What Tanoto does

Tanoto, legally Tan Oto Motorlu Araçlar Sanayi ve Ticaret A.Ş., is a privately held Turkish automotive dealership group headquartered in Ankara and operating continuously since 1992 (originally founded as Gülle Otomotiv as a Tofaş authorized dealer). The company holds authorized dealership status for six major OEMs — Ford, Fiat, Renault, Dacia, Chery, and Omoda|Jaecoo — across 22 physical locations, supported by a workforce of 700+ employees and 120,000 m² of open plus 60,000 m² of covered facility space, plus a contracted service network of 500+ authorized service centers nationwide.

The core product surface spans the full vehicle ownership lifecycle. New vehicle sales and authorized after-sales service are the central offering; used vehicle retail runs under the Tanoto2 sub-brand with an adjacent online auction platform (Tanotoİhale) operating six days per week; long-term fleet and corporate rental operate as TanFilo; insurance products (vehicle, home, health) are sold through Maslak Sigorta; and vehicle financing is brokered through partner banks including Ford Finans, Koç Finans, İş Bankası, Vakıf Katılım, Koç Fiat Kredi, Orfin, Türkiye Finans, Akbank, and TEB. The company also operates a dedicated Vehicle Damage Repair Center in Ankara and a 2025-launched Second-Hand Vehicle Renewal Center supporting its used-car reconditioning pipeline.

Tanoto makes money through a combination of one-time vehicle sales transactions (new and used), recurring service and parts revenue at authorized centers, insurance commissions, fleet rental fees on managed-services contracts, and financing referral/transaction fees from partner banks. The go-to-market is sales-led through the authorized physical dealership network, supported by digital marketing (blog, social media on Facebook, X, Instagram, YouTube, LinkedIn), campaign pages with promotional financing offers, and an online auction channel. Customer segments are hybrid — individual consumers (passenger and commercial vehicles), corporate/business customers (fleets, long-term rental), and commercial vehicle buyers — served under one unified brand. Recent strategic emphasis has been on adding Chinese OEM brands (Chery, Omoda|Jaecoo) and expanding from the Ankara base into Istanbul.

Name

Tanoto

Legal name

Tan Oto Motorlu Araçlar Sanayi ve Ticaret A.Ş.

Website

https://tanoto.com.tr

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Short description

Tanoto is a privately held Turkish multi-brand automotive dealership group headquartered in Ankara, authorized by Ford, Fiat, Renault, Dacia, Chery, and Omoda|Jaecoo across 22 locations, serving individual consumers, corporate fleets, and commercial buyers with new and used vehicles, authorized service, insurance, financing, and rental services.

Ownership category

akta.pro rank

Headquarters

HQ city

Ankara

Offices12 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new passenger and commercial vehicles through authorized dealerships for Ford, Fiat, Renault, Dacia, Chery, and Omoda|Jaecoo brands
2. Used Vehicle Sales: Sales of pre-owned vehicles through Tanoto2 brand, including retail sales and online auction through Tanotoİhale platform
3. After-Sales Service: Authorized maintenance and repair services for all supported brands, with 500 contracted service centers nationwide
4. Insurance Services: Individual and corporate insurance services through Maslak Sigorta brand
5. Long-term Vehicle Rental: Fleet and long-term rental services through TanFilo brand for corporate customers
6. Vehicle Financing: Automotive financing solutions through partner banks including Ford Finans, Koç Finans, İş Bankası, Vakıf Katılım, Türkiye Finans, and others

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels3 records

Core offering

Tanoto sells new passenger and commercial vehicles through authorized dealerships for Ford, Fiat, Renault, Dacia, Chery, and Omoda|Jaecoo brands, alongside used vehicles via Tanoto2 and the Tanotoİhale online auction platform. The company also provides authorized after-sales service, long-term corporate fleet rental through TanFilo, vehicle and personal insurance via Maslak Sigorta, damage repair, and vehicle financing intermediated through partner banks.

Product overview

Tanoto is a multi-brand automotive dealership operating as a unified platform with several sub-brands and services. The core business is new vehicle sales through authorized dealer agreements with Ford, Fiat, Renault, Dacia, Chery, and Omoda | Jaecoo. Supporting services include Tanoto2 (used vehicle sales), TanFilo (long-term fleet rental), Tanotoİhale (online auction), and Maslak Sigorta (insurance). After-sales service and vehicle financing are integrated add-on services. The company operates across 22 locations with 120,000 m² open and 60,000 m² covered facilities in Turkey.

Differentiator

Problem solved

Functional benefit

Brands

• Tanoto2: Brand for second-hand vehicle retail sales and related services
• TanFilo
• Maslak Sigorta
• Tanotoİhale

Products and services

• New Vehicle Sales (Multi-Brand Authorized Dealership) Authorized retailer of new Ford, Fiat, Renault, Dacia, Chery, and Omoda|Jaecoo passenger and light commercial vehicles sold through 22 physical dealerships and digital channels for individual and corporate buyers in Turkey.
• Tanoto2 Used Vehicle Sales Retail sale of pre-owned vehicles through the dedicated Tanoto2 brand, offering vehicle comparison, favorites, and online reservation features for individual buyers.
• TanFilo Long-Term Fleet Rental Long-term vehicle rental and fleet management services for corporate customers with offices in Ankara and Istanbul, supported by a network of 500 contracted service points across Turkey.
• Tanotoİhale Online Used Vehicle Auction Online open auction service for second-hand vehicles operating 6 days per week, providing transparent pricing for buyers in the used vehicle market.
• Maslak Sigorta Insurance Services Insurance agency services for individuals and corporations covering vehicle, home, and health insurance with 24/7 support.
• Tanoto Hasar Onarım Merkezi (Vehicle Damage Repair Center) Authorized collision and damage repair services for vehicles at the dedicated Macunköy Yenimahalle/Ankara facility as part of the after-sales service offering.

Quantifiable outcome

• Fortune 500 Turkey 2024: 199th overall, 9th in automotive sector
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators8 records

Recent moves21 records

Expansion highlights6 records

Direct peers

• CarMax: Largest US used-car retailer with hybrid physical and digital omnichannel model including auction services. Closely analogous to Tanoto2's used-vehicle retail plus Tanotoİhale's online auction business.
• Doğan Trend Otomotiv: Major Turkish multi-brand automotive importer and dealer group representing multiple OEMs. Most direct competitor profile: similar authorized-dealer model, similar multi-brand portfolio strategy, and comparable national footprint across Turkey.
• Birmot: Turkish multi-brand authorized dealer with sales and service operations across Turkey, including Fiat and Stellantis brands. Closely comparable mid-sized Turkish dealer group with similar authorized-franchise business model.
• Anadolu Otomotiv: Turkish multi-brand automotive dealer group with sales, service, and parts operations. Directly comparable authorized-dealer model serving consumer and commercial segments in the Turkish market.
• Otokoç Otomotiv: Koç Group-owned Turkish multi-brand automotive retailer operating authorized sales, after-sales service, and short-term rental (Avis). Direct competitor in the same authorized-dealer model and a key benchmark for scale in the Turkish market.

Others

• Enterprise Fleet Management: US-based full-service fleet management and long-term vehicle rental provider serving corporate clients. Directly comparable to Tanoto's TanFilo corporate long-term rental and fleet management business line.

Broad incumbents

• Lithia Motors: Largest US franchised dealer group by revenue, operating multi-brand stores and a digital retail platform (Driveway). Comparable authorized-dealer model with growing emphasis on used-car and digital channels, similar in spirit to Tanoto2 and Tanotoİhale.
• Group 1 Automotive: US-based multi-brand franchised automotive retailer with operations in the US and UK. Comparable business model combining new vehicle sales, used vehicles, parts and service, and F&I across multiple OEM franchises.
• AutoNation: Largest US franchised automotive retailer with ~300 locations across multiple brands. Larger and publicly listed but operates a fundamentally comparable multi-brand authorized dealership model with new, used, parts/service, and F&I revenue streams.

Regional players

• Garenta: Turkish short-term car rental brand (Koç Group ecosystem) for which Tanoto is the sole authorized dealer at 5 Ankara locations. Comparable Turkish-market automotive service operator with overlapping fleet rental and consumer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/tanototr
• YouTubeyoutube.com/channel/UCvMRczA6pf-Hh4in4JVT6aA
• Facebookfacebook.com/tanototr
• LinkedInlinkedin.com/company/tanototr
• Instagraminstagram.com/tanototr/?hl=tr

Revenue estimate

Valuation estimate

Number of profiles

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 Tanoto