Norway's new-car retail market is concentrated in a small number of large multi-brand groups, and two distinct paths have already emerged for Chinese brands: joining one of those groups' existing dealer networks, or building an independent importer from scratch.
The major multi-brand groups
Møller Mobility Group (through Harald A. Møller AS) represents Volkswagen, Audi, Škoda and Cupra across roughly 150 locations nationwide, with group revenue around NOK 49.5 billion (2025). Bertel O. Steen represents Mercedes-Benz, Kia, Peugeot, Citroën, DS and smart across 32 locations, with group revenue around NOK 22 billion. Bilia, the largest car retailer in the Nordics, represents BMW, MINI, Volvo, Toyota and Lexus among others. Bavaria (part of Sweden's Hedin Mobility Group) is Norway's largest BMW dealer.
Groups already representing Chinese brands
RSA (headquartered in Drammen, founded 1936) has been BYD's official Norwegian distributor since 2020 — the BYD Tang SUV launched there as a European pilot model — and also represents SAIC's Maxus, JAC, KGM (formerly SsangYong) and Leapmotor, making it the multi-brand group with by far the deepest existing ties to Chinese brands. Bilia distributed Great Wall Motor's Ora brand starting in 2023 (since deprioritized) and now handles delivery and after-sales service for XPeng. Bavaria also retails MG at a few locations, though MG's national importer is a separate company (below). Bertel O. Steen hasn't publicly confirmed a deal with any Chinese brand, but its CEO, asked in August 2025 about reported talks with Xiaomi, would only say the company doesn't "comment on possible talks we may be having with other players in the industry" — widely read in Norwegian trade press as confirmation that Chinese brands keep approaching BOS, which remains selective.
Independent, Chinese-brand-specific importers
Some brands have bypassed the large groups entirely. NIO runs a fully direct model in Norway (NIO Norway AS), with showrooms in Oslo, Bergen, Trondheim, Stavanger and Kristiansand. Zeekr entered Norway in late 2024, its third European market, building its own independent dealer network rather than partnering with an existing group. MG's national importer is Norwegian Mobility Group, part of Gill Gruppen (also Subaru's Norwegian importer). XPeng originally built its own importer too; it has kept that importer role while handing delivery and after-sales to Bilia, and by September 2025 was Norway's 6th best-selling brand overall — first among Chinese brands.
What this means for a brand planning entry
RSA is the only large multi-brand group with a multi-year, verifiable track record with a Chinese brand, one that has since extended to other Nordic markets — it's the obvious first call when evaluating the "join an existing group" path. A group like Bertel O. Steen being repeatedly approached but staying selective suggests entry talks need a genuinely compelling product and long-term commitment, not just price. Bilia's shift in attention from Ora to XPeng is a reminder that multi-brand partners will redirect resources toward whichever partner is performing better — an opportunity and a risk at once. Building an independent importer, the NIO/Zeekr route, buys full control over brand and channel at the cost of the highest upfront investment and organizational demands.
Sources: RSA/BYD joint press release, Finansavisen's interview with Bertel O. Steen's CEO, Bilia/Great Wall Motor announcement, Bilbransje24 on XPeng's importer and after-sales arrangement.