Roady
Roady is a French auto center chain under ITM Mobilité (Mousquetaires Group) operating physical retail and workshop service centers across metropolitan France, serving individual vehicle owners and professional clients with tires, maintenance, accessories, and ancillary services.
- Company typePrivate
- Founded-
- HeadquartersParis, France
- Headcount501–1,000
- GTM typeB2C
- OfferingServices
What Roady does
Roady is a French automotive retail and service center network operated by ITM Mobilité (ITM Mobilité), the automotive arm of Groupement des Mousquetaires, the French retail cooperative that also operates Intermarché. The company runs physical auto centers across metropolitan France offering a combined retail and workshop proposition to private vehicle owners and a secondary B2B segment (Roady Pro) serving fleets, artisans, and professional buyers. The network excludes Corsica and overseas territories (DOM-TOM).
The product offering spans a multi-brand tire catalog (Michelin, Bridgestone, Continental, Goodyear, Hankook, Dunlop, Firestone, Sailun, Uniroyal), core workshop services (oil changes, brakes, air conditioning, exhaust, suspension, transmission, timing belts, clutches, glass, electronic diagnostics), and a newly formalized hybrid and electric vehicle maintenance capability. Adjacent lines include vehicle and equipment rental, vehicle registration (carte grise) assistance, puncture insurance, RV and caravaning accessories, car audio, electric mobility products (e-scooters, e-bikes), and consumables (oils, batteries, tools, snow chains). The e-commerce platform roady.fr integrates Click & Collect fulfillment with the physical center network, hosted on Google Cloud France infrastructure, with payments routed through Payline (Monext) and 3x/4x installment financing via Floa.
Revenue is generated through unit-priced retail product sales (one-time transactions) and workshop service fees (professional services), supplemented by short-term vehicle and equipment rentals (recurring/subscription). The Carte de Fidélité Roady loyalty program accrues 1 point per €1 spent, with 500 points redeemable as a €10 discount, anchoring repeat-purchase economics. Pricing strategy is anchored by a "prix coûtant" (cost-price) promotional position on tires. As a private brand within the Mousquetaires cooperative, Roady does not publicly disclose revenue and accepts no external investment.
Roady firmographics
Firmographics- Name
- Roady
- Legal name
- ITM Mobilité
- Website
- https://roady.fr
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Roady is a French auto center chain under ITM Mobilité (Mousquetaires Group) operating physical retail and workshop service centers across metropolitan France, serving individual vehicle owners and professional clients with tires, maintenance, accessories, and ancillary services.
- Ownership category
- akta.pro rank
Roady industry classification
Industry- Product category
- Automotive Aftermarket Retail & Services
- NAICS
- Tire Dealers (441340), Tire Dealers (44134), Automotive Parts, Accessories, and Tire Retailers (4413), Automotive Parts and Accessories Retailers (44133)
- SIC
- Retail-Auto & Home Supply Stores (5531), Services-Automotive Repair, Services & Parking (7500)
- akta.pro primary industry
- Retail Tire Sales & Installation (Consumer) (TLAKADAA)
- akta.pro secondary industries
- Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD), Wheel Services (Mount/Balance, Alignment, Rotation) (TLAKADAF)
Keywords
Where Roady is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices3 records
Markets served
Roady business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Supply Chain
Revenue model
- Retail Product Sales: Sale of automotive products including tires, batteries, car accessories, maintenance products, and equipment through physical retail centers and e-commerce platform.
- Automotive Services: Workshop services including tire fitting, vehicle maintenance (oil changes, brake service), air conditioning, pre-technical inspection, and other repair services.
- Vehicle and Equipment Rental: Short-term vehicle rental and equipment rental services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Click & Collect retail pricing |
| Unit Pricing | Pay-as-you-go | Workshop service pricing |
| Other | Pay-as-you-go | Loyalty program rewards |
Distribution channels3 records
Marketing channels5 records
Roady product offering
Product offeringCore offering
Roady operates a French network of physical auto centers and an e-commerce website selling automotive products (tires, batteries, accessories, tools, fluids) and delivering professional workshop services (tire fitting, oil changes, brake service, air conditioning, hybrid/electric vehicle maintenance, diagnostics, exhaust, suspension, transmission). The business also offers short-term vehicle and equipment rental, vehicle registration assistance, and a loyalty program. Customers can order online via roady.fr and collect purchases in-store through the Click & Collect model.
Product overview
Roady is a French automotive retail and service center network operated by ITM Mobilité (Groupement des Mousquetaires). The offering is organized as a comprehensive auto center combining a physical retail store with workshop services. The core products and services include: (1) Tires (Pneus) and tire services (fitting, repair, storage) across multiple international brands; (2) Vehicle maintenance and repair services including oil changes, brake service, air conditioning, hybrid/electric vehicle service, suspension, exhaust, transmission, and electronic diagnostics; (3) Accessories including wheels/rims, batteries, trailers, bike carriers, roof boxes, snow chains, car audio, and mobility products; (4) Equipment rental and vehicle rental services; (5) Administrative services including vehicle registration; and (6) A loyalty program (Carte de Fidélité). The Click & Collect model allows customers to order online at roady.fr and collect in-store.
Differentiator
Problem solved
Functional benefit
Brands
- Roady: Auto center retail chain offering automotive products and services including tires, maintenance, batteries, vehicle equipment, and related services.
Products and services
- Tires (Pneus) - Multiple Brands
Quantifiable outcome
- 500 loyalty points = €10 discount (€1 per point)
Companies that use Roady
Customer profileSegments2 records
Ideal customer profiles2 records
Roady technology and API
TechnologyAPI detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Roady partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights5 records
Roady competitors and assessment
Company assessmentDirect peers
- Speedy: French fast-fit and maintenance network focused on oil changes, tires, brakes, and repair services. Competes directly with Roady for the same French consumer maintenance and tire-fitting wallet.
- First Stop: European tire retail and service network (Bridgestone affiliated) operating French centers. Competes with Roady in tire retail, alignment, and light mechanical services for private customers.
- Euromaster: Michelin-owned tire and vehicle maintenance network in France. Directly comparable on tire retail/fitting and basic maintenance, with strong manufacturer backing analogous to Roady's Mousquetaires relationship.
- Midas: French auto service chain focused on maintenance, brakes, exhaust, and tires. Direct competitor for Roady's workshop services among French private motorists.
- Norauto: Major French auto center chain (part of Mobivia group) offering tires, fitting, and maintenance services through physical centers. Closest direct competitor to Roady in store count, service mix, and Click & Collect omnichannel model.
- Point S: Cooperative-style French tire retail and service network with both branded centers and independent members. Highly comparable cooperative model and consumer-facing tire/service proposition to Roady.
- Feu Vert: French auto center chain offering tires, maintenance, and accessories through a network of physical centers. Directly competes with Roady on the same multi-brand tire and service proposition for French private vehicle owners.
Broad incumbents
- AD (Auto Distribution): French independent garage network with a parts distribution backbone. Adjacent competitor serving similar end-customer maintenance needs via affiliated independent workshops rather than company-owned centers.
Emerging players
- Oscaro: Leading French online marketplace for automotive parts. Competes with Roady's parts/accessory e-commerce on price and convenience, particularly for DIY-oriented private customers.
- Carter-Cash: French online-first tire and auto parts retailer with expanding physical pickup points. Direct competitor on tire retail with a lower-cost digital model that pressures Roady's omnichannel economics.
Market position
Strengths5 records
Weaknesses5 records
Key risks6 records
Key highlights7 records
Customer concentration
Roady social profiles
Digital presenceRoady financial estimates
Financial estimateRevenue estimate
Valuation estimate
Roady leadership team
Management profileNumber of profiles
Profiles1 record
Roady funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Roady M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Roady
What does Roady do?
Roady operates a French network of physical auto centers and an e-commerce website selling automotive products (tires, batteries, accessories, tools, fluids) and delivering professional workshop services (tire fitting, oil changes, brake service, air conditioning, hybrid/electric vehicle maintenance, diagnostics, exhaust, suspension, transmission). The business also offers short-term vehicle and equipment rental, vehicle registration assistance, and a loyalty program. Customers can order online via roady.fr and collect purchases in-store through the Click & Collect model.
Is Roady a public or private company?
Roady is a private company. It is classified as corporate owned and is currently operating.
When was Roady founded?
Roady was founded in -1. It employs 501 to 1,000 people.
Where is Roady based?
Roady is headquartered in Paris, France, in the Europe region.
How does Roady make money?
Three revenue lines are on record. Retail Product Sales are the primary driver. The others are automotive Services and vehicle and Equipment Rental.
Who are Roady's main competitors?
Direct peers on record are Speedy, First Stop, Euromaster, Midas, Norauto, Point S and Feu Vert. AD (Auto Distribution) is listed as a broad incumbent. Emerging players are Oscaro and Carter-Cash.
Does Roady have an API?
No public API is recorded for Roady.
What industry is Roady in?
Roady's product category is Automotive Aftermarket Retail & Services. Its primary akta.pro industry code is TLAKADAA, Retail Tire Sales & Installation (Consumer), with a secondary code of TLAKAAAD, Tire & Wheel Services (Mount/Balance/Alignment). Its NAICS code is 441340 and its SIC code is 5531.