Toyota Center Göteborg

What Toyota Center Göteborg does

Toyota Center Göteborg AB is an authorized Toyota franchise dealer operating two full-service facilities in Sweden — a headquarters in Mölndal (Lunnagårdsgatan 11) and a second location in Bäckebol/Hisings Backa (Transportgatan 33) — serving the Gothenburg metropolitan area since 1988 with a workforce of 59 employees. The business sells new Toyota passenger cars (Yaris, Corolla, C-HR), SUVs (C-HR+, bZ4X, RAV4), and commercial vehicles (Proace, Hilux), as well as certified pre-owned vehicles through the Toyota Approved Used program (inventory of 147 Toyota and 12 Lexus units at extraction).

Revenue is generated across six integrated streams: new vehicle sales, used vehicle sales, workshop service and repairs, tire services via the Däckspecialen brand (including tire hotel storage), financing arrangements underwritten by Toyota Financial Services (Easy Privatleasing, Business Lease, Financial Leasing, Toyota Billån), and short-term car rental (Biluthyrning, Flexhyrbil). Pricing for new vehicles spans 238,900 kr (Aygo X Hybrid) to 849,875 kr (Hilux Electric), with used vehicles ranging from approximately 139,900 kr to over 500,000 kr; tire services are itemized from 125 kr (balancing) to 900 kr (tire hotel), and selected EVs/PHEVs carry 0% financing until 2026-09-30.

The go-to-market is direct-to-consumer across two physical dealerships serving private individuals (primary) and business/fleet customers (primary), supplemented by a transactional website (toyotagoteborg.se), online test drive booking, service appointment booking, and participation in national Toyota brand campaigns. Sub-brands include Toyota Verkstad (workshop), Toyota Professional (fleet/commercial), NON STOP (corporate financing), and Däckspecialen (tires). The company holds no proprietary technology — its competitive position is derived from Toyota's hybrid/electrified powertrain portfolio, Toyota Safety Sense, the MyToyota connected-car platform, and Toyota HomeCharge infrastructure.

Name

Toyota Center Göteborg

Legal name

Toyota Center Göteborg AB

Website

https://toyotagoteborg.se

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

Toyota Center Göteborg AB is an authorized Toyota franchise dealer operating two full-service dealerships (Mölndal and Bäckebol) in the Gothenburg area, selling new and used Toyota/Lexus vehicles, providing workshop, tire, rental, and financing services to private and business customers across Western Sweden.

Ownership category

akta.pro rank

Headquarters

HQ city

MÖLNDAL, Västra Götaland

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Car Sales: Sales of new Toyota vehicles including passenger cars (Yaris, Corolla, C-HR, bZ4X, RAV4) and commercial vehicles (Hilux, Proace). Revenue generated from vehicle transactions.
2. Used Car Sales: Sales of used Toyota and Lexus vehicles including Toyota Approved Used certified pre-owned cars. 147 Toyota and 12 Lexus vehicles in inventory at time of data extraction.
3. Vehicle Service and Repair: Full-service workshops offering maintenance, repairs, damage repair, tire services, and spare parts. Includes service agreements for new and used cars.
4. Tire Services: Tire sales, tire fitting, tire storage (tire hotel), wheel balancing, and tire repair services at both locations.
5. Financing Services: Provides financing solutions including Easy Privatleasing (private leasing), Toyota Easy Billån (car loan), Toyota Billån, Business Lease, and Financial Leasing for business customers. Partnered with Toyota Financial Services.
6. Car Rental: Temporary car rental services for customers needing a vehicle on a short-term basis.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Toyota Center Göteborg AB is an authorized Toyota franchise dealer selling new Toyota passenger, SUV and commercial vehicles plus certified used vehicles (Toyota Approved Used), and providing related automotive services including workshop maintenance and repairs, tire services via Toyota Däckspecialen, private and business leasing through Toyota Financial Services, car rental, and body repair. Operations run from two full-service locations in Mölndal and Bäckebol (Hisingen) in the Gothenburg area of Sweden.

Product overview

Toyota Center Göteborg is a full-service Toyota dealership operating two locations in Gothenburg (Mölndal and Bäckebol). The business offers a comprehensive automotive portfolio centered on new and used Toyota vehicles, spanning passenger cars (Yaris, Corolla), SUVs (C-HR, bZ4X, RAV4), and commercial vehicles (Proace, Hilux). The offering extends beyond vehicle sales to encompass multiple integrated services: financing products (Easy Privatleasing, Toyota Financial Services), certified pre-owned programs (Toyota Approved Used with extended warranties), workshop services (maintenance, repairs, original parts), tire services via Däckspecialen, connected car solutions (MyToyota app), home charging infrastructure (Toyota HomeCharge), and rental services. The dealership also provides business fleet solutions through Toyota Professional and promotes electrified vehicle options including hybrids, plug-in hybrids, pure electric vehicles, and hydrogen fuel cell cars.

Differentiator

Problem solved

Functional benefit

Brands

• Toyota Approved Used: Toyota Certified Used car program
• Toyota Verkstad
• Toyota Professional
• NON STOP – Enkelt bilägande för företag

Products and services

• New Toyota Vehicles Sale of new Toyota passenger cars, SUVs and commercial vehicles (Aygo X Hybrid, Yaris, Corolla, C-HR, C-HR+, bZ4X, RAV4, Hilux, Proace) for private and business buyers.
• Used Toyota and Lexus Vehicles (Toyota Approved Used) Sale of certified pre-owned Toyota and Lexus vehicles including the Toyota Approved Used program with 145-point inspection, 12-24 month warranty and one-year roadside assistance; inventory of 147 Toyota and 12 Lexus vehicles at extraction.
• Easy Privatleasing Private leasing product with no down payment, fixed monthly cost, 1,500 km/year mileage included and service included, offered to private customers via Toyota Financial Services.
• Toyota Easy Billån and Toyota Billån Vehicle loan products for private and business customers, offered in partnership with Toyota Financial Services with fixed terms and competitive interest rates.
• Business Lease and Finansiell Leasing Business leasing and financial leasing products for corporate fleet customers under Toyota Professional and NON STOP programs, providing flexible ownership models for company vehicles.
• Toyota Professional — Fleet and Business Vehicles Dedicated business vehicle line for fleet operators covering commercial vans (Proace, Proace City, Proace Max), pickups (Hilux) and corporate fleet management, service agreements and leasing options.
• Toyota Verkstad — Workshop Service and Repairs Full-service maintenance, repairs, damage repair and original parts at two workshops in Mölndal and Bäckebol, open seven days a week at Mölndal; includes service agreements for new and used cars.
• Toyota Däckspecialen — Tire Services Tire change, tire storage (tire hotel), wheel balancing, tire repair and TPMS service at tire workshops in Bäckebol and Mölndal, with fixed published pricing.
• Toyota Biluthyrning — Car Rental Short-term car rental service for private and business customers needing a temporary vehicle, operated from the dealership locations.
• Toyota Skadeverkstad — Body Repair Body and damage repair workshop providing collision and accident repair services at the dealership.

Quantifiable outcome

• Toyota ranked #1 in AutoIndex 2026 with 11,562 Swedish car owners surveyed - highest customer satisfaction among all car brands in Sweden
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hedin Göteborg: Hedin Mobility's specific Gothenburg-area dealership operations including Toyota and other brand franchises. Direct intra-region competitor fighting for the same Gothenburg metro customers across sales, service, and fleet segments.
• Bilia AB: Sweden's largest publicly listed automotive dealer group (Nasdaq Stockholm: BILL), operating multi-brand, multi-location dealerships across Sweden with full new/used car sales, service, and parts operations. The most directly comparable peer to Toyota Center Göteborg as a Swedish dealer group with similar integrated business model and franchise structure.
• Hedin Mobility Group: Major multi-brand Swedish automotive retailer with an extensive dealership network across Sweden including competing dealerships in the Gothenburg region. Operates the same franchise dealership model with new/used car sales, service, parts, and financing, making it a direct competitor in the same geography.
• Bavaria Sverige: BMW dealer group in Sweden operating premium franchise dealerships with the same full-service model (sales, certified pre-owned, service, parts). Comparable in service depth, premium brand positioning, and customer-relationship approach as a Swedish premium-franchise operator.
• Möller Bil: Major Volkswagen Group dealer in Sweden operating VW, Audi, Skoda, and Porsche franchises. Similar premium franchise dealership model with full sales, service, and parts operations; directly competes for the same Swedish new-car buyers with comparable brand-portfolio breadth.
• Holmgrens Bil: Large Swedish multi-brand auto dealer group with multiple brand franchises and locations across Sweden. Similar full-service dealer model with sales, service, parts, and corporate fleet services; competes for the same Swedish car-buying and servicing customers.

Others

• AutoScout24 Sverige: Major online automotive marketplace operating in Sweden, listing new and used vehicles from dealers and private sellers. Adjacent to dealer business as a customer-acquisition channel and a competitor for used-car buyer attention.
• Bytbil: Sweden's largest used-car marketplace where dealers and private sellers list inventory. Not a direct competitor but adjacent in the used-car distribution channel; Toyota Center Göteborg's certified pre-owned inventory competes for buyer attention on this platform.

Broad incumbents

• Volvo Cars Sverige: Volvo's national dealer network and brand presence in Sweden with strong domestic heritage. Similar franchise dealer structure and Swedish-market positioning; represents the closest home-market incumbent comparable to Toyota Center Göteborg's structural role within the Toyota network.
• Toyota Sverige: Toyota's national brand presence in Sweden; sets franchise policy, allocates vehicle inventory, provides brand marketing and approved-used program standards to all Toyota dealers including Toyota Center Göteborg. Parent-level player in the Toyota ecosystem that shapes dealer economics and product access.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/toyota-center-g%C3%B6teborg-ab

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 Toyota Center Göteborg