Surf Toyota

What Surf Toyota does

Surf Toyota is a privately held, family-owned authorized Toyota dealership headquartered in Tweed Heads South, New South Wales, Australia. It operates across three Tweed Heads South sites: a main sales showroom at 64-74 Minjungbal Dr, a service department at 16 Machinery Dr, and a parts department, supported by approximately 30 employees. The dealership positions itself as a destination dealer serving customers Australia-wide, leveraging its location eight minutes from Coolangatta Airport and an inventory of more than 500 new and pre-owned vehicles.

The company's product portfolio spans new Toyota vehicles (including Corolla, Camry, RAV4, HiLux, LandCruiser, bZ4X, GR performance models, and commercial vehicles), pre-owned vehicles from multiple OEMs (Ford, Holden, Hyundai, Kia, Mazda, Mitsubishi, Nissan, Subaru, Tesla, Volkswagen, and others), Toyota Certified Pre-Owned vehicles, in-house finance and insurance solutions (personal, business, and novated leases via Toyota Financial Services and a lender panel), factory-trained service, genuine parts and accessories, and fleet services for business customers. Technology is limited to the Dealer Studio website platform for inventory listing, search, and customer engagement.

Surf Toyota makes money primarily through one-time new and pre-owned vehicle sales at manufacturer suggested retail prices and individually negotiated pre-owned prices, supplemented by recurring service, parts, and finance/insurance income. Customer segments are individual retail consumers (primary), business and fleet buyers, and ongoing service customers. The business operates under the OneToyota network umbrella alongside Toyota Motor Corporation Australia, Toyota Finance Australia, Toyota Insurance, and Toyota Western Australia.

Name

Surf Toyota

Legal name

Surf Toyota

Website

https://surftoyota.com.au

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Surf Toyota is a family-owned, authorized Toyota dealership in Tweed Heads South, NSW, selling new Toyota and pre-owned vehicles plus finance, service, parts, and fleet services to retail consumers and businesses across Australia.

Ownership category

akta.pro rank

Headquarters

HQ city

Tweed Heads South

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Sales of new Toyota vehicles including Corolla, Camry, RAV4, HiLux, LandCruiser, and other Toyota models. Revenue generated through vehicle sales at manufacturer suggested retail prices.
2. Pre-Owned Vehicle Sales: Sales of quality used vehicles including Toyota models and carefully selected non-Toyota brands from multiple manufacturers. Vehicles are thoroughly inspected and priced individually.
3. Finance and Insurance Services: In-house finance team working with Toyota Financial Services and panel of trusted lenders to provide competitive finance solutions for personal, business, and novated leases.
4. Service and Parts: State-of-the-art service department staffed by factory-trained technicians using genuine parts. Parts and accessories sales for vehicle maintenance and customization.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Surf Toyota is a family-owned and operated authorized Toyota dealership selling new Toyota vehicles and pre-owned vehicles from multiple brands, with over 500 vehicles in stock. The dealership supports the complete vehicle ownership lifecycle through an in-house finance team (working with Toyota Financial Services and a panel of lenders), a service department staffed by factory-trained technicians, and genuine parts and accessories sales.

Product overview

Surf Toyota is a family-owned Toyota car dealership offering a comprehensive automotive retail experience. The core product portfolio consists of new Toyota vehicles (spanning hatchbacks, sedans, SUVs, utes, and vans including performance GR models and bZ4X electric vehicles) and pre-owned vehicles from multiple brands. These are supported by integrated service modules: in-house finance and insurance solutions, a state-of-the-art service department with factory-trained technicians, genuine parts and accessories, fleet services for business customers, and a Toyota Certified Pre-Owned sub-brand for warranty-backed used vehicles. The dealership positions itself as a destination dealer near Coolangatta Airport with over 500 vehicles in stock.

Differentiator

Problem solved

Functional benefit

Products and services

• New Toyota Vehicles Full lineup of new Toyota vehicles including Corolla, Corolla Sedan, Camry, RAV4, HiLux, LandCruiser Prado, LandCruiser 300, GR86, GR Corolla, GR Yaris, Yaris Cross, Corolla Cross, C-HR, Fortuner, Kluger, bZ4X, HiAce, Tundra, and Coaster, with sales, financing, and delivery services for retail and fleet buyers.
• Pre-Owned Vehicles Quality used vehicles including late-model used cars, demonstrators, and carefully selected non-Toyota brands (Ford, Holden, Honda, Hyundai, Isuzu, IVECO, Kia, LDV, Mazda, Mercedes-Benz, MG, Mitsubishi, Nissan, Renault, Subaru, Tesla, Volkswagen). Every vehicle is thoroughly inspected; pricing is individually set with observed range from $14,990 to $94,990.
• Finance & Insurance Specialist in-house finance team offering competitive, tailored finance solutions including personal, business, and novated leases through Toyota Financial Services and a panel of trusted lenders.
• Service Department State-of-the-art service department staffed by factory-trained technicians using genuine parts and the latest technology for ongoing vehicle maintenance and repairs across Toyota and other vehicle makes.
• Parts & Accessories Genuine Toyota parts and accessories for all vehicle makes and models, available for purchase and installation to support maintenance, repairs, and customization.
• Fleet Services Fleet vehicle sales and management services for business customers purchasing multiple vehicles, including business financing and novated lease arrangements.
• Toyota Certified Pre-Owned Certified pre-owned vehicle program with thorough inspections and warranties providing quality assurance on selected used Toyota vehicles.

Named customers4 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

One partnership is on record.

• OneToyota NetworkcoreStrategic or Co-development PartnerPart of OneToyota network comprising authorized Toyota dealers, Toyota Motor Corporation Australia Limited, Toyota Finance Australia Limited, Aioi Nissay Dowa Insurance Company Australia trading as Toyota Insurance, and Toyota Western Australia. Network shares customer information to provide integrated guest experience across all OneToyota organisations.

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• AutoNation: Largest US franchised automotive retailer with new and used vehicle sales, F&I, service, and parts operations. Comparable business model mechanics (franchise, F&I attach, service annuity) though operating under a different OEM and regulatory mix.
• Inchcape plc: Global automotive distributor and retailer with multi-brand operations including in Australia. Comparable as a broader incumbent competing in franchised auto retail and aftermarket services, though at much larger scale and with a more diversified brand portfolio.
• Asbury Automotive Group: US franchised auto retailer operating multiple brands with full F&I and service operations. Comparable operating model for new/used mix, F&I attach, and service retention, providing a useful benchmark for Surf Toyota's structural economics.
• Lithia Motors: US-based large franchised auto retailer and consolidator with a multi-brand, multi-site model that mirrors the structural playbook Surf Toyota would need to follow to scale beyond a single site.

Emerging players

• Bapcor Limited: ASX-listed Australian aftermarket automotive parts and accessories distributor. Relevant peer for the parts-and-accessories stream of Surf Toyota's business, and as a consolidator adjacent to the dealer service-and-parts value chain.

Direct peers

• Autosports Group: ASX-listed Australian new-vehicle dealership group operating multiple OEM franchises across metropolitan and regional sites. Comparable to Surf Toyota on franchise model, F&I structure, and inventory approach, but with portfolio diversification across brands.
• Eagers Automotive: Australia and New Zealand's largest automotive retailer, operating hundreds of franchised dealerships across multiple OEMs including Toyota. Surf Toyota is a single-franchise operator in the same value chain, making Eagers the closest scaled comparable for revenue mix, F&I attach economics, and service/parts annuity exposure.
• Peter Warren Automotive Holdings: ASX-listed Australian automotive retailer focused on new and used vehicle sales, service, and parts across multiple franchises. Directly comparable in business model (franchised new car dealer with F&I and service) and in Australia-specific market dynamics.

Others

• carsales.com: Australia's dominant online automotive marketplace, primarily an enabling platform rather than a direct competitor. Relevant as a competitive force shaping how Surf Toyota's inventory is discovered and as an indirect channel influencing lead generation and pricing transparency.

Regional players

• AHG (Automotive Holdings Group, now part of Eagers): Pre-merger AHG was one of Australia's largest dealer groups; now integrated into Eagers Automotive. Retained here as a peer reference for the multi-franchise regional dealership model Surf Toyota operates within at a single-site scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/surf-toyota

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 Surf Toyota