WESS Motors

What WESS Motors does

WESS Motors (legal entity: Akciju sabiedrība "WESS", registration 40003056294) is the official Toyota and Lexus dealer in Latvia, operating two physical dealership locations in Mārupe (headquarters) and Berģi. Founded in 2012, the company sells the full Toyota lineup spanning passenger cars (Aygo X, Yaris, Corolla variants, Camry, Mirai), SUVs (Yaris Cross, Corolla Cross, C-HR, C-HR+, bZ4X, bZ4X Touring, RAV4, Land Cruiser, Hilux), and commercial vehicles (Proace family). Beyond vehicle distribution, WESS operates an integrated automotive services stack including new and used vehicle sales, certified pre-owned (Toyota Approved), trade-in, consignment sales, technical maintenance and body repair, tire and paint services, KASKO/OCTA insurance through SIA WESS Financial Services, and leasing via partnerships with Luminor, Swedbank, SEB, OP Corporate Bank, and Primero. Short- and long-term rental is delivered through the wholly-owned SIA Smart Car Rent subsidiary (four Riga-area pickup locations) and WESS Auto Noma all-inclusive packages.

Revenue is generated across six streams: one-time new and used vehicle sales, professional services (maintenance, body work, insurance), subscription/recurring rental income, and transaction-fee leasing referrals. Pricing spans EUR 19,900 entry-level vehicles to EUR 79,900 premium SUV/commercial offerings, with service hourly rates from EUR 56-83 and monthly lease payments from EUR 199. The go-to-market combines field sales at dealership showrooms with online booking, test drive scheduling, and quote requests via toyota.wess.lv, supported by social channels (Facebook, Instagram, YouTube, LinkedIn) and event-based demand generation such as BEV Test Drive Days. Customer segments are split between private individuals (personal/family/commuter transport) and business customers (fleet, commercial transport, operational leasing), with EV buyers as an emerging secondary segment supported by combined government and Toyota subsidies of up to EUR 8,000.

The core technology is the upstream Toyota OEM platform, including Toyota Safety Sense (ADAS suite), Toyota Smart Connect+ multimedia (14-inch display, cloud navigation, wireless Apple CarPlay/Android Auto, OTA updates), and the MyToyota connected services app (remote climate control, digital key sharing for up to 4 drivers, EV/hybrid coaching, home charging management via Toyota HomeCharger). The company's own technology footprint is limited to dealer management, online booking, and customer relationship systems. WESS was the first car dealership in Latvia to obtain ISO 14001 environmental certification (2012, valid through April 2027), operates with 8% annual energy savings, and recycles 16+ tons of tires and 1.2+ tons of batteries annually.

Name

WESS Motors

Legal name

Akciju sabiedrība "WESS"

Website

https://toyota.wess.lv

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

251–500 employees

Short description

WESS Motors is the official Toyota and Lexus dealer in Latvia, operating two dealerships that sell the full Toyota lineup (passenger, SUV, commercial, BEV/hybrid) and deliver integrated sales, service, insurance, leasing, and rental services to private individuals and business fleet customers.

Ownership category

akta.pro rank

Product category

Automotive Dealership Services

NAICS

Other Motor Vehicle Dealers (4412), Used Car Dealers (441120)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Auto & Vehicle Loan Brokerage (FSAEAEAK)

akta.pro secondary industries

Specialty Vehicle Rentals (SUVs, Convertibles, 4x4) (THADAAAH), Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD), Vehicle Protection & Add-on Product Financing (Warranties, GAP, Service Plans) (FSAKADAL)

Keywords

• Automotive dealership services
• New vehicle sales
• Vehicle maintenance repair
• Commercial vehicle leasing
• Car rental services

Headquarters

HQ city

Marupe

HQ country

Latvia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Toyota vehicles including passenger cars (Aygo X, Yaris, Corolla, Camry, etc.), SUVs (Yaris Cross, Corolla Cross, RAV4, Land Cruiser), commercial vehicles (Proace, Proace City, Proace Max), and electric/hybrid models (bZ4X, C-HR+, Mirai)
2. Used Vehicle Sales: Sales of pre-owned vehicles with Toyota Approved warranty program, trade-in services, and commission-based sales
3. Service and Maintenance: Technical maintenance, repairs, body services, original Toyota parts, tire services, air conditioning service, anti-corrosion treatment
4. Insurance Services: Toyota insurance products, KASKO, OCTA, property insurance, travel insurance, payment protection insurance offered through WESS Financial Services
5. Leasing/Financing: Vehicle leasing and financing through partnerships with Luminor, Swedbank, SEB, OP Corporate Bank, and Primero
6. Car Rental: Short-term and long-term vehicle rental services through Smart Car Rent with 4 pickup locations

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

WESS Motors is the official Toyota and Lexus dealer in Latvia, offering the full Toyota vehicle lineup including passenger cars, SUVs, commercial vehicles, and hybrid/electric models, alongside used vehicle sales. The company delivers comprehensive automotive lifecycle services including maintenance and repairs, body work, original Toyota parts, insurance products, vehicle leasing through partner banks, and car rental through Smart Car Rent and WESS Auto Noma.

Product overview

WESS Motors operates as an official Toyota dealer in Latvia, offering a comprehensive portfolio of Toyota vehicles and automotive services. The vehicle lineup includes passenger cars (Aygo X, Yaris, GR Yaris, Corolla variants, Camry, Mirai), SUVs (Yaris Cross, Corolla Cross, C-HR, C-HR+, bZ4X, bZ4X Touring, RAV4, Land Cruiser), and commercial vehicles (Hilux, Proace, Proace City, Proace City Verso, Proace Verso, Proace Max). Supporting services include vehicle sales (new, used, trade-in, commissioned sales), maintenance and repair, Toyota Relax extended warranty, Toyota Approved certified pre-owned warranty, Eurocare roadside assistance, insurance (KASKO, OCTA, property, travel), leasing through multiple financial partners, and car rental via WESS Auto Noma and Smart Car Rent. The MyToyota connected services app provides remote vehicle management, climate control, digital key, and charging management for compatible vehicles.

Differentiator

Problem solved

Functional benefit

Products and services

• Toyota Aygo X Compact crossover city car available as hybrid, priced from 19,900 EUR. Targeted at urban drivers seeking efficient entry-level Toyota mobility.
• Toyota Yaris Subcompact hybrid hatchback priced from 21,500 EUR for personal urban and commuter use.
• Toyota GR Yaris High-performance gasoline sports car priced from 46,900 EUR for performance-oriented enthusiasts.
• Toyota Yaris Cross Subcompact hybrid SUV crossover priced from 24,500 EUR for buyers seeking elevated seating and compact SUV practicality.
• Toyota Corolla Hatchback Compact hybrid hatchback priced from 27,300 EUR for everyday family and commuter use.
• Toyota Corolla Touring Sports Hybrid wagon with special pricing from 25,300 EUR for buyers needing extra cargo capacity.
• Toyota Corolla Sedan Hybrid sedan priced from 24,300 EUR for traditional passenger car buyers.
• Toyota Corolla Cross Compact hybrid SUV priced from 32,800 EUR for buyers seeking a family-oriented crossover.
• Toyota C-HR Compact crossover available as hybrid or plug-in hybrid, priced from 32,900 EUR.
• Toyota C-HR+ Fully electric SUV with up to 607 km range, priced from 41,500 EUR with government purchase support.
• Toyota Camry Hybrid sedan with 2.5L engine producing 230 DIN hp, priced from 39,200 EUR for executive buyers.
• Toyota Mirai Hydrogen fuel cell vehicle priced from 74,200 EUR for early adopters of zero-emission mobility.
• Toyota bZ4X Fully electric SUV with up to 568 km range, priced from 35,900 EUR with purchase support available.
• Toyota bZ4X Touring Fully electric SUV wagon variant with extended range up to 591 km, priced from 43,500 EUR.
• Toyota RAV4 Mid-size SUV available as hybrid or plug-in hybrid, priced from 40,900 EUR.
• Toyota Land Cruiser Rugged diesel off-road SUV priced from 79,900 EUR for off-road and utility buyers.
• Toyota Hilux Pickup truck available with electric option, priced from 42,900 EUR for commercial and utility buyers.
• Toyota Proace City Compact van available as electric or diesel, priced from 23,150 EUR for small business users.
• Toyota Proace City Verso Compact minivan for passenger transport, priced from 23,850 EUR.
• Toyota Proace Medium-size van available as diesel, priced from 27,300 EUR for commercial fleet buyers.
• Toyota Proace Verso Multi-purpose van for passenger transport, priced from 44,350 EUR.
• Toyota Proace Max Large commercial van available as electric or diesel, priced from 36,900 EUR for heavy commercial use.
• WESS Auto Noma (Long-term Car Rental) Long-term car rental with all-inclusive packages covering insurance, maintenance, tires, and registration, offering flexible terms for both private and business customers.
• Smart Car Rent (Short-term Rental) Short-term car rental with 4 pickup locations in Riga area offering short and long-term rentals.
• Vehicle Leasing Automobile leasing services through partnerships with Luminor, Swedbank, SEB, OP Corporate Bank, and Primero, including financing and operational leasing arrangements.
• Insurance Services Insurance services including KASKO, OCTA, property insurance, travel insurance, liability insurance, and warranty insurance through WESS Financial Services and BTA Insurance.
• Vehicle Maintenance and Service Technical maintenance and repair services including Express Service (60-minute service), body work, painting, tire services, recall inspections, and air conditioning service at 74.70-83 EUR per hour.
• Toyota Relax Extended Warranty Extended warranty program extending up to 10 years or 185,000 km through regular maintenance at authorized service centers, covering all new and used Toyota models.
• Toyota Approved Certified Pre-owned Warranty Minimum 24-month warranty program for certified pre-owned Toyota vehicles with full roadside assistance included.
• Toyota Eurocare Roadside Assistance 24/7 roadside assistance valid for up to 10 years in Baltic states and over 30 European countries when vehicle is regularly serviced.
• Vehicle Pickup and Delivery Service Pickup and delivery service for vehicles requiring maintenance or repair, available in Riga and surrounding areas (15 km radius) for 19 EUR.
• Trade-in and Vehicle Exchange Vehicle trade-in and exchange services allowing customers to use existing vehicles as down payment for new purchases.
• Commissioned Vehicle Sales Consignment vehicle sales service for selling vehicles regardless of make, model, or year, with professional evaluation and marketing support.
• MyToyota App Smartphone application providing connected services including remote vehicle control, climate control, digital key sharing with up to 4 drivers, EV/hybrid coaching, home charging management, and driving analytics.

Quantifiable outcome

• Toyota Relax warranty up to 10 years or 185,000 km with each service visit
• +3 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• Toyota Motor Europe / Toyota Baltic AScoreStrategic or Co-development PartnerWESS Motors is the official Toyota dealer in Latvia, representing the Toyota and Lexus brands. Relationship involves vehicle distribution, brand representation, access to Toyota's warranty programs (Toyota Relax, Toyota Approved), connected services (MyToyota), and marketing support including purchase subsidies for electric vehicles.
• SwedbankmajorChannel Partner/ Reseller/ DistributorLeasing partner providing vehicle financing solutions to WESS Motors customers through financing and operational leasing arrangements.
• SEBmajorChannel Partner/ Reseller/ DistributorLeasing partner providing vehicle financing solutions to WESS Motors customers through financing and operational leasing arrangements.
• LuminormajorChannel Partner/ Reseller/ DistributorLeasing partner providing vehicle financing solutions to WESS Motors customers.
• OP Corporate BankminorChannel Partner/ Reseller/ DistributorLeasing partner providing vehicle financing solutions to WESS Motors customers.
• PrimerominorChannel Partner/ Reseller/ DistributorLeasing partner providing vehicle financing solutions to WESS Motors customers.
• BTA InsurancemajorChannel Partner/ Reseller/ DistributorBTA provides Toyota insurance products including KASKO with 24/7 roadside assistance, vehicle replacement up to 30 days, new value insurance (repairs within 24 months of first registration), and tire/damage coverage.
• Smart Car Rent (SIA)minorChannel Partner/ Reseller/ DistributorShort-term car rental company with 4 pickup locations in Riga area, providing rental vehicles from WESS Auto Grupa fleet for WESS customers.
• BOSCH Car ServiceminorChannel Partner/ Reseller/ DistributorOfficial BOSCH Car Service partner providing authorized service for all vehicle brands.
• WESS Auto Grupa (Internal)coreStrategic or Co-development PartnerAS WESS Motors (40003195682), AS WESS Select (40003609098), WESS CAPITALS (40003340440), and SIA WESS Financial Services (40103235074) are part of the WESS Auto Grupa holding company structure, sharing resources, customer data systems, and providing integrated automotive services including financial services and used car sales.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Vertu Motors: UK-listed automotive retailer operating franchised new car sales, aftermarket service, and used car operations across a UK dealership network. Comparable as a multi-brand retail group with similar revenue mix and customer profile, though UK-focused and significantly larger than WESS.
• Inchcape plc: London-listed global automotive distributor representing Toyota and other premium OEMs across multiple markets, with growing retail and distribution footprint. Comparable as a multi-market Toyota distribution partner; substantially larger scale and broader geographic scope than WESS's single-country operation.
• Pendragon plc: UK-based multi-brand automotive retailer (formerly Pendragon, now part of Lithia & Driveway post-2024 acquisition) operating franchised dealerships with full sales, service, and finance operations. Comparable business model to WESS in franchised automotive retail, though at substantially larger scale.
• Sonic Automotive: US-based automotive retailer operating franchised dealerships and EchoPark used-vehicle standalone stores with integrated F&I and service operations. Comparable in the franchised dealer + used-car dual-channel model, though substantially larger and operating a different geography.
• Hedin Mobility Group: Swedish family-owned pan-European automotive dealer group operating multi-brand retail dealerships, distribution, and mobility services. Closely comparable to WESS's integrated dealer model but at much larger scale across Sweden, Norway, Germany, Switzerland, and the Baltics - including Nordic/Baltic adjacency to WESS's Latvian market.
• Group 1 Automotive: US/international Fortune 500 automotive retailer operating franchised dealerships with integrated sales, service, parts, and F&I operations across the US and UK. Comparable multi-OEM retail model with similar integrated services, though materially larger and more geographically diversified than WESS.
• Asbury Automotive Group: US-listed automotive retailer operating franchised new vehicle dealerships with full sales, service, parts, and finance operations across multiple states. Comparable in integrated retail dealer structure and revenue mix, though at significantly larger scale and geographic spread than WESS.
• AutoNation: Largest US automotive retailer operating franchised dealerships across multiple OEMs with new/used vehicle sales, service, parts, and financing. Comparable integrated dealer model with similar revenue mix, though massively larger scale and multi-OEM exposure versus WESS's single-brand focus.

Direct peers

• Emil Frey Group: Swiss-based pan-European automotive retail group operating multi-brand and Toyota franchised dealerships with integrated service, financing, and used-car operations. Highly comparable to WESS as an authorized Toyota dealer with full lifecycle services, but operating at materially larger scale across multiple European markets.
• Lou Bachrodt Automotive: US-based authorized Toyota dealer group with new vehicle sales, certified pre-owned, service, parts, and finance operations across multiple rooftops. Closest direct comparator to WESS in terms of pure Toyota franchise with integrated lifecycle services, though in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC7NbXEkSUcPtjJJK1TI4gsA/videos
• Facebookfacebook.com/WESSMotors
• LinkedInlinkedin.com/company/wess-motors-toyota
• Instagraminstagram.com/wess_motors_toyota

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries5 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 WESS Motors