Roady

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.

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

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

• Automotive aftermarket retail
• Tire sales and fitting
• Vehicle maintenance services
• Auto center network
• Car accessories and parts

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices3 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. Retail Product Sales: Sale of automotive products including tires, batteries, car accessories, maintenance products, and equipment through physical retail centers and e-commerce platform.
2. Automotive Services: Workshop services including tire fitting, vehicle maintenance (oil changes, brake service), air conditioning, pre-technical inspection, and other repair services.
3. Vehicle and Equipment Rental: Short-term vehicle rental and equipment rental services.

Pricing tiers

Distribution channels3 records

Marketing channels5 records

Core 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)

Segments2 records

Ideal customer profiles2 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• YouTubeyoutube.com/channel/UCuCcoVzopLSZFxqhZ4445pg
• Facebookfacebook.com/RoadyFrance
• Instagraminstagram.com/roadyfr
• LinkedInlinkedin.com/company/roady

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 Roady