Çetaş
Çetaş Otomotiv is a privately held Turkish multi-brand automotive retailer founded in 1975, operating 20+ authorized dealership branches across Turkey for 13 brands — Renault, Ford, Toyota, Hyundai, Stellantis marques, Ford Trucks, Isuzu, Chery, Jaecoo, and Lexus — plus an international Jaecoo location in London, selling new vehicles, certified pre-owned cars, EVs, and after-sales service to consumers and fleet customers.
- Company typePrivate
- Founded1975
- HeadquartersBagcilar
- Headcount1,001–5,000
- GTM typeB2B and B2C
- OfferingServices
What Çetaş does
Çetaş Otomotiv is a privately held Turkish automotive retail group founded in 1975 and headquartered in Bağcılar, Istanbul, employing between 1,001 and 5,000 people. The company operates as an authorized multi-brand dealership network representing 13 international automotive brands — Renault, Peugeot, Citroen, Ford, Opel, Chery, Toyota, Dacia, Isuzu, Ford Trucks, Jaecoo, Hyundai, and Lexus — across more than 20 physical branches covering Istanbul, Izmir, Kocaeli, Manisa, Tekirdağ, Eskişehir, and Muğla in Turkey, with an additional Jaecoo sales point at Auto West London in the United Kingdom.
The business runs three core revenue streams: one-time new vehicle sales (entry trims starting around 1,050,000 TL up to approximately 12,339,000 TL for flagship models such as the Toyota Land Cruiser), used vehicle sales under the dedicated "Çetaş 2.EL" sub-brand with online evaluation and trade-in tools, and recurring after-sales service revenue from authorized maintenance, repairs, and genuine spare parts. Distribution is anchored in physical showrooms with adjacent digital self-service for service appointments, vehicle evaluation, and test drives; marketing combines brand-specific campaigns, exclusive promotional offers, and content marketing via a corporate blog and social channels. The customer base is primarily individual consumers (B2C) with a secondary fleet and SME/business segment (B2B) handled through a dedicated fleet sales and corporate solutions unit.
In 2024 Çetaş launched a standalone electric vehicles category spanning EV and hybrid models across multiple brands and deployed DC fast-charging infrastructure at select locations. The company is the recipient of numerous 2024 OEM sales and service awards, including #1 Turkey retail ranking for Renault passenger vehicles, Renault commercial vehicles, and Renault large fleet; Ford Trucks Turkey #2; Isuzu N-Series and D-Max #1; and multiple Stellantis accolades including total sales #1 and Peugeot service contract penetration #1. The company was also certified as a Great Place to Work in 2024, the same year founder and Chairman Tarık Taşar passed away, leaving a key-person governance transition in a founder-controlled private business.
Çetaş firmographics
Firmographics- Name
- Çetaş
- Legal name
- Çetaş Otomotiv
- Website
- https://cetas.com.tr
- Company type
- Private
- Founded year
- 1975
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Çetaş Otomotiv is a privately held Turkish multi-brand automotive retailer founded in 1975, operating 20+ authorized dealership branches across Turkey for 13 brands — Renault, Ford, Toyota, Hyundai, Stellantis marques, Ford Trucks, Isuzu, Chery, Jaecoo, and Lexus — plus an international Jaecoo location in London, selling new vehicles, certified pre-owned cars, EVs, and after-sales service to consumers and fleet customers.
- Ownership category
- akta.pro rank
Where Çetaş is headquartered
LocationHeadquarters
- HQ city
- Bagcilar
Offices8 records
Markets served
Çetaş business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- New Vehicle Sales: Revenue from selling new vehicles from multiple automotive brands (Renault, Peugeot, Citroen, Ford, Opel, Chery, Toyota, Dacia, Isuzu, Ford Trucks, Jaecoo, Hyundai, Lexus) through authorized dealership agreements.
- Used Vehicle Sales: Revenue from selling pre-owned vehicles under the Çetaş 2.EL brand, offering vehicle evaluation, trade-in, and online sales services.
- After-Sales Service and Parts: Revenue from vehicle maintenance, repair services, and genuine/original spare parts sales through authorized service centers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | New vehicle prices range from approximately 1,050,000 TL to 12,339,000 TL depending on brand and model |
| Other | Pay-as-you-go | After-sales service pricing not publicly disclosed - quote-based |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Çetaş product offering
Product offeringCore offering
Çetaş Otomotiv operates as Turkey's largest multi-brand automotive dealership group, authorized to sell new vehicles across 13 brands (Renault, Peugeot, Citroen, Ford, Opel, Chery, Toyota, Dacia, Isuzu, Ford Trucks, Jaecoo, Hyundai, Lexus). The company also sells certified pre-owned vehicles under the Çetaş 2.EL brand and provides authorized after-sales maintenance, repair services, genuine spare parts, online appointment booking, vehicle evaluation, test drives, and DC fast charging stations.
Product overview
Çetaş Otomotiv is Turkey's largest automotive retailer operating a multi-brand dealership model. The company offers a comprehensive automotive ecosystem consisting of new vehicle sales across 13 international brands (Renault, Peugeot, Citroen, Ford, Opel, Chery, Toyota, Dacia, Isuzu, Ford Trucks, Jaecoo, Hyundai, Lexus), certified pre-owned vehicles under the 'Çetaş 2. El' sub-brand, and electric/hybrid vehicles. Complementary services include authorized maintenance and spare parts, online service scheduling, vehicle evaluation for trade-ins, test drives, fleet sales solutions for businesses, and DC fast charging stations at select locations. The product portfolio functions as a unified automotive retail platform rather than separate modules.
Differentiator
Problem solved
Functional benefit
Products and services
- New Vehicles (Yeni Araçlar) Sale of new vehicles across 13 international automotive brands through authorized dealership agreements; for individual consumers and business fleet buyers.
- Çetaş 2.EL (Used Vehicles) Sale of certified pre-owned vehicles from multiple brands with online inventory, vehicle evaluation tools, and trade-in services; for individual consumers seeking used vehicles.
- Electric and Hybrid Vehicles (Elektrikli Araçlar) Sale of new and used electric and hybrid vehicles from multiple represented brands; for environmentally conscious individual and fleet buyers.
- Authorized Service and Spare Parts (Servis ve Yedek Parça) Authorized vehicle maintenance, repair, and genuine/original spare parts services through Çetaş service centers; for owners of vehicles from any represented brand.
- Online Service Appointment (Online Servis Randevusu) Digital self-service platform enabling customers to book maintenance and service appointments online; for vehicle owners across all represented brands.
- Vehicle Evaluation (Araç Değerlendirme) Free online vehicle assessment tool that provides market value estimates for trade-in or sale purposes; for vehicle owners considering selling or trading in their car.
- Test Drive (Test Sürüşü) Bookable test drive experiences for prospective buyers across all represented brands; for individual consumers and business buyers evaluating vehicles before purchase.
- Fleet Sales and SME Solutions (Filo Satış ve KOBİ Çözümleri) Dedicated corporate fleet sales program and customized financing solutions for SMEs; for fleet managers, corporate procurement teams, and SME business owners.
- DC Fast Charging Stations (DC Şarj İstasyonları) DC fast charging infrastructure available at select dealership locations; for electric vehicle owners needing charging services.
Companies that use Çetaş
Customer profileSegments2 records
Ideal customer profiles2 records
Çetaş technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Çetaş partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core.
- RenaultcoreAuthorized dealer for Renault brand vehicles including passenger cars (Clio, Megane Sedan, Captur, Austral, Rafale, Duster) and light commercial vehicles (Kangoo, Trafic, Master). Çetaş operates Renault sales points in Izmir, Mahmutbey, Sultangazi, and Bahçeşehir.
- PeugeotcoreAuthorized dealer for Peugeot brand vehicles including passenger cars (208, 2008, 3008, 5008) and light commercial vehicles (Rifter, Expert, Partner, Boxer). Çetaş operates Peugeot sales and service in Izmit, Büyükçekmece, and Çorlu.
- CitroencoreAuthorized dealer for Citroen brand vehicles including C3, C4, C4 X, Berlingo, Jumpy, Jumper, and Ami electric vehicles. Çetaş operates Citroen locations in Çorlu, Izmit, Bayrampaşa, and Büyükçekmece.
- FordcoreAuthorized Ford dealer including passenger vehicles (Puma, Focus, Kuga, Explorer, Capri), commercial vehicles (Transit, Tourneo), and premium FordStore in Izmir. Branches in Mahmutbey, Büyükçekmece, Manisa, and Salihli.
- OpelcoreAuthorized dealer for Opel vehicles including Corsa, Astra, Mokka, Grandland, Combo, and Movano. Çetaş operates Opel sales and service in Çorlu, Izmit, Bayrampaşa, and Büyükçekmece.
- ToyotacoreAuthorized Toyota dealer for Corolla, Corolla Cross, Yaris, Yaris Cross, C-HR, Hilux, Land Cruiser, and Proace light commercial vehicles. Çetaş operates Toyota sales and service in Manisa.
- DaciacoreAuthorized Dacia dealer for Sandero, Jogger, and Duster vehicles. Çetaş operates Dacia sales points in Izmir, Mahmutbey, Bahçeşehir, and Sultangazi.
- IsuzucoreAuthorized Isuzu dealer for D-MAX pickup trucks and N-Series commercial vehicles including trucks, buses (Citibus, Visigo, Novociti, Turkuaz), and special purpose vehicles. Locations in Çorlu and Mahmutbey.
- Ford TruckscoreAuthorized Ford Trucks dealer for heavy commercial vehicles including F-MAX, 1833D, 1845T, 3542D, 4142XD, 4445 XD, 4142M, and various truck configurations. Sales points in Silivri and Hadımköy.
- CherycoreAuthorized Chery dealer for Tiggo 7, Tiggo 8, and Tiggo 8 Pro Max SUV vehicles. Çetaş operates Chery Plaza Silivri and Chery Eskişehir sales points.
- JaecoocoreAuthorized Jaecoo dealer for Jaecoo 7, Omoda 5, and Omoda 7 vehicles. Sales points in Mahmutbey (Istanbul) and Auto West London (UK international location).
- HyundaicoreAuthorized Hyundai dealer for i20, i30, Bayon, Kona, Tucson, Santa Fe, Inster, Ioniq 5, Ioniq 6, Ioniq 9, and hybrid/electric models. Locations in Bodrum and Eskişehir.
- LexuscoreAuthorized Lexus dealer for luxury vehicles including RZ 450E electric model. Lexus sales and service point in Bornova (Izmir).
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Çetaş competitors and assessment
Company assessmentDirect peers
- Borusan Otomotiv: Turkey's largest automotive importer and distributor (BMW, Jaguar, Land Rover, MINI, Rolls-Royce, etc.) with its own dealer network. Most direct comparable as a large multi-brand Turkish auto retail/distribution group competing for OEM authorizations and consumer share.
- Otokoç Otomotiv: Koç Group subsidiary operating authorized dealerships for Ford, Fiat, Alfa Romeo, Maserati, Jeep, and commercial vehicles across Turkey. Highly comparable multi-brand retail model and one of Çetaş's main competitors for Ford and Renault franchise allocations.
- Doğan Trend Otomotiv: Multi-brand Turkish automotive dealer representing brands including Chery and other mass-market OEMs. Direct competitor for franchise rights and a comparable multi-brand retail footprint.
- Birmot: Turkish multi-brand auto retailer with Hyundai and other franchises. Direct peer operating similar showroom-plus-service model across Turkish cities.
- Has Otomotiv: Multi-brand automotive dealership group in Turkey representing Renault, Dacia and other brands. Direct competitor for the same franchise authorizations Çetaş holds.
Broad incumbents
- AutoNation: Largest automotive retailer in the United States with ~250+ rooftops across 30+ brands. Useful broader-incumbent benchmark for scaled multi-brand retail economics, fixed-ops (service/parts) attach rates, and capital allocation.
- Lithia Motors: US-based multi-brand retailer with global operations and aggressive acquisition strategy. Comparable in multi-brand retail model and after-sales focus.
- Inchcape plc: London-listed international automotive distributor and retailer across multiple emerging and developed markets. Relevant comparable for international expansion ambition via Chinese OEM partnerships (analogous to Çetaş's London Jaecoo point).
- Group 1 Automotive: US/UK multi-brand automotive retailer with ~200 dealerships and significant used-vehicle and F&I operations. Comparable business model mix of new, used, service, and parts revenue.
Regional players
- Pendragon plc: UK-based multi-brand automotive retailer (now part of Lithia following 2024 deal). Comparable in multi-brand UK retail operations and offers a regional benchmark for Çetaş's London sales point.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Çetaş social profiles
Digital presenceÇetaş financial estimates
Financial estimateRevenue estimate
Valuation estimate
Çetaş leadership team
Management profileNumber of profiles
Çetaş funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Çetaş M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Çetaş
What does Çetaş do?
Çetaş Otomotiv operates as Turkey's largest multi-brand automotive dealership group, authorized to sell new vehicles across 13 brands (Renault, Peugeot, Citroen, Ford, Opel, Chery, Toyota, Dacia, Isuzu, Ford Trucks, Jaecoo, Hyundai, Lexus). The company also sells certified pre-owned vehicles under the Çetaş 2.EL brand and provides authorized after-sales maintenance, repair services, genuine spare parts, online appointment booking, vehicle evaluation, test drives, and DC fast charging stations.
Is Çetaş a public or private company?
Çetaş is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Çetaş founded?
Çetaş was founded in 1975. It employs 1,001 to 5,000 people.
Where is Çetaş based?
Çetaş is headquartered in Bagcilar.
How does Çetaş make money?
Three revenue lines are on record. New Vehicle Sales are the primary driver. The others are used Vehicle Sales and after-Sales Service and Parts.
Who are Çetaş's main competitors?
Direct peers on record are Borusan Otomotiv, Otokoç Otomotiv, Doğan Trend Otomotiv, Birmot and Has Otomotiv. Broad incumbents are AutoNation, Lithia Motors, Inchcape plc and Group 1 Automotive. Pendragon plc is listed as a regional player.
Does Çetaş have an API?
No public API is recorded for Çetaş.