshop-quality, EV-readiness, and parts-supply economics that drive Hekla's after-sales revenue.
- Hedin Mobility Group: Swedish-based multi-brand automotive retailer operating across the Nordics and Northern Europe. Highly comparable to Hekla as a large authorized dealer group representing multiple OEM brands (including VW Group), with parallel exposure to the EV transition in a small, geographically concentrated market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Hekla Hf. social profiles
Digital presenceHekla Hf. compliance and trust
Trust signalCompliance3 records
Hekla Hf. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hekla Hf. leadership team
Management profileNumber of profiles
Hekla Hf. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hekla Hf. M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hekla Hf.
What does Hekla Hf. do?
Hekla Hf. operates as a multi-brand authorized automotive dealership in Iceland, selling new vehicles from Audi, Volkswagen, Škoda, Mitsubishi, and GWM ORA, and pre-owned vehicles through dedicated showrooms. The company also runs a certified multi-brand service workshop offering maintenance, repairs, and oil changes, alongside a genuine parts counter, an online accessories store, and a car rental service (Bílaleiga) for replacement or temporary transportation needs.
Is Hekla Hf. a public or private company?
Hekla Hf. is a private company. It is classified as unknown and is currently operating.
When was Hekla Hf. founded?
Hekla Hf. was founded in -1.
Where is Hekla Hf. based?
Hekla Hf. is headquartered in Reykjavík, Iceland, in the Europe region.
How does Hekla Hf. make money?
Four revenue lines are on record. Vehicle Sales are the primary driver. The others are after-sales Service, parts and Accessories and car Rental.
Who are Hekla Hf.'s main competitors?
Broad incumbents on record are AutoNation, Pendragon plc, Asbury Automotive Group, Group 1 Automotive and Lithia Motors. Direct peers are Bilia AB, Mekonomen Group and Hedin Mobility Group.
Does Hekla Hf. have an API?
No public API is recorded for Hekla Hf..
What industry is Hekla Hf. in?
Hekla Hf.'s product category is Automotive Retail. Its primary akta.pro industry code is CRAFADAK, Automotive Parts & Accessories Online Retailers, with a secondary code of CRAOANAA, Mechanical replacement parts distribution (engine, drivetrain, steering, suspension, brakes). Its NAICS code is 441 and its SIC code is 5500.