KNA - Kongelig Norsk Automobilklub

What KNA - Kongelig Norsk Automobilklub does

Kongelig Norsk Automobilklub (KNA), founded in 1907 and headquartered in Svartskog, Norway, is the country's oldest automobile organization, operating as a non-profit membership association serving Norwegian car owners through a subscription-based service platform. The core offering is the KNA Hovedmedlemskap main membership priced at 690 kr/year, supplemented by an optional KNA Veihjelp roadside assistance add-on at 470 kr/year (bundled packages range 1,070-1,210 kr/year), a Familiemedlemskap family add-on, and an Assosiert medlemskap tier for members of partner enthusiast clubs. The organization serves four primary customer segments: Norwegian car owners (the dominant segment, given that approximately 80% of personal transport in Norway occurs by car), families, motorsport participants across 11 disciplines, and members of affiliated cooperation clubs. Revenue is generated through subscription membership dues, insurance referral partnerships (Viking Assistance AS administers and Tryg Forsikring underwrites the roadside assistance policy; WaterCircles Forsikring delivers veteran and specialty car insurance), and motorsport activities including the KNA Mesterskapet championship and operation of the KNA Raceway facility in Sokndal.

The service platform is delivered through a hybrid technology stack combining a WordPress-based website (kna.no), a Min Side self-service member portal, native iOS and Android mobile applications providing digital membership cards with location services, and member-data infrastructure built on Tindra and ProFundo databases hosted in Norway/EU-compliant cloud environments. Payment processing is handled through Vipps and Stripe integrations, and the organization is self-attested GDPR-compliant with member data stored in EU jurisdiction. Distribution is executed through direct-to-consumer digital channels and a network of 29 local departments (KNA Avdelinger) across Norway that handle grassroots member acquisition, motorsport organization, and community events. Roadside assistance is coordinated 24/7/365 through the Viking Assistance partnership.

KNA holds a structurally unique position as the sole Norwegian full member of the Fédération Internationale de l'Automobile (FIA) with voting rights in the World Motor Sport Council, and it has delegated sporting power to Norges Bilsportforbund (NBF), giving it regulatory authority over Norwegian motorsport governance. The value proposition combines practical member benefits (a discount ecosystem spanning 15+ partners including Esso, Avis, Fjord Line, Vianor, Würth, Brilleland, and AVILOO), the Bil#AUTOFIL car magazine (Norway's largest independent car publication, 10 issues/year), and advocacy representation on road policy issues including fuel taxes, insurance premiums, EV transition, and the EU ETS2 quota system. The "Kongelig" (Royal) charter, awarded when KNA was established alongside the arrival of the first car in Norway, anchors the brand identity and underpins both member loyalty and regulatory legitimacy.

Name

KNA - Kongelig Norsk Automobilklub

Legal name

Kongelig Norsk Automobilklub

Website

https://kna.no

Company type

Private

Founded year

1900

Operating status

Operating

Headcount range

11–50 employees

Short description

Kongelig Norsk Automobilklub (KNA) is Norway's oldest automobile organization, operating a subscription-based membership platform serving Norwegian car owners through roadside assistance, technical and legal advice, motorsport governance, discount programs, and policy advocacy across 29 local departments.

Ownership category

akta.pro rank

Product category

Automobile Club Services

SIC

Services-Membership Organizations (8600), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Personal Auto Insurance (FSAJAMAA)

akta.pro secondary industry

Classic / Collector Car Insurance (FSAJAAAG)

Keywords

• Automobile club membership
• Roadside assistance insurance
• Motorsport licensing services
• Vehicle breakdown coverage
• Driver advocacy representation

Headquarters

HQ city

Svartskog

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership fees form the core revenue stream. KNA offers three membership tiers: Hovedmedlemskap (main membership) at 690 kr/year, Familiemedlemskap (family membership add-on), and Assosiert medlemskap (associated membership for club members). Membership is valid for 12 months and auto-renews annually.
2. KNA Veihjelp Roadside Assistance Insurance: An optional add-on roadside assistance insurance sold alongside membership. Priced at 470 kr/year for main/associated members and 295 kr/year for family members. A bundled package combining membership with road assistance costs 1,070-1,210 kr/year. Administered by Viking Assistance AS, underwritten by Tryg Forsikring.
3. Veteran and Specialty Insurance Referrals: KNA earns referral revenue through exclusive insurance products for members, including veteran car insurance delivered by WaterCircles Forsikring. Members receive 15% discount on all WaterCircles insurance policies through the partnership.
4. Partner Discount Programs and Member Benefits: KNA provides members with access to discounts from a wide range of partners (fuel, car rental, ferry, tire services, hotels, eyewear, tools, battery testing, etc.). While the primary benefit is member retention, KNA benefits through partner relationships and referral arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

KNA is Norway's oldest automobile membership organization, selling annual motoring subscriptions that bundle roadside assistance insurance (KNA Veihjelp), technical and legal advice, the Bil#AUTOFIL car magazine, a multi-partner discount program, eligibility for Norwegian motorsport licensing, and policy advocacy representation for car owners. The club also organizes motorsport competitions (KNA Mesterskapet) across 11 disciplines and operates KNA Raceway in Sokndal.

Product overview

KNA (Kongelig Norsk Automobilklub) is Norway's oldest automobile organization, offering a membership-based service platform with core membership (KNA Hovedmedlemskap) as the primary product, supplemented by add-on modules including KNA Veihjelp road assistance insurance, Bil#AUTOFIL magazine, and KNA Veteranforsikring classic car insurance. The organization provides a digital ecosystem including Min Side member portal and KNA App. KNA also operates motorsport activities through KNA Mesterskapet championship and operates the KNA Raceway facility. The portfolio integrates with third-party providers for payment processing (Vipps, Stripe), data management (ProFundo, Tindra), web analytics (Google Analytics, WordPress), and road assistance services (Viking Assistance).

Differentiator

Problem solved

Functional benefit

Brands

• KNA-Mesterskapet: KNA's international championship for motorsport disciplines including autoslalom, bakkeløp, bilcross, crosskart, karting, racing, rally, rallycross and regularity

Products and services

• KNA Hovedmedlemskap (Main Annual Membership) Annual subscription for individual car owners in Norway. Includes technical and legal advice, the Bil#AUTOFIL car magazine (10 issues per year), Motorliv member supplement, access to KNA's multi-partner discount program, KNA's road map 'De hemmelige turistveiene', and grounds for obtaining a Norwegian motorsport license. Can be upgraded with the KNA Veihjelp roadside assistance add-on. Auto-renews annually at 690 kr/year.
• KNA Veihjelp (Roadside Assistance Insurance) Optional roadside assistance insurance add-on for KNA members, available 24/7/365 across Norway and the EU (per the Green Card Agreement). Covers the insured as driver or passenger in cars up to 3,500 kg, vans up to 3,500 kg, motorhomes up to 10 tons, motorcycles over 250 cc, mopeds (class AM), and campers/trailers. Services include towing, jump starts, tire changes, fuel delivery, lockout services, EV charging transport, rental car, hotel, and home transport. Priced at 470 kr/year for main/associated members and 295 kr/year for family members.
• KNA Familiemedlemskap (Family Membership Add-on) Family membership add-on allowing family members at the same address to be added to the main membership. Receives the same membership benefits and discounted roadside assistance coverage at 295 kr/year when added to a main member's plan.
• KNA Assosiert Medlemskap (Associated Membership) Associated KNA membership available to members of KNA's 28+ cooperation clubs who wish to also be KNA members without holding a primary individual membership. Requires a code linking to the enthusiast club. Provides KNA membership benefits including motorsport license eligibility. Roadside assistance available at 470 kr/year.
• KNA Veteranforsikring (Veteran and Classic Car Insurance) Specialized insurance product for classic and collector vehicles delivered through WaterCircles Forsikring exclusively to KNA members and affiliated club members. Includes coverage tiers: 'Blivende klassiker' (vehicles 15-30 years old), 'Helforsikring' (vehicles 30+ years), 'Helforsikring spesial' (vehicles over 3.5 tons), and 'Lager og restaureringsforsikring' (vehicles under restoration). KNA members receive a 15% discount on all WaterCircles policies.
• International Driving Permit International driving permit issued by KNA, valid for driving in USA, Mexico, and Canada. Required by many car rental companies and local authorities abroad.

Quantifiable outcome

• KNA's advocacy led to a 4.51 kr reduction in fuel taxes as a breakthrough in the fuel tax campaign.
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

23 partnerships are on record, tiered core and minor.

• Viking Assistance AScoreImplementation/ SI/ Consulting PartnerViking Assistance AS serves as the primary roadside assistance service coordinator and insurance intermediary for KNA Veihjelp (roadside assistance). Viking manages the 24/7 assistance dispatch, arranges rental cars, hotel bookings, and transport for stranded members. It acts as the insurance intermediary registered with Tryg Forsikring, handling policy administration and claims. Members contact Viking at 800 31 660 (Norway) or +47 22 30 30 50 (abroad).
• Tryg ForsikringcoreOthersTryg Forsikring (Org.nr: 989 563 521, Folke Bernadottesvei 50, 5147 Fyllingsdalen) is the underwriter and insurance provider for KNA Veihjelp roadside assistance insurance. The group insurance policy is underwritten by Tryg based on a group agreement negotiated through Viking Assistance. Tryg provides the actual insurance coverage while Viking administers the product and handles member interactions.
• WaterCircles ForsikringcoreChannel Partner/ Reseller/ DistributorWaterCircles Forsikring delivers KNA-branded insurance products exclusively to KNA members and affiliated club members, including veteran car insurance (KNA Veteranforsikring) with coverage tiers for vehicles 15-30 years old, vehicles 30+ years, heavy/converted vehicles, and storage/restoration insurance. KNA members receive 15% discount on all WaterCircles policies. The partnership includes KNA-specific branding and co-marketing.
• FIA (Fédération Internationale de l'Automobile)coreStrategic or Co-development PartnerKNA is the sole Norwegian full member of FIA, the international automobile federation based in Paris with 230+ member clubs in 134 countries. KNA holds the 'sporting power' delegated from FIA, which it in turn delegates to Norges Bilsportforbund (NBF). KNA participates in FIA's cooperation platforms, general assemblies, and has voting rights in FIA's World Motor Sport Council (WMSC). KNA has representation in FIA's control committee and commissions for karting, offroad, and dragrace.
• Norges Bilsportforbund (NBF)coreStrategic or Co-development PartnerNorges Bilsportforbund receives delegated sporting power from KNA (as the FIA member for Norway) and serves as the governing body for Norwegian motorsport. KNA and NBF cooperate closely on championship organization, rule development, and talent development. In 2015, NBF received 50,000 EUR from FIA for a talent development program. NBF organizes the annual Bilsportgalla awards.
• Motorcenter Norway AScoreStrategic or Co-development PartnerMotorcenter Norway AS handles the day-to-day operations of KNA Raceway in Sokndal, Norway's most exotic motorsport facility. KNA is the majority shareholder in KNA Raceway, and Motorcenter Norway manages facility scheduling, event logistics, and operations. The facility features a 2,324-meter FIA Grade 3 / FIM Grade B certified asphalt track, Norway's only motorcross hall, offroad areas, and is the first complete motorsport facility built in Norway in a generation.
• Esso (ExxonMobil)minorGTM or Marketing PartnerKNA members receive 45 øre/liter discount on fuel and 20% discount on car washes at Esso stations through the Esso Mastercard partnership. This is part of KNA's fuel discount program included in the membership package.
• VianorminorGTM or Marketing PartnerKNA members receive 20% discount on tire hotel storage, 10% on Nokian and Nordman tires, 10% on GT Radial tires, 8% on rims, and 5% on motorcycle tires at Vianor across Norway (excludes online store). Vianor also offers additional member discounts through the partnership.
• Avis BilutleieminorGTM or Marketing PartnerKNA members receive 12.5% discount on car rental in Norway through Avis. Members use AWD number T029059 when booking via avis.no or telephone 815 33 044.
• Go Nordic Cruiseline (formerly DFDS)minorGTM or Marketing PartnerKNA members receive 10% annual discount on all cabin types for 2-day MiniCruise to Copenhagen, and 10% on all cabin and vehicle types on the Oslo-Copenhagen route. Exclusive special offers are also available. The route is operated by Go Nordic Cruiseline under Gotlandsbolaget ownership since 2024.
• DFDS (Sommertilbud)minorGTM or Marketing PartnerSummer promotion for KNA members: free transport of bicycle, motorcycle, or car on board (standard car up to 1.85m height and 5m length; 50% discount on other vehicles), plus 10% discount on all cabin types including Commodore cabins. Valid for travel April 1 – October 31, 2025 on Oslo-Copenhagen route.
• Würth NorgeminorGTM or Marketing PartnerKNA members receive up to 45% discount on Würth tools and materials through the partnership. This covers professional-grade automotive and workshop tools relevant to motorsport participants and car enthusiasts.
• Hurtigruta CarglassminorGTM or Marketing PartnerKNA members receive benefits and discounts at Hurtigruta Carglass for windshield and automotive glass repair/replacement services, relevant when roadside assistance or insurance claims involve glass damage.
• BrillelandminorGTM or Marketing PartnerKNA members receive 20% discount on prescription glasses and sunglasses at Brilleland's regular retail prices. KNA emphasizes the importance of good driving vision for road safety and the benefits of quality driving glasses. This is KNA's vision and road safety partnership.
• Risskov BilferieminorGTM or Marketing PartnerKNA members receive 10% additional discount on top of Risskov's already-negotiated hotel rates across approximately 750 hotels in 15 European countries. Risskov offers summer holidays, spa hotels, manor hotels, city hotels, mountain hotels, and ski hotels. Members use code 'KNA' for booking.
• AVILOOminorGTM or Marketing PartnerKNA members receive 15% discount on the AVILOO Premium battery health test — a TÜV-certified, manufacturer-independent State-of-Health (SoH) diagnostic test for electric vehicles and plug-in hybrids. The test uses an OBD dongle and provides a battery certificate valid for assessing EV battery condition and remaining range capacity.
• OB WiikminorGTM or Marketing PartnerKNA members receive 20% discount on all racing tents and accessories from OB Wiik. Product range includes 2×2, 3×3, 3×6, and 4×8m tents with small storage footprint, easy transport, and quick assembly. Used across motorsport disciplines from go-kart to Formula 1.
• KNA TrackdayminorChannel Partner/ Reseller/ DistributorKNA Trackday offers discounted track days and motorsport events for KNA members. The platform provides opportunities to develop driving skills and test vehicle capabilities in safe environments, both summer and winter. Available at knatrackday.no.
• Fjord LineminorGTM or Marketing PartnerKNA members receive 15% discount on selected sailings (excluding July) with Fjord Line on routes: Bergen/Stavanger–Hirtshals, Hirtshals–Bergen/Stavanger, Langesund–Hirtshals, and domestic Bergen–Stavanger. Discount codes: HEKNA/EKNA for Economy packages, HFKNA/FKNA for Flex packages, HKKNA/KKNA for domestic bookings.
• Stena LineminorGTM or Marketing PartnerKNA members receive up to 30% discount on fjord cruises with Stena Line as part of the member discount program. The partnership provides preferential rates for members traveling on Stena Line ferry routes.
• IAME Nordic CupminorStrategic or Co-development PartnerKNA drivers compete in the IAME Nordic Cup karting championship, a regional Nordic karting competition. KNA drivers from KNA Varna and KNA Nordvest participated in the 2026 event at Mika Salo Circuit in Finland (ranked among the world's top 10 go-kart tracks). Norwegian KNA drivers dominated the X30 Mini class with a full podium finish.
• Viking KontrollminorGTM or Marketing PartnerViking Kontroll (a separate entity from Viking Assistance) is a 100% neutral, approved vehicle inspection provider offering EU vehicle inspections (PKK), warranty expiry inspections, ownership transfer inspections, leasing pre-evaluations, classic car safety inspections, and battery tests to KNA members at discounted rates (e.g., EU Control: 1,340 kr member price vs. 1,550 kr regular). Available at 20+ locations across Norway.
• KNA Oddane Sand CampingminorStrategic or Co-development PartnerKNA Oddane Sand Camping south of Larvik is owned/operated by KNA and provides member discounts: 500 kr/week or 100 kr/day on cabin rentals, 50 kr/day on caravan/motorhome pitches, and 30 kr/day on tent pitches. The facility features Norway's finest sand beach, boat rentals, fishing, volleyball, and 27 rental cabins. Season: April 7 – September 28.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Others

• WaterCircles Forsikring: Norwegian specialty insurance underwriter (classic car, member-exclusive products) that is a core distribution partner for KNA Veteranforsikring — adjacent enabling peer for KNA's insurance referral revenue stream.
• FIA (Fédération Internationale de l'Automobile): The international federation of which KNA is the sole Norwegian full member. Provides the regulatory and sporting framework (including the FIA sporting power KNA holds); an ecosystem enabler rather than a competitor.
• Norges Bilsportforbund (NBF): The Norwegian motorsport governing body that receives delegated FIA sporting power from KNA. Operates the Bilsportgalla and championship infrastructure; not a competitor but the closest motorsport-governance peer.

Broad incumbents

• ÖAMTC: Austrian automobile club with membership, roadside assistance, and member benefits — directly comparable to KNA in offering mix and continental European federation structure.
• RAC: UK roadside assistance and motoring services provider with membership subscription mechanics, partner discounts, and breakdown coverage — a European peer for KNA Veihjelp and the bundled membership/roadside model.
• ANWB: Dutch automobile and touring association offering membership, roadside assistance, insurance, and travel benefits; structurally analogous to KNA and a strong European peer for the integrated subscription model.
• ADAC (Allgemeiner Deutscher Automobil-Club): Germany's dominant automobile club and the largest in Europe (~21M members). ADAC offers the same integrated model KNA runs — membership dues, roadside assistance, advocacy, motorsport, and travel benefits — but at vastly greater scale and a broader geographic footprint.
• TCS (Touring Club Suisse): Switzerland's largest mobility club, offering membership, roadside assistance, driving schools, and advocacy — a comparable European non-profit automobile club operating at smaller scale than ADAC.
• AAA (American Automobile Association): The largest US motoring membership federation (~60M members) with the same subscription, roadside assistance, insurance, and advocacy structure as KNA — the clearest blueprint for a non-profit automobile club model.

Direct peers

• NAF (Norges Automobil-Forbund): Norway's other major automobile membership organization and KNA's primary domestic competitor. NAF offers parallel roadside assistance, member benefits, advocacy, and travel services to Norwegian car owners — the closest direct peer in product, geography, and customer base.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/knanorge
• LinkedInlinkedin.com/company/kongelig-norsk-automobilklub
• Instagraminstagram.com/knanorge

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries3 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 KNA - Kongelig Norsk Automobilklub