Goals and strategy

All under one roof. With the customer in focus.

Goals and strategy

Business model

Bilia is a full-service supplier, a one stop shop with a wide range of products and services that evolve in line with the customers’ wishes and requirements.


Our offer:

  • Simple car ownership

  • An experience that exceeds the customer’s expectations

  • A considerate service partner

Read more about our offer here

Subscriptions create continuity
Service subscriptions make life easier for the customer, with a fixed monthly cost. For us they enable efficient planning and a well-balanced workload in the Service Business. They also give us a chance to meet customers repeatedly, thus strengthening relations.

The wheel storage service simplifies wheel changes and makes storage easier for the customer, while also giving us more chances to check if the car needs anything else.

Ongoing maintenance
We also help our customers with ongoing maintenance of the car by offering fuel, tires, car accessories, car wash, service and repairs, paint and glass treatment.

Sustainable recycling
We are one of the few Swedish car dealers, that have the capacity to take care of the entire life cycle of cars, from sales to dismantling and recycling. When dismantling, we disassemble and recover up to 95% a car. All parts are checked, and those who pass the tests are marked and sold as spare parts to workshops.

Professional advice and safe car ownership
We do not sell everything to everyone. We guide our customers to the right choise based on their situation and wishes when it comes to mileage, environmental impact, charging possibilities and financial situation.

Financing and insurance solutions
In connection with a car purchase, customers are offered financing and insurance solutions. In Sweden customers are also offered Bilia’s payment card and the CarPay mobile app to finance their car ownership.

Updated financial targets and sustainability targets

Bilia presented in May 2022 its updated financial targets and sustainability targets. Bilias overall vision and business idea is to be the best service company in the business – through consideration for customers, collegues and the world we live in. Bilia will create a sustainable business through consideration and pride by offering attractive and innovative solutions for the mobile humanbeing.

Bilia's financial goals are: 

1. Total yearly growth higher than 5 per cent during a business cycle

The total growth includes organic growth and growth through acquisitions and divested operations. The total growth over the last five years amounted to an average of 6 per cent for 2023 and since 2013 the reported turnover has increased by more than 100 per cent.


2. Operating margin over 5 per cent during a business cycle

The operating margin 2023 amounted to 3.7 per cent and during the last five years to an average of 4.7 per cent.


3. Net debt in relation to EBITDA, excluding IFRS 16, over time max 2.0 times

Net debt in relation to EBITDA during 2023 amounted to 1.3 times and has for the last few years varied between –0.2 (positive net debt) to 1.3 times.


4. Dividend share of at least 50 per cent of profit per share

The dividend share in the Board's dividend proposal for 2023 amounted to 65 per cent, and in the past five years the dividend averaged 59 per cent of
earnings per share.

Bilia's sustainability targets are:

1. Customer satisfaction to be three percentage points higher than the average for each brand in their country

The work of having satisfied customers has been a target for several years. There are clear ways of working regarding processes, work routines and follow-up of deviations that enable us to respond to our customers in the best way. In 2023, customer satisfaction was 2.1 percentage points higher than the industry average for each brand and country. In order to achieve our target, we continue to work on improvement activities, particularly
for our newly acquired businesses. 


2. Share of 12 per cent used spare parts for repair cases in Sweden in 2028

The target is linked to our circular business model and intends to increase the proportion of used spare parts to make better use of the car at the end of its life cycle. The target is for the share of used spare parts for repair cases in Sweden to reach 12 per cent in 2028. In 2023, the share of used spare parts amounted to 7.5 per cent, up from 6.0 per cent the previous year. Work is ongoing on when and how Norway and Western Europe will be included in the target


3a. Proportion of committed employees above the benchmark and annual improvement

 Proportion of committed and proud employees is an important component of our internal strategy to have proud employees and satisfied customers. Also for 2023, we had a higher proportion of committed employees than benchmark. In connection with the launch of "BiliaPulsen" in Sweden, different indices are used in our countries. Sweden: 8.4 compared to the benchmark of 8.0. Norway and Western Europe: 86 compared to the benchmark of 81.

3b. Proportion of women in sales operations should exceed 30 per cent  

Bilia believes that an even gender distribution has positive effects on both the work environment and profitability. We want to increase the proportion of women and focusing as a first step on the proportion of women in our sales operations. During 2023 the proportion of women in sales operations increased from 16 to 17 per cent.


4. Contribute to lower climate impact among our customers when using the products and services we provide

Since the launch of the target in 2022, Bilia has been working to identify which of our services have a scientific basis for reducing climate impact. We will provide all our customers with clear and transparent information on how
they can reduce their climate impact through their choice of car and services.

Financial goals 2023

Bilia’s financial targets were met 2023, as below: Operational margin 3.7 per cent (target 5.0 per cent). Dividend share 65 per cent (target at least 50 per cent of profit per share). Total growth amounted to 9.0 per cent (target over 5.0 per cent). Ratio of net debt to EBITDA, excluding IFRS 16, 1.3 times (target under 2.0). From 2018 to 2023 Bilia’s total growth in turnover was 30 per cent, an average annual growth of over 6 per cent. During 2022 the growth was negative which was mainly explained by divested operations.

Operational margin, %

Operational margin 3,7 per cent (goal 5 per cent)

Payout ratio, %

Payout ratio 65 per cent (goal over 50 per cent)

Total growth, %

Total growth 9 per cent (goal 5 per cent)

Ratio of net debt to ebitda, times

Ratio of net debt to EBITDA, excluding IFRS 16, 1,3 times (goal not over 2.0)

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Vision and values

Our vision and values ​​guide us in how we treat our customers and colleagues.

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Vision and values

Corporate governance

Sustainable, responsible and efficient

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Corporate governance


Our culture and core values govern our attitude and the way we interact with our customers and colleagues.

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