Semler Gruppen

About Semler Gruppen

About Semler Gruppen
100 years’ experience + dedicated employees = Semler Gruppen
Classic Vw Beetle

The story of Semler Gruppen begins back in 1917 when Skandinavisk Motor Co. was founded.

In 1917, brothers Axel and Johannes Semler founded Skandinavisk Motor Co. with their father, Eiler Semler.

They initially imported Hudson, Dodge and Firestone tyres. However, in 1948, the company began importing Volkswagen, and 11 years later (in 1959), they reached a milestone when VW became the best-selling passenger car in Denmark.

In 1951, they added Porsche to their import portfolio.


Skandinavisk Motor Co. begins importing Audi.


The company begins to import SEAT.


Skandinavisk Motor Co. signs an importer contract with ŠKODA.


Skandinavisk Motor Co. becomes a dealer for Bentley and Lamborghini.


Semler Gruppen is founded as the umbrella organisation for the entire group.


Semler Innovation is launched.

Semler Agro is founded.

Semler Gruppen becomes an importer of Ducati.

Semler Mobility Værksted2

Semler Gruppen has been the umbrella organisation for the entire group since 2010.

Today, the group has more than 2,000 employees who work hard to deliver the best mobility solutions – both today and for the future.

And the best mobility solutions naturally have the best products and the best service. The organisation currently has five divisions, engaged in the automotive industry, the agricultural market and tomorrow’s mobility concepts.

Semler Mobility

Import, retail sales and leasing of Volkswagen Passenger Cars, Volkswagen Commercial Vehicles, SEAT, ŠKODA, Audi, Porsche, Lamborghini, Bentley and Ducati.

Semler Agro

Sales and service of agricultural machinery, including John Deere, Sulky, Väderstad and Kramer.

Semler Innovation

Our innovation division has conceived concepts such as Dribe, Connected Cars and Holo.

Service functions

All service functions serve the entire group and include IT, finance, HR, communication and properties.

Associated enterprises

The umbrella organisation for our activities in the Baltic region and investments in a number of other companies.

Facts and figures
Number of colleagues in 2019

2.243 in 2018

Number of registered cars in 2019

67.347 in 2018

Market share for John Deere in 2019

20,6% in 2018

Net turnover in 2019/DKK millions
EBITDA in 2019/DKK millions
Post-tax profit in 2019/DKK millions
Jens Bjerrisgaard Portræt

Jens Bjerrisgaard
Group CEO
Semler Gruppen

‘We have more than 100 years of experience, but we see a future in which products, customer base and purchasing behaviour will undergo fundamental change. For this reason, we’re investing in tomorrow’s solutions to ensure that we remain a leading player – also well into the future.’
Board of Directors

Michael Pram Rasmussen (chair)
Lars Erik Nielsen (Deputy Chair)
Martin Mourier
Christian Swane Mourier
Nikolaj Hoff
Henriette Nielsen
Jan H. Christiansen

Henrik Willman (employee-elected)
Max W. Ignjatovic (employee-elected)
Brian C. Pedersen (employee-elected)
Dennis Rasmussen (employee-elected)

The organisation

Semler Gruppen is made up of a number of companies, spread across five divisions:

Semler Mobility

Semler Agro

Semler Innovation

Service functions

Associated enterprises

Semler Org.Diagram 2021 EN 1920Px