Toyota 2010 Annual Report Download - page 9

TOYOTA ANNUAL REPORT 2010 7
TOYOTA ANNUAL REPORT 2010
Improving Dealer Operations with e-TOYOTA
The “e” in our e-TOYOTA business comes from the word “evolutionary.” Accordingly, this business
represents the cutting edge in terms of Toyota’s evolution, a business started in Japan that will lead
the automobile industry into a new era, the scope of which has already been expanded overseas to
Asia, China and North America. GAC Toyota Motor Co., Ltd. (GTMC), located in the city of Guangzhou
in Guangdong, China, is engaged in agship e-TOYOTA business projects.
The basic strategy underlying our e-TOYOTA business, the spearhead of our next-generation
business model, is to provide services that maximize customer satisfaction when searching for,
purchasing and owning a vehicle, with all stages supported by an information network system. Rather
than just planning IT solutions and tools, we apply them across the entire business domain, including
production, distribution, sales and aftercare, aiming to establish an optimal link to the materialization
of supply chain management.
From Design to Production, 100% Local Procurement:
The Development of Vehicles Based on Regional Specifications
From now on, the starting point for vehicle production will be the idea that the road makes
the vehicle. Consumer needs differ by road maintenance conditions and fuel prices. To achieve
growth in fast-growing, ever-changing developing nations, it is particularly important to make
vehicles that take into consideration regional characteristics including consumer needs and road
maintenance conditions. To this end, rather than the superimposition of a global model, the
commercialization of the Etios, a compact car for the Indian market, represents a breakthrough in
terms of construction methods that incorporated locally procured materials and local production
technologies from the design stage. Aiming to create high-quality vehicles at affordable prices,
we promoted localization, from the meticulous procurement of parts through the entire
manufacturing process, as well as perfecting the optimal design for local conditions. We will use
this experience and expertise to develop other emerging markets in countries around the world.
Further Refinement of Our Customer First Principle
Taking
Genchi Genbutsu to the Next Level
The era of mass production and mass consumption, along with the 20th century, is behind us. Auto
manufacturers must evolve and adapt to the demands of the 21st century. Traditionally, the automotive
business has owed downstream in one direction, from manufacturers (production), to dealers (sales),
to customers (purchase). At Toyota, we believe it is important to forge bonds that strengthen the link
between these three parties and build a long-term trusting relationship. These bonds partner the ”
hard power” of the basic vehicle functions of “go, turn and stop” with the ”soft power” of the function
“get connected.” In China, we are building innovative relationships with customers through the forging
of these bonds. In India, we are having success developing vehicles based on the needs of regional
customers, rather than superimposing our global models on local markets. Providing the ultimate user
experience through new relationships and realizing high-quality services that maximize customer
satisfaction are linchpins of our business model for this new era, which seeks to redene Customer First
and
Genchi Genbutsu for the next generation of automobile users.
At Toyota, we believe consideration of the user’s total experience is an important factor in providing a
service that maximizes customer satisfaction. This total experience involves strengthening bonds and
building new relationships with customers by providing attractive sales services at three stages. The
rst stage seeks to convey the appeal of a space containing a Toyota vehicle and instill the desire to
experience the inside of a Toyota dealership when viewed from the outside. The second stage focuses
on the customer’s experience inside the dealership, while the third stage concentrates on the customer
support experience provided by the aftercare service. By providing customers with this multi-staged
total experience, we can reproduce the essence of the Toyota brand and, in the process, develop
innovative services that we believe will accelerate our growth.
Maximizing Customer Satisfaction by Strengthening Bonds and
Building a Long-Term Trusting Relationship
Accelerating the Creation and Growth of the Toyota Brand through Total Experience
The Transformation to an Evolutionary Business Model
Traditional Business Structure
The car is a product.
Sales/Service
■ Transformation of Business Structure
Dealership CustomerManufacturer
Production
Total Life Service Total Life Service
Collaboration
Telematics
Dealership
New Business Structure
The car is an item to provide a lifestyle.
Customer
Manufacturer
Financial Section Investor Information
Corporate Information
Consolidated
Performance Highlights
Business Overview
Special Feature
Top Messages Special Feature
Special Feature
Reforging Bonds of Trust