Toyota 2009 Annual Report Download - page 17

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Europe: A Strong Presence Defined by a Distinct Identity
Europe has many major car manufacturers, each with its own history and roots in national markets. For
Toyota, the right way forward is not simply to sell more cars or increase market share, but to establish a
strong presence defined by a distinct identity.
Europe continues to be an important region for Toyota, and with environmental regulations being
strengthened, we will take advantage of our signature hybrid technology and gradually shift to a more
hybrid-focused product mix to consolidate our presence in the market.
Emerging Markets: High-Quality Vehicles at an Affordable Price that Meet Regional Needs
China and other emerging markets in Asia and Central and South America promise to become a strong
engine for Toyota’s future growth. China’s market, in particular, is potentially as large as the U.S. market,
and needs to be addressed in a straightforward manner. We are establishing a business model that will
enable us to see things from the customer’s point of view, and will grow our business as the market
grows by introducing competitive models that meet people’s needs in a timely manner.
In the rest of Asia, South America, and other areas, there are still regions where Toyota’s share is
low, and further growth in demand is anticipated. In addition to manufacturing affordable, high-quality
vehicles that can ride the wave of regional motorization, we will also develop products that can rank
alongside the IMV* as key strategic models.
* IMV: An abbreviation for Innovative International Multipurpose Vehicle. Toyota uses an optimized procurement
and production system spread across Asia, Argentina, and South Africa to provide these multipurpose vehicles
to over 140 countries and regions worldwide.
Communicating the Appeal of Cars to Even More Stakeholders
Toyota’s strength lies not just in its ability to develop vehicles through innovative technology, but also in
the tight integration of its Group companies. Drawing on this strength, we are aggressively
implementing a variety of measures to increase customer interest in cars. We hold events to help
customers understand the constantly evolving performance and features of cars where everyone, from
children to adults, can experience the joy that cars offer, as well as the new automobile-related lifestyles
and services we propose and provide. In addition, we conduct activities to help dealership staff deepen
their knowledge of our products, so that we can invigorate the sites where we interact with customers.
A B C
AThe Prius Cup (Eco-Run Automobile Race), where staff and engineers from dealerships throughout Japan
compete in events testing their maintenance and driving skills
BThe Driving Kingdom, where customers can participate in programs designed to help them enjoy
and understand the benefits of technology and the experience of driving
CAn experiential program for elementary school children aimed at deepening their understanding of cars
in a fun and exciting way
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