Bílabúð Benna

What Bílabúð Benna does

Bílabúð Benna ehf., trading as "Benni," is an Icelandic private limited company (registration 711292-2929) founded in 1975 and headquartered at Krókhálsi 9 in Reykjavík. The company operates as the authorized dealer (umboðsaðili) in Iceland for two automotive OEMs — Porsche (luxury and electric passenger vehicles, including the Cayenne Electric, Macan Electric and Taycan) and KGM (utility vehicles including Musso, Rexton and Musso EV, the successor brand to SsangYong). It also sells used vehicles and operates a parts and service workshop from a second site at Tangarhöfða 8-12 in Reykjavík.

The business is structured around three revenue mechanics: (1) one-time new and used vehicle sales at listed price points spanning roughly 7.99M ISK (KGM Musso) to 16.95M ISK (Porsche Cayenne Electric); (2) authorized warranty and post-warranty service, labor and OEM parts supplied through the Tangarhöfða workshop; and (3) ancillary aftermarket revenue, most visibly through a separate tire retail site at nesdekk.is. Distribution is B2C with each OEM and product line given its own web property (porsche.is, kgm.benni.is, notadir.benni.is for used vehicles), indicating a multi-brand, single-geography retail model.

The company employs 51-100 people and operates exclusively in Iceland, a market of approximately 370,000 people. Its competitive position rests on holding two OEM franchises and on five decades of brand heritage under the "Benni" name, with no disclosed capital raises, M&A, patents, certifications or management-team information in the input data.

Name

Bílabúð Benna

Legal name

Bílabúð Benna ehf.

Website

https://benni.is

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Bílabúð Benna ("Benni") is an Icelandic authorized automotive dealership founded in 1975, selling new Porsche and KGM vehicles, used cars, and providing OEM service and parts from two Reykjavík locations.

Ownership category

akta.pro rank

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Porsche and KGM vehicles through authorized dealership, including Cayenne Electric, Macan Electric, Taycan, Musso, and Rexton models.
2. Used Vehicle Sales: Sales of pre-owned vehicles available at the Krókhálsi 9 location.
3. Service and Maintenance: Workshop services for Porsche, KGM, and SsangYong vehicles at Tangarhöfða 8-12 location.
4. Parts and Accessories: Sale of spare parts and accessories for Porsche, KGM, and SsangYong vehicles.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Bílabúð Benna is an authorized automotive dealer for Porsche and KGM (formerly SsangYong) in Iceland, operating since 1975. The company sells new Porsche (Cayenne Electric, Macan Electric, Taycan) and KGM (Musso, Rexton, Musso EV) vehicles, pre-owned cars, and provides authorized vehicle servicing, parts, and accessories from showrooms and workshops in Reykjavík.

Product overview

Bílabúð Benna is an authorized dealer for Porsche and KGM vehicles in Iceland, operating as a multi-brand automotive dealership since 1975. The company offers a portfolio of new electric and conventional vehicles through its Porsche (Cayenne Electric, Macan Electric, Taycan) and KGM (Musso, Rexton, Musso EV) brands, complemented by a used car sales division and after-sales service workshop and parts store. The product portfolio is unified under the dealership model, where the core offering is vehicle sales across both premium (Porsche) and commercial (KGM) segments, supported by service and parts operations.

Differentiator

Problem solved

Functional benefit

Brands

• Porsche: Authorized dealer for Porsche vehicles including Cayenne Electric, Macan Electric, and Taycan.
• KGM

Products and services

• Porsche Cayenne Electric Fully electric luxury SUV sold as a new Porsche vehicle by authorized Icelandic dealer Bílabúð Benna; starting price 16,950,000 ISK, targeting affluent Icelandic consumers seeking premium electric mobility.
• Porsche Macan Electric Fully electric compact luxury SUV sold as a new Porsche vehicle by authorized Icelandic dealer Bílabúð Benna; starting price 13,950,000 ISK, targeting Icelandic consumers seeking a premium compact electric SUV.
• Porsche Taycan Fully electric luxury sports sedan sold as a new Porsche vehicle by authorized Icelandic dealer Bílabúð Benna; starting price 15,450,000 ISK, targeting Icelandic consumers seeking a premium electric performance sedan.
• KGM Musso Full-size KGM SUV/pickup sold as a new utility vehicle by authorized Icelandic dealer Bílabúð Benna; starting price 7,990,000 ISK, designed for Icelandic road and weather conditions and targeted at consumers and small businesses needing durable work vehicles.
• KGM Rexton Full-size KGM SUV sold as a new utility vehicle by authorized Icelandic dealer Bílabúð Benna; designed for Icelandic conditions, targeting consumers and small businesses seeking a durable family/work SUV.
• KGM Musso EV Electric KGM pickup/SUV sold as a new utility vehicle by authorized Icelandic dealer Bílabúð Benna; targeted at Icelandic consumers and small businesses wanting a durable electric work vehicle.
• Pre-owned Vehicle Sales (Notaðir bílar) Sales of pre-owned vehicles, including used Porsche, KGM, and SsangYong cars, available at the Krókhálsi 9 dealership lot in Reykjavík; targeted at cost-conscious Icelandic consumers seeking dealer-backed used vehicles.
• Authorized Service and Parts (Þjónusta og verslun) Authorized workshop maintenance and repair services plus sale of genuine spare parts and accessories for Porsche, KGM, and SsangYong vehicles; available at the Tangarhöfða 8–12 facility in Reykjavík with a 24/7 Porsche emergency hotline (800 0111).

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

Two partnerships are on record, tiered core.

• PorschecoreChannel Partner/ Reseller/ DistributorBílabúð Benna is the authorized dealer (umboðsaðili) for Porsche in Iceland, selling new Porsche vehicles including Cayenne Electric, Macan Electric, and Taycan models. The company operates porsche.is and provides sales, service, and parts support for Porsche vehicles.
• KGMcoreChannel Partner/ Reseller/ DistributorBílabúð Benna is the authorized dealer for KGM (formerly SsangYong) in Iceland, selling vehicles including Musso, Rexton, and Musso EV. The company operates kgm.benni.is and provides sales, service, and parts for KGM vehicles.

Scale indicators1 record

Recent moves5 records

Expansion highlights3 records

Direct peers

• CarMax: US used-vehicle retailer operating dedicated used-car lots with reconditioning and finance services. Comparable to Bílabúð Benna's notadir.benni.is used-car operation in business model, though at vastly greater scale and with a standalone rather than franchise-attached format.

Regional players

• Hedin Mobility Group: Large Swedish multi-brand automotive retailer group that distributes premium and volume brands across the Nordics. Comparable to Bílabúð Benna as a regional authorized dealer group holding multiple OEM franchises, with a similar mix of new, used, and service operations — but operating at substantially greater scale and geographic breadth.

Broad incumbents

• Vertu Motors: UK-based multi-brand automotive retailer operating franchised dealerships for volume and premium brands. Comparable to Bílabúð Benna as a multi-brand franchise retailer with combined new, used, and aftersales operations serving a defined domestic market.
• AutoNation: Largest automotive retailer in the United States, operating a multi-brand franchise model with new, used, service, and parts revenue streams. Comparable in operating model to Bílabúð Benna, but at massively greater scale and across a far broader brand portfolio.
• Sonic Automotive: US-based automotive retailer operating franchised dealerships and EchoPark used-car stores. Comparable to Bílabúð Benna in operating a 'franchise + dedicated used-car' dual model, with an explicit split between new franchise stores and a separate used-vehicle brand.
• Lithia Motors: US-based multi-brand auto retailer with global reach, including dealerships, used-car operations, and financing arms. Comparable business model to Bílabúð Benna as a multi-brand franchise consolidator, with a similar mix of new sales, used sales, and aftersales service.
• Penske Automotive Group: US-based premium automotive retailer with significant Porsche franchise exposure. Comparable to Bílabúð Benna specifically in the premium/luxury authorized-retail segment, with overlapping service, parts, and used-car business models.
• Inchcape plc: Global automotive distributor and retailer representing premium OEMs across multiple emerging and developed markets. Comparable to Bílabúð Benna as an authorized distributor of premium brands, but operating internationally with a focus on distribution-as-a-service rather than retail ownership.
• Asbury Automotive Group: US multi-brand automotive retailer with franchised new-vehicle dealerships, used-car operations (Clicklane), and Total Care Auto service. Comparable to Bílabúð Benna as a multi-brand franchise operator with a balanced mix of new, used, and aftersales revenue.
• Group 1 Automotive: US and UK multi-brand automotive retailer operating franchised dealerships for premium and volume brands. Directly comparable to Bílabúð Benna in operating model — authorized dealer for multiple OEMs, with a service and parts business and a separate used-car channel.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/bilabudbenna

Revenue estimate

Valuation estimate

Number of profiles

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 Bílabúð Benna