In its 88 years of existence, Toyota has produced more than 300 million cars worldwide. Yosuke Arai, President of Toyota Adria, believes this is proof of Toyota’s relentless commitment to quality, innovation, and customer satisfaction. Furthermore, he emphasized that a strong global presence and understanding of diverse market needs have enabled Toyota to adapt and thrive in various regions, meeting customer expectations with precision and reliability. Croatia is no exception. Toyota’s understanding of the Croatian market is evidenced by sales growth, which is expected to continue this year.
What influenced the growth of Toyota’s sales in Croatia?
– Several factors significantly influenced the growth of Toyota’s sales in Croatia. This includes a wide range of models that resonate well in the local market, a large selection of different engine options, competitive offerings, quick delivery, and vehicle availability. Particularly important is the improved customer support initiatives, especially Toyota’s Relax program, which uniquely offers up to ten years of warranty provided the customer performs regular maintenance at an authorized service. There has also been a significant increase in the sales of our hybrid-electric models, indicating increased interest and trust in Toyota’s wide range of electrified vehicles. As a result, we have seen a substantial increase in sales numbers with a significant percentage growth compared to the previous year. The growth in 2023 compared to 2022 was 13 percent. We are doing our best to continue achieving such results.
Which vehicles are the most desirable in the market?
– The most sought-after models are city and urban SUVs, such as the Yaris and Yaris Cross. These vehicles meet most customer needs. They are still compact enough to maneuver easily in urban traffic while providing ample space for passengers and luggage. The popularity of Toyota’s hybrid-electric vehicles has also strengthened, as people recognize them as an excellent choice for city driving due to their practicality, economy, and unique driving pleasure, all in one.
The new Toyota C-HR has been declared the best car in Croatia for 2024, and the Prius has this year won the title of best design in the world. What led to such results?
– The Toyota C-HR is a milestone model for Toyota in terms of bold and daring design, moving away from classic lines, which has attracted many new as well as existing Toyota customers. The quality of the vehicle, finishing, space offering, and vehicle handling with the new model have been elevated to a higher level, and with its excellent appearance and Toyota’s quality, we won the award for ‘Croatian Car of the Year 2024’. The Prius represents an icon of hybrid technology. With each new generation, we have witnessed increasingly better driving performance, and the new Prius plug-in hybrid electric has made an additional leap in design that has attracted younger customers. Toyota Croatia is particularly proud of this model as its design is signed by Croatian designer Mario Majdandžić, previously known for the excellent design transformation of the Yaris model.
As leaders in the development of hybrid technology and electrification, what do you offer the market?
– Toyota truly offers a wide range of models that meet the diverse needs of our customers in the market. In every vehicle segment, we offer hybrid, plug-in hybrid, or electric technology in the BZ4X model. Our range extends from small city cars and urban SUVs (Yaris hybrid, Yaris Cross hybrid), family SUVs (Toyota C-HR hybrid, Toyota C-HR plug-in hybrid, Corolla Cross hybrid), family sedans and station wagons (Corolla hybrid), to larger family vehicles (RAV4 hybrid, RAV4 plug-in hybrid, electric BZ4X). An electric city SUV is also planned to arrive, which we expect at the beginning of 2025. The Mirai model, powered by hydrogen fuel cells, is popular in Europe, and we hope it will soon be present in our regional market when the infrastructure allows it.
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Toyota has been present in motorsport for 60 years. Why is this part of the business important to Toyota?
– Motorsport plays a key role in Toyota’s business as it serves as a dynamic testing ground for new technologies and innovations. The stringent demands of racing conditions push Toyota’s engineering teams to develop and refine technologies that eventually make their way into Toyota vehicles, enhancing performance, safety, and reliability. Additionally, Toyota’s participation in motorsport and the Toyota Gazoo Racing team exemplifies Toyota’s commitment to excellence, passion for performance, and competitive spirit, inspiring our customers, partners, and employees. A great opportunity is that the World Rally Championship (WRC) has been held in Croatia for several consecutive years, allowing us to convey Toyota’s values and inspiration to all participants and enthusiasts here in Croatia.
How will Toyota further develop in the Croatian market?
– Toyota is focused on a multi-technology approach to electrification, and we want to offer this to our customers in the market, in line with their needs. The emphasis is on promoting and selling our hybrid-electric, plug-in hybrid-electric, and battery-electric models. Additionally, Toyota is announcing some new electric models, which is also a direction we will follow in the near future. Toyota Professional, the commercial vehicle program, is one of the key directions in which we see our business in the future. With the arrival of the Proace Max vehicle, our commercial vehicle offering will be complete, and the program for business users truly provides countless opportunities to meet our customers’ needs. One of our main focuses remains caring for our customers. Through the Relax program, offering up to ten years of warranty, online systems, e-Care, and constant improvement of our processes, we strive to further increase our customers’ satisfaction.
Last year, Lexus achieved a 32 percent sales growth worldwide. How is Lexus performing in Croatia?
– The 32 percent sales growth of Lexus globally reflects the increasing demand for luxury vehicles that offer a blend of performance, sophistication, and advanced technology. In recent years, Lexus has attracted attention with its new design, and sales figures are steadily rising. Lexus makes luxury personal, which more and more people are seeking. With its wide range, it truly offers a choice for everyone. We are excited to see that Croatian customers are increasingly embracing Lexus, as evidenced by a 74 percent growth, which is above the global average. In Croatia, there is the greatest interest in the B-SUV segment, and Lexus has introduced its new crossover, the Lexus LBX, this year, which has delighted customers and is already achieving excellent sales figures.
How has Lexus become one of the fastest-growing premium brands?
– It has achieved this by consistently delivering exceptional quality, innovative technology, and unparalleled customer experience. Lexus’s commitment to craftsmanship, attention to detail, and integration of cutting-edge technology have distinguished it in the luxury vehicle market. This is evidenced by the multitude of awards it wins each year, particularly in the categories of reliability and customer care. As I mentioned, in recent years, Lexus has captured attention with its new design, and sales figures are increasing. The potential and recognition of its qualities that I mentioned are also growing in our market.
Why does Toyota base its values on Kaizen and Genchi Genbutsu?
– Toyota’s values of Kaizen as continuous improvement and Genchi Genbutsu, meaning ‘go and see for yourself’, are the foundation of Toyota’s success. Kaizen fosters a culture of continuous improvement and innovation, ensuring that we continuously enhance our processes, products, and services. Genchi Genbutsu emphasizes the importance of firsthand observation and problem-solving, allowing us to address issues directly and effectively. Together, these principles drive operational excellence, quality assurance, and customer satisfaction, which are at the core of Toyota’s philosophy.
