Japanese car giant appoints new chief to drive MidEast growth

Toyota hires Takayuki Yoshitsugu as car maker seeks 'next phase of growth' in region
By Andy Sambidge
Sat 26 Jul 2014 11:01 AM

Toyota has announced the appointment of Takayuki Yoshitsugu to lead the company in the Middle East as it seeks further growth, especially in Gulf markets.

Yoshitsugu has taken over as the chief representative of its Middle East & North Africa Representative Office (MENARO) and succeeds Nobuyuki Negishi.

He will lead strategic business growth and marketing initiatives as Toyota seeks to consolidate its leadership position in a region that represents a key growth market for the brand, the car maker said in a statement.

"I'm delighted and honoured to be given the opportunity to lead Toyota into its next phase of growth in a region that counts among the fastest growing markets for our brand," he said.

"Having been closely involved with Toyota's business in the Middle East for many years, I'm confident that my regional background and understanding of customer needs and preferences will prove very helpful as I work with my team to further build our brand and business," Yoshitsugu added.

Toyota has seen consistent growth in sales in the Middle East, selling a total of 691,631 units in 2013 to end the year with a 10 percent growth in sales compared to the previous year.

"The Middle East automotive market is projected to record strong growth in the coming years. Toyota expects to be at the vanguard of this market lift-off by strengthening our competitive advantage in the region," said Yoshitsugu.

The Middle East & North Africa Representative Office was established in January 2012 to further promote Toyota and Lexus brands in the region.

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