Elke Rakvere AS

What Elke Rakvere AS does

Elke Rakvere AS is an authorized Toyota dealership operating as part of ELKE Grupp AS, the exclusive Toyota retail group in Estonia. Founded in 1991 and headquartered at Mustamäe tee 22 in Tallinn, the group operates five physical showrooms and service centers spanning Tallinn (Mustamäe headquarters and Mustakivi), Rakvere (Narva tn 25), Narva, and Kuressaare on Saaremaa island. Elke sells the full range of new Toyota passenger vehicles (Aygo X through Land Cruiser 250), Toyota Professional commercial vehicles (Proace family), and Toyota Approved certified pre-owned cars, supported by an authorized service operation offering maintenance, repairs, technical inspections, and genuine Toyota parts and accessories. Customer-facing technology is conventional for the segment: an Estonian/Russian bilingual website with inventory listings, online booking, tawk.to live chat, and GPS/GPRS tracking plus 24/7 video surveillance for test-drive and rental vehicles.

The business model combines one-time vehicle sales across a €19,900–€81,300 new-vehicle price ladder with recurring service revenue (repairs at €69/hour for 5+ year-old Toyotas, technical inspections at €96, parts and tires with discounts up to 40%) and transaction-based financing income through Toyota Liising partnerships with Luminor Liising and Citadele Leasing. Revenue streams are diversified across new vehicle sales, used vehicle sales including trade-in and commission sales, parts and accessories, maintenance and repair services, and financing facilitation. Distribution is exclusively domestic through owned physical showrooms supplemented by online inquiry and booking channels; go-to-market is direct-to-consumer with a sales-led motion by in-dealership representatives, plus a dedicated business-customer ("Ärikliendile") channel for fleet and commercial sales.

Strategically, Elke's recent moves center on electrification — the Mirai hydrogen FCEV introduction in 2021, bZ4X and bZ4X Touring BEVs, C-HR+ BEV, Hilux Electric pickup, and the new-generation RAV4 PHEV — together with ecosystem extensions including the Toyota Relax up-to-10-year warranty and the Toyota Approved certified pre-owned program. Operations remain Estonia-only, with growth driven by Toyota's product roadmap and the group's multi-location footprint rather than geographic or vertical expansion beyond automotive retail.

Name

Elke Rakvere AS

Legal name

ELKE Grupp AS

Website

https://elke.ee

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Elke Rakvere AS is an authorized Toyota dealership group in Estonia (five locations: Tallinn, Rakvere, Narva, Kuressaare) selling new and certified pre-owned Toyota vehicles, commercial vans, parts, and authorized service and financing to Estonian consumers and business fleets.

Ownership category

akta.pro rank

Product category

Automotive Retail / Car Dealership

NAICS

New Car Dealers (44111), Used Car Dealers (441120), Automotive Parts, Accessories, and Tire Retailers (4413), Tire Dealers (441340)

SIC

Services-Automotive Repair, Services & Parking (7500), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Tire & Wheel Services (Mount/Balance/Alignment) (TLAKAAAD)

akta.pro secondary industries

Specialty Tires (OTR, Industrial, Agricultural, Mining, Aviation, Marine) (TLAKADAJ), Garage Liability & Dealers (Auto Dealers, Repair Shops) (FSAJABAF)

Keywords

• Toyota dealership
• Automotive retail
• Vehicle maintenance
• Genuine auto parts
• Fleet vehicle sales

Headquarters

HQ city

Rakvere

HQ country

Estonia

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Sales: Sales of new Toyota vehicles and used vehicles (including Toyota Approved certified pre-owned cars) directly to consumers and business customers
2. Vehicle Service and Maintenance: Technical maintenance, repairs, oil changes, and technical inspections for Toyota vehicles. Services include engine cleaning from €23, repairs at €69/hour for 5+ year old Toyotas, technical inspections at €96, air conditioning service, and headlight restoration at €159
3. Parts and Accessories: Sale of Toyota original spare parts, accessories including brake pads (-25%), floor mats at €60, roof boxes starting at €1,060, and bike carriers at €272. Tires also sold with up to 40% discount
4. Financing and Insurance Services: Facilitates vehicle financing through Toyota Liising partnerships (Luminor Liising and Citadele Leasing), offering capital lease and operating lease options. Insurance services including kasko and traffic insurance are also offered

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Elke Rakvere AS is an authorized Toyota dealership that sells new and used Toyota passenger and commercial vehicles, and provides manufacturer-spec maintenance, repairs, bodywork, and genuine Toyota parts and accessories across 5 locations in Estonia. It also facilitates Toyota Liising vehicle financing and insurance in partnership with Citadele Leasing and Luminor Liising.

Product overview

Elke Rakvere AS is an official Toyota dealership operating as part of the Elke Group in Estonia, offering a comprehensive portfolio of Toyota vehicles and services. The core offering includes new Toyota passenger vehicles (hatchbacks, sedans, SUVs, and specialty vehicles like the hydrogen-powered Mirai), Toyota Professional commercial vehicles (vans and light trucks), and Toyota Approved certified pre-owned vehicles. The product portfolio is complemented by aftersales services including official Toyota maintenance and repairs, Toyota genuine parts and accessories, and Toyota Financing and Insurance products. Toyota Relax extended warranty provides coverage up to 10 years. All services are delivered through Elke's physical dealership locations across Estonia.

Differentiator

Problem solved

Functional benefit

Brands

• Toyota Approved: Certified pre-owned Toyota vehicles program offering 2-year warranty, 2-year roadside assistance, and 44-point technical inspection
• Toyota Liising

Products and services

• Toyota Passenger Vehicles New Toyota passenger vehicles including hybrid, plug-in hybrid, battery-electric, and hydrogen fuel cell powertrains, sold to individual consumers across Elke's 5 Estonian dealership locations. Prices range from €19,900 (Aygo X) to €81,300 (Land Cruiser 250).
• Toyota Professional Commercial Vehicles Toyota Proace, Proace Verso, Proace City, Proace City Verso, and Proace Max commercial vans and light trucks offered to business and fleet customers through Elke's dedicated Ärikliendile (business clients) channel, with multiple powertrain options including diesel, electric, and petrol.
• Toyota Approved Used Cars Certified pre-owned Toyota vehicles sold with 2-year warranty, 2-year roadside assistance, 44-point technical inspection, and 1.5% + EURIBOR financing. Approximately 85 Toyota Approved vehicles in current inventory.
• Toyota Service and Maintenance Official Toyota-authorized maintenance, repairs, technical inspections, air conditioning service, headlight restoration, waxing, oil changes, and tire services for Toyota vehicles, delivered by manufacturer-trained technicians.
• Toyota Parts and Accessories Genuine Toyota original spare parts and accessories (brake pads and discs, floor mats, roof boxes, bike carriers, batteries, tires) sold to Toyota owners with special pricing for 5+ year old vehicles.
• Toyota Financing and Insurance Vehicle financing (capital lease and operating lease) and insurance (kasko and traffic insurance) facilitated through Toyota Liising partnerships with Citadele Leasing and Luminor Liising.
• Toyota Relax Extended Warranty Extended manufacturer warranty program providing up to 10 years of coverage for both new and used Toyota vehicles, available through Elke's official Toyota service centers with regular maintenance as the qualification condition.
• Toyota Mirai Hydrogen Fuel Cell Vehicle Toyota's second-generation hydrogen fuel cell electric sedan using the Toyota Fuel Cell System (TFCS), offering zero CO2 emissions during driving, approximately 650 km range, and 3-minute refueling, priced from €76,000.

Quantifiable outcome

• Toyota Relax warranty extends up to 10 years or 185,000 km with regular maintenance at Elke
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Toyota Baltic AScoreChannel Partner/ Reseller/ DistributorOfficial Toyota importer for Estonia. Elke operates as authorized dealer under dealer agreement with Toyota. Customer data may be shared with Toyota Baltic AS and its parent company Toyota Motor Europe for quality and warranty purposes.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Auto-Bon Oy: Authorized Toyota dealer in Finland with multiple showroom and service locations, sharing the same OEM franchise model as Elke. Comparable as a same-brand authorized dealer in a neighboring Nordic/Baltic market with similar full-service offering.
• Silberauto AS: Authorized dealer for Volkswagen Group brands (VW, Audi, Škoda, SEAT, Cupra) in Estonia, with multiple locations and full sales-service-parts operations. Comparable as a parallel single-brand-group authorized dealer operating in the same Estonian market.
• Møller Mobility Group: Authorized dealer for Volkswagen Group brands across Norway and the Baltics with multi-location showrooms, service, and parts operations. Comparable as a multi-country authorized brand dealer with similar operational structure and Baltic presence.
• Amserv Auto AS: Estonian multi-brand authorized car dealer group operating showrooms and service centers across Estonia with a similar full-service model (new/used sales, service, parts, financing). Most directly comparable in terms of geography, scale, and authorized-dealer business model.

Broad incumbents

• Bilia AB: Listed Nordic multi-brand automotive retailer offering sales, service, and parts across Sweden, Norway, and Belgium. Comparable as a larger, publicly listed peer operating the same authorized-dealer model in adjacent Nordic markets.
• Inchcape plc: London-listed global automotive distributor and retailer operating in dozens of markets, including distribution partnerships with multiple OEMs. Comparable as a broad incumbent with a hybrid distribution-retail model similar in concept to Elke's authorized Toyota role.
• Hedin Mobility Group: Large European multi-brand automotive retailer with sales, service, and distribution operations across multiple countries. Comparable as a broad incumbent operating authorized dealerships across many OEM brands at greater scale than Elke.
• Emil Frey Group: One of Europe's largest automotive retail groups, operating authorized dealerships across numerous OEM brands in Switzerland and other European markets. Comparable as a broad multi-brand incumbent in the same authorized-dealer category.

Others

• Toyota Motor Europe / Toyota Baltic AS: Toyota's European regional headquarters and its Estonian importer (Toyota Baltic AS), Elke's direct OEM partner. Relevant as the upstream ecosystem participant whose strategy, product roadmap, and distribution decisions directly determine Elke's opportunity set and constraints.

Regional players

• Moller Baltic Import OÜ: Møller group's authorized importer/dealer for Volkswagen Group brands in Estonia, operating under a similar exclusive-distributor agreement structure to Elke's Toyota relationship. Comparable as a regional authorized-distribution peer in the same Estonian market with a parallel business model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/elke-grupi-as

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries4 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 Elke Rakvere AS