TOYOTA VIOLA

What TOYOTA VIOLA does

Toyota Viola (legal entity MOV S.A.) is an official Toyota dealership in Argentina and the first authorized Toyota dealer in the country, awarded the franchise in 1979 by the Viola family whose commercial roots trace back to the 1930s. The company is privately held, family-operated, and based in the Ciudad Autónoma de Buenos Aires, currently led by Mariana Viola (President), Florencia Viola (Director), Oscar Viola (Founder), and Julio Moraschi (General Manager). It operates two physical locations: the Casa Central at Avda. Monte de Oca 680 (headquarters showroom) and the Sucursal Independencia at Avda. Independencia 3377, plus a dedicated after-sales service center at Avda. Juan de Garay 2269 and a KINTO Share station at Paseo la Plaza.

The company runs a full automotive retail and lifecycle services platform. Core offerings include the sale of new Toyota vehicles (Corolla, Yaris, Hilux, SW4, RAV4, Camry, Crown, Corolla Cross, bz4x, GR 86, and Hiace commercial vehicles), certified pre-owned vehicles backed by a 150-point inspection with 1-year/20,000 km warranty and 24-hour roadside assistance, the Toyota Plan savings program with 60/40, 70/30, and 100% modalities over 84-month terms, financial products (collateral loans, leasing, and insurance referrals via Toyota Compañía Financiera de Argentina), and the KINTO mobility suite covering car sharing, personal subscriptions (24 or 36 months), and long-term fleet rentals. After-sales is supported by factory-trained technicians using genuine parts, and a connected services layer provides 13+ features including vehicle diagnostics, GPS tracking, geofencing, speed alerts, immobilization, in-vehicle Wi-Fi (via telecom partner UBIGI), and mobile app integration through the Toyota App. Accessories and merchandise are also sold via in-store and Mercado Libre channels.

Toyota Viola generates revenue through a hybrid model: one-time retail margins on new and certified used vehicle sales, recurring subscription revenue from Toyota Plan installments, KINTO subscriptions, and Connected Services tiers, plus transactional income from financial product referrals, parts and accessories, and after-sales labor. Customer segments span individual retail buyers, corporate and fleet accounts (agriculture, petroleum, medical representatives, diplomatic), and SMEs, with service quality recognized via ISO 14001, Toyota ECO DEALER certification, and the #1 ranking in Toyota Argentina's Dealer Evaluation Program (DEP) 2025 for after-sales.

Name

TOYOTA VIOLA

Legal name

MOV S.A.

Website

https://toyotaviola.com.ar

Company type

Private

Founded year

1979

Operating status

Operating

Headcount range

11–50 employees

Short description

Toyota Viola (MOV S.A.) is a privately held, family-owned official Toyota dealership in Buenos Aires, Argentina, founded in 1979 as the country's first Toyota franchise. It sells new and certified used Toyota vehicles and operates an integrated ecosystem spanning Toyota Plan savings, KINTO mobility subscriptions, financial services, after-sales maintenance, connected services, and accessories across two Buenos Aires branches.

Ownership category

akta.pro rank

Product category

Automotive Retail Dealership

NAICS

New Car Dealers (44111), Used Car Dealers (441120), Automotive Parts, Accessories, and Tire Retailers (4413)

SIC

Retail-Auto Dealers & Gasoline Stations (5500), Services-Automotive Repair, Services & Parking (7500), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Replacement / Service Loaner & Dealer Rental Programs (THADAAAK)

akta.pro secondary industry

New & Used Auto Purchase Loans (FSAKADAA)

Keywords

• Automotive retail dealership
• Vehicle sales and service
• Fleet and corporate sales
• Vehicle financing and leasing
• Mobility and car sharing

Headquarters

HQ city

Buenos Aires

HQ country

Argentina

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Vehicle Sales (0km): Sale of new Toyota vehicles including sedans, SUVs, pickups, hybrids, and commercial vehicles. Revenue generated from the margin between wholesale acquisition from Toyota Argentina and retail sale prices.
2. Certified Used Vehicles: Sale of certified pre-owned Toyota vehicles that have passed 150-point inspections with extended warranty coverage.
3. After-Sales Service (Posventa): Maintenance and repair services for Toyota vehicles performed by factory-trained technicians using genuine parts. Revenue from labor and parts.
4. Genuine Parts and Accessories: Sale of Toyota genuine parts, accessories, and tires through dealership and Mercado Libre e-commerce platform.
5. Financial Services: Facilitation of vehicle financing through Toyota Compañía Financiera including prendary loans and leasing. Commission-based revenue from financial product referrals.
6. Toyota Plan (Savings Plan): Vehicle savings plans with various modalities (60/40, 70/30, 100%) allowing customers to accumulate toward vehicle purchase over 84-month terms.
7. KINTO Mobility Services: Mobility solutions including car sharing (KINTO Share), personal subscription (KINTO One Personal), and fleet rental (KINTO One Fleet). Revenue from vehicle rental and subscription fees.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Toyota Viola is an official Toyota dealership in Argentina selling new (0km) Toyota vehicles and certified pre-owned Toyota vehicles, complemented by after-sales service, genuine parts and accessories, financing through Toyota Compañía Financiera, Toyota Plan savings plans, KINTO mobility services (car sharing, personal and fleet subscriptions), and Toyota Connected Services. The dealership operates from Casa Central and the Independencia branch in Buenos Aires, serving both retail consumers and corporate/fleet customers.

Product overview

Toyota Viola is an official Toyota dealership in Argentina offering a comprehensive automotive ecosystem. The core business is the sale of new Toyota vehicles (0km) across multiple segments including sedans (Corolla), hatchbacks (Yaris), SUVs (Corolla Cross, RAV4, SW4), pickups (Hilux), hybrids (Camry, Crown, Corolla Hybrid, Corolla Cross Hybrid, RAV4 HEV/PHEV), and electric vehicles (bz4x). The portfolio extends through certified pre-owned vehicles, Kinto mobility services (car sharing, personal and fleet subscriptions), connected digital services, financial products (financing and leasing via Toyota Financial Services), Toyota Plan savings plans, after-sales maintenance, genuine accessories, and a merchandise boutique. The company operates two locations in Buenos Aires with a focus on customer experience and sustainability.

Differentiator

Problem solved

Functional benefit

Brands

• KINTO: KINTO offers uniform mobility experience with car sharing, flexible subscriptions, and rental services for various transportation needs.
• Toyota Plan

Products and services

• New Toyota Vehicles (0km)

Quantifiable outcome

• Toyota 10 warranty extends coverage to 10 years or 200,000 km through official maintenance renewals
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and minor.

• KINTO (Toyota Mobility Services)coreStrategic or Co-development PartnerKINTO is Toyota's mobility services brand offering car sharing (KINTO Share), personal subscriptions (KINTO One Personal), and fleet rentals (KINTO One Fleet). Toyota Viola serves as a KINTO station operator and sales channel for subscription services. KINTO provides uniform mobility experiences across various transportation modes and payment methods.
• Toyota Argentina S.A.coreOEM/ Whitelabel/ Licensing PartnerOfficial Toyota dealership since 1979, authorized to sell new Toyota vehicles, offer Toyota Plan savings plans, perform official after-sales services, and use Toyota brand identity. Operates under Toyota Argentina's dealer network standards and programs including Toyota 10 warranty.
• Insurance Companies (via Toyota Broker)minorChannel Partner/ Reseller/ DistributorConnected insurance product offered through Toyota's insurance broker partner, providing bundled coverage with connected vehicle services and access to Connected Services package at no additional cost during insurance contract term.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• Carvana: US online used car retailer with vertically-integrated e-commerce model. Represents a disruptive emerging format that pressures traditional dealers like Toyota Viola as consumer buying behavior shifts toward digital channels and home delivery.
• Kavak: Mexico-headquartered used car marketplace operating across Latin America including Argentina. Comparable in the certified used vehicle segment with inspection-based reconditioning, warranty offerings, and digital retail — a contrasting emerging model to Toyota Viola's traditional franchised dealership approach.

Broad incumbents

• Group 1 Automotive: US and UK automotive retailer with ~200 dealerships across multiple OEMs. Comparable full-service franchise model with new/used sales, finance, and parts/service operations. Public peer for franchised dealer group valuation benchmarks.
• Lithia Motors: Largest US automotive retailer with global operations and broad OEM portfolio. Comparable multi-brand, multi-location dealer business model with full-lifecycle revenue including new/used sales, finance, parts, and service — a scaled public peer benchmark for Toyota Viola's franchised economics.
• Asbury Automotive Group: US automotive retailer with ~150 locations. Comparable franchise dealer model including new/used vehicle sales, F&I, parts, and service. Public peer for dealership group valuation and operating-metric benchmarks relevant to Toyota Viola's franchised economics.
• AutoNation: Largest US automotive retailer with ~300 locations across multiple brands. Comparable full-service franchise dealership model with new/used sales, F&I, parts, and service operations. Represents a benchmark for scaled dealer economics across cycles.
• CarMax: Largest US used car retailer with national footprint and a rigorous certified inspection program. Directly comparable to Toyota Viola's certified pre-owned business (150-point inspections, 1-year/20,000 km warranty, 24-hour roadside assistance), though CarMax operates a single-brand-agnostic used-car model.

Direct peers

• Grupo Igarreta: Argentine automotive dealer group operating multiple brands including Toyota. Direct competitor in the Buenos Aires franchised dealership market with a comparable official franchise model and full ecosystem of new vehicle sales, after-sales service, and parts distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/toyotaviola
• YouTubeyoutube.com/channel/UC93YsHdZGXzCRedcnVIz62w
• Facebookfacebook.com/ConcesionariaToyota.Viola
• Instagraminstagram.com/toyotaviola
• LinkedInlinkedin.com/company/toyotaviola

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 VIOLA