Iceland

Honda is a globally respected mobility brand, renowned for its innovative engineering, reliability, and customer-focused approach. Founded in Japan in 1948, Honda has become one of the world’s leading manufacturers of automobiles, motorcycles, and power equipment. The brand is also expanding rapidly into hybrid and electric mobility, reinforcing its commitment to a more sustainable future. Guided by its philosophy of ‘ The Power of Dreams’, Honda continues to shape modern mobility with smart, efficient, and driver-centric solutions.

Before the acquisition by Inchcape, Askja had secured the distribution agreement with Honda in Iceland back in 2019, handling both sales and service. Now, as part of the Inchcape Group the company continues to build on the strong foundation, delivering exceptional Honda experiences under its new identity.

Kia began its journey in 1944 in South Korea, originally producing bicycle components. Over the decades, the company transformed into a global automotive leader, building its first car in the 1970s and steadily expanding its reach across international markets. Now a key part of the Hyundai Motor Group, Kia is celebrated for delivering vehicles that combine modern design, advanced technology, and everyday value. From compact cars to family-friendly SUVs and a growing lineup of electric vehicles, Kia continues to redefine mobility with innovation and purpose.

Kia became an OEM partner of Askja in 2010, building a strong presence in the Icelandic market - being the best-selling car brand in Iceland this year. With Askja’s acquisition by Inchcape in 2025, Kia now becomes an official OEM partner not only for the European region, but for the Inchcape Group globally-marking the beginning of a new and exciting collaboration at a broader scale.

Mercedes-Benz Group is a global leader in luxury automotive innovation, renowned for producing premium vehicles that combine cutting-edge technology, elegant design, and exceptional performance. Headquartered in Stuttgart, Germany, the Group oversees iconic brands, with a strong focus on electrification and sustainable mobility. The company continues to shape the future of driving while upholding a long-standing tradition of engineering excellence.

The partnership between Askja and Mercedes-Benz started in 2004, establishing a strong presence in the Icelandic market. Now, following Askja’s acquisition by Inchcape in 2025, Mercedes-Benz becomes a new OEM partner for Inchcape in Europe-making an exciting expansion of our relationship on a broader scale.

Mercedes-Benz vehicles are renowned for their quality, reliability and outstanding design. In Iceland, we offer a wide range of cars that are both powerful and efficient, equipped with advanced technology, safety and comfort of the highest quality. Customers can choose from more than 20 models of electric and plug-in hybrid vehicles from Mercedes-Benz.

Smart is a pioneering brand in urban electric mobility, focused on delivering compact, all-electric vehicles tailored for modern city life. Known for its minimalist design and clever use of space, smart has long been a favourite among urban drivers seeking efficiency, sustainability and style. The brand originated in the 1990s as a collaboration between Daimler-Benz (now Mercedes-Benz Group) and the Swatch Group. By the early 2000s Mecedes-Benz has taken full ownership of smart, steering its direction toward innovation in compact mobility. Today smart operates as a joint venture between Mercedes-Benz Group and Geely, with a renewed focus on the premium compact EV segment, including electric city cars and small SUVs designed for urban environments. With a bold shift to 100% electric vehicles, smart is setting a new standard for clean, connected, and intelligent urban driving.

Askja secured the distribution agreement with smart in Iceland in 2023, strengthening its role in bringing innovative urban electric mobility to the market. Now, following the acquisition by Inchcape in 2025, the company continues to represent smart with the same commitment to excellence-now under the global strength and scale of the Inchcape Group.

XPENG is a leading Chinese electric vehicle manufacturer committed to innovation and smart mobility. Founded in 2014, XPENG focuses on developing intelligent, connected electric cars that combine cutting edge technology with sleek design and exceptional performance. With a strong emphasis on AI integration, and user friendly interfaces, XPENG aims to redefine the future of transportation by delivering smart, sustainable, and accessible electric vehicles to customers worldwide. In 2024, Askja secured the distribution agreement with XPENG in Iceland, marking the entry of the innovative EV brand into the local market. Following Askja’s acquisition by Inchcape in 2025, XPENG’s presence now extends to a third European market under Inchcape-joining Poland and Finland.