One of Denmark's oldest car importers was sold earlier this autumn to Global Auto Holdings Limited, which has itself submitted a bloody account. Now the business is changing its name.
The Danish car importer KW Bruun, which was taken over by the British car group Global Auto Holdings Limited earlier this year, is changing its name to Wismo.
The new name is a contraction of the words "Wise" and "Mobility," which, according to a press release, signals a focus on intelligent solutions in mobility.
KW Bruun has been a central actor in the Danish car industry for over a century and is behind the import of 11 car brands.
These include Peugeot, Citroën, DS Automobiles and Opel from the Stellantis Group, as well as brands such as Mitsubishi, Hongqi and Voyah. Despite its size, the company has not always been in the public spotlight, but has played a significant role behind the facade of car dealers in Denmark.
The change to Wismo Group comes in the wake of the sale. But according to both buyer and seller, the change will have no "immediate consequences" for either employees, dealers or customers. The company continues operations unchanged. While the ownership is now with the engeslek group.
Historically, KW Bruun has had a significant place in the Danish car market. In 2023, the company had a turnover of around 10 billion kroner, of which a smaller share comes from Sweden.
Despite the many brands represented, the company's share of Danish passenger car sales today is only around 11 percent, a significant decline from four years ago, when the share was almost double.
In particular, brands such as Peugeot and Citroën have experienced a decline in popularity. Still, as recently as this year, leading KW Bruun forces were out to criticize electric cars. Read more about it here .
The previous owner, the KW Bruun family foundation, continues with activities such as Classic Car House, a car museum in Kgs. Lyngby, and the investment companies KW Bruun Invest and KW Bruun Collection. With the name change, the company marks the end of an era as a private Danish company that began in 1914, when Karl William Bruun sold his first cars.
