What Toyota - Lexus Groupe CHELI does

Groupe CHELI (legal entity S.A.S Nello CHELI) is a family-owned automobile dealership group operating exclusively as an authorized retailer for the Toyota and Lexus brands in eastern France. Founded in 1975 by Nello Cheli as a single garage and now led by his son Nicolas Cheli (President since 2010), the group operates eight physical dealership locations across three departments — Côte-d'Or (Chenôve headquarters, Dijon, Beaune), Haute-Marne (Chaumont), and Yonne (Auxerre, Sens, Avallon) — together with a dedicated Lexus showroom in the Dijon metropolitan area. The company sells new Toyota and Lexus vehicles, certified pre-owned vehicles under the Toyota Occasions label, and used vehicles across all brands, and provides manufacturer-certified after-sales services including mechanical repair, bodywork, parts, accessories, and extended warranty programs (Toyota Relax and Lexus Relax, up to 10 years/160,000 km).

The business operates on a traditional dealership model with no proprietary technology stack. GTM is sales-led through physical showrooms supplemented by OEM-provided online vehicle configurators; vehicles are not sold remotely. Revenue streams comprise new vehicle sales, used vehicle sales (200+ in stock), after-sales service and maintenance, and OEM parts and accessories — the latter served through both retail customers and a dedicated B2B professional desk with three sector representatives offering 48-hour delivery to independent garages. The customer base is a hybrid of individual consumers (primary), professionals/businesses with vehicle fleets, and used-vehicle buyers across all brands. Pricing is set by manufacturer recommended retail prices and finalized in-dealership; financing is offered through manufacturer-aligned financial services partners (LOA, credit, lease-purchase). The 2023 acquisition of three concessions from Groupe Foucher and the 2021 organic opening of Chaumont indicate an active regional consolidation strategy.

Name

Toyota - Lexus Groupe CHELI

Legal name

S.A.S Nello CHELI

Website

https://groupe-cheli.fr

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Short description

Groupe CHELI is a family-owned Toyota and Lexus automobile dealership group operating eight physical showrooms across eastern France (Côte-d'Or, Haute-Marne, Yonne), selling new and used vehicles, certified pre-owned, after-sales service, and OEM parts to retail consumers and professional clients.

Ownership category

akta.pro rank

Headquarters

HQ city

Chenôve

HQ country

France

HQ region

Europe

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New vehicle sales: Sale of new Toyota and Lexus vehicles through 8 dealership locations. Revenue generated from direct consumer purchases, including financing arrangements.
2. Used vehicle sales: Sale of pre-owned vehicles across all brands (200+ vehicles in stock), certified and warranted through the Toyota Occasions label with 12 to 36 month warranties.
3. After-sales service and maintenance: Vehicle servicing, repairs, and maintenance including mechanical work, bodywork, and tire replacement using manufacturer-certified parts and technicians.
4. Parts and accessories: Sale of certified original equipment manufacturer (OEM) parts and accessories for Toyota and Lexus vehicles to both retail customers and professionals (garages, mechanics).

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Groupe CHELI is an authorized Toyota and Lexus automobile dealer operating eight physical concessions across Côte-d'Or, Haute-Marne, and Yonne in eastern France. The company sells new Toyota and Lexus vehicles, certified pre-owned vehicles under the Label Toyota Occasions program, and used vehicles of all brands, alongside manufacturer-certified after-sales maintenance, bodywork, and tire services. It also distributes OEM Toyota/Lexus parts and accessories to retail customers and a dedicated professional account base of independent garages.

Product overview

Groupe CHELI operates as a multi-brand automotive dealership network representing Toyota and Lexus. The company offers a comprehensive automotive portfolio including new vehicle sales (Toyota hybrids and Lexus luxury vehicles), certified pre-owned vehicles under the Label Toyota Occasions program, and full after-sales services comprising maintenance, bodywork, and manufacturer-certified parts. The network spans eight dealerships across Côte-d'Or, Haute-Marne, and Yonne departments, providing vehicle configuration, test drives, financing, and trade-in services.

Differentiator

Problem solved

Functional benefit

Products and services

• New Toyota Vehicles (Véhicules neufs Toyota) Sales of new Toyota passenger and commercial vehicles including hybrid models such as Yaris, Yaris Cross, Corolla, C-HR, RAV4, Prius, Aygo, GR Supra, and Hilux, sold through eight Toyota-branded concessions across Côte-d'Or, Haute-Marne, and Yonne for individual and professional buyers.
• New Lexus Vehicles (Véhicules neufs Lexus) Sales of new Lexus premium vehicles including the UX, RX, and LC lines through the dedicated Lexus Dijon concession, offering luxury automobiles with a 97.4% reliability index.
• Used Vehicles - All Brands (Véhicules d'occasion toutes marques) Sale of more than 200 pre-owned vehicles of all brands across the dealership network (300+ at the Chenôve CHELI Occasions center), inspected, warranted up to 36 months, and available immediately for retail customers.
• Label Toyota Occasions Certified Pre-Owned Program Certified used vehicle program offering up to 3-year warranty, 24/7 European roadside assistance, vehicle replacement, a 160-point inspection, free control after 30 days or 1,500 km, exchange policy, and hybrid health assessment for buyers seeking warranty-protected pre-owned Toyota vehicles.
• Toyota/Lexus Maintenance and Repair Service (Suivi et entretien Toyota/Lexus) Mechanical maintenance and repair services performed at certified workshops by qualified technicians using only manufacturer-original parts, including the Toyota Relax and Lexus Relax extended warranty programs valid up to 10 years or 160,000 km.
• Bodywork Repair (Carrosserie) Bodywork repair service offered at each dealership with specialized technicians and modern equipment to handle collision and cosmetic body repairs for Toyota, Lexus, and other-brand vehicles.
• Parts and Accessories (Pièces détachées et accessoires) Sale of manufacturer-certified OEM replacement parts and accessories held in permanent stock, available to retail customers and to professional buyers (independent garages, mechanics) with dedicated account managers and emergency delivery logistics.
• Vehicle Trade-In Service (Reprise de véhicule) Trade-in service purchasing any brand of vehicle with no purchase obligation, offering up to 1,000 euros above the estimated value on toyota.fr or lexus.fr to facilitate the new vehicle transaction.
• Vehicle Financing (Financement véhicules) Financing solutions including LOA (lease with purchase option), credit, and professional leasing offered for both new and used vehicles through manufacturer-aligned financial partnerships.

Quantifiable outcome

• Toyota is the most held vehicle brand - among the ten vehicles kept the longest, seven are Toyota models
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Toyota FrancecoreChannel Partner/ Reseller/ DistributorOfficial Toyota dealer since 1975, commercializing new Toyota vehicles, providing maintenance services, and selling Toyota parts and accessories across 7 Toyota dealership locations.
• Lexus FrancecoreChannel Partner/ Reseller/ DistributorOfficial Lexus dealer since 1992, selling new Lexus vehicles, providing specialized Lexus maintenance services with dedicated technicians and Lexus Relax warranty programs.
• Groupe FouchercoreChannel Partner/ Reseller/ DistributorIn 2023, Groupe CHELI acquired three dealerships (Auxerre, Sens, Avallon) from Groupe Foucher, a historic Toyota partner for over 40 years, significantly expanding the group's geographic footprint.
• Toyota Financial Services (implied)minorChannel Partner/ Reseller/ DistributorFinancing solutions offered through implied manufacturer financial services partnerships, providing LOA (Leasing with Purchase Option), credit, and lease-purchase options for professional customers.

Scale indicators4 records

Recent moves11 records

Expansion highlights6 records

Broad incumbents

• Volkswagen Group Retail France: Captive retail arm of Volkswagen Group in France (VW, Audi, Škoda, Seat, Cupra). Comparable as a manufacturer-affiliated multi-site French dealer network with overlapping franchise economics to Groupe CHELI.
• Renault Retail Group: Renault's captive dealer network in France. Comparable as a manufacturer-affiliated retail operation offering new vehicles, certified used vehicles, service, and parts under a single OEM brand relationship.
• Toyota France: The French arm of Toyota Motor Corporation and the manufacturer whose products Groupe CHELI distributes. Comparable because it sets franchise strategy, pricing, and warranty programs that drive Groupe CHELI's revenue model and operating economics.
• Lexus France: Toyota's premium luxury brand, sold through the dedicated Lexus Dijon concession operated by Groupe CHELI. Comparable because it owns the brand identity, customer experience standards, and Lexus Relax program that anchor the group's premium positioning.
• Stellantis &You (PSA Retail): Captive multi-brand retail network of Stellantis in France (Peugeot, Citroën, Opel, DS). Comparable as a large-scale French dealer group with similar new, used, after-sales, and parts operations across a national footprint.

Direct peers

• Amplitude Automobiles: French Toyota/Lexus dealer group operating multiple concessions. Comparable because it sells the same manufacturer brands under similar franchise terms and pursues a multi-site regional strategy analogous to Groupe CHELI's.
• Groupe Parot: Independent French automotive dealer group with multiple manufacturer franchises across new, used, and after-sales. Comparable because it pursues the same multi-site, multi-brand dealership model with similar revenue mix to Groupe CHELI.
• Mary's (Groupe Mary): Family-owned French automotive distribution group operating multi-brand dealerships in Normandy. Comparable as a privately held, family-run dealer group with similar new/used/service mix and regional footprint approach.
• Groupe Foucher: Historic Toyota partner in France for over 40 years, from which Groupe CHELI acquired three concessions in 2023. Direct peer because it operated the same Toyota retail model in overlapping French regions prior to the divestiture.
• BodemerAuto: Multi-brand French automotive dealer group with new-vehicle, used-vehicle, after-sales, and parts operations across western France. Comparable because it operates the same franchise-dealer business model and competes for similar franchise rights and customer bases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/toyota-lexus-nello-cheli

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 - Lexus Groupe CHELI