Bøje & Brøchner A/S is expanding its business in Vejle and will become an authorized Kia dealer from the fourth quarter of 2025 with KIA Vejle . After almost 100 years as a significant player in the automotive industry, the company is now taking a new step into the future – this time with a strong focus on electric cars and business solutions in collaboration with Kia Denmark.
A traditional business with a new car brand
Bøje & Brøchner has been a permanent part of Vejle's car scene and a familiar name to many car buyers since 1926. For almost a century, the company has been an authorized Ford dealer, but now the portfolio is expanding with Kia – a car brand that has gained a strong foothold in the Danish market.
Going forward, Bøje & Brøchner will be responsible for both sales and service of Kia cars. The decision comes as a natural next step for a company that has proven to be one of the country's most successful players in the commercial market.
In 2024, Bøje & Brøchner accounted for a full 7% of Danish sales of Ford vans – equivalent to over 400 cars. This experience will now be an important piece in Kia's ambition to strengthen its position in the Triangle area, not least in the market for Purpose Built Vehicles (PBV) and electric commercial vehicles.
Kia focuses on local presence in Vejle
Kia Denmark makes no secret of the fact that the choice of Bøje & Brøchner is strategically well considered. The dealer represents both solid experience and a strong local presence, which fits perfectly with Kia's growth strategy in the region.
"We are very pleased to welcome Bøje & Brøchner to the Kia family. Their strong position in Vejle and extensive experience in the van market give us a solid starting point to strengthen Kia's presence in the area," says Jens Rytter, Dealer Development Manager at Kia Denmark.
He emphasizes that the collaboration will ensure customers a wide selection of innovative electric cars and flexible business solutions. With Bøje & Brøchner as a partner, Kia gets a dealer who is already used to handling both private and business customers with a focus on quality, service and trust. At the same time, the local anchoring in Vejle provides a natural foundation for expanding the relationship with the area's drivers.
A value-based alliance between Jutland companies
For Bøje & Brøchner, choosing Kia was also about values and a culture of collaboration. Owner Bent Krogh emphasizes that the partnership with Kia and the Danish importer Nellemann Group is based on a shared understanding of credibility and integrity – two key words that have characterized the car business for generations.
"We perceive Kia as a serious, ambitious and innovative manufacturer that stands 100% behind its products. The combination of European production and the design center in Germany shows a clear willingness to invest in the future. At the same time, Kia's model program fits perfectly with the Danish market," explains Bent Krogh.
He emphasizes that it has also been important to collaborate with an importer who shares the same Jutland approach to business: long-term, responsible and customer-focused. According to Krogh, Nellemann Group's dealer strategy appeals to the company because it goes against the trend towards centralization and monopolization in the industry. "We actually like competition - it's healthy for both us and the customers," he says with a smile.
Strong focus on electric cars and business solutions
Bøje & Brøchner sees great opportunities in Kia's broad model range, which ranges from popular electric cars such as the EV6 and EV9 to a new generation of commercial vehicles.
"We believe that the timing and products are a perfect fit for our business. With Kia's portfolio, we can meet the needs of the area's electric drivers – both private and commercial customers," says Bent Krogh.
He points out that electric vehicles are becoming an increasingly important focus area, and that Kia’s focus on electrification aligns with the company’s ambitions to evolve in step with the market. The new dealership agreement also means that customers can expect dedicated and highly trained staff who are specialized in Kia’s products and technologies. This will ensure that both new and existing customers receive a first-class experience – from test drive to service.
A future built on experience and innovation
When Bøje & Brøchner officially opens its doors as a Kia dealer in the fall of 2025, it not only marks a new era for the company - but also a step forward for the automotive industry in Vejle.
The combination of almost 100 years of experience, local commitment and the courage to think new provides solid conditions for success. Kia gains a partner who understands both the needs of the business community and the expectations of private customers, while Bøje & Brøchner gains access to a rapidly developing brand with strong ambitions in the electric car market.
"We look forward to welcoming both current and new customers to our Kia universe," says Bent Krogh. "With Kia, we have the opportunity to offer more choices, a modern product range and, not least, the quality and reliability that our customers expect."
Vejle is thus facing another chapter in its long automotive history - where tradition and innovation meet in a partnership that is ready for the future.
