Toy­ota ad­vances ef­forts to make al­ways bet­ter cars

Toy­ota has be­come one of best global brands: Report

Kuwait Times - - BUSINESS -

KUWAIT: Ac­cord­ing to Jo­han Heis­litz Se­nior Busi­ness Direc­tor Toy­ota at Mo­hamed Naser Al-Sayer “Toy­ota is con­tin­u­ing to evolve as brand driven by in­no­va­tion aim­ing to lead the fu­ture of mo­bil­ity through prod­uct devel­op­ment, sus­tain­abil­ity and fo­cus on peo­ple. The top au­tomaker brand recog­ni­tion is a tes­ti­mony of Toy­ota’s com­mit­ment to build ever-bet­ter safe, ex­cit­ing and fun-to-drive ve­hi­cles.” Pi­o­neer­ing Ef­forts To­wards Sus­tain­abil­ity The con­cept of en­vi­ron­ment friendly ve­hi­cles was rev­o­lu­tion­ized With the ground­break­ing un­veil of Mi­rai, world’s first mass-pro­duced hy­dro­gen fuel cell ve­hi­cle and launch of the fourth gen­er­a­tion Prius, world’s first masspro­duced hy­brid ve­hi­cle.

Toy­ota En­vi­ron­men­tal Chal­lenge 2050 was an­nounced in Oc­to­ber of last year, set­ting chal­lenges that it will un­der­take in or­der to re­duce the neg­a­tive im­pacts au­to­mo­biles have on global en­vi­ron­men­tal health to as close to zero as pos­si­ble, and to con­trib­ute to the cre­ation of a sus­tain­able so­ci­ety.

In or­der to ful­fill th­ese chal­lenges, Toy­ota is work­ing to ex­pand its lineup of hy­brid ve­hi­cles even fur­ther and will work to con­trib­ute to the en­vi­ron­ment by achiev­ing an­nual sales of 1.5 mil­lion units, and cu­mu­la­tive sales of 15 mil­lion units by 2020.

Ex­ten­sive Fo­cus on Re­search and In­for­ma­tion

In 2015-16, the com­pany an­nounced the es­tab­lish­ment of two new com­pa­nies: Toy­ota Re­search In­sti­tute (TRI) and Toy­ota Con­nected Inc (TC). TRI fo­cuses on re­search and devel­op­ment in the ar­eas of ar­ti­fi­cial in­tel­li­gence, robotics, and ma­te­ri­als sci­ence. The re­sults of the re­search will help pro­vide mo­bil­ity to more peo­ple, im­prove trans­porta­tion safety, and en­hance Toy­ota’s lead­er­ship in au­ton­o­mous mo­bil­ity. Toy­ota Con­nected was es­tab­lished to pro­vide data-driven ser­vices to sup­port Toy­ota glob­ally, and pro­vide in­dus­try- lead­ing so­lu­tions in the fields of data man­age­ment, data an­a­lyt­ics, and ser­vice devel­op­ment. The end result aims to of­fer con­sumers a more con­tex­tual driv­ing ex­pe­ri­ence, where the car and its tech­nol­ogy can be used more ef­fec­tively and ef­fi­ciently.

Toy­ota New Global Ar­chi­tec­ture (TNGA)

TNGA is an in­te­gra­tive frame­work in­clu­sive of plan­ning, pur­chas­ing and production which con­sists of three op­er­a­tional steps. The first is to im­prove the ve­hi­cles them­selves and en­hance the emo­tional ap­peal of eye-catch­ing style and “fun to drive” as well as the ra­tio­nal ap­peal of ex­cel­lent func­tion­al­ity. The sec­ond is group­ing devel­op­ment, which en­ables “smart shar­ing” of parts and com­po­nents across dif­fer­ent mod­els. This achieves both in­di­vid­ual and over­all op­ti­miza­tion at a high level. The third is “smart Monozukuri (man­u­fac­tur­ing)” in which TMC and sup­pli­ers work as one to elim­i­nate waste from the plan­ning and devel­op­ment process. Ac­cel­er­at­ing th­ese three op­er­a­tional steps to de­liver “Al­ways Bet­ter Cars” to cus­tomers.

About In­ter­brand’s Top 100 Brands:

In­ter­brand’s pub­lishes top 100 brands report based on a unique method­ol­ogy an­a­lyz­ing the many ways a brand touches and ben­e­fits an or­ga­ni­za­tion, from at­tract­ing top tal­ent to de­liv­er­ing on cus­tomer ex­pec­ta­tion. Three key as­pects con­trib­ute to a brand’s value: the fi­nan­cial per­for­mance of the branded prod­ucts or ser­vices; the role of the brand in the pur­chase de­ci­sion process; and the strength the brand has to com­mand a pre­mium price, or se­cure earn­ings for the com­pany.

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