What Garage Berset does

Garage Berset is a privately held, family-owned automotive retail and service group headquartered in Marly, canton of Fribourg, Switzerland, operating two physical sites — the Marly headquarters (Route de la Gruyère 4) and a secondary showroom and workshop at La Tour-de-Trême (Impasse Verte 5) — under authorized dealer agreements for Toyota, Lexus, and Maserati (the latter as After-Sales Agent since 2016). The business sells new and used vehicles, including hybrids, plug-in hybrids, and battery-electric models (C-HR+, bZ4X Touring, Urban Cruiser, Lexus RZ), and offers certified maintenance, repairs, tire services, and a rental fleet ranging from city cars to Toyota Crosscamp camper vans (CHF 99 to CHF 1,700 packages). Recurring service revenue is reinforced by the Berset Relax / Toyota Relax warranty program, which extends coverage up to 15 years or 250,000 km when servicing is performed at the dealership, and by a Multilease financing partnership that facilitates leasing with deposits and residual-value structures.

The company monetizes through four streams: one-time new and used vehicle sales, professional-services revenue from after-sales maintenance and repairs, usage-based vehicle rental, and leasing facilitation commissions. Customers are primarily individual car buyers in the districts of Sarine, Gruyère, and Sense, with a secondary corporate and fleet segment. Distribution combines two physical showrooms, an online booking platform for service appointments, an active Instagram and YouTube presence, and on-site expo events including anniversary celebrations and Toyota Test Days. Supporting functions include an SBFI-recognized apprenticeship program running since 1965, ISO-certified processes, a 2025 Best Training Company recognition, and a co-financed training-vehicle donation with Toyota Suisse SA and AGVS Freiburg, indicating a deliberate investment in technician capacity as the operational backbone.

Name

Garage Berset

Legal name

Garage Berset

Website

https://garage-berset.ch

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

11–50 employees

Short description

Family-owned Swiss automotive retailer and service group authorized for Toyota, Lexus, and Maserati, operating two showrooms and workshops in the canton of Fribourg and selling new/used vehicles, certified maintenance, rental, and leasing.

Ownership category

akta.pro rank

Product category

Automotive Dealership and Service

NAICS

Automotive Repair and Maintenance (8111), Automotive Equipment Rental and Leasing (5321), Passenger Car Rental and Leasing (53211), Automotive Parts and Accessories Retailers (44133)

SIC

Services-Automotive Repair, Services & Parking (7500), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Garage Liability & Dealers (Auto Dealers, Repair Shops) (FSAJABAF)

akta.pro secondary industries

Specialty Vehicle Rentals (SUVs, Convertibles, 4x4) (THADAAAH), Premium & Luxury Vehicle Leasing (TLABAAAF)

Keywords

• Automotive dealership services
• Authorized vehicle sales
• Vehicle maintenance repair
• Car rental services
• Extended warranty programs

Headquarters

HQ city

Marly

HQ country

France

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Toyota, Lexus, and Maserati vehicles through authorized dealership with showroom presence
2. Used Vehicle Sales: Sale of pre-owned vehicles including options for leasing through financial partner Multilease
3. After-Sales Service and Maintenance: Vehicle servicing, repairs, tire changes, and maintenance using certified technicians following manufacturer standards
4. Vehicle Rental: Weekend and short-term rental of vehicles including Toyota Proace, Hiace, Crosscamp camper vans, and compact vehicles from CHF 99 per weekend

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Garage Berset is a family-owned authorized automotive dealership and service center in the canton of Fribourg, Switzerland, retailing new and used Toyota, Lexus, and Maserati vehicles from two showrooms in Marly and La Tour-de-Trême. The company provides manufacturer-certified after-sales service, maintenance, repairs, and tire changes, and operates a vehicle rental program that includes Toyota Crosscamp camper vans and weekend compact and SUV rentals. It also offers the Berset Relax / Toyota Relax extended warranty (up to 15 years or 250,000 km) and facilitates leasing through financial partner Multilease.

Differentiator

Problem solved

Functional benefit

Brands

• Berset Relax: Extended warranty program offering up to 15 years or 250,000 km of coverage on Toyota vehicles when servicing is performed at Garage Berset.

Products and services

• New Toyota Vehicle Sales Sale of new Toyota vehicles (including hybrid, plug-in hybrid, and battery-electric models) from the Marly and La Tour-de-Trême showrooms, targeted at individual consumers and small business buyers in the canton of Fribourg.
• New Lexus Vehicle Sales Sale of new premium Lexus vehicles through the dedicated Lexus showroom at Garage Berset's Marly headquarters, serving individual luxury vehicle buyers in Fribourg.
• Maserati After-Sales Service Official Maserati after-sales service including maintenance, repairs, and warranty work using manufacturer-approved procedures and genuine parts, available to Maserati owners in the Fribourg region.
• Used Vehicle Sales Sale of pre-owned Toyota, Lexus, Maserati, and other vehicles from the Marly and La Tour-de-Trême showrooms, with leasing options available through the Multilease financial partner.
• After-Sales Service and Maintenance Certified vehicle servicing, repairs, tire changes, and scheduled maintenance for Toyota, Lexus, and Maserati (and other) vehicles, performed by manufacturer-trained technicians at the Marly and La Tour-de-Trême workshops.
• Toyota Crosscamp Camper Van Rental Short-term rental of Toyota Crosscamp camper vans offered in 3-day, 7-day, and 14-day packages, targeted at individual consumers and small groups seeking equipped travel vehicles from CHF 400 (3 days) to CHF 1,700 (14 days).
• Weekend Vehicle Rental (Compact to XL) Weekend short-term rental of compact (Aygo X, Yaris/Yaris Cross), SUV (RAV4 Hybrid), and large passenger (Proace 9-seater) Toyota vehicles from CHF 99 to CHF 279 per weekend, with mileage allowances and damage deductible terms.
• Toyota Hiace 4x4 Daily Rental Daily, multi-day, and long-term (4-week) rental of the Toyota Hiace 8-seater 4x4 with tiered pricing from CHF 60–100 per day, targeted at groups and businesses needing temporary larger-capacity transport.
• Berset Relax / Toyota Relax Extended Warranty Extended warranty covering Toyota vehicles for up to 15 years or 250,000 km, activated automatically after each service at Garage Berset, with 24/7 assistance in over 40 European countries during the warranty period.
• Vehicle Leasing via Multilease Facilitated vehicle leasing for new and used vehicles via financial partner Multilease, with deposit, monthly payments, and residual value structure over 12 to 60 months (example rate 2.9% for 36 months on a CHF 30,000 vehicle with a CHF 10,000 deposit and CHF 8,000 residual).

Quantifiable outcome

• Extended warranty coverage up to 15 years or 250,000 km on Toyota vehicles through service activation
• +1 more outcomes

Named customers2 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

Feature2 records

Partnerships

Six partnerships are on record, tiered minor and core.

• AGVS FreiburgminorStrategic or Co-development Partner · 26 August 2025Partnership to support automotive vocational training in Fribourg. Garage Berset, along with Toyota Suisse SA, co-financed a Toyota bZ4X electric vehicle donated as a training vehicle for apprentices at Campus Villaz-Saint-Pierre.
• MaseraticoreStrategic or Co-development Partner · 1 January 2016Official Maserati After-Sale-Agent since 2016, providing maintenance, repairs, and service for Maserati vehicles using manufacturer-approved procedures and genuine parts.
• Toyota Suisse SAcoreStrategic or Co-development PartnerAuthorized Toyota dealership representing the full Toyota model range including hybrid, plug-in hybrid, and electric vehicles. Receives certified technician training and support from Toyota School.
• Lexus SwitzerlandcoreStrategic or Co-development PartnerOfficial Lexus dealership offering premium vehicle sales and service. Lexus showroom located at Marly headquarters.
• Fribourg Olympic BasketballminorGTM or Marketing PartnerSports sponsorship partnership with Fribourg Olympic basketball team, contributing to local community engagement.
• Les Trois Tours (Bourguillon)minorGTM or Marketing PartnerPartnership with Michelin-starred restaurant Les Trois Tours. Lexus vehicles serve as official mobility partner for chef Romain Paillereau, with reciprocal customer benefits including CHF 100 discount on dining.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Emil Frey Group: Pan-European automotive retail and distribution group headquartered in Switzerland. Directly comparable as a multi-brand dealer network combining new/used vehicle sales, service, and OEM distribution.
• AMAG Group AG: Switzerland's largest multi-brand automotive retailer (Volkswagen, Audi, Porsche, Škoda, etc.). Comparable as a Swiss authorized dealer group operating showrooms and service centers with diversified OEM exposure.
• Garage Barraud (Toyota Lausanne): Authorized Toyota dealer in the broader French-speaking Switzerland market. Closely comparable as a similarly-sized regional Toyota franchise competitor for share of wallet and service traffic.

Broad incumbents

• Group 1 Automotive: US/UK Fortune 500 automotive retailer with ~200 dealerships. Comparable as a large multi-brand, multi-franchise dealer group with combined new, used, and F&I revenue streams.
• AutoNation: Largest US automotive retailer (~250 stores). Comparable as a scaled, multi-franchise dealer group monetizing new vehicles, used vehicles, service, and financing.
• Hedin Mobility Group: European automotive retailer with multi-brand showrooms and service centers. Comparable as a larger multi-brand dealer operating premium franchises across multiple countries.
• Inchcape plc: Global automotive distributor and retailer operating across premium and volume brands. Comparable as a multi-market authorized dealer and distributor of OEMs including Toyota in some territories.

Others

• Touring Club Schweiz (TCS): Switzerland's largest mobility club, providing roadside assistance, vehicle inspections, and patenting. Comparable as an adjacent automotive services ecosystem player influencing customer service decisions.
• Carglass Switzerland (Belron): Swiss automotive glass repair and replacement network. Comparable as a vehicle aftersales service provider competing for service revenue that would otherwise go to dealers.
• TÜV SÜD Auto Service: Global testing, inspection, and certification provider with auto service centers. Comparable as an independent automotive service network that competes for service work and inspections that dealers rely on for revenue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@garageberset3776
• Instagraminstagram.com/garage.berset
• Facebookfacebook.com/garageberset
• LinkedInlinkedin.com/company/garage-berset

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Garage Berset