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Given that the varied markets are fragmented between cars and trucks, production volumes of individual vehicles are still considered small. Nevertheless, the industry is poised for significant expansion and is viewed to be the potential leading sector for the region. As the third largest automotive manufacturer in the world, Toyota Motors has increased its foothold in Asia in order avail of the industry’s significant expansion. “We recognize that competition is intensifying given the trade and investment liberalization underway in this region,” says Motonobu Takemoto, president of Toyota Motor Asia Pacific (TMAP). “As a result, we have increased the role of our regional operations in Singapore and will assume the responsibility of strengthening the production and supply network in the Asia-Pacific region.” “Through our IMV project, our aim is to enhance our competitiveness by optimizing worldwide development, procurement and production activities. By next year, 95 percent of auto parts will be sourced locally throughout this region and TMAP will be right in the middle to handle the flow between countries. We will all be linked together in order to keep up with the demands. Team work is very important and it is truly reflected in our activities here,” he adds. Some analysts have predicted that most of the growth to be seen in the next decade within the automotive industry will be dominated by the Asian market. Toyota’s astounding success in Asia can be attributed to its foresight and knowledge of local trends. “We recognized early on that Singapore is the key to our logistics operations. Now that we have consolidated this central role, we believe that the increase in trade volume will not only strengthen our operations, but will also contribute to the country’s economy,” added Takemoto. Cutting edge car parts Other companies within the automotive industry are positioning themselves for the market upturn and setting up shop in Singapore. Denso International Asia was a company born from necessity, fueled on competitiveness and shaped on innovation. Its parent company, automobile part maker Denso Corporation of Japan, chose Singapore as the logical place to raise such an offspring.
Denso International Asia launched three years later. The company now handles a wide range of functions including the import and export of regional complementation products and as a procurement center of raw materials for all the Asia Pacific-based companies in the group. Singapore is also home to Denso International Asia’s Material Technical Center, Finance Treasury Center and Original Equipment Sales Center. Currently, operations in the Asia-Pacific region include 36 companies in 12 countries and a network of about 17,000 people. All of which, says Murodono, function to ensure that the company remains of the cutting edge of its industry. Denso International’s management principles are “speed, slim and simplify.” This essentially means they aim to provide maximum customer satisfaction through speed and timely actions, while maintaining an ultra-efficient organization that allows for the smooth, easy provision of parts and services. In order to uphold these principles, Denso International’s future plans include continued localization. “Starting in 2004 we will be constructing new manufacturing facilities in Thailand and Vietnam and increasing the capacity of our facility in Indonesia,” he says. The investment will total about $100 million. But while the company will see new and improved localization efforts in the different parts of the Asia-Pacific region – Singapore will remain the “command center” from which the process will be controlled. “The convenient geographic location, the superior infrastructure, the highly educated workforce and the proficiency of English are all reasons that make Singapore a logical country for us to be based in,” explains Murodono. |
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Motonobu Takemoto, president of Toyota Motor Asia Pacific
Chishu Murodono, managing director of Denso International Asia