Toyota Srbija

What Toyota Srbija does

Toyota Srbija d.o.o. is the official Serbian importer and distributor of Toyota vehicles, wholly owned by Toyota Motor Europe NV/SA (Belgium) and ultimately by Toyota Motor Corporation (TSE: 7203). Founded in 2003 and headquartered in Belgrade, Serbia, the company operates with a lean staff of 22 employees and serves the Serbian market through an authorized dealer network. Its core activity is the sale and distribution of new Toyota vehicles spanning passenger cars (Aygo X, Yaris, Corolla family, C-HR, bZ4X, RAV4, Land Cruiser, GR Yaris), commercial vans (Proace, Proace City, Proace Max, and passenger variants), and electrified powertrains (hybrid, plug-in hybrid, battery electric). The technology it distributes is developed at the parent level, including the T-Mate safety suite, Toyota Safety Sense (pre-collision, pedestrian avoidance, adaptive cruise control, lane keeping), Automatic Highway Driving Assist (AHDA), and Intelligent Parking Assist.

The company's revenue model is multi-streamed and dealer-mediated: new and certified pre-owned vehicle sales (hardware), financing and insurance products including POLA-POLA interest-free plans and Toyota Insurance, service and maintenance contracts (including hybrid service, MOT testing, body and paint), parts and accessories, and connected services via the MyToyota mobile application with subscription components. Pricing is unit-based, with vehicles ranging from approximately €18,000 (entry Proace City commercial) to €75,900 (Land Cruiser), with promotional discounts and interest-free financing available. Customer segments are horizontally split between individual consumers (primary, seeking personal/family transport) and business/fleet customers (secondary, for company vehicles and commercial transport). Marketing operates across a full digital mix (website, YouTube, Facebook, Instagram, LinkedIn, X, TikTok, email, app stores) targeting top-of-funnel awareness and mid-funnel conversion through test drives and dealer locator tools. The entity holds ISO 14001:2015 certification and sits within the Toyota Adria regional cluster alongside Slovenia-based Toyota Adria d.o.o.

Name

Toyota Srbija

Legal name

Toyota Srbija d.o.o.

Website

https://toyota.rs

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Toyota Srbija d.o.o. is the official Serbian importer and distributor of Toyota vehicles, wholly owned by Toyota Motor Europe. It sells Toyota's full passenger, commercial, hybrid, and electric lineup through authorized dealers, supported by financing, insurance, service, and connected services.

Ownership category

akta.pro rank

Headquarters

HQ city

Beograd

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales: Retail sales of new Toyota vehicles including passenger cars (Aygo X, Yaris, GR Yaris, Corolla variants, C-HR, Prius, bZ4X, RAV4, Land Cruiser) and commercial vehicles (Proace, Proace City, Proace Max).
2. Used Vehicle Sales: Certified pre-owned vehicle sales through authorized Toyota dealers.
3. Financing and Insurance: Vehicle financing plans (including POLA-POLA interest-free financing), Toyota Insurance, and Kasko Eco Bonus insurance products.
4. Service and Maintenance: Maintenance services, e-service booking, hybrid service, MOT testing, body and paint services, and the Toyota Relax warranty program.
5. Parts and Accessories: Original Toyota parts, accessories, and Toyota Boutique merchandise.
6. Connected Services: MyToyota app subscription services, multimedia systems, and connectivity features.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Toyota Srbija is the official Serbian importer and distributor of Toyota vehicles, retailing new and certified pre-owned passenger cars, SUVs, and light commercial vehicles through an authorized dealer network and the toyota.rs portal. It also offers complementary financing, Toyota-branded insurance, after-sales maintenance and repair, original parts and accessories, and the MyToyota connected services subscription.

Product overview

Toyota Srbija offers a comprehensive automobile portfolio comprising 20+ vehicle models spanning multiple segments including compact cars (Aygo X, Yaris), sedans (Corolla Sedan), hatchbacks (Corolla Hatchback, GR Yaris), crossover SUVs (Yaris Cross, Corolla Cross, C-HR, C-HR+, RAV4), off-road vehicles (Land Cruiser), commercial vans (Proace, Proace City, Proace Max), and passenger vans (Proace Verso, Proace City Verso). The company also provides electrified vehicle options including hybrid, plug-in hybrid, and fully electric models (bZ4X, bZ4X Touring). Supporting the vehicle lineup is a suite of ownership services including maintenance programs, extended warranty (Toyota Relax), connected services via the MyToyota application, insurance products, and Toyota Gazoo Racing high-performance sub-brand. Safety technology is delivered through the T-Mate suite incorporating Toyota Safety Sense and advanced driver assistance systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Toyota Aygo X Compact city car with compact dimensions suitable for urban driving, targeted at individual buyers seeking an entry-level Toyota.
• Toyota Yaris Compact hatchback offering hybrid and petrol engine options for personal and urban use.
• Toyota GR Yaris High-performance sports version of the Yaris with rally-bred technology, for enthusiasts and performance buyers.
• Toyota Yaris Cross Compact crossover SUV combining urban agility with SUV styling, for personal and family buyers.
• Toyota Corolla Hatchback Five-door hatchback available with hybrid powertrain options, positioned for family and personal use.
• Toyota Corolla Touring Sports Wagon variant of the Corolla offering extended cargo capacity and hybrid options.
• Toyota Corolla Sedan Sedan variant of the Corolla with classic three-box design.
• Toyota Corolla Cross Crossover SUV based on the Corolla platform with SUV styling and capability.
• Toyota C-HR Coupe-high roof crossover with distinctive design and hybrid options, targeted at lifestyle and design-conscious buyers.
• Toyota C-HR+ Fully electric version of the C-HR crossover for buyers seeking a battery-electric compact SUV.
• Toyota Prius Plug-in Plug-in hybrid vehicle offering extended electric-only range for environmentally conscious buyers.
• Toyota bZ4X Fully electric SUV marking Toyota's entry into the mainstream BEV segment in the Serbian market.
• Toyota bZ4X Touring Longer-wheelbase electric estate variant of the bZ4X for increased cargo space.
• Toyota RAV4 Mid-size SUV with strong market presence available with hybrid powertrain, for families and lifestyle buyers.
• Toyota Land Cruiser Legendary off-road SUV renowned for durability and go-anywhere capability, targeted at premium and off-road buyers.
• Toyota Proace Commercial van designed for business and cargo transport needs, marketed to fleet and SME buyers.
• Toyota Proace Verso Passenger van variant of the Proace for shuttle and people-transport services.
• Toyota Proace City Compact commercial van for urban delivery and small business use.
• Toyota Proace City Verso Compact passenger van variant for family and shuttle use.
• Toyota Proace Max Large commercial van for heavy-duty cargo transport, targeted at fleet and logistics buyers.
• Polovna vozila (Toyota Certified Pre-Owned Vehicles) Certified pre-owned vehicle program offering quality-assured used Toyota vehicles through authorized partners in Serbia.
• Toyota Osiguranje (Toyota Insurance) Toyota-branded motor insurance product, including Kasko Eco Bonus for hybrid vehicles, offered to individual and business buyers.
• Toyota Financing Plans (including POLA-POLA) Vehicle financing plans offered through Toyota, including POLA-POLA interest-free installments, traditional financing, leasing, and dedicated fleet plans for business customers.
• Toyota Relax Extended Warranty Extended warranty program providing additional peace of mind for Toyota owners, activated with each qualifying service at authorized dealers.
• Toyota Service and Maintenance After-sales maintenance and repair services for Toyota vehicles, including e-service booking, hybrid service, MOT testing, body and paint services, and the Toyota service promise.
• Original Toyota Parts and Accessories Original Toyota parts, accessories, and Toyota Boutique merchandise sold through dealers and the online portal.
• MyToyota Connected Services Subscription-based connected services including the MyToyota mobile application, multimedia systems, and personal customer websites for vehicle management and support.

Quantifiable outcome

• Toyota has been the world's best-selling automaker for multiple consecutive years

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• Toyota Motor Corporation (TMC)coreStrategic or Co-development PartnerParent company and global automotive manufacturer. Toyota Srbija operates as the licensed importer and distributor of Toyota vehicles in Serbia. TMC develops vehicle technologies including hybrid, electric, hydrogen fuel cell, and safety systems that are distributed through regional entities like Toyota Srbija.
• Toyota Motor Europe NV/SAcoreStrategic or Co-development PartnerEuropean regional headquarters of Toyota overseeing operations across European markets including Serbia. Manages regional sales, marketing, and support for Toyota subsidiaries and distributors.
• Toyota Adria d.o.o.coreChannel Partner/ Reseller/ DistributorRegional distributor for Adriatic markets (Slovenia, Croatia, Bosnia and Herzegovina, Serbia, Montenegro, North Macedonia, Kosovo). Based in Ljubljana, Slovenia, with address at Brnčičeva 51, 1231 Ljubljana.
• Authorized Toyota Dealers in SerbiacoreChannel Partner/ Reseller/ DistributorNetwork of independently operated but authorized dealerships providing vehicle sales, maintenance, repairs, and parts. Complete dealer list available through Toyota's dealer locator system.

Scale indicators1 record

Expansion highlights6 records

Broad incumbents

• Volkswagen Serbia: Volkswagen Group national sales/distribution entity in Serbia, covering VW, Škoda, Cupra and other group brands. Larger incumbent with broader portfolio and deeper dealer entrenchment, competing for both retail and fleet share against Toyota.

Direct peers

• Hyundai Auto Serbia: National sales and distributor entity for Hyundai vehicles in Serbia. Closest analogue to Toyota Srbija: a foreign-OEM national importer/distributor reliant on an authorized dealer network and parent-licensed model lineup.
• Mercedes-Benz Srbija: National distributor of Mercedes-Benz passenger and vans in Serbia. Comparable OEM subsidiary model with authorized dealer network, finance products, and aftersales services, competing at the premium end of the Serbian market.
• Renault Srbija: National importer/distributor for Renault vehicles in Serbia, including the Dacia value brand. Comparable OEM-national-sales business model with shared dealer network, financing offerings, and electrified portfolio.
• Kia Serbia: National distributor of Kia vehicles (part of the Hyundai Motor Group) in Serbia. Same business model—licensed OEM importer/dealer with hybrid/electrified portfolio emphasis—and competes directly for the same fleet and consumer buyers as Toyota.
• Fiat Serbia / Stellantis Serbia: Stellantis's national vehicle distributor in Serbia, leveraging the Kragujevac manufacturing footprint and distributing Fiat, Peugeot, Citroën and Opel brands. Comparable multi-brand national distributor with deep B2B/fleet penetration competing for the same Serbian buyer pool.
• BMW Group Serbia: National distributor for BMW and MINI vehicles in Serbia. Same licensed-import/distribution business model but focused on the premium segment, taking share from Toyota's Land Cruiser, RAV4 top-trim, and other premium-leaning offerings.
• Toyota Adria d.o.o. Regional Toyota distributor based in Ljubljana, Slovenia that covers the Adriatic markets (Slovenia, Croatia, BiH, Serbia, Montenegro, North Macedonia, Kosovo). It is Toyota Srbija's parent-adjacent sister entity and shares marketing, logistics, and product-launch infrastructure.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/toyotasrbija
• YouTubeyoutube.com/@toyotasrbija1
• Facebookfacebook.com/toyotasrbija
• LinkedInlinkedin.com/company/toyota-srbija
• Instagraminstagram.com/toyota.srbija
• TikToktiktok.com/@toyota.srbija

Compliance1 record

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 Srbija