Toyota to reassure regional dealers that EV cavalry will meet expectations

Toyota is taking to the skies to reinforce the importance of its regional network that makes up a large chunk of its 275 dealerships dotted around the country.

Senior executives from Toyota Australia are this month visiting dozens of rural and regional Toyota dealers to reinforce their role in an increasingly electrified world, which is set to dramatically change the cars on offer as the top-selling brand ushers in more efficiency vehicles to meet tightening emissions regulations under the New Vehicle Efficiency Standard (NVES).

It’s all about reminding dealers that there’s plenty in the product pipeline to get them excited and still live up to the Toyota ethos that is built around quality, durability and reliability.

“We’re taking our executive flight and the idea of that is to talk to our dealers and to reassure them of their importance to the Toyota brand and especially to give them confidence that in a vehicle efficiency standard world they’ll be okay,” says Sean Hanley, Senior Executive Vice President of Sales, Marketing and Franchise Operations. “And we’re there to hear their feedback about the market.”

Hanley said the bush is “everything” to Toyota and that it would continue to be a major focus.

“It’s where we started, it’s why we exist,” says Hanley of Australia’s regional and rural areas.

Toyota is increasingly electrifying its fleet, starting with passenger cars and on-road SUVs that are now mostly hybrid.

But it’s the electrified push into capable off-roaders and utes – such as the LandCruiser and HiLux – that naturally has some wondering how Toyota will meet the needs and wants of many customers who drive their Toyotas in remote areas and across challenging and unforgiving terrain.

Such off-roaders have traditionally been powered by diesel, something expected to change as car makers increasingly embrace hybrids and EVs.

“We call it Genchi Genbutsu in the Toyota way,” says Hanley of the executive Australian tour. “That means go to the source.”

Key to Toyota’s popularity and dominance as the top-selling brand is its regional network that provides service and parts for those driving outside the main centres.

Hanley said that was of critical importance to the brand and something it would continue to invest in as competition from new Chinese brands ramps up.

“We will always protect our regional dealers and make sure that they’re confident about the future because they service the very thing we stand for – the value proposition.”

He said the dealer network was one major differentiator between Toyota and newcomers, something it would continue to leverage.

“None of those brands coming have our dealer network,” says Hanley. “None of the dealers they’ve got can invest what Toyota dealers have invested in the last 50 years.”

Join the conversation at our Facebook page
Or email us at editor@carsales.com.au