What Toyota Mobility does

Toyota Mobility Tokyo Co., Ltd. (トヨタモビリティ東京株式会社) is a wholly-owned subsidiary of Toyota Motor Corporation that operates as Toyota's primary dealer and mobility services provider in the Tokyo metropolitan area. Originally established on August 10, 2000 as Toyota Administa Tokyo and rebranded in April 2019 to its current name, the company runs 197 retail locations across Greater Tokyo as of April 2026, comprising 169 Toyota stores (including U-Car certified used-car showrooms), 25 Lexus stores, and 3 GR Garage motorsports specialty stores. It employs approximately 7,800 staff and reports registered capital of ¥18.1 billion. Sub-brands include GR Garage (sports vehicles, motorsport support, GR rental), U-Car (certified used vehicles), Miraie / ARENA Miraie (lifestyle and sports-cafe concepts), THE CROWN Tokyo Toranomon (Crown flagship), and KINTO (vehicle subscription).

The company's core product is full-lifecycle vehicle ownership services delivered through its physical and digital channels: new and certified pre-owned sales, financing and insurance attachment (partnering with seven major insurers), mandatory shaken inspections and routine maintenance, parts and bodywork, and accessory sales. It also operates au mobile phone sales, JAF memberships, TS CUBIC CARD, and TOYOTA Wallet payments. Connected-car services run on the T-Connect platform with a DCM module and the My TOYOTA+ smartphone app, providing remote lock/unlock, climate preconditioning, vehicle health checks, parking locator, drive diagnosis scoring, congestion-aware navigation, a digital key (up to 6 shared users), and Help Net airbag-linked SOS via D-Call Net. Complementary subscription and usage-based products include KINTO monthly vehicle subscription, TOYOTA SHARE car-sharing, MOBI-INN van-life rental, GR rental fleet, and a corporate Biz Fleet unit serving Tokyo taxi operators and SMBs.

The go-to-market motion is sales-led through the dealership network, supplemented by digital channels (U-LIVE live online used-car consultation, My TOYOTA+ app, web quote simulation, MOBI-CAL mobile dealer) and a community/event layer (GR Garage driving events, Yaris Cup support, Alvark Tokyo Platinum sports sponsorship, Toyota Future School elementary outreach, regional activation agreements with 7 Tokyo-area municipalities). The business model mixes one-time new/used vehicle sales, recurring maintenance and inspection fees, recurring subscription/lease streams (KINTO, TOYOTA SHARE, GR rental), insurance commissions, and ancillary services; primary customers are individual consumers in Greater Tokyo, with a secondary segment of corporate fleets, taxi operators, and motorsports enthusiasts.

Name

Toyota Mobility

Legal name

Toyota Mobility Tokyo Co., Ltd. (トヨタモビリティ東京株式会社)

Website

https://toyota-mobi-tokyo.co.jp

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Toyota Mobility Tokyo is Toyota Motor Corporation's wholly-owned regional dealer in Greater Tokyo, operating 197 Toyota, Lexus, and GR Garage stores plus connected-car, subscription, and mobility services for individual consumers, corporate fleets, and motorsports enthusiasts.

Ownership category

akta.pro rank

Product category

Automotive Retail and Mobility Services

NAICS

Passenger Car Rental (532111)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Corporate Free-Floating Car Sharing (TLABALAB)

akta.pro secondary industries

Free-Floating Carsharing (One-Way) (TLAFAMAB), EV Passenger Vehicle Leasing (Cars/SUVs) (TLABAAAH), Corporate/University/Fleet-Based Carsharing (TLAFAMAD)

Keywords

• Automotive dealership services
• New vehicle sales
• Vehicle maintenance inspection
• Connected car services
• Mobility subscription services

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New vehicle sales (Toyota & Lexus): New Toyota and Lexus vehicle sales through dealership network; includes financing and insurance product attachment at point of sale
2. Used vehicle sales (U-Car): Used Toyota and Lexus vehicles; Toyota Certified Used Car (トヨタ認定中古卓) program; vehicle purchase/trade-in services
3. Vehicle maintenance and inspection services: Periodic inspection, vehicle inspection (車検), repair, bodywork/paint, parts and oil sales
4. Auto leasing and rental: Automobile leasing, rental car services (トヨタモビリティ東京reno-car), GR rental fleet
5. Insurance products: Damage and life insurance solicitation as insurance agent; works with 7 major insurers including あいおいニッセイ同和損保, 東京海上日動, 三井住友海上, 損害ジャパン, SOMPOひまわり生命
6. Mobile phone / au sales: au mobile phone sales and enrollment services
7. Member services and accessories: JAF membership services, TS CUBIC CARD, TOYOTA Wallet, vehicle accessories, car care products, coating services

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Toyota Mobility Tokyo operates a 197-store Toyota, Lexus, and GR Garage dealer network across Greater Tokyo, selling new and certified pre-owned vehicles, providing full maintenance and inspection services, and bundling financing, insurance, connected car (T-Connect/My TOYOTA+), and subscription-based mobility services (TOYOTA SHARE, KINTO, MOBI-INN) for individual consumers, businesses, and motorsports enthusiasts throughout the vehicle ownership lifecycle.

Product overview

Toyota Mobility Tokyo operates as a comprehensive automotive dealer network providing vehicle sales, maintenance, and mobility services across Tokyo. The core offerings include new Toyota and Lexus vehicles, certified pre-owned cars (U-Car), and vehicle subscription through KINTO. Connected services are delivered through T-Connect with the My TOYOTA+ smartphone app enabling remote vehicle control, diagnostics, and security features. The company maintains 197 dealership locations including specialty GR Garage stores for sports vehicle customization and motorsport support, specialty stores like THE CROWN Tokyo Toranomon and ARENA Miraie for lifestyle experiences, and MOBI-INN for van-life rentals. Insurance, financing, and payment services are offered through TS CUBIC CARD and TOYOTA Wallet partnerships.

Differentiator

Problem solved

Functional benefit

Brands

• GR Garage: Toyota's sports car brand specialty stores offering vehicle customization, motorsport support, and GR parts installation.
• U-Car
• Miraie
• ARENA Miraie

Products and services

• New Toyota Vehicles

Quantifiable outcome

• 146 stores recognized as 'environmentally friendly auto maintenance facilities' by MLIT Kanto Transport Bureau
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature8 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• アルバルク東京 (Alvark Tokyo)coreGTM or Marketing Partner · 1 January 2025Toyota Mobility Tokyo is a Platinum Partner of Alvark Tokyo basketball team for the 2025-26 season. Hosted sponsored games (冠試合) at Ariake Colosseum, including B.LEAGUE CHAMPIONSHIP quarterfinal. Alvark Tokyo players wear Toyota vehicle name logos on the back of their uniforms. Partnership combines sports fandom with automotive brand visibility.
• あいおいニッセイ同和損害保険株式会社coreGTM or Marketing PartnerInsurance company partner for automobile damage and life insurance solicitation as insurance agency. Listed as authorized insurance partner in privacy policy.
• 東京海上日動火災保険株式会社coreGTM or Marketing PartnerInsurance company partner for automobile damage and life insurance solicitation as insurance agency.
• 三井住友海上火災保険株式会社coreGTM or Marketing PartnerInsurance company partner for automobile damage and life insurance solicitation as insurance agency.
• 損害保険ジャパン株式会社coreGTM or Marketing PartnerInsurance company partner for automobile damage and life insurance solicitation as insurance agency.
• SOMPOひまわり 생명보험 주식회사 (SOMPO Himawari Life Insurance)coreGTM or Marketing PartnerLife insurance company partner for insurance solicitation services as insurance agency.
• 町田ゼルビア (Machida Zelvia)minorGTM or Marketing PartnerSoccer team sponsor; team logo displayed on company materials as part of local community sports support
• 江東区・世田谷区・中野区・板橋区・江戸川区・三鷹市・狛江市 (7 municipalities)coreStrategic or Co-development PartnerComprehensive regional activation agreements (包括連携協定) with 7 Tokyo municipalities covering community events, disaster response, traffic safety education, and regional vitality initiatives. Also holds disaster emergency power supply vehicle loan agreements and disaster preparedness station agreements with Tokyo government.
• 日本赤十字社東京都血液センターminorOthersCorporate blood donation activity support; employees participate in blood donation drives organized with the Red Cross Tokyo Blood Center
• 公益財団法人 交通遺児等育成基金minorOthersMaintenance charity program: part of inspection/inspection revenue donated to the fund along with matching gift from company; ongoing annual program
• 世界の子どもに疫苗を 日本委員会 (Japan Committee for Vaccines for the World's Children)minorOthersPet bottle cap and book recycling program; caps and used books/CDs collected at stores, sold, and proceeds donated to the committee for vaccine programs

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Sumitomo Mitsui Auto Service: Major Japanese auto leasing and fleet management company serving corporate clients. Comparable in B2B leasing, fleet management, and corporate mobility services that overlap with Toyota Mobility Tokyo's Biz Fleet offering.
• ORIX Auto Corporation: Japan's leading auto leasing, rental, and corporate fleet management provider. Directly comparable to Toyota Mobility Tokyo's KINTO subscription, TOYOTA SHARE, and corporate fleet (Biz Fleet) operations.
• USS Co., Ltd. Japan's largest used vehicle auction operator with extensive dealer-side participation. Comparable as a used car ecosystem participant that interacts directly with Toyota Mobility Tokyo's U-Car trade-in and resale operations.
• Yanase & Co., Ltd. Japan's largest premium/luxury auto dealer group (Mercedes-Benz, Audi, BMW, Porsche, etc.) operating retail showrooms and service centers nationwide. Comparable as a multi-brand automotive retail and service business model in the Japanese market.
• IDOM Inc. (Gulliver): Major Japanese used car retailer with integrated purchase, reconditioning, and sales operations across the country. Directly comparable in the used vehicle (U-Car) retail segment where Toyota Mobility Tokyo operates its certified pre-owned business.
• Hokkaido Toyota Automobile: Toyota Store channel dealer in Hokkaido running an analogous franchise network of Toyota sales and service locations. Comparable in business model, lifecycle service offerings, and Toyota Motor Corporation parent backing.
• Park24 Co., Ltd. (Times Mobility): Operates Times Car Share (Japan's largest car sharing platform) and parking services. Comparable as a competing shared mobility operator overlapping with Toyota Mobility Tokyo's TOYOTA SHARE car sharing business in Tokyo.
• Nagoya Toyopet: Toyota Store channel dealer operating the same Toyota/Lexus retail and service model in the Nagoya/Aichi region. Directly comparable as a sister Toyota Store subsidiary with full-line new/used vehicle sales, maintenance, and mobility services.
• Netz Toyota (channel dealers): Toyota's Netz channel dealer network targeting younger demographics with sales, maintenance, and connected services. Operates the same new/used vehicle retail and after-sales business as Toyota Mobility Tokyo but serves a distinct customer cohort.

Emerging players

• KINTO Corporation: Toyota Group's dedicated vehicle subscription service offering fixed monthly payment leasing with insurance, maintenance, and vehicle swap options. Closely related as a Toyota sibling entity, partially overlapping with Toyota Mobility Tokyo's KINTO dealership channel and subscription offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/ToyotaMobiTokyo
• YouTubeyoutube.com/ToyotaMobilityTokyo
• Facebookfacebook.com/toyota.mobility.tokyo
• Instagraminstagram.com/toyotamobilitytokyo

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Toyota Mobility