Toyota Lanka
aiming to become the total integrated mobility solutions provider
The world’s largest automaker Toyota is looking for growth from a range of emerging new technologies with novel automobile concepts in the future creating a new dimension in mobility solutions. Following was shared with us by Mr. Manohara Athukorala, Director/ COO of Toyota Lanka.
Q COULD YOU TELL US ABOUT THE BEGINNINGS AND THE CURRENT POSITIONING OF TOYOTA LANKA?
100% owned by Toyota Tsusho Corp; Toyota Lanka, is the 1st local auto company to set -up ‘3S’ Sales, Spare Parts and Services under-one roof. After 2003, company started to strengthen network of 3S branches in Ratmalana, Maharagama and Negombo, Kurunegala, Matara, Kandy and Ampara in addition to our spare-parts network in Ratnapura, Galle, Kalutara, Gampaha, Nugegoda and Panchikawatta.
Q WHAT CATEGORIES OF VEHICLES
DOES YOUR COMPANY IMPORT TO SRI LANKA?
We have widest product range of gasoline, diesel and hybrids. From Wigo as (1L) entry level. Yaris Ativ, Prius C represents the Passenger Cars. For SUV’S, we have Hilux, Hilux high grade, Rav4, Fortuner, Land Cruiser LC79, Land Cruiser Prado and V8. Speaking on the Commercial Vehicles; Coaster Commuter Buses, aero dynamic-all new Hi-ace serves this segment. HINO Truck segment comprised of 300, 500 and 700 series, whilst Forklift are available with gasoline, diesel and electrical in Toyota Industrial Equipment segment.
Q HOW’S THE DEMAND FOR TOYOTA
VEHICLES IN SRI LANKA?
Toyota holds a substantial market share in Sri Lankan automobile industry. We recommend customers to buy our brand new (tropicalized) vehicles, since they are manufactured to Sri Lanka after deep study of Sri Lankan road conditions, safety, durability, and economical value. We must also thank, our customers for their requests, as it helps introduce Toyota Sure “Certified” vehicle range. The lineup comprised of Toyota Vits, Axio, Allion, Premio, CHR and Harrier model which are tested, handpicked by Toyota staff and comes with genuine unadjusted mileage, its original status (conditions) with trusted safety. We offer with all-inclusive Toyota Lanka warranty and supported by island-wide service network which can only offer by Toyota Lanka, the home of Toyota in Sri Lanka.
Q WHY DO YOU THINK TOYOTA
SHOULD BE THE NO.1 CHOICE FOR PERMIT HOLDERS AS WELL AS ORDINARY CUSTOMERS?
Toyota’s essence is “Quality, Durability, Reliability and Safety (QDRS)”. When you purchase a Toyota vehicle, you are certain that you will not be troubled in the road. The vast model range, spare parts availability, island wide service network and highest resale value are key factors that keep the Toyota brand on top.
Q HOW’S SRI LANKA’S AUTOMOBILE
SECTOR PERFORMING AT THE MOMENT?
2018 and 2019 have been the toughest years in the automobile history of Sri Lanka due to the economic slowdown and improper tax and duty structures. The current tax is charged on engine capacity (Cubic Capacity) and not on the globally accepted CIF value. For an instance Prius 4th gen before tax was Rs. 7 million and after it was Rs. 13 Million.thereby this cases very unfavourable situations to customers to buy a true Japanese automobile which has the best economical, highest quality with the highest re-sale value and such dream has become even a distant dream for many owing to the tax imposition.
Q WHAT MEASURES HAS TOYOTA LANKA TAKEN TO FACE THESE CHALLENGES?
We have basically expanded our operations in after-sales, repairs, spare parts, lubricants (Toyota Genuine Motor Oil) and tyre (Pirelli) segments. We are focusing on becoming a total mobility integrator and provide an extra-ordinary technical service to our customers. If there is a Toyota service record, one could always get a premium when disposing the vehicle, since the buyer knows it had been maintained by a professional company. At the same time, we also attract the genuine permit holders, who are government servants. We have cars such as the Corolla, Yaris Ative and the double cab which are affordable to them, with the manufacturer’s warranty and after-sales care.
Q HOW DO YOU COMPARE THE FACILITIES AVAILABLE AT TOYOTA LANKA WITH TOYOTA FACILITIES IN THE WEST? We as a part of Toyota, everything is all about global standards and vales. When we set up our facilities and showrooms, we are following global operative guideline (GOG), this extends beyond tangible and goes into DNA of customer service levels and standards as a global automotive citizen. We are proud to say that all our facilities and showrooms in Sri Lanka are built and branded to the true Toyota world-standards. Our facility is on par with Toyota facilities in the European region and North America even in terms of technology and digitalization.
Q TELL US ABOUT THE QUALITY OF TOYOTA LANKA’S HUMAN RESOURCES? FROM WHERE DOES THE COMPANY RECRUIT TECHNICIANS?
We have high most competent and capable human resources, our human capital. They are well developed for future and trained to meet global changes thru 4 pillars on talent management model comprised on Business Acumen, Go 2 Market, People & Relationship and Corporate Compliance and Governance. Our technical staffs are certified globally, in Japan and Bahrain in particular. Toyota Master Technicians. Toyota Lanka is 5 times recipient of the Outstanding Customer Service Excellence Award (OCSEA) and in 2017, awarded with the Outstanding Customer Service Leadership (OCSLA) Awards, a rank of the elite group in customer service leaders.
Locally, we train over 150 plus students annually taken in from German Technical and Japan Technical Schools as a national CSR initiative. These best in breed auto professionals gets 1000’s of job opportunities over the world, especially from middle-east and Australia-asia and Asia-oceanic regions. These technical graduates will contribute to the global human capital competitiveness and help to boost foreign revenue flows into the country making Sri Lanka a talent hub.
Q HOW BIG IS TOYOTA LANKA STAFF?
To-date, we have provided over 900 direct employment positions with entrepreneurship for thousands in the auto-service industry.
Q HOW ENVIRONMENTAL-CONSCIOUS ARE PRESENT TOYOTA VEHICLES?
Toyota concern on environment been always great. The world’s first hybrid, Prius and Mirai are most ecofriendly vehicles, are coming under the “Toyota New Global Architecture (TNGA)” platform, for electric and hydrogen-fuel cars.
Q HOW DIFFERENTLY DOES TOYOTA LANKA TREAT CUSTOMERS THAN ITS COMPETITORS?
One part of our mission is ‘creating delighted life-time customers’. We treat customers as guests. The emotional relationship matters a lot, because a vehicle is part and parcel of the customer’s life. That’s why we have created a ‘Mahagedara’ (The Home of Toyota) type of atmosphere at our facilities, to make the customer feel at home.
Q WHAT ARE THE FUTURE PLANS FOR TOYOTA LANKA UNDER LOCAL LEADERSHIP?
We want to be present in all major cities in the country by 2020. In the vehicle value chain there are many opportunities, and we are highly keen to be present at all customer touch points. We are also considering the possibility of introducing the Lexus vehicles that represents ‘Super High-grade Segments” to the Sri Lankan market. Q WHAT ARE THE PROSPECTS FOR OPENING A TOYOTA ASSEMBLING PLANT IN SRI LANKA?
In order to consider such a business model, of course it creates a greater national wealth creation; there are many factors needs to be in place. For instance, growth of the market, local availability of parts, favourable local policies and flexibilities, a components manufacturer are need to be considered.
Q TELL US ABOUT TOYOTA LANKA’S CSR INITIATIVES?
We have carried out a number of refurbishments in the Chest Hospital, Cancer Hospital and we intend to assist Lady Ridgeway. We have a Land Cruiser and Hilux Club to assist in emergency situations. ‘Dream Car’ international art competition for kids is something unique we do, with the participation of schools situated island wide. We have produced 6 global winners, they went to Japan with their families and receipt of their global awards.
Q IN YOUR VIEW, HOW WOULD FUTURE CARS LOOK LIKE?
Auto-industry is disrupted by CASE (C-connected Cars, A-autonomous Driverless Cars, S – Shared Cars, & E -Electrification) phenomenon. There will be totally different vehicle concepts such as automobiles and shared cars.
Q HAVING WORKED IN THE HOSPITALITY SECTOR FOR MANY YEARS, HOW DIFFERENT HAS BEEN YOUR ROLE IN AN AUTOMOBILE COMPANY?
Toyota Lanka is the only 100% owned Japanese auto seller of the automaker in Sri Lanka. Mr. Shungo Yoshioka being the Managing Director (who is representing from our parent company Toyota Tsusho Corporation, Japan), we get the true exposure for many Japanese philosophical and management practices which we are striving transcend it’s true value to our customers as Omotenashi (Customer Guest hospitality experience) in every customer touch-points in the customer journey with Toyota Lanka. So I as the Director/coo and our staffs are extremely lucky to inculcate visionary guidance to improve the service standards embedded into customer service and creating an unique customer delight experience. It is the same hospitality philosophy which we treat our customers as “guests” as we believe selling is ‘one time’ and serving is “life-time”.