The Japan Times WORLD EYE REPORTS ROME AND THE MEZZOGIORNO
©THE JAPAN TIMES	Tuesday, September 4, 2001

Japanese giant's 'Italianization'results
in a more European feel

"When Italians talk of Toyota Motor Italia, I want them to recognize us as a leading brand, beside Fiat and Opel. We believe, as the world's third largest carmaker, that our refreshing new line of models will entice the aesthetic-loving Mediterraneans, and enhance our image." - Norio Yaris Kitamura, the company's president and managing director.

Kitamura's stated mission has guided an impressive turnaround in the company's performance since he took over direction of the subsidiary five years ago. Then, when Kitamura first arrived in Rome, the situation was drastically different for Toyota Italia. "Upon my arrival in 1996, the majority of Italian auto consumers had never heard of Toyota. Our sales performance was relatively low. In fact, we sold only 17,200 units that year," the executive recalls.

Standing beside the popular Yaris, Toyota Italia President and Managing Director Norio Kitamura is confident that the company's European designers will continue to give their cars a local feel.

"Looking at today's figures, I can say we have grown tremendously. We took 3.7 percent of the market last year, surpassing Citroen and Daewoo. My wish is to see this figure rise until we are one of the top five auto manufacturers in this country. This goal will be realized by 2005," he adds confidently.

Meanwhile, Toyota Italia's commercial director Massimo Nordio attributes this success to the firm's sheer determination to surmount all the challenges and become a leading player in the local auto industry.

"Five years ago, we had many internal challenges," he explains. "If we were to compete on such a national scale, we knew we had to make a jump from being a niche manufacturer to becoming much more global in our reach. We had to build awareness of our products."

To reach that goal, Toyota Italia "Italianized" itself to attract local customers.

In a country where brand image remains paramount and consumers relate goods to their social environment, it was necessary to get involved locally and create the Italian dream car.

Sporting events sponsorship is also a part of the strategy in sport-mad Italy.

"Italians are passionate about sport. It is a vital part of our marketing efforts to sponsor local and national sporting events. In fact, we have a participated in the Fiorentina Motor Sport Ski tour and the Carving Cup Ski Tour, and we hope to do more," says Kitamura.

Their best-selling model so far has been the compact-sized Yaris, which was specially designed for the European market. Since hitting the market last March, Toyota Italia has sold 2,000 units.

Toyota Italia Commercial Director Massimo Nordio pinpointed product awareness as the key to success in Italy.

Also on the list of Toyota Italia's top sellers are the Corolla, the Celica, the hybrid gasoline-electric Prius, and the mini 4x4 Rav4. Meanwhile total sales for the company are expected to breach the 64,000-mark in 2001, overtaking last year's record of 62,000 units. The company also hopes to boost its market share to 5 percent in 2001 from 3.7 percent last year. Italy is now Toyota's largest European market after Britain. Toyota manufactures the Yaris at its Valenciennes plant in France, and the company is confident that local European designers will continue to improve product development through designing-in a local feel to the cars.

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