Toyota Motor Italia

What Toyota Motor Italia does

Toyota Motor Italia S.p.A. (TMI) is the Italian national sales and marketing subsidiary of the Toyota group, wholly owned and controlled by Toyota Motor Europe NV/SA under Article 2497 sexies of the Italian Civil Code. Headquartered in Rome at Via Kiiciro Toyoda 2, the company operates as a single-member joint-stock company (S.p.A. a socio unico) with €38,958,000 of fully paid-in share capital, and distributes Toyota-branded passenger cars, SUVs, light commercial vehicles and performance models across Italy through a nationwide authorized dealer network that includes dedicated Toyota Professional Business Centers and Toyota Gazoo Garage sports stores, alongside direct-to-consumer digital channels.

Its product portfolio spans a multi-pathway electrified powertrain range — Full Hybrid, Plug-in Hybrid, Full Electric (bZ4X, bZ4X Touring, C-HR+) and Fuel Cell (Mirai) — built on Toyota's modular platforms and integrated with the WeToyota connected services ecosystem, the MyToyota mobile app, the Toyota Charging Network, and the Toyota T-Mate active safety suite. The company also markets the GR performance sub-brand (GR Yaris, GR Supra), the Toyota Professional commercial-vehicle range (Hilux, PROACE family), and the Toyota Approved certified used-vehicle program.

TMI's business model combines one-time vehicle sales (MSRP publicly disclosed, e.g., Aygo X Full Hybrid from €17,950, Toyota C-HR+ Full Electric from €34,950) with captive financing through Toyota Financial Services Italia (Toyota Easy Next/Start/Move/Used), subscription-based long-term and flexible rental via KINTO One and KINTO Flex (operated by Kinto Italia S.p.A.), branded insurance through Toyota Insurance Management SE and Aioi Nissay Dowa, after-sales service and parts, connected-services subscriptions, motorsport-related revenue (Toyota Gazoo Racing Italy across WRC, CIAR, GR Yaris Rally Cup), and paid driving experiences through Toyota Driving Academy. Customer segments span private individuals (including neopatentati), self-employed professionals, SMEs, large enterprises, and motorsport/driving enthusiasts.

Name

Toyota Motor Italia

Legal name

Toyota Motor Italia S.p.A. a socio unico

Website

https://toyota.it

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

101–250 employees

Short description

Toyota Motor Italia is the wholly-owned Italian national sales and marketing subsidiary of Toyota Motor Europe, distributing Toyota passenger, SUV, commercial and GR performance vehicles through a nationwide dealer network, captive financing, KINTO mobility subscriptions, insurance, and the WeToyota electrified ecosystem.

Ownership category

akta.pro rank

Headquarters

HQ city

Rome

HQ country

Italy

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. New vehicle sales (Toyota and Lexus brands): One-time sales of new passenger cars, SUVs, sports models (GR Yaris, GR Supra) and commercial vehicles (PROACE family, Hilux) via the authorized dealer network and online configurator. MSRP is suggested retail; final transaction price is set by the dealer.
2. Used vehicle sales (Toyota Approved): Sale of certified pre-owned vehicles through Toyota Approved program with online search, online booking, trade-in valuation and category-based listings (hybrid, petrol, diesel, electric, SUV, vans).
3. Vehicle financing (Toyota Financial Services / Toyota Easy): Captive financing products including Toyota Easy Next, Toyota Easy Start, Toyota Easy Move (leasing), Toyota Easy Used and personal finance plans managed via Toyota Financial Services Italia S.p.A. customer portal.
4. Long-term and flexible rental (KINTO): Subscription-style long-term rental (KINTO One) and monthly flexible rental (KINTO Flex), including KINTO mobility ecosystem for businesses, fleets and individuals (Kinto Italia S.p.A.).
5. Insurance products: Branded insurance offerings including Pay Per Use Insurance, WeToyota Insurance, RCA Connected, Furto/Incendio, Restart, Kasko and Collisione, Protezione franchigia (via Toyota Insurance Management SE / Aioi Nissay Dowa Insurance).
6. After-sales service, maintenance and parts: Workshop services (online booking, Speed Service, Tyre Park, bodywork and paint, courtesy cars), prepaid maintenance plans, extended maintenance, WeToyota Service, and sale of spare parts and accessories (winter wheels, roof boxes, safety systems, parking sensors, Toyota Special Care).
7. Connected services subscriptions: Recurring subscription-based in-vehicle connected services delivered via the MyToyota app, multimedia systems, map updates, and Toyota Charging Network.
8. Motorsport and driving experience programs: Revenue associated with Toyota Gazoo Racing Italy motorsport programs (WRC, CIAR, GR Yaris Rally Cup, GR Yaris Rally1, GR Yaris Rally2), Toyota Driving Academy paid courses (WeToyota School, Off-Road courses with FIF), and limited-edition model reservations (e.g., Nuova GR Yaris TGR ITALY).

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Toyota Motor Italia S.p.A. is the Italian national sales and marketing subsidiary of the Toyota group, distributing new Toyota passenger cars, SUVs, GR sports models and Toyota Professional commercial vehicles through an authorized dealer network. It also provides Toyota Approved certified used vehicles, Toyota Easy financing through Toyota Financial Services, Toyota Insurance products, KINTO long-term rental and subscription mobility, the MyToyota connected services ecosystem, and the Toyota Driving Academy experience program.

Product overview

Toyota Motor Italia S.p.A. is the Italian distributor of Toyota-branded vehicles and offers a single unified product portfolio composed of (1) a passenger-car range led by electrified models (Aygo X, Yaris, Yaris Cross, Corolla Touring Sports, Corolla Cross, C-HR, C-HR+, Prius Plug-in, RAV4, Land Cruiser, Mirai, plus the bZ4X and bZ4X Touring full electric SUVs), (2) the GR performance line (GR Yaris, GR Supra) feeding the Toyota Gazoo Racing Italy motorsport programs (World Rally Championship with the GR Yaris Rally1, GR Yaris Rally Cup, Campionato Italiano Assoluto Rally with GR Yaris Rally2 and R1T 4X4), (3) the Toyota Professional commercial-vehicle range (Hilux, PROACE, PROACE VERSO, PROACE CITY, PROACE CITY VERSO, PROACE MAX) for businesses, (4) a Toyota Approved certified used-vehicle service, and (5) a services ecosystem including Toyota Easy financing with Toyota Financial Services, KINTO long-term rental/subscription (KINTO One, Flex, Share, Mobility), Toyota Insurance products (WeToyota Insurance, Pay Per Use, RCA Connected, Kasko, etc.), the MyToyota connected-car app and services, the WeToyota electrified customer program, the Toyota Driving Academy (WeToyota School and off-road courses), and the Toyota Relax Plus warranty. All of these offerings sit on top of the central TMI/TME joint-controllership data and consent framework disclosed in the privacy notice.

Differentiator

Problem solved

Functional benefit

Brands

• Toyota Professional: Sub-brand for Toyota commercial vehicles in Italy, targeting professional and fleet customers.
• Toyota Gazoo Racing Italy
• Toyota Driving Academy
• KINTO
• WeToyota

Products and services

• Toyota Aygo X Compact city car offered as a Full Hybrid, positioned for young drivers (Under 30) and urban mobility in Italy.
• Toyota Yaris Hybrid city car from the Toyota core range sold in Italy.
• Toyota Yaris Cross Hybrid crossover SUV based on the Yaris platform sold in Italy.
• Toyota C-HR C-segment crossover available in Full Hybrid and Plug-in Hybrid variants in Italy.
• Toyota C-HR+ New full electric SUV variant of the C-HR line sold in Italy.
• Toyota Corolla Touring Sports Hybrid family estate/wagon variant of the Corolla sold in Italy.
• Toyota Corolla Cross Hybrid crossover SUV variant of the Corolla family sold in Italy.
• Toyota Prius Plug-in Plug-in hybrid sedan variant of the Prius sold in Italy.
• Toyota bZ4X Battery electric SUV and Toyota's first mass-market BEV sold in Italy.
• Toyota bZ4X Touring Estate/wagon variant of the bZ4X battery electric SUV sold in Italy.
• Toyota RAV4 Mid-size SUV available as Full Hybrid and Plug-in Hybrid in Italy.
• Toyota Land Cruiser Iconic Toyota 4x4 off-roader sold in Italy, subject of a 2024 online pre-booking campaign with First Edition variants.
• Toyota Mirai Hydrogen fuel cell electric sedan sold in Italy, representing Toyota's fuel cell technology offering.
• GR Yaris High-performance sports car developed by Toyota Gazoo Racing, basis of the GR Yaris Rally Cup and motorsport programs.
• GR Supra Lightweight Evo sports coupe from the GR performance line sold in Italy.
• Toyota Hilux Pick-up truck for private and professional use sold in Italy.
• PROACE / PROACE VERSO / PROACE CITY / PROACE CITY VERSO / PROACE MAX Range of light commercial vans and passenger shuttle variants sold in Italy under the Toyota Professional sub-brand for businesses and professionals.
• Toyota Approved (certified used vehicles) Certified pre-owned vehicle program with online search, online booking, trade-in valuation and category-based listings (hybrid, petrol, diesel, electric, SUV, vans), backed by the Toyota Trust certificate.
• KINTO (One, Flex, Share, Mobility) Toyota Group mobility ecosystem: KINTO One long-term rental, KINTO Flex monthly subscription, and KINTO Share/Mobility car-sharing for private and corporate customers in Italy, operated by Kinto Italia S.p.A.
• Toyota Easy (Next / Start / Move / Used) Range of financing solutions offered with Toyota Financial Services Italia S.p.A., including Toyota Easy Next, Easy Start, Easy Move leasing and Easy Used, managed via the my-finance portal on toyota-fs.it.
• Toyota Insurance (WeToyota Insurance, Pay Per Use, RCA Connected, Kasko, Restart, Furto/Incendio, Protezione franchigia) Branded insurance portfolio distributed through Toyota Motor Italia in partnership with Toyota Insurance Management SE and Aioi Nissay Dowa Insurance, including telematics-based and pay-per-use policies.
• MyToyota connected services and mobile app Toyota's mobile app (iOS/Android) and connected services: customer portal, subscription-based in-vehicle services, multimedia systems, map updates, Toyota Charging Network access, and Bluetooth compatibility.
• Toyota Driving Academy (WeToyota School / Off-Road) Driving school offering free hybrid/plug-in/electric driving courses (WeToyota School) at dealerships and off-road courses in collaboration with the Federazione Italiana Fuoristrada (FIF).

Quantifiable outcome

• Toyota Gazoo Racing WRC team won 12 of 14 rounds in the 2025 FIA World Rally Championship, securing the Constructors' title with a 224-point advantage.
• +2 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability5 records

Feature7 records

Partnerships

Eight partnerships are on record, tiered flagship, core and minor.

• Toyota Motor Europe NV/SAflagshipStrategic or Co-development PartnerControlling entity of Toyota Motor Italia S.p.A. (Art. 2497 sexies Cod. Civ.), based in Avenue du Bourget 60, 1140 Brussels, Belgium. Joint data controller with TMI; coordinates European product launches, Connected Services, and supplies vehicles, technology and brand direction.
• Kinto Italia S.p.A.coreStrategic or Co-development PartnerToyota Group company operating the KINTO mobility ecosystem in Italy: KINTO One long-term rental, KINTO Flex monthly flexible rental (kinto-mobility.eu), and KINTO business mobility solutions for SMEs and large enterprises.
• Toyota Charging NetworkcoreTechnology or IntegrationPublic EV charging network accessible to Toyota electrified customers (toyota-charging-network.eu), integrated with the MyToyota app and Toyota's Full Electric (bZ4X, C-HR+) and Plug-in Hybrid lineup.
• Federazione Italiana Fuoristrada (FIF)minorStrategic or Co-development PartnerCo-organizer with Toyota Driving Academy of off-road driving courses for enthusiasts, combining theory, technique and practice to promote safe off-road driving and the Land Cruiser / off-road heritage.
• Special Olympics ItaliaminorGTM or Marketing PartnerBrand partnership featured in the "Mondo Toyota" section of toyota.it, supporting Special Olympics Italia initiatives in Italy.
• PirellicoreTechnology or IntegrationOfficial tire supplier to Toyota Gazoo Racing Italy in the Campionato Italiano Assoluto Rally (CIAR); all GR Yaris Rally2 and GR Yaris R1T 4X4 race cars are equipped with Pirelli tires.
• ACI Sport (AciSport)coreOthersGoverning body of Italian motorsport; the GR Yaris Rally Cup 2026 sporting and technical regulations are pending final approval by ACI Sport.
• Toyota Motor Corporation (Japan)flagshipOEM/ Whitelabel/ Licensing PartnerGlobal parent company and owner of Toyota trademarks, logos and service marks used in Italy; supplies vehicles and technology that TMI markets under license in Italy.

Scale indicators8 records

Recent moves3 records

Expansion highlights5 records

Direct peers

• Mercedes-Benz Italia: Italian national sales company for Mercedes-Benz. Comparable premium OEM-owned subsidiary with full electrified portfolio (EQ range), captive finance (Mercedes-Benz Financial Services Italia), dealer network and subscription/mobility products competing with TMI's Lexus-adjacent premium offering.
• BMW Italia: Italian subsidiary of BMW Group distributing BMW, MINI and BMW Motorrad. Comparable as a premium OEM-owned national sales company with electrified portfolio, captive finance, premium dealer network and digital services competing with TMI in the premium/luxury segment.
• Volkswagen Group Italia: Italian national sales company for the Volkswagen Group brands (VW, Audi, Škoda, SEAT, CUPRA). Directly comparable as another major OEM-owned national distributor with multi-brand electrified portfolio, captive finance, dealer network and KINTO-style subscription services competing head-to-head in Italy.
• Nissan Italia: Italian national sales company of Nissan. Comparable as a Japanese OEM-owned distributor with established BEV line-up (Leaf, Ariya), Qashqai e-Power hybrid, LCV range (Townstar, Primastar) and finance/mobility services directly overlapping TMI's electrified and LCV offering in Italy.
• Volvo Car Italia: Italian national sales company of Volvo Cars. Comparable as a premium European OEM-owned subsidiary with a fully electrified roadmap, captive finance (Volvo Car Financial Services), and Care subscription/mobility products competing with TMI in the upper-premium electrified segment.
• Renault Italia: Italian national sales company of Renault Group. Comparable as a European OEM-owned national distributor with strong hybrid and EV lineup (E-Tech), LCV range (Kangoo, Trafic, Master) and mobility services (Mobilize) directly competing with TMI in the Italian passenger and LCV segments.
• Ford Italia: Italian national sales company of Ford Motor Company. Directly comparable as another major US-headquartered OEM's Italian subsidiary with electrified portfolio (Mustang Mach-E, Kuga PHEV, Puma BEV), commercial vehicles (Transit), captive finance (Ford Credit) and dealer network competing with TMI.
• Honda Italia: Italian national sales company of Honda Motor. Comparable as a Japanese OEM-owned national distributor with hybrid leadership (Jazz, HR-V, CR-V e:HEV), limited BEV exposure and performance sub-brand (Type R) paralleling Toyota's hybrid-led, GR-halo strategy in Italy.
• Hyundai Motor Company Italy: Italian subsidiary of Hyundai Motor Group distributing Hyundai and Kia. Comparable as a foreign OEM-owned national sales company with aggressive electrified portfolio (Ioniq 5/6, EV6/9), commercial vehicles and growing connected-services ecosystem competing directly with Toyota in Italy.

Broad incumbents

• Stellantis (Italy operations): Stellantis is HQ'd in the Netherlands but has deep Italian manufacturing and brand operations (Fiat, Alfa Romeo, Lancia, Jeep, Peugeot, Citroën, Opel). It is a broad incumbent in the Italian passenger and LCV market with a multi-brand electrified roadmap overlapping TMI's portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/toyota_italia
• YouTubeyoutube.com/user/ToyotaItalia
• Facebookfacebook.com/ToyotaItalia
• LinkedInlinkedin.com/company/toyota-motor-italia
• Instagraminstagram.com/toyota_italia

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Toyota Motor Italia