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| Motonobu Takemoto, chairman, managing director and CEO of Toyota Motor Italy |
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Toyota Motor Corp., the world’s second-largest carmaker, produces more than 9 million vehicles a year. For the Japanese giant, the Italian market has been a vital component of growth in Western Europe the past five years. In fact, Toyota Motor Italy ranked No. 1 in sales last year.
Present in the country for over 15 years, TMI has shown no signs of slowing down. Annual sales climbed consistently from 15,000 units in 1996 to 145,217 units in 2007.
“We currently have a 5.6 percent market share and we’re implementing strategies now to increase this percentage over the next two years,” says Motonobu Takemoto, who has led TMI the past year and a half.
Among Takemoto’s strategies is the expansion of its dealer network to boost sales volume.
Currently, there are more than 235 outlets and 228 assistance centers, as well as a parts distribution center in the country.
Offering a wide range of vehicles that appeal to the varying needs of its customers, TMI has enjoyed very brisk sales of its Yaris, Aygo and Rav 4 models.
“The Yaris was designed with the European customer in mind. This particular model has grown in popularity here because of its small size and reliability,” says Takemoto.
To improve the overall quality of TMI’s operations, Takemoto has applied the Japanese concept of kaizen, or continuous improvement.
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| With its compact size and high reliability, the Toyota Yaris has emerged as one of the most popular models among European drivers. |
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“We take the ‘customer first’ policy seriously, and we have begun to make improvements in all areas of our business to ensure the complete satisfaction of our customers,” says Takemoto.
TMI also introduced an aftersales program called “Eurocare” that allows customers to contact a team of experts to help them with car troubles 24 hours a day. For this, TMI employees receive training from one of several Toyota Academies based in Europe.
The company also continues to be a pioneer in ecologically sound technology. In 2007, it launched an “eco-incentives” program.
“Drivers will receive a tax exemption from the government when they purchase certain models of the Aygo, Yaris and Prius,” explains Takemoto.
“The success we’ve experienced in Italy is largely in part to our kaizen approach to doing things,” says Takemoto.
Confident in the growth of the Italian market and popularity of its cars, TMI will launch several new models in 2009.
www.toyota.it |