TOYOTA Sverige

Name

TOYOTA Sverige

Legal name

Toyota Sverige

Website

https://sverige.toyota

Company type

Private

Operating status

Operating

Ownership category

akta.pro rank

Product category

Automotive Retail and Distribution

NAICS

Passenger Car Leasing (532112), Automotive Equipment Rental and Leasing (5321)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

Auto & Vehicle Leasing (Personal Use) (FSAKANAA)

akta.pro secondary industries

Fleet Management Services (Lifecycle, Compliance, Safety, Driver Programs) (TLABAHAJ), Used / Refurbished Vehicle Subscription Programs (THADACAL)

Keywords

• Passenger vehicle sales
• Hybrid electric vehicles
• Mobility subscription services
• Automotive financial services
• Car sharing fleet

Headquarters

HQ city

Sundbyberg (Stockholm)

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Vehicle Sales: Sale of new Toyota, Lexus vehicles through authorized dealer network. In 2019, Toyota Sverige sold 27,402 Toyota and Lexus vehicles in Sweden.
2. Automotive Financial Services: Toyota Financial Services provides vehicle financing, leasing, insurance, and fleet management services. Founded 1982 in Australia, present in over 35 markets globally. In 2019, financed vehicles worth nearly 2 trillion SEK.
3. Mobility Services (KINTO): KINTO brand offers mobility services including station-based car sharing (KINTO Share), car subscriptions (KINTO One, KINTO Flex), and ride services. Launched in Europe in 2020, currently available in Stockholm with expansion plans.
4. After-sales Service and Parts: Maintenance, repair, and genuine parts sales through authorized Toyota and Lexus service centers across Sweden.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Toyota Sverige operates as the Swedish general agent for Toyota, Lexus, and KINTO brands, selling a full lineup of passenger and commercial vehicles (hybrids, plug-in hybrids, BEVs, hydrogen fuel cell) through authorized dealers while offering mobility-as-a-service subscriptions, car sharing, and vehicle financing through KINTO and Toyota Financial Services. The company provides after-sales service, genuine parts, and fleet management to individual consumers, corporate customers, and government entities in Sweden.

Product overview

TOYOTA Sverige is the Swedish subsidiary of Toyota Motor Corporation, representing the Toyota Group's comprehensive mobility portfolio. The company operates three main automotive brands: Toyota (mainstream vehicles including hybrids, plug-in hybrids, BEVs, and fuel cell vehicles), Lexus (premium luxury vehicles with 99% hybrid sales), and KINTO (mobility services brand offering car sharing, subscriptions, and flexible leasing). Key product lines include the Toyota Corolla, Yaris Cross, RAV4, Camry, Hilux, Land Cruiser, bZ4X, and Prius for Toyota; and UX, RX, NX, LC, LS, ES, RZ, LBX, and LM for Lexus. Toyota pioneered hybrid technology with Prius in 1997 and fuel cells with Mirai in 2014. The company is transitioning from car manufacturer to mobility provider through KINTO services, supported by Woven City future mobility research. Toyota Financial Services provides financing and insurance across all brands. TOYOTA GAZOO Racing competes in motorsport and produces performance variants.

Differentiator

Problem solved

Functional benefit

Brands

• KINTO Share: Station-based car sharing service offered in Stockholm and expanding to other cities
• KINTO Join
• KINTO One
• KINTO Flex
• KINTO Ride

Quantifiable outcome

• More than 90% of Toyota and Lexus vehicles sold in Japan, North America, and Europe equipped with Toyota Safety Sense
• +7 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability6 records

Feature7 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• Löparakademin (Runner's Academy)minorGTM or Marketing Partner · 1 January 2024KINTO supports the Runner's Academy initiative promoting increased inclusion through running activities. Example of KINTO's community engagement and corporate social responsibility programs in Sweden.
• KINTO Mobility NordiccoreStrategic or Co-development Partner · 1 January 2020Regional mobility services operator for Nordic countries (Sweden, Norway, Denmark, Finland). Operates KINTO Share car sharing, KINTO One subscription, and KINTO Flex leasing services. Part of Toyota's mobility transformation strategy.
• KINTO (Global)coreStrategic or Co-development Partner · 1 January 2020Toyota Group's global mobility brand launched in Europe 2020. Offers services including car sharing (KINTO Share), ride services (KINTO Ride), subscription (KINTO One), and flexible leasing (KINTO Flex). In Sweden, provides station-based car sharing initially in Stockholm.
• Toyota Fleet MobilityminorStrategic or Co-development Partner · 1 January 2018Joint venture between Toyota Financial Services and Toyota Motor Europe established 2018 to provide better financing and vehicle services for small and medium businesses across Europe.
• Toyota Financial ServicescoreStrategic or Co-development Partner · 1 January 2000Wholly-owned subsidiary of Toyota Motor Corporation providing automotive financial services including vehicle financing, leasing, insurance, and fleet management. Founded 1982, present in 35+ markets globally with European HQ in Germany. Toyota Sverige integrates TFS for Swedish market financial services.
• Toyota Motor EuropecoreStrategic or Co-development Partner · 1 January 1960Regional headquarters managing Toyota operations in Europe including European manufacturing, sales, and marketing. European HQ located in Brussels, Belgium. Coordinates national general agents like Toyota Sverige.
• Toyota Motor CorporationcoreStrategic or Co-development Partner · 1 January 1937Parent company of Toyota Sverige. Toyota Motor Corporation is the global automotive conglomerate headquartered in Toyota City, Japan, producing vehicles under Toyota, Lexus, and other brands. Founded 1937, it is the world's largest automotive manufacturer producing over 10 million vehicles annually.
• Folksam InsuranceminorOthersSwedish insurance company that named Toyota RAV4 as 'Sweden's Safest Car' in 2019, recognizing Toyota's safety technology leadership in the Swedish market.

Scale indicators17 records

Expansion highlights8 records

Direct peers

• Mercedes-Benz Sverige: National sales company for Mercedes-Benz passenger and commercial vehicles in Sweden. Competes with Toyota Sverige's Lexus premium brand and Toyota Professional commercial lineup, with strong EQ-series BEV portfolio.
• Polestar Sverige: Swedish-headquartered BEV-only brand with strong domestic presence. Pure-EV competitor to Toyota Sverige's electrified portfolio, with subscription-based ownership model that competes directly with KINTO services.
• Volkswagen Group Sverige: National distributor for Volkswagen, Audi, Porsche, Skoda, SEAT, and Cupra brands in Sweden. Directly competes with Toyota Sverige across mainstream, premium, and performance segments with extensive electrified portfolio including ID-series BEVs.
• Volvo Cars Sverige: Volvo Cars' Swedish national sales company distributing premium vehicles (including EVs and plug-in hybrids) through authorized dealers. Most direct competitor to Toyota Sverige in the Swedish passenger vehicle market with strong national brand identity and aggressive electrification roadmap.
• Kia Sverige: National distributor for Kia in Sweden, sister brand to Hyundai. Competes with Toyota Sverige with EV6/EV9 BEV lineup and broad electrified portfolio, increasingly aggressive in Swedish market.
• Hyundai Sverige: National distributor for Hyundai in Sweden with strong Ioniq BEV sub-brand. Directly competes with Toyota Sverige across passenger and SUV segments with aggressive electrification strategy and competitive pricing.
• Ford Motor Sverige: National distributor for Ford passenger and commercial vehicles in Sweden. Competes with Toyota Sverige in mainstream SUV, passenger car, and commercial vehicle segments, with growing Mustang Mach-E BEV lineup.
• BMW Sverige: National distributor for BMW and MINI brands in Sweden. Direct competitor to Toyota Sverige in premium segment with established i-series BEVs and electrified model lineup, plus financial services through BMW Financial Services.
• Tesla Sverige: Tesla's Swedish sales and service operation. Pure BEV competitor in Sweden with strong brand positioning in EVs, competing directly with Toyota's bZ-series and Lexus RZ BEVs.

Broad incumbents

• Stellantis Sverige: National sales operation for Stellantis brands (Peugeot, Citroen, Opel, Fiat, Jeep, Alfa Romeo) in Sweden. Broad incumbent peer offering mass-market and premium European alternatives to Toyota and Lexus lineups with growing EV portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/ToyotaSverige
• LinkedInlinkedin.com/company/toyota-sverige
• Instagraminstagram.com/toyotasverige

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 Sverige