Lia Toyota Of Wilbraham

What Lia Toyota Of Wilbraham does

Lia Toyota of Wilbraham is a single-rooftop authorized Toyota franchise dealership located at 2145 Boston Road in Wilbraham, Massachusetts, operating under the multi-franchise Lia Auto Group. The dealership sells the full Toyota lineup — cars (Camry, Corolla), trucks (Tacoma, Tundra), SUVs (RAV4, Highlander, 4Runner, Grand Highlander, Sequoia), hybrids, minivans (Sienna), and GR/battery-electric variants — alongside Certified Pre-Owned vehicles at Gold and Silver certification tiers and a general used inventory that includes a Bargain Lot priced under $10,000–$12,000. As of the input snapshot the store carried 179 new and 8 CPO units across these lines.

The business is a full-service franchise operation: a factory-trained service department performs warranty and non-warranty maintenance and repair using Genuine Toyota parts, a parts department supports OEM and accessory ordering with 1–2 day delivery from distributor stock, and Toyota Financial Services provides retail financing, leasing, and bad-credit / second-chance options including service financing up to 72 months. Supporting programs include the standard ToyotaCare maintenance plan, ToyotaCare Plus (up to 6 years / 13 services), ToyotaExpress quick maintenance, on-site car rental ($9.99 hourly / $49.95 daily), online vehicle reservation, a $1,000 trade-in reimbursement offer, and a tiered Wild Card discount program. The 2026 model year inventory of 179 new vehicles reflects a recently expanded product surface.

The core technology stack is conventional: a standard dealer management system integrated with Toyota's national inventory, ordering, CPO, and ToyotaCare platforms, plus a website providing inventory browsing, financing applications, trade-in valuation, parts ordering, and service scheduling. Customer-facing integrations (Apple CarPlay, Android Auto, Bluetooth, SiriusXM, Wi-Fi Connect, Digital Key, Qi wireless charging) are vehicle-level features supplied by Toyota, not dealership-developed. The company is privately held under Lia Auto Group, has 21 employees, holds BBB accreditation, and serves the Springfield–Chicopee–Holyoke–Ludlow–Worcester–Westfield MA trade area with a sales-led go-to-market motion targeting individual consumers.

Name

Lia Toyota Of Wilbraham

Legal name

Lia Toyota of Wilbraham

Website

https://liatoyotaofwilbraham.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Lia Toyota of Wilbraham is a privately held Toyota franchise dealership in Wilbraham, Massachusetts, selling new, Certified Pre-Owned, and used Toyotas and providing factory-authorized service, parts, and financing to consumers across the Springfield, MA metropolitan area.

Ownership category

akta.pro rank

Product category

Auto Dealership

NAICS

Other Motor Vehicle Dealers (4412)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro industry

PRIMARYTLAKADAH

Tire Distribution & Wholesale (Regional/Local Supply)

Transportation & Logistics/Vehicle & Equipment Maintenance, Repair & Services (MRO)/Tire Services (Sales, Repair, Retreading)

Keywords

• Toyota dealership
• Automotive retail
• Vehicle financing
• Auto service
• OEM parts

Headquarters

HQ city

Wilbraham

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Toyota vehicles including cars, trucks, SUVs, hybrids, and minivans from the full Toyota lineup.
2. Certified Pre-Owned (CPO) Vehicle Sales: Sales of Toyota CPO vehicles with Gold and Silver certification levels, backed by comprehensive warranties.
3. Used Vehicle Sales: Sales of used vehicles including a Bargain Lot for budget-conscious customers and general used car inventory.
4. Auto Service and Repair: Full-service maintenance and repair including oil changes, tire services, brake repair, transmission service, and warranty repairs performed by factory-trained technicians using Genuine Toyota parts.
5. Parts Department: Sales of Genuine Toyota auto parts and accessories, including tires, batteries, brakes, and maintenance items. Parts can be ordered online or in-person.
6. Financing and Leasing: Auto financing and leasing services through Toyota Financial Services, including options for good credit, bad credit, and second chance financing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Lia Toyota of Wilbraham is an authorized Toyota franchise dealership that sells new Toyota vehicles, Certified Pre-Owned vehicles, and used vehicles, supported by an on-site service department using genuine Toyota parts, a parts counter, and financing/leasing through Toyota Financial Services. The dealership serves customers in the Springfield, Massachusetts metropolitan area across the full automotive ownership lifecycle from purchase to service to trade-in.

Product overview

Lia Toyota of Wilbraham is a Toyota automobile dealership offering a comprehensive automotive retail experience. The core offerings include new Toyota vehicles (cars, trucks, SUVs, hybrids, minivans), certified pre-owned vehicles (Gold and Silver CPO programs), and used vehicles including a bargain lot. The dealership provides complementary services including auto repair and maintenance performed by factory-trained technicians using genuine Toyota parts, a parts department with OEM components and accessories, financing services through Toyota Financial Services, and vehicle maintenance plans (ToyotaCare and ToyotaCare Plus). Additional services include service financing, vehicle reservation systems, express maintenance, and car rental. The product portfolio centers on Toyota vehicles with technology integrations including Apple CarPlay, Android Auto, Bluetooth, SiriusXM, Wi-Fi Connect, Digital Key, and Qi wireless charging.

Differentiator

Problem solved

Functional benefit

Products and services

• New Toyota Vehicles Full line of new Toyota vehicles including Cars (Camry, Corolla), Trucks (Tacoma, Tundra), SUVs (RAV4, Highlander, 4Runner, Grand Highlander, Sequoia), Hybrids (Camry Hybrid, Corolla Hybrid, RAV4 Hybrid), and Minivans (Sienna). The dealership offers the complete Toyota lineup for sale with 179 new vehicles in inventory.
• Certified Pre-Owned (CPO) Vehicles Toyota Certified Used Vehicles program offering Gold and Silver certification levels. Gold Certified covers vehicles up to 6 model years old with 85,000 miles or less. Silver Certified covers vehicles up to 10 years old with 60,000-125,000 miles. Includes comprehensive warranty, roadside assistance, and 160-point (Gold) or 136-point (Silver) quality inspection.
• Used Vehicles Wide selection of used cars including certified and non-certified pre-owned vehicles. Includes a Bargain Lot for budget-conscious buyers with vehicles priced under $10,000-$12,000. All used vehicles are thoroughly inspected to meet quality standards.
• Auto Repair and Service Full-service Toyota dealership repair facility offering factory-trained technicians, genuine Toyota parts, and comprehensive maintenance services including oil changes, tire service, brake repair, transmission service, engine diagnostics, and warranty repairs.
• Toyota Parts Department Genuine Toyota auto parts and accessories for any Toyota model from any year. Offers OEM parts, high-performance parts, and custom accessories with delivery available within 1-2 days from factory distributors.
• ToyotaCare Maintenance Plan No-cost maintenance plan included with every new Toyota covering factory-recommended maintenance for 1 year or 10,000 miles, whichever comes first. Includes 24-hour roadside assistance for 2 years with unlimited mileage.
• Auto Financing and Leasing Vehicle financing services through Toyota Financial Services including options for good credit, bad credit, and second-chance financing. Also offers Toyota leasing and trade-in value assessment.
• Service Financing Service financing options available for up to 72 months, allowing customers to pay for maintenance and repairs over time rather than upfront.
• Vehicle Reservation Online vehicle reservation system allowing customers to reserve upcoming or in-production Toyota models before they arrive at the dealership.
• ToyotaExpress Maintenance Express maintenance service for quick oil changes, tire rotations, and basic maintenance needs designed to get customers in and out efficiently.
• Car Rental On-site car rental service with hourly rates starting at $9.99 and daily rates starting at $49.95 for customers while their vehicles are being serviced.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Toyota Financial ServicescoreChannel Partner/ Reseller/ DistributorToyota Financial Services provides in-house financing options for vehicle purchases including loans and leases. They offer financing for good credit, bad credit, and second chance financing situations, enabling broader customer access to vehicle ownership.
• Bridgestone, Goodyear, Michelin, Yokohama (Tire Manufacturers)minorChannel Partner/ Reseller/ DistributorEligible tire brands for the $100 Instant Rebate promotion. These tire manufacturers are offered through the service and parts department for tire replacement services.
• BG Products (Preventative Maintenance)minorChannel Partner/ Reseller/ DistributorBG Products provides preventative maintenance chemicals and services including transmission treatment, fuel system cleaning, and other maintenance additives offered during service appointments.
• Toyota Motor CorporationcoreTechnology or IntegrationAuthorized Toyota franchise dealership operating under Toyota's brand, systems, and standards. Access to Toyota's national inventory system, factory training programs, CPO certification programs, and ToyotaCare maintenance plans.
• Toyota (Corporate)coreChannel Partner/ Reseller/ DistributorLia Toyota of Wilbraham is an authorized Toyota franchise. They sell new Toyotas from the complete Toyota lineup, participate in Toyota's CPO program, use Toyota's service and parts systems, and follow Toyota's brand standards and customer satisfaction guidelines.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Carvana: An online-first used-vehicle retailer competing for the same used-car shoppers as Lia's used/CPO/bargain lot; structurally different (online-only, no service) but an emerging competitive threat for used-vehicle gross.

Broad incumbents

• CarMax: The largest U.S. used-vehicle retailer; directly comparable to the used-car and bargain-lot segment of Lia Toyota of Wilbraham, though without new vehicle, OEM-certified, or franchised service operations.
• Sonic Automotive: A publicly traded franchised dealer group with new-vehicle stores, used (EchoPark), F&I, and service parts businesses highly comparable to a single Toyota franchise's revenue model.
• AutoNation: The largest U.S. franchised auto retailer with hundreds of rooftops across multiple OEMs, including Toyota stores; comparable in product mix (new/used/CPO/service/parts/finance) but vastly larger scale and multi-brand portfolio.
• Penske Automotive Group: A diversified international automotive retailer with significant new-vehicle retail, used, service, and parts operations across many OEM brands including Toyota. Closely mirrors the business mix of a Toyota franchised dealer at a much larger scale.
• Asbury Automotive Group: A large U.S. franchised dealership group with extensive new and used vehicle operations, in-house finance, and service/parts businesses that structurally parallel a Toyota franchise store.
• Group 1 Automotive: A large U.S./U.K. franchised auto retailer with Toyota and other OEM franchises, operating new vehicle sales, used, service, parts, and F&I businesses structurally identical to a Toyota franchise like Lia's.
• Lithia Motors: A top-three U.S. franchised dealership group operating hundreds of new-vehicle stores including Toyota franchises, with identical revenue streams (new, used, F&I, service, parts). Much larger scale; useful benchmark for industry unit economics.

Direct peers

• Balise Toyota of West Springfield: A Toyota franchised dealership located in West Springfield, MA, directly competing with Lia Toyota of Wilbraham in the same Springfield metro market for new, CPO, used, and service business. Same OEM franchise, comparable single-rooftop operating model, and overlapping catchment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/lia-toyota-of-wilbraham

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Lia Toyota Of Wilbraham