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• Toyota started exporting to Europe a few years after its 1957 entry into the US market • Toyota first established operations in "marginal markets"
– Had neither domestic car manufacturers nor high levels of competition.
• After that, Toyota started to attack Europe's high volume markets like the UK and France
Toyota in Europe Malta (1959) Cyprus (1962) Denmark (1963) Norway (1963) Finland (1964) UK (1965) Greece (1965) Belgium (1966) Switzerland (1966) Sweden (1968) Austria (1970) Germany (1971) Ireland (1973) Gibraltar (1979) Iceland (1979) Italy (1990) Poland (1991) Hungary (1991) Estonia (1992) Spain (1993) Netherlands (1964) France (1968) .
000 units per year by the late 1960s – Finland.Toyota in Europe • Only five countries absorbed more than 3. Denmark. Switzerland and the Netherlands • In many other countries finding distributors and dealers had proved difficult – Only allowed by law to carry one brand and afraid of the risk of starting a new brand . Belgium.
Toyota initially relied on a sales network that comprised agricultural machinery dealers. Toyota took over dealers from discontinued brands – e.Toyota in Europe • Where allowed. Toyota tried to encourage "dual brand dealers" • In several markets.. Talbot and Simca of France • In Germany. gasoline stations and car repair shops .g.
but Germany and the UK still accounted for 40% of total sales Across Europe. consumers recognized Toyota for its outstanding quality and responsiveness .Toyota in Europe Mid-1970s In 1976 In 1980 In 1997 • Started to acquire the first leasing companies for its vehicles • Toyota exported more than 200. Norway and Ireland.000 mark • Toyota had the highest market shares in Finland.000 units annually to Europe for the first time • The company hit the 300.
Toyota Motor Company Brussels (TMC Brussels) In 1987 The company established a technical center In 1989 The company established a market research center By 1989 Renamed TMME to "oversee and coordinate Toyota's sales and parts distribution as well as product planning activities" .The Role of TMME In 1970 The European operation of Toyota was set up in Belgium.
The Role of TMME • TMC started to acquire stakes in distributors and wholesalers TMC Owned Distributors: Significant Stakes in Distributors: Hungary Norway Poland Portugal Spain Independent Importers: Czech Republic Denmark Finland France Germany Italy Sweden UK Austria Belgium Cyprus Greece Ireland Netherlands Switzerland .
The Role of TMME TMME was still dealing with 24 distributors in 1998 The distributors could select their own advertising agencies or rely on material from TMME Distributors were free to choose whether they wanted to use material produced by TMME or produce their own material By 1998. Toyota had 3.700 dealers in Europe .