What Yanase & Co. does

Yanase & Co., Ltd. (株式会社ヤナセ), founded in 1915 and headquartered in Minato-ku, Tokyo, is Japan's longest-established authorized dealer of imported automobiles. The company sells and services vehicles across eight (and growing nine) premium and luxury brands — Mercedes-Benz, BMW, Audi, Cadillac, Chevrolet, Volkswagen, Porsche, Ferrari, and newly added BYD — through a wholly owned nationwide network of brand-specific dealerships, multi-brand certified pre-owned Brand Square centers, and authorized service facilities spanning all 47 Japanese prefectures. Yanase operates through dedicated wholly owned subsidiaries (Yanase Bayerische Motoren Motors for BMW, Yanase Global Motors for Cadillac/Chevrolet, Yanase Automotives for Audi/Volkswagen, Yanase Prestige Auto for Porsche, Yanase Fiorano Motori for Ferrari, Yanase EV Square for BYD, and Yanase Insurance Services), giving it a centralized multi-brand platform model.

The business generates revenue across five integrated streams: (1) new vehicle sales, (2) certified pre-owned vehicle sales under the Yanase quality-assurance program, (3) after-sales maintenance, repair, and parts service, (4) finance and insurance products (smart loans, installment plans, Yanase Insurance Services), and (5) Yanase Rent-a-Car premium rental services. Ancillary digital services include the Yanase X FIELD owner-exclusive membership site and an online reservation system for test drives and service bookings. The company employs 1,001-5,000 staff, is privately held with no public listing, and has historically been owned independently without a parent corporate structure.

Yanase is not a technology company and does not develop proprietary vehicle technology; its core intellectual property is its 110-year distribution authorization portfolio, brand equity, and customer relationship base. Recent strategic activity (Ferrari dealership opening April 2024, BYD partnership July 2023, EV concierge service with Kyushu Electric Power, and joint customer-data utilization agreements with BMW AG, VW Group Japan, and Porsche Japan effective April 2026) signals a measured pivot toward electrification and data-enabled customer management without disrupting the legacy luxury-import franchise model.

Name

Yanase & Co.

Legal name

株式会社ヤナセ (YANASE & CO., LTD.)

Website

https://yanase.co.jp

Company type

Private

Founded year

1915

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Yanase & Co. is a privately held, Tokyo-headquartered authorized dealer of imported luxury and premium automobiles, founded in 1915, representing Mercedes-Benz, BMW, Audi, Cadillac, Chevrolet, Volkswagen, Porsche, Ferrari, and BYD across a nationwide Japanese dealership and service network serving individual and corporate luxury-vehicle buyers.

Ownership category

akta.pro rank

Product category

Imported Automobile Dealership

NAICS

Motor Vehicle and Parts Dealers (441), Other Motor Vehicle Dealers (4412)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Automotive Aftermarket Parts Distribution (Light-Duty) (TLAKAOAA)

akta.pro secondary industries

Accessories & appearance products distribution (interior/exterior accessories, detailing, car care) (CRAOANAI), Dealer-Sold & F&I Administered Service Contracts (Dealer Obligors) (FSAJALAD)

Keywords

• Imported automobile dealership
• Luxury vehicle retail
• Authorized dealer network
• After-sales service
• Certified pre-owned vehicles

Headquarters

HQ city

Minato

HQ country

Japan

HQ region

Asia

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new imported luxury vehicles including Mercedes-Benz, BMW, Audi, Cadillac, Chevrolet, Volkswagen, Porsche, Ferrari, and BYD electric vehicles through authorized dealership network.
2. Certified Pre-Owned Vehicle Sales: Sales of dealer-certified pre-owned vehicles under Yanase's quality assurance program, including multi-brand inventory through Brand Square network.
3. After-Sales Service and Maintenance: Vehicle maintenance, repairs, parts sales, and recall services through authorized service centers. Includes Alpha Plus inspection services.
4. Finance and Insurance: Automotive financing (smart loans, installment plans) and insurance products through Yanase Insurance Services.
5. Rental Car Services: Premium rental car services including Porsche, Chevrolet Camaro, and various imported vehicle rentals for customer experience before purchase.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels8 records

Core offering

Yanase & Co. is the authorized Japanese dealer and after-sales service provider for imported luxury and premium vehicles including Mercedes-Benz, BMW, Audi, Cadillac, Chevrolet, Volkswagen, Porsche, Ferrari, and BYD electric vehicles. The company sells new vehicles through brand-specific showrooms, certified pre-owned vehicles through its multi-brand Brand Square network, and provides manufacturer-trained maintenance, repairs, genuine parts, automotive financing, insurance, and premium rental services across a nationwide footprint of 100+ sales and service locations in Japan.

Product overview

Yanase & Co. is a premium imported automobile dealership group operating as an authorized dealer for eight major automotive brands: Mercedes-Benz, BMW, Audi, Cadillac, Chevrolet, Volkswagen, Porsche, and Ferrari. The company also recently added BYD to its brand portfolio. Yanase operates on a multi-brand platform model, with dedicated sales and service facilities for each brand across Japan. The core business is new vehicle sales, complemented by certified pre-owned vehicle programs, after-sales service and maintenance, financing/insurance services, and a premium rental car program. The company offers digital services including online vehicle reservation, test drive booking, and service scheduling through its website. Yanase also operates an exclusive owner membership program (Yanase X FIELD) providing premium content and events for vehicle owners.

Differentiator

Problem solved

Functional benefit

Brands

• YANASE X FIELD: ヤナセでご車両をご購入いただいた方限定のWEBサイトです。新しいカーライフと出会うための上質な会員限定コンテンツやプレミアムイベントを提供するオーナーコミュニティ。
• ヤナセ認定二手车 (YANASE Certified Used Cars)
• EV環境コンシェルジュ

Products and services

• Mercedes-Benz new vehicles

Quantifiable outcome

• Established 'Car Day (愛車の日)' as official commemorative day with Japan Anniversary Association (2015)

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• BMW AG / BMW JapancoreStrategic or Co-development Partner · 1 April 2026Joint customer data utilization with BMW AG, BMW Japan, and BMW Japan Finance. Shared data includes vehicle registration, maintenance history, driving data, and customer contact information for service improvement and marketing.
• Volkswagen Group Japan (アウディ/フォルクスワーゲン)coreStrategic or Co-development Partner · 1 April 2026Joint customer data utilization with Volkswagen Group Japan for Audi and Volkswagen operations. Includes vehicle data, maintenance records, and customer information sharing for service optimization.
• Porsche Japan (ポルシェジャパン)coreStrategic or Co-development Partner · 1 April 2026Joint customer data utilization with Porsche Japan for authorized dealership operations. Shared information includes customer details, purchase history, and service records.
• Soft99 Corporation (ソフト９９コーポレーション)minorGTM or Marketing Partner · 1 August 2024LINE ID linkage campaign partnership. Soft99 provides car care products as prizes for Yanase LINE campaign. Yanase original car care products were developed with Soft99's technical support.
• Continental (コンチネンタル)minorGTM or Marketing Partner · 10 April 2024LINE collaborative campaign for 'Car Day 2024' photo contest. Continental provides tire products (AllSeasonContact2) and merchandise as prizes. Yanase recommends Continental tires as original equipment for premium imported vehicles.
• BYD Auto JapancoreStrategic or Co-development Partner · 13 July 2023Yanase EV Square Corporation (ヤナセＥＶスクエア株式会社), a Yanase subsidiary, serves as a BYD authorized dealer in Japan. Handles new BYD electric vehicle sales with financing and insurance services through BYD Auto Japan. Partnership includes customer data sharing for warranty and service purposes.
• Kyushu Electric Power (九州電力)minorStrategic or Co-development Partner · 13 July 2023Business partnership for EV support services. Yanase provides EV environment concierge services in Kyushu area with support from Kyushu Electric Power for customer EV adoption and charging infrastructure guidance.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Penske Automotive Group: Penske Automotive Group is a publicly traded U.S. multi-brand luxury auto retailer operating dealerships and collision centers worldwide, with a heavy concentration of import and luxury brands. Yanase and Penske share an identical authorized-dealer business model across multiple premium OEMs, plus imported-vehicle distribution.
• AutoNation: AutoNation is the largest U.S. automotive retailer, operating franchise dealerships for over 30 brands including luxury imports. Like Yanase, it combines new vehicle sales, used vehicles, finance/insurance, and parts and service across multiple brand franchises in a multi-region footprint.
• Group 1 Automotive: Group 1 Automotive is a Fortune 500 multi-brand dealership group with significant exposure to BMW, Mercedes-Benz, Audi, and other import luxury franchises across the U.S. and U.K. Yanase's premium import-heavy brand mix mirrors Group 1's portfolio strategy.
• Lithia Motors: Lithia Motors is one of the largest U.S. auto retailers, operating franchise stores across all major import and domestic brands. Its multi-brand authorized dealer model, integrated F&I, and service operations match Yanase's full-stack dealer business.
• Asbury Automotive Group: Asbury Automotive Group is a U.S. multi-brand luxury-focused dealer with a portfolio including Mercedes-Benz, BMW, Lexus, and Land Rover franchises. Asbury's premium-import weighting closely mirrors Yanase's brand mix and after-sales service emphasis.
• Sonic Automotive: Sonic Automotive operates U.S. franchised dealerships with a luxury-focused EchoPark used-car segment. Its dual new-vehicle and CPO business model across import and luxury brands parallels Yanase's Brand Square and franchise operations.

Broad incumbents

• Inchcape plc: Inchcape is a London-listed global automotive distributor and retailer representing premium and luxury brands across emerging and developed markets. As a broader multi-market incumbent, Inchcape's import/distribution architecture is comparable to Yanase's authorized import franchise model, though at much larger global scale.

Regional players

• IDOM Inc. IDOM (formerly Gulliver International) is a major Japanese used-vehicle retailer offering purchase, sales, finance, and after-services. As a Japanese retail auto competitor, IDOM overlaps with Yanase's CPO and F&I activities but focuses on used vehicles rather than new-import distribution.
• Nextage Co., Ltd. Nextage is a Tokyo Stock Exchange-listed Japanese dealer group operating new and used vehicle dealerships, including import brands. Its multi-brand store model competes with Yanase for Japanese consumers seeking imported vehicles.
• Carchs Holdings Co., Ltd. Carchs Holdings is a Japanese used-car retailer with a nationwide store network offering purchase, sales, and ancillary services. It competes with Yanase's Brand Square CPO segment for budget-conscious Japanese car buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCIzwakvKZ5SoayIsryCdezQ
• Facebookfacebook.com/yanase.official
• Instagraminstagram.com/yanase_official

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries10 records

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 Yanase & Co.