Per Saevik-controlled Havila Kystruten is negotiating with domestic and other yards for ships it intends to offer for a proposed passenger service off Norway's coast.
The Norwegian shipowner's move into the coastal passenger trade represents a challenge to Hurtigruten, which has been the only player on the route for more than a century.
The Norwegian government is gearing up to decide which company will operate the service that calls at 34 ports from Bergen to Kirkenes.
TDR Capital-controlled Hurtigruten, which has run the service since it was founded in 1893, operates 13 coastal ships and cruise ferries.
Havila Kystruten is the first confirmed company that is challenging the Norwegian operator on the run after the government, whose transport minister is from the free markets-friendly Progress Party, welcomed competition.
There has also been speculation that Color Line and Royal Caribbean Cruises want to get a slice of this business, but both companies declined to confirm their interest.
Havila Kystruten is making an offer with four ships. They will carry 700 passengers each and the total investment will be between NOK 3bn ($375m) and NOK 4bn.
A company representative confirms that Havila Kystruten is already in negotiations with yards in Norway, Spain and Croatia.
Saevik's Havyard Group has designed the ships.
The Saevik family also controls offshore vessel owner Havila Shipping and ferry company Fjord1. Fjord1 is not expected to launch a separate bid for the coastal service.
Hurtigruten has made an offer with 11 ships, covering all the three multi-ship packages that are covered by the government's tender.
The government plans to decide on the contract before Easter.
