"We're committed to keeping a strategic focus to grow our business and position our brand as not only the logical but 'inspired' automotive choice in the Canadian market. We're starting 2013 with new products that are key to the market and our brand," he said, noting that only 10 days into the year the new Avalon had already shown dramatic sales growth compared to the same period last year. That followed the launch of the Avalon in late 2012, during which Toyota Canada recorded its greatest single day ever of website activity.
Mr. Ichii added that Canadians know they can count on Toyota for cars and trucks that are dependable, long-lasting and hard-working, but it's also important that the company's offerings "delight the senses." As an example, he cited the Toyota Furia, a new concept sedan with a decisive, confident look, iconic profile and stable stance. He then mentioned the new Lexus IS models, which have been completely redesigned, inside and out, while delivering an even higher standard of excellence in performance-oriented engineering.
Addressing representatives of the Canadian and Ontario governments, industry analysts and members of the media, Mr. Ichii also spoke about the importance of hybrids to the future of the Canadian market. He described how these vehicles are critical to giving Canadians the improved fuel efficiency and lowered emissions they demand, with Toyota Canada leading the way, having just recorded an 81 per cent share in hybrid sales.
In addition, he mentioned the importance of small cars. These represent about one third of the Canadian automobile industry, with steady growth expected in the next couple of years. To take advantage of that opportunity, the company offers – between the Toyota and Scion brands – the broadest range of small cars in Canada, accounting for almost 40 per cent of combined sales.
Mr. Ichii also explained how Toyota Canada is committed to local sourcing whenever possible.
"Nearly 50 per cent of the products we sell in Canada are made at Toyota Motor Manufacturing Canada – which has been recognized by J.D. Power and Associates with 11 plant quality awards, including a global best platinum award and six gold awards. But we also recognize the importance of maintaining a diverse product line-up. That's why we recently announced our decision to begin importing the Yaris from France and why we're building a Toyota-brand sub-compact based on the Mazda2 through a new partnership that takes effect in 2015. These examples demonstrate how we're using our global strength and key partnerships to support consumer choice in Canada."