EY refers to the global organization, and may refer to one or more, of the member firms of Ernst & Young Global Limited, each of which is a separate legal entity. Ernst & Young Global Limited, a UK company limited by guarantee, does not provide services to clients.
Peter Grøftehauge
EY World Entrepreneur Of The Year™ 2025 finalist, Denmark
CEO of Autorola Group
Peter Grøftehauge is using data analytics and digital tools to optimize online car auctions.
Peter Grøftehauge has emerged as a transformative figure in the automotive industry through his leadership of Autorola, which he founded in 1996. As the son of a used car dealer, he had recognized the inefficiencies of traditional car auctions and envisioned a revolutionary approach: trading cars online. This vision led to the launch of Europe’s first online car auction, which also paved the way for Autorola to become a pioneer in artificial intelligence with algorithm-driven used car pricing models in 1998.
Today, Autorola is a global leader in online vehicle remarketing and IT solutions for the industry, operating in more than 20 countries. The company offers a comprehensive range of services, including online auctions, fleet management and data-driven insights. By connecting dealers, leasing companies, car manufacturers and fleet operators with a vast network of buyers, Autorola streamlines transactions and maximizes vehicle value.
Under Peter’s leadership, Autorola has significantly impacted the industry. The company’s use of data analytics and digital tools has led to better pricing, quicker sales and smarter decision-making. Conscious of the need to reduce the environmental impact of remarketing leased and fleet vehicles, Peter’s commitment to sustainability and efficiency further enhances Autorola’s reputation.
Throughout his entrepreneurial journey, Peter has maintained a steadfast dedication to innovation. He creates long-term value for customers without compromise, consistently reinvesting in future growth while remaining loyal to his strategic vision.
For me, technology isn’t just a tool — it’s the key to creating greater customer value, delivering measurable results and building stronger relationships.