Toyota Toys Motors

What Toyota Toys Motors does

Toyota Toys Motors is an authorized Toyota automotive dealership network headquartered in Le Poiré sur Vie, France, operating 36+ physical concessions across northern and western France. The company sells new Toyota passenger and commercial vehicles (including the Aygo X, Yaris, Yaris Cross, Corolla, C-HR, RAV4, and Proace City Verso ranges), certified pre-owned Toyota vehicles through the Toyota Occasions program, and provides comprehensive after-sales services including maintenance, bodywork, tire replacement, and windscreen repair at specialized Centre Expert Hybride locations for hybrid powertrain service.

Toys Motors generates revenue across five primary streams: new vehicle sales margins, used vehicle sales (including trade-in transactions), recurring after-sales service revenue, financing commissions from CGI FINANCE on credit and lease-with-option-to-buy (LOA) products, and insurance commissions on Toyota-backed coverage products including Garantie Valeur d'Achat (GVA) and Garantie Longue Durée (GLD). Pricing is transaction-based for vehicle sales and subscription/recurring for service contracts and warranty extensions such as Toyota Relax (up to 10 years or 185,000 km). The customer base is predominantly individual consumers, supplemented by a dedicated Professionals channel for B2B fleet sales.

The business is operated under the legal entity RCM SASU, a subsidiary of Groupe RCM with €240,000,000 in share capital, and is led by CEO Ronan Chabot. The network has been operational for over 25 years and continues active geographic expansion with new concession openings in 2025 in Nancy, Challans, and Hoenheim, alongside the wholly-owned premium subsidiary Lexus Toys Plus. Toys Motors maintains national brand visibility through flagship partnerships with Miss France 2026 and the Dakar Rally.

Name

Toyota Toys Motors

Legal name

RCM SASU

Website

https://toys-motors.fr

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Toyota Toys Motors is a French Toyota dealership network operating 36+ concessions across northern and western France, selling new and used Toyota vehicles and providing after-sales service, financing, and insurance to individual consumers and business fleet customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Mouilleron-le-captif

HQ country

France

HQ region

Europe

Offices37 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sale of new Toyota vehicles including passenger cars, SUVs, and commercial vehicles. Revenue generated from the margin between wholesale purchase and retail sale prices.
2. Used Vehicle Sales: Sale of pre-owned vehicles including certified Toyota Occasions and multi-brand stock. Includes trade-in transactions and vehicle reprise services.
3. After-Sales Service & Maintenance: Vehicle servicing, repairs, bodywork, tire replacement, and maintenance plans. Includes rapid service options and mobile technicians.
4. Financing Services: Vehicle financing through credit (crédit) and lease-with-option-to-buy (LOA) arrangements. Partnership with CGI FINANCE for financial products.
5. Insurance Products: Vehicle insurance offerings includingGarantie Valeur d'Achat (GVA), Garantie Longue Durée (GLD), and comprehensive protection packages through CGL/SOGESSUR.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Toyota Toys Motors is an authorized Toyota dealership network of 36+ physical concessions across northern and western France that sells new and certified used Toyota passenger and commercial vehicles, and provides integrated after-sales services including manufacturer-backed warranties, hybrid specialist maintenance, vehicle financing (credit and LOA) through CGI Finance and insurance products through SOGESSUR/OPTEVEN. The network operates as the official Toyota France retail partner in its region, offering a one-stop ownership lifecycle from purchase through maintenance and trade-in.

Product overview

Toyota Toys Motors operates as a Toyota dealership network in France, offering a unified platform combining new and used Toyota vehicle sales, comprehensive after-sales services, and integrated financing and insurance solutions. The core product portfolio centers on Toyota's vehicle lineup including the Aygo X city car, Yaris and Yaris Cross compact vehicles, Corolla family cars, C-HR crossover, RAV4 SUV, and Proace City Verso commercial vehicles. The business model integrates vehicle sales with value-added services including Toyota Occasions certified pre-owned program (with 3-year warranty and 150-point inspection), Toyota Relax extended warranty (up to 10 years/185,000 km), financing solutions through CGI Finance (credit and LOA options), and insurance products covering life/disability, gap insurance, purchase value guarantee, and mechanical breakdown coverage. After-sales services encompass maintenance, bodywork, windscreen repair, and valet services, creating a complete vehicle ownership lifecycle management platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Toyota Aygo X

Quantifiable outcome

• Warranty coverage up to 10 years or 185,000 km through Toyota Relax program
• +2 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

Feature3 records

Partnerships

Eight partnerships are on record, tiered minor, flagship and core.

• XV BailleuloisminorGTM or Marketing Partner · 4 June 2026Charitable rugby tournament sponsorship at Bailleul. Toys Motors product expert present with Toyota Yaris Cross hybrid vehicle for public exhibition and brand visibility.
• SWOB UniversityminorGTM or Marketing Partner · 3 June 2026Partnership for salsa dancing evening event at Toyota La Rochelle concession. SWOB University provided over 100 participants for a cultural community event that combined dance, sharing, and convivence to strengthen local brand engagement.
• Casino de RibeauvilléminorGTM or Marketing Partner · 16 May 2019B2B event venue partnership for professional networking event showcasing Toyota and Lexus vehicles to business professionals in the Alsace region.
• ITO Japanese RestaurantsminorGTM or Marketing Partner · 4 April 2019Japanese cuisine partnership for cultural evening events at Rouen Riboudet concession. ITO restaurants provided Japanese food alongside Toyota vehicle presentations to create a Japanese culture experience for business customers.
• OMR/CTVminorGTM or Marketing Partner · 28 February 2019Business fleet customer hosting dynamic test drive sessions and lunch cocktail at Les Sables d'Olonne concession. Focus on informing employees about new fleet vehicles and hybrid advantages.
• Miss France OrganizationflagshipGTM or Marketing PartnerOfficial partner of Miss France 2026 election. Toys Motors provides official vehicle fleet and brand visibility during national beauty pageant events.
• Dakar RallycoreGTM or Marketing PartnerMajor motorsport sponsorship bringing adventure racing association to the Toyota brand. Dealer events bring Dakar participants to concessions for customer engagement.
• Toyota FrancecoreChannel Partner/ Reseller/ DistributorOfficial Toyota dealership network authorized to sell new Toyota vehicles, distribute parts, and provide manufacturer-backed services including warranty programs.

Scale indicators5 records

Recent moves10 records

Expansion highlights5 records

Regional players

• Marshall Motor Group: One of the UK's largest automotive retailer groups operating multi-brand franchise dealerships with new and used vehicle sales, servicing, and parts - structurally similar franchise dealer business model but UK-focused rather than French.
• Vertu Motors: UK-based publicly listed automotive retailer group with multi-brand franchise dealerships including Toyota franchises - directly analogous business model and Toyota presence but operating in a different geography (UK).

Emerging players

• Carwow: European online car-buying marketplace operating in UK, Germany, and Spain that connects consumers directly with dealers and offers price transparency - an emerging alternative discovery channel that pressures the traditional showroom-driven dealer model.
• Auto1 Group: Berlin-headquartered European online used car marketplace (Autohero and Auto1.com brands) with pan-European operations - an emerging digital channel that competes for the same used vehicle buyers that Toys Motors serves via Toyota Occasions.

Broad incumbents

• Inchcape plc: Global automotive distribution and retail group distributing Toyota and other OEM vehicles across multiple Asia-Pacific and African markets - a much larger incumbent with similar retail distribution and after-sales functions at international scale.
• BYmyCAR: One of France's largest multi-brand automotive retailer groups, operating dozens of dealerships nationwide with new and used vehicle sales, financing, and after-sales service - directly comparable business model to Toys Motors but spanning many OEMs rather than specializing in Toyota.

Direct peers

• Renault Retail Group: Subsidiary of Renault Group operating its own OEM-aligned dealer network across France and Europe, providing new vehicle sales, financing, and after-sales service - the closest structural analog to Toys Motors, but aligned with Renault rather than Toyota.
• Stellantis &You (formerly PSA Retail): Stellantis-owned multi-brand dealer network in France (created from PSA Retail) selling Peugeot, Citroën, Opel, and DS vehicles with the same franchise dealer business model - competing head-to-head with Toys Motors for French car buyers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/toysmotors
• LinkedInlinkedin.com/company/toys-motors

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 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 Toys Motors