Toyota of San Bernardino

What Toyota of San Bernardino does

Toyota of San Bernardino is a privately held Toyota franchise dealership founded in 1966 and headquartered at 650 Auto Center Dr. W in San Bernardino, California. The business operates as a full-service automotive retail operation with four core departments: new and certified pre-owned vehicle sales, factory-authorized service, genuine Toyota parts, and short-term vehicle rentals. It serves individual consumers across the Inland Empire region of Southern California, including San Bernardino, Redlands, Riverside, Ontario, Victorville, and Moreno Valley. The company is privately held with no disclosed external PE/VC ownership, and in 2023 launched a wholly-owned performance and off-road customization division called Imperial Motorsports.

The dealership's technology stack is built primarily on Toyota OEM platforms, including the ToyotaCare no-cost maintenance program (2 years/25,000 miles with roadside assistance), Toyota Safety Sense active safety suite, Toyota TrueStart batteries, and Toyota Genuine Parts inventory. The company has invested in proprietary digital infrastructure including a SmartPath online shopping platform, an online parts ordering portal at autoparts.toyotasb.com, and a Vehicle Finder Service that provides access to over 100,000 vehicles weekly. Competitive advantage is derived from OEM brand affiliation, factory-trained technicians (with 100+ years of combined expertise), the Toyota Tire Price Match Guarantee, and integrated VIP, College, and Military rebate programs.

Revenue is generated through five primary streams: one-time vehicle sales (new and certified pre-owned), professional service and maintenance, hardware parts sales, transaction-fee vehicle rentals, and financing/leasing arrangements via Toyota Financial Services. The go-to-market motion is direct-to-consumer through a physical dealership location plus an inside sales team handling phone inquiries and finance pre-qualification, supported by referral/rebate programs. Pricing is unit-based with a $85 dealer documentation fee, Sunbit pay-over-time service financing, and a $300 minimum rental deposit. The firm is privately held and does not publicly disclose revenue.

Name

Toyota of San Bernardino

Legal name

Toyota of San Bernardino

Website

https://toyotasb.com

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

1–10 employees

Short description

Toyota of San Bernardino is a privately held Toyota franchise dealership founded in 1966, selling new and certified pre-owned vehicles, providing factory-authorized service and parts, and offering rentals across Southern California's Inland Empire region.

Ownership category

akta.pro rank

Headquarters

HQ city

San Bernardino

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Vehicle Sales: Sale of new Toyota vehicles and certified pre-owned vehicles. Revenue from vehicle transactions including financing arrangements.
2. Service and Maintenance: Revenue from vehicle servicing including oil changes, brake service, battery replacement, tire service, fluid replacement, and general maintenance. Includes parts markup.
3. Parts Sales: Sale of Toyota Genuine Parts and accessories including cabin air filters, engine air filters, wiper blades, brake components, and batteries.
4. Vehicle Rental: Short-term Toyota vehicle rentals available with partial day options. Customers must be 21+ with valid driver's license, proof of insurance, and major credit card.
5. Financing Services: Auto financing, leasing options, and trade-in services. Finance department arranges affordable payments for customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Toyota of San Bernardino is an authorized Toyota franchise dealership in San Bernardino, California, founded around 1966. It sells new Toyota vehicles, certified pre-owned and used vehicles, offers factory-trained service and repair, supplies genuine Toyota parts and accessories, arranges in-house financing and leasing, runs a short-term Rent A Toyota program, and operates a subsidiary called Imperial Motorsports for performance and off-road vehicle customization.

Product overview

Toyota of San Bernardino operates as a full-service Toyota automobile dealership offering a comprehensive portfolio of automotive products and services. The core offerings include new Toyota vehicle sales (cars, trucks, SUVs, and electrified/hybrid models), used and certified pre-owned vehicle sales, and an extensive service and parts department. Supporting services include vehicle financing and leasing through Toyota Financial Services, a rent-a-car program, and the ToyotaCare no-cost maintenance plan. The dealership also features Imperial Motorsports, a performance and off-road customization division offering custom build packages. Additional services include tire replacement, brake service, battery replacement, oil changes, fluid replacement, and cabin/engine air filter services. The Vehicle Finder Service and VIP Program provide specialized vehicle acquisition assistance. The parts operation includes an online parts ordering portal for genuine Toyota parts and accessories.

Differentiator

Problem solved

Functional benefit

Brands

• Imperial Motorsports: Performance and off-road parts, accessories, and installation services division offering custom builds and off-road packages including Silverwood, Arrowhead, and Big Bear packages.

Products and services

• New Toyota Vehicle Sales Retail sale of new Toyota vehicles from the manufacturer's lineup to individual consumers through the authorized franchise.
• Used Vehicle Sales
• Toyota Certified Pre-Owned Vehicles
• Service & Repair
• Genuine Toyota Parts & Accessories
• Finance & Leasing
• Rent A Toyota
• Imperial Motorsports Customization

Quantifiable outcome

• Over 100 years combined technician expertise for quality service
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves7 records

Expansion highlights4 records

Emerging players

• Carvana: Online-first used-vehicle retailer with home delivery and vending-machine pickup. Competes on convenience and price transparency in the same Inland Empire consumer market the dealer serves.
• CarMax: Largest U.S. used-vehicle retailer with both physical stores and online financing. Competes with Toyota of San Bernardino's certified pre-owned and used-vehicle sales, particularly for trade-in and budget-conscious buyers.

Others

• Cox Automotive: Ecosystem services provider for franchised and independent dealers (Manheim auctions, Kelley Blue Book valuations, Dealertrack DMS, Autotrader listings). Indirectly comparable as a major counterparty in the used-car and dealer-technology stack this dealer relies on.

Broad incumbents

• AutoNation: Largest public auto dealer group in the U.S. with hundreds of franchised rooftops across multiple brands including Toyota. Directly comparable in that it sells new and used vehicles, operates F&I, service, and parts — but at vastly greater scale and across many geographies.
• Asbury Automotive Group: Public dealer group with 150+ new-vehicle franchises plus Clicklane digital retailing. Comparable franchise dealer economics and similar exposure to California and Southwest U.S. markets.
• Sonic Automotive: Public dealer group operating franchised dealerships and the EchoPark used-vehicle stand-alone retail brand. Comparable on franchised new-car sales, F&I, and service operations.
• Lithia Motors: Public dealer group with hundreds of franchises and a Driveway omnichannel retail platform. Highly comparable business model (new/used sales, F&I, service, parts) and competes directly with independent dealers for regional market share.
• Enterprise Mobility (Enterprise Rent-A-Car): Largest U.S. vehicle rental operator and a major buyer of used vehicles from franchised dealers. Comparable on the rental side of Toyota of San Bernardino's Rent-a-Toyota offering, and a key channel for dealer trade-in inventory.
• Group 1 Automotive: Public dealer group with 200+ dealerships in the U.S. and U.K., including Toyota franchises. Directly comparable franchised retail model with similar revenue mix (new vehicle, used, F&I, service, parts).
• Penske Automotive Group: Diversified public dealer group operating new- and used-vehicle franchises, including premium and mass-market brands, plus commercial truck and Penske Rental exposure. Comparable on the franchised dealer and short-term rental dimensions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ToyotaSanBerdoo
• LinkedInlinkedin.com/company/toyota-of-san-bernardino

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 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 of San Bernardino