Toyota of Berkeley

What Toyota of Berkeley does

Toyota of Berkeley is a privately held, franchised automotive dealership headquartered in Berkeley, California, operating under a franchise agreement with Toyota Motor Corporation. The company sells new Toyota vehicles across the full OEM lineup — sedans, SUVs, trucks, and minivans in gasoline, hybrid, plug-in hybrid, and battery-electric powertrains — alongside a pre-owned inventory of inspected vehicles from various makes, with current new-vehicle stock of approximately 67 units and pricing spanning roughly $24,318 (Corolla) to $73,030 (Land Cruiser). Beyond vehicle sales, the dealership operates an on-site service center staffed by factory-trained technicians using genuine OEM Toyota parts, a parts and accessories department, and a finance center that arranges retail financing and leasing through a network of third-party lenders, supported by an in-house F&I motion and backend reserve economics.

The company employs 101-250 people across sales, service, parts, and finance functions and serves a primarily retail consumer base in Berkeley and the broader East Bay / Bay Area, with a secondary fleet/business segment. Go-to-market is omnichannel: physical showroom in Berkeley, the company website (toyotaofberkeley.com) for inventory browsing, service specials, online trade-in valuation, financing applications, and service scheduling, plus direct phone, text, and form-based contact. Revenue streams include new vehicle sales (front-end gross), pre-owned sales margin, service labor and parts (high-margin recurring revenue), finance reserves, and ancillary accessory and detail packages. The business model is a standard U.S. franchised dealer construct with no disclosed software platform, no proprietary technology product, and no public or partner-facing API.

Name

Toyota of Berkeley

Legal name

Toyota of Berkeley

Website

https://toyotaofberkeley.com

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Toyota of Berkeley is a privately held, franchised Toyota dealership in Berkeley, California, selling new and pre-owned Toyota vehicles and providing certified service, genuine OEM parts, and financing to Bay Area retail consumers and local fleet buyers.

Ownership category

akta.pro rank

Product category

Automotive Retail (Franchised Dealership)

NAICS

Automotive Equipment Rental and Leasing (5321)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

akta.pro secondary industries

Fleet & Commercial Vehicle Finance (FSAKADAE), Hybrid System Service (ICE-EV Integration, HV Components) (TLAKAMAJ)

Keywords

• New vehicle sales
• Pre-owned vehicles
• Auto repair services
• OEM parts sales
• Vehicle financing

Headquarters

HQ city

Berkeley

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Toyota vehicles including cars, SUVs, trucks, and minivans. Revenue generated from the difference between MSRP/invoice and selling price, plus any dealer-addeds accessories or packages.
2. Pre-Owned Vehicle Sales: Sale of carefully inspected pre-owned vehicles including various makes and models. Revenue generated from vehicle acquisition and resale margin.
3. Service and Repairs: Routine maintenance (oil changes, tire rotations, alignments) and complex repairs performed by factory-trained technicians using genuine OEM Toyota parts.
4. Parts Department: Sale of genuine OEM Toyota parts and accessories for vehicle maintenance, repairs, and personalization/ customization.
5. Financing and Leasing: Arranging vehicle financing and leasing through a network of lenders. Dealership may earn financing reserves and backend revenue from captive finance arms or banks.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Toyota of Berkeley is a franchised Toyota dealership that sells new Toyota vehicles (cars, SUVs, trucks, and minivans) and pre-owned vehicles of various makes and models. It provides certified vehicle maintenance and repair services using genuine OEM Toyota parts through a factory-trained technician service department, alongside an on-site parts department offering OEM components and accessories. The dealership also arranges vehicle financing and leasing through a network of lender partners, with in-house online tools for credit applications, trade-in valuation, and service scheduling.

Product overview

Toyota of Berkeley operates as a traditional automotive dealership offering a comprehensive portfolio of vehicle sales and related services. The core offering consists of new Toyota vehicle sales spanning multiple vehicle segments (cars, SUVs, trucks, minivans) and pre-owned vehicle sales featuring inspected used cars. Supporting services include vehicle financing through a lender network, certified vehicle service and maintenance using genuine Toyota parts, and a parts department offering OEM components and accessories. The company does not offer a software platform or technology product — all products and services are automotive retail focused.

Differentiator

Problem solved

Functional benefit

Products and services

• New Toyota Vehicle Sales Sale of new Toyota vehicles including cars, SUVs, trucks, and minivans (e.g., Corolla, Camry, Prius, RAV4, Highlander, 4Runner, Tacoma, Land Cruiser, Sienna, GR Supra, GR86, GR Corolla, bZ, bZ Woodland) with multiple trim levels and configurations. Target customers are Bay Area individual buyers and families purchasing a new personal-use vehicle.
• Pre-Owned Vehicle Sales Sale of inspected used vehicles across various makes and models (including Toyota models such as Camry and Corolla), positioned as a budget-friendly and dependable option for Bay Area consumers.
• Vehicle Financing and Leasing Arrangement of vehicle financing and leasing through a network of lenders, supported by an online credit application and in-house finance team guidance. Target customers are individual buyers and lessees in the Bay Area.
• Vehicle Service and Maintenance Certified technician services covering routine maintenance (oil and filter change, tire rotation, multi-point inspection) and complex repairs (brake replacement, alignments, battery service, detailing packages) using genuine OEM Toyota parts, with online appointment scheduling.
• Genuine Toyota Parts and Accessories Sale of genuine Toyota OEM parts (for maintenance and repair) and accessories (roof racks, all-weather floor mats, performance upgrades) with optional professional installation available through the service department.

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

One partnership is on record.

• Toyota Motor CorporationcoreOEM/ Whitelabel/ Licensing PartnerToyota of Berkeley operates as a franchised Toyota dealership under a franchise agreement with Toyota Motor Corporation. The partnership provides access to new vehicle inventory, genuine OEM parts, factory training for technicians, technical support, marketing resources, and brand standards compliance.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Asbury Automotive Group: Large franchised dealer group with national footprint and new/used vehicle, parts, service, and F&I operations. Comparable franchised dealer economics, just at much greater scale and with multi-brand exposure.
• Lithia Motors: National franchised dealer group expanding aggressively in California. Operates new vehicle sales, F&I, parts, and service departments comparable to Toyota of Berkeley, though across many brands and geographies.
• Sonic Automotive: Major U.S. franchised dealer group operating new and used vehicle dealerships and powersports. Directly comparable business model on the franchised retail side, including EchoPark used-vehicle stores.
• Penske Automotive Group: Multi-brand franchised dealer group with premium and volume franchises. Same dealership operating model with sales, service, parts, and F&I — exercises similar scale advantages and OEM franchise economics.
• AutoNation: Largest franchised auto dealer group in the U.S. with Toyota stores among its portfolio. Comparable in service model (sales, finance, parts, service) but at vastly greater scale and multi-brand breadth.

Direct peers

• Magnussen Toyota of Palo Alto: Franchised Toyota dealer on the Peninsula, also serving a Bay Area affluent, hybrid-friendly market. Comparable mix of new Toyota vehicle sales, factory-trained service, OEM parts, and F&I financing operations.
• Putnam Toyota: Franchised Toyota dealership in Burlingame, CA. Directly comparable to Toyota of Berkeley as a same-brand franchised dealer serving a Bay Area market with new vehicle sales, certified service, OEM parts, and financing arrangements.
• Toyota of Oakland: Closest geographic Toyota franchise peer in adjacent Oakland. Identical operating model with new/used sales, Toyota-certified service, parts department, and multi-lender financing — competes for many of the same East Bay customers.

Emerging players

• CarMax: National used-vehicle retailer with omnichannel model. Competes most directly with Toyota of Berkeley's pre-owned sales stream and parts of new-vehicle buying consideration, though does not offer OEM franchised service.

Others

• AutoZone: Largest U.S. auto parts retailer. Overlaps with Toyota of Berkeley's parts and accessories retail offering (OEM vs. aftermarket), capturing DIY customers that the dealership otherwise might have served in its parts department.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/toyotaberkeley
• Facebookfacebook.com/berkeleytoyota
• LinkedInlinkedin.com/company/toyota-of-berkeley

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 of Berkeley