Toyota's Innovation And Strategy To Lead The National Four-wheeled Automotive Market For Over 50 Years

All New Kijang Innova Zenix HEV. (Doc. Toyota)

Toyota has been one of the leaders of the four-wheeled automotive market in Indonesia for more than 50 years, this success cannot be separated from the innovations and strategies carried out.

One example is entering the era of Toyota's electrification vehicle (xEV), which has succeeded in leading market movements through Multi-Pathway strategies, by providing complete electrification products and according to customer needs, as well as building an ecosystem that supports Toyota's xEV mobility, reinforced collaboration with value chains to provide the best service for customer satisfaction.

"With the multi-Pathway Toyota strategy, we continue to strive to improve product quality and service in order to implement the Mobility for All vision. This strategy is realized through the presence of mobility solutions which include products and services that suit customer needs, become a pioneer of automotive technology innovations, and provide peace of mind for long-term ownership," explained PT Toyota-Astra Motor (TAM) Marketing Director, Anton Jimmi Suwandy, in an official statement received, Friday, December 15.

Evidence of Toyota's success can also be seen from the existence of Toyota Kijang, which has been present since 1977 until now, with sales records exceeding 2 million units. In fact, since it began to be marketed at the end of 2022, the local pride product All New Kijang Innova Zenix HEV has become the driving force for Toyota's fast-growing electrification vehicle sales, from 4,436 units in 2022 to 33,603 units until November 2023.

Meanwhile, in the era of electrification, Toyota again innovated through the initiation of the IT 'S TIME FOR EVERYONE' movement, which invites the public to participate in carbon emission reduction programs, in various ways that can be carried out. The full choice of electrification technology is also presented to the public, starting from Hybrid Electric Vehicle (HEV), Plug-in Hybrid Electric Vehicle (PHEV), Battery Electric Vehicle (BEV), and Fuel Cell Electric Vehicle (FCEV).

Toyota's xEV ownership has also been supported by an easy, reliable, and sustainable ecosystem. Given Total Mobility Solution, Toyota xEV Ecosystem was built to make it easier for customers to service cars and charging batteries at 74 official Toyota dealers. This facility will increase until all dealers by the end of 2024.

The next marketing strategy that is able to strengthen Toyota's positioning in Indonesia, namely by presenting the sports brand GAZOO Racing (GR). With Toyota's motorsport DNA, sports cars and sports cars GR are in great demand by motorsport enthusiast and lure public interest to get to know GR products better.

Award For Innovation & Multi Pathway Strategy Toyota In Indonesia

Toyota's success through various innovations and strategies to meet the mobility needs of customers received appreciation through 2 prestigious awards. The first is the 2023 Industry Marketing Champion for the Automotive sector award to Anton Jimmi Suwandy as Marketing Director of PT TAM which was given by MarkPlus in collaboration with Markerings and the Indonesia Marketing Association (IMA).

The second award is the Best Chief Marketing Officer 2023 in Providing Innovative Products for Various Customer Segmentation (Category: Automotive) from the Indonesia Best CMO Award 2023 event.

"We believe that all Toyota's achievements so far cannot be separated from the spirit of innovation and solid collaboration of all stakeholders, who are involved in the marketing of Toyota cars in Indonesia. For more than half a century of struggling, we have all managed to get through every difficult time well and grow with customer confidence," concluded Anton Jimmi Suwandy.