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

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

“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, there are 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
RomaniaNew Wavemotors (Timisoara)Employee engagement
PolandAuto Park Białystok (Białystok)Customer Experience
ItalyFuji Auto (Cuneo)Sustainability & Better Society
TurkeyToyota Plaza Boranlar (Mersin)Digitalisation
FranceGTA Meaux (Meaux)Operational efficency
SpainHybrid Car (Valladolid)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


Download this release as a PDF below

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


Images are copyright free for editorial purposes only

Media enquiries

Please click here to see the press contacts at Toyota (GB):

Show Press Contacts

For further information, please contact:

David Crouch

07909 900 085 or by email at

General, fleet and motorsport media enquiries

Please understand that our press team only deal with enquiries from media representatives.

Toyota and Lexus Press Releases

To receive all Toyota and Lexus press information, please select the box below.

To update your profile type in your email address and press return. MailChimp will then send you an email confirming your details and you will then have the opportunity of amending your details.

* indicates required
All Toyota/Lexus News