Toyota awards the top 47 European Retailers during an exclusive event in an Alpine castle


·    47 award-winning retailers recognised with the Ichiban 2022 award for providing outstanding customer experience and for “going beyond”.

Brussels, Belgium – 25th May 2022. “Ichiban” in Japanese means “Number One”. This is also the name of the prestigious award which Toyota Motor Europe (TME) awards every year to only few retailers.

Over 2,500 European Toyota Retailers compete for the honour to be one of 47 Ichiban winners each year, demonstrating a unique approach and a commitment to become the “Best Retailer in Town”.

This year, we have 47 retailers from 32 European countries winning this coveted award.

We were delighted to reward our Best Retailers in Europe, not only for their sales performance and customer experience but also for going beyond in areas of sustainability, mobility services and contributing to society.

The event was celebrated at Schloss Elmau, an exclusive Castle resort in the German Alps where G7 summits are held.

The winning retailers were invited to join the wider discussion, with access to Toyota Executives and inspiring guest speakers throughout the event.

Special guest speakers shared their passion and vision for the future with our Ichiban Winners. Victorien Erussard, founder and captain of Energy Observer, explained how his dream of a sustainable future and ecological transition turned into reality with the first hydrogen-powered, zero-emission vessel. Natalie Berg, retail expert, enlightened the audience with a  vision of the future of retail and the evolution of customer behaviour.

During the ceremony the President and CEO of Toyota Motor Europe, Matt Harrison, recognised all retailers for their outstanding achievements, commenting,

You are the best of the best! You are role models in exceeding customer expectations, providing a memorable customer experience and adapting your business at speed to the changing market conditions. Congratulations to all of you.

Didier Gambart, Vice President, Sales, Marketing & Customer Experience, TME also commented on the retailers’ achievements,

After two years of virtual Ichiban due to COVID pandemic, we were honoured to physically celebrate and reward the best retailers in Europe for their sales performance and customer experience. After two years of virtual meetings, there is even a higher level of excitement to be together as one family! 

We also celebrated our retailers’ resilience and agility in these turbulent moments, their energy to go beyond, finding new ways to constantly adapt ourselves in these uncertain times. Going the extra mile has never been easy, but all of us know that is worth it. Such an achievement does not come easily, and we compliment our winners on their hard work. Thank you and let's go beyond together.

Among the 47 Ichiban winners, 6 retailers received an additional special “Going Beyond Award’ for demonstrating excellence in specific areas:

Going Beyond Awards:

CountryRetailer NameGoing Beyond Award

New Wavemotors


Employee engagement

Auto Park Białystok


Customer Experience

Fuji Auto


Sustainability & Better Society

Toyota Plaza Boranlar



GTA Meaux


Operational efficency

Hybrid Car


Used Cars

Ichiban Winners:

CountryRetailer Name
Bosnia and HerzegovinaSladaboni  d.o.o.
CroatiaFutura Auto  d.o.o.
SerbiaToyota Tago Car d.o.o.
SloveniaAH Furman d.o.o.
BulgariaCarcom Toyota Varna
EstoniaElke Rakvere
LatviaWESS Motors Berģi
BelgiumAuto W.E.B.
AzerbaijanToyota Absheron Center
HungaryBalla Euro
Czech RepublicDOLÁK s.r.o. České Budějovice
SlovakiaAutoklub, a. s.
DenmarkSDKbiler A/S, Aalborg
FinlandSalon Passeliauto Oy
France OGA
France JNB Auto
France Toys Motors La Roche / Yon 
France GTA Meaux
GermanyAutohaus Schumacher GmbH
GermanyAutohaus J. Reith GmbH
GermanyAuto Saxe Niederlassung der Auto Weller GmbH & Co. KG
GreeceAuto Kouvelis SA
IrelandCogans Toyota
IsraelDanel Motors Ltd
ItalyNordauto S.p.A.
ItalyFuji Auto S.r.l
ItalyMarcante Automobili S.r.l.
KazakhstanToyota Center Aqtau
NetherlandsVan Gent Autobedrijf Veenendaal B.V.
NorwayToyota Larvik
PolandAuto Park Białystok
RomaniaNew Wavemotors
RussiaTC Nizhni Tagil
RussiaTC Izhevsk
RussiaTC Ufa Sever
SpainHybrid Car
SpainAura Motor
SwedenBiltrean i Uppsala AB
TurkeyToyota Plaza Boranlar
United KingdomBurrows (Barnsley)
United KingdomRon Brooks (Ilkeston)
United KingdomJohn Roe (Grimsby)
UkraineToyota Center Lviv Diamant
Note to editors:

Toyota Motor Europe NV/SA (TME) oversees the wholesale sales and marketing of Toyota, GR (GAZOO Racing) and Lexus vehicles and parts and accessories, as well as Toyota’s European manufacturing and engineering operations. Toyota directly employs over 27,000 people and has invested over EUR 10 billion in Europe since 1990. Its nine European manufacturing plants are located in Portugal, the UK, France, Poland, Czech Republic, Turkey and Russia. Today, there are approximately 16.5 million Toyota, GR and Lexus vehicles on European roads, whose drivers are supported by a network of 28 National Marketing and Sales Companies and around 2,800 retail sales outlets in 53 countries (EU, UK, EFTA countries + Russia, Israel, Turkey and other Eastern European countries). In 2021, TME sold 1,076,300 vehicles in Europe for a 6.4% market share. For more information, visit Facts & Figures (  and

 Toyota believes that when people are free to move, anything is possible. In the pursuit of "Mobility for All", Toyota aims to create safer, more connected, inclusive and sustainable mobility to achieve its mission of producing “Happiness for All”. In Europe, TME launched the KINTO mobility brand which offers a range of mobility services in 14 countries, and is growing its business-to-business sales of zero-emission fuel cell products and engineering support. Contributing to the UN Sustainable Development Goals, Toyota is working to achieve carbon neutrality in its entire business across Europe. A historic leader in CO2 reduction in Europe, TME aims to achieve 100% CO2 reduction in all new vehicles in Western Europe by 2035 and will continue to offer a full range of electrified powertrains to customers across the region with its hybrid, plug-in hybrid, battery and fuel cell electric vehicles. When it comes to sustainability, Toyota is committed to going Beyond Zero.