CiTO Autobedrijf B.V.

What CiTO Autobedrijf B.V. does

CiTO Autobedrijf B.V. is a privately held, family-owned automotive dealership incorporated in the Netherlands and headquartered at Klaverbaan 62 in Capelle aan den IJssel, Zuid-Holland. Founded in 1927, the company operates as the official dealer for Subaru (since 1986) and Suzuki (since April 2022, having taken over Suzuki activities from Verhoeven) for the Rotterdam and The Hague regions. With a team of 7 staff, the business combines a physical showroom, a multi-brand workshop, and a parts warehouse offering one of the largest Subaru and Suzuki parts inventories in the Benelux.

The company's product portfolio is sourced entirely from manufacturer supply (no proprietary technology development): Subaru's Symmetrical All-Wheel Drive, EyeSight driver-assist, boxer engines, Lineartronic CVT, and e-Subaru Global Platform (used in Solterra, e-Outback, Uncharted); Suzuki's Smart Hybrid, Boosterjet engines, AllGrip AWD, and the forthcoming e VITARA BEV. The lineup spans ICE/hybrid SUVs (Forester, Outback, Crosstrek, S-Cross, Vitara), compact hatchbacks (Swift, Ignis), and an expanding EV range (Solterra, Uncharted, e-Outback, e VITARA). Ancillary technical offerings include Wynn's Aircomatic airco disinfection, Subaru Smart Service for older vehicles, Suzuki Service Card roadside assistance, and a branded CiTO mobile app for appointments and inventory browsing.

Revenue is generated through four streams: (1) retail margin on new Subaru/Suzuki vehicles; (2) margin on used vehicles (all inspected on 50+ points); (3) fee-based workshop services (maintenance, repairs, APK inspections, tires, air conditioning, diagnostics) for all brands; and (4) parts and accessories sales. Distribution is regional, anchored at the single Capelle aan den IJssel showroom/workshop, with an online inquiry channel, a special tax-free diplomatic sales program, dealer roadshow events, and traditional marketing (website, email, social, testimonials). Pricing is unit-based per vehicle or per service ticket (e.g., Wynn's airco €39, replacement vehicle €29/day, Suzuki Swift from €23,199, Subaru e-Outback from €52,900, Subaru Forester First Edition €75,950).

Name

CiTO Autobedrijf B.V.

Legal name

CiTO Autobedrijf B.V.

Website

https://citoautobedrijf.nl

Company type

Private

Founded year

1927

Operating status

Operating

Headcount range

1–10 employees

Short description

CiTO Autobedrijf B.V. is a family-owned automotive dealership in Capelle aan den IJssel, Netherlands, operating as an official Subaru (since 1986) and Suzuki (since 2022) dealer for the Rotterdam region, offering new and used vehicle sales, multi-brand workshop services, and parts to individual consumers and business/diplomatic customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Capelle aan den IJssel

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Subaru and Suzuki vehicles as official dealer. Revenue generated from the margin between wholesale purchase price from manufacturers and retail sale price to consumers.
2. Used Vehicle Sales (Occasions): Sales of pre-owned vehicles. All occasions are inspected on more than 50 points for quality assurance.
3. Maintenance and Repair Services: Workshop services including regular maintenance, repairs, APK inspections, tire services, air conditioning service, and diagnosis. Services all brands according to manufacturer specifications.
4. Parts and Accessories Sales: Sales of original Subaru and Suzuki parts and accessories. Company claims to have one of the largest Subaru and Suzuki parts inventories in the Benelux.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

CiTO Autobedrijf is an official Subaru and Suzuki dealer in Capelle aan den IJssel that sells new and used vehicles from a physical showroom and provides manufacturer-grade maintenance, repair, APK inspection, tire, air conditioning, and parts services for all vehicle brands. The company operates a single-site combined retail and workshop facility serving the Rotterdam and The Hague region.

Product overview

CiTO Autobedrijf is a family-owned car dealership offering a unified portfolio of new Subaru and Suzuki vehicles (as official dealer since 1986 and 2022 respectively), supplemented by a specialist designation for Hyundai. The product portfolio centers on the Subaru line (Solterra electric SUV, e-Outback, Uncharted, Forester, Crosstrek, Outback) and Suzuki line (e VITARA electric, Swift, Ignis, Vitara, S-Cross, Celerio). The offering extends beyond vehicle sales to encompass workshop/maintenance services (APK inspections, tire service, air conditioning, diagnostics), genuine parts distribution for Subaru and Suzuki, the CiTO mobile app for appointments and information, Subaru Smart Service for older vehicles, and Suzuki Service Card providing roadside assistance. Used vehicles (occasions) are also sold, all inspected on 50+ points. The dealership positions itself on craftsmanship, personal attention, and service spanning more than 95 years in business.

Differentiator

Problem solved

Functional benefit

Products and services

• Subaru Solterra Subaru's first fully electric SUV offered jointly with Toyota, featuring permanent All-Wheel Drive and X-MODE off-road control; sold to consumers in the Rotterdam region.
• Subaru e-Outback Fully electric Subaru SUV with Symmetrical All-Wheel Drive and up to 523 km WLTP range, sold to retail consumers at the Capelle aan den IJssel showroom.
• Subaru Uncharted Subaru's fully electric compact SUV with AWD dual motor options and up to 588 km WLTP range, sold to retail consumers at the showroom.
• Subaru Forester Hybrid 2025 Mid-size Subaru SUV with hybrid powertrain, permanent AWD, EyeSight driver assist, and 220mm ground clearance, sold to retail consumers. First Edition variant priced at €75,950.
• Subaru Crosstrek Subaru compact SUV with X-MODE, Symmetrical All-Wheel Drive, and EyeSight safety, sold to retail consumers at the Capelle aan den IJssel showroom.
• Suzuki Swift Fuel-efficient Suzuki compact hatchback with Smart Hybrid technology, sold to retail consumers at the showroom from €23,199 or via private lease from €329/month. TopGear 'Small Car of the Year' 2024.
• Suzuki e VITARA Suzuki's first fully electric SUV with advanced battery-electric drivetrain, available to retail consumers from €31,995, with showrooms expected in Q1 2026.
• Occasions (Used Cars) Pre-owned vehicles from various brands, all inspected on more than 50 points for quality assurance before being offered to retail buyers at the showroom and online inventory.
• Workshop Services (Maintenance & Repair) Multi-brand maintenance and repair services including APK inspections, tire service, air conditioning service, battery replacement, and troubleshooting diagnostics, performed to manufacturer specifications by certified mechanics.
• Car Parts (Subaru & Suzuki) Original Subaru and Suzuki parts and accessories sold to retail and workshop customers; CiTO claims one of the largest Subaru and Suzuki parts warehouses in the Benelux.
• Suzuki Service Card Paid service card for Suzuki customers offering 24/7 free roadside assistance, free replacement vehicle during repairs, and minor repairs without appointment.
• Subaru Smart Service Cost-effective maintenance service plan for Subaru vehicles 8 years and older, including specialized Subaru knowledge, software updates, original parts, and access to all Subaru Special Services.
• Air Conditioning Cleaning (Wynn's Aircomatic) Professional air conditioning cleaning and disinfection service using Wynn's Aircomatic system, removing 99.99% of viruses including COVID-19, bacteria, fungi, and allergens. Priced at €39.00.
• CiTO Mobile App Free mobile app available on iOS App Store and Google Play providing access to current promotions, Subaru and Hyundai brochures, used vehicle inventory, workshop appointment booking, and direct dealership contact.

Quantifiable outcome

• Average customer rating of 9.4-9.8 out of 10
• +3 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Subaru (Official Dealer)coreChannel Partner/ Reseller/ DistributorCiTO Autobedrijf has been official Subaru dealer since 1986, making it one of the longest-standing Subaru dealers in the Netherlands. The company sells new and used Subaru vehicles, performs maintenance and repairs, and stocks genuine Subaru parts. Subaru models offered include Solterra (electric), Uncharted (electric), e-Outback (electric), Forester, Crosstrek, Outback, and others.
• Suzuki (Official Dealer)coreChannel Partner/ Reseller/ DistributorCiTO Autobedrijf became official Suzuki dealer in April 2022, taking over Suzuki activities from Verhoeven. Company sells new and used Suzuki vehicles, performs maintenance and repairs, and stocks genuine Suzuki parts. Suzuki models offered include e VITARA (electric), Swift, Ignis, Vitara, S-Cross, and others.
• ZON&ZOminorOthersSolar panel installation company that installed 202 solar panels on CiTO's roof in late 2019. Installation enables the company to generate more electricity than it consumes, making it energy neutral.
• BOVAGminorOthersDutch automotive trade association. CiTO has been BOVAG member for more than 55 years, providing credibility and adherence to industry standards.

Scale indicators6 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Hedin Automotive: European automotive retail group with substantial Dutch presence, authorized dealer for multiple brands. Comparable to CiTO in authorized dealer model but operating across multiple countries with much larger scale and resources.
• Wensink Automotive: Family-owned Dutch automotive dealer group with multiple locations and brand representations. Similar family-business DNA to CiTO but with significantly larger operational scale and multi-region presence.
• Louwman Group: One of the largest Dutch automotive groups, representing multiple brands including Toyota and Lexus. Functions as a broad incumbent in the same automotive retail space as CiTO, with overlapping new vehicle sales, service, and parts operations across the Netherlands.
• Van Mossel Automotive Group: Largest Dutch automotive dealer group with hundreds of locations across multiple brands. Competes with CiTO for the same regional consumer vehicle purchase and service demand, operating at significantly greater scale and with broader brand coverage.
• Stern Automobielen: Dutch listed automotive dealer group operating multiple brands and locations. Competes in same authorized dealer space as CiTO with broader geographic footprint and institutional scale.

Regional players

• Auto Verhoeven: Former Suzuki dealer in the Rotterdam region that transferred Suzuki activities to CiTO in April 2022. Comparable Dutch authorized dealer with overlapping brand exposure and regional footprint, though now operating in a different brand portfolio.

Direct peers

• Broekhuis Groep: Family-owned Dutch automotive dealer group operating multiple brands across the Netherlands. Directly comparable to CiTO in terms of multi-brand authorized dealer model and family-business heritage, but operating at much larger scale (40+ locations).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• LinkedInlinkedin.com/company/cito-autobedrijf-bv

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 CiTO Autobedrijf B.V.