TOYOTA has opened its Middle East & North Africa Representative Office (MENARO) in Dubai due to its favorable geographical location, excellent infrastructure facilities, and its positioning as a leading regional hub for commerce and industry for multinational, and global companies seeking to make inroads into the broader MENA region.
The regional representative office of Toyota is located in Dubai Airport Free Zone, one of the fastest growing free zones in the world.
Nobuyuki Negishi, a senior executive and industry veteran with 17 years of experience working within the regional sales and marketing function of Toyota Motor Corporation (TMC) in the Middle East, has taken charge of the new office in his official capacity as the chief representative.
Negishi will be responsible for operations across 18 countries to further enhance the leadership and perception of the Toyota and Lexus brands among customers in the region. In line with its strong 2012 global sales record (Toyota & Lexus) totaling 8.72 million units, the Middle East region also reported a record year selling 660,285 units, resulting in a year on year increase of 31 percent as compared to the previous year.
Negishi said: “Having spent several years in the region and nearly three decades with TMC, I can confidently state that the MENA region has huge market potential and represents a strategically important region for us. I am really happy with the opening of our regional office in Dubai, and I am proud to be appointed as the first chief representative to enhance TMC’s market leadership.”
Negishi brings a wealth of automotive experience to his current role with three years spent as head of Toyota’s Bahrain Representative Office (1997-99).
As Chief representative and expert on the region, another key responsibility for Negishi is to work closely with TMC Japan in strengthening relationships with customers by providing them with appropriate vehicles and outstanding service experience that exceeds their expectations, based on in-depth knowledge and understanding of the ever-changing regional market situation and customer needs.
As part of his efforts to build deeper relationships with the community in Dubai, Negishi serves as the chairman of the Japanese Association in Dubai Airport Free Zone and as head of the Golf Club of the Japanese Association of Dubai and Northern Emirates.
Toyota sets up regional office in Dubai
