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Toyota enhances its executive structure to ensure continued growth and accelerated transformation

Toyota will enhance its executive structure in Europe to ensure continued growth and success.

Yoshihiro Nakata
Yoshihiro Nakata

This is part of a global approach, announced today by Toyota Motor Corporation under the theme of “Inheritance and Evolution”, and is prompted by a desire to further accelerate towards a once-in-a-century transformation by further enhancing the flow of expertise between global and regional operations.

Europe is the fastest changing automotive region globally - especially in key areas such as carbon reduction & carbon neutrality, electrification, hydrogen economy and mobility solutions.

Today, Toyota is enjoying unprecedented success in Europe with a record market share of 7.3% in 2022 and clear 2nd place for the Toyota brand in the region by sales volume – thanks largely to increased customer demand for its multi-technology range of electrified low emission products and its Kinto mobility offers.

Looking ahead, Toyota’s ambition is to continue its success in Europe by maintaining leadership and growth through a once-in-a-century period of transformation. At the same time, global Toyota also has the ambition to benefit from learnings and experience in all regions.

To realise these local and global ambitions an enhanced executive structure will be created to ensure efficient information flow and decision-making with Toyota in Japan, thereby ensuring the further development of Toyota’s businesses in Europe and around the world.

Under this new structure, Yoshihiro Nakata, as CEO Europe Region, will be responsible for strategic planning, communication and liaison by close collaboration with Toyota in Japan. Matt Harrison, as COO for Toyota Motor Europe, will remain responsible for implementation, operational excellence and commercial success in Europe.

Matt and Nakata san will continue to work closely together, and in parallel, to realise Toyota’s ambitions for Europe, and to ensure learnings and success factors are effectively transmitted to Toyota in Japan for the benefit of the company on a global basis.

Toyota Motor Europe NV/SA (TME) oversees the wholesale sales and marketing of Toyota, GR (Gazoo Racing) and Lexus vehicles and parts and accessories, as well as Toyota’s European manufacturing and engineering operations. Toyota directly employs over 25,000 people and has invested over EUR 11 billion in Europe since 1990. Its eight European manufacturing plants are located in Portugal, the UK, France, Poland, Czech Republic and Turkey. Today, there are approximately 16.5 million Toyota, GR and Lexus vehicles on European roads, whose drivers are supported by a network of 28 National Marketing and Sales Companies and around 2,800 retail sales outlets in 53 countries (EU, UK, EFTA countries + Russia, Israel, Turkey and other Eastern European countries). In 2022, TME sold 1,080,975 vehicles in Europe for a 6.4% market share. For more information, visit Facts & Figures ( and

Toyota believes that when people are free to move, anything is possible. In the pursuit of “Mobility for All”, Toyota aims to create safer, more connected, inclusive and sustainable mobility to achieve its mission of producing “Happiness for All”. In Europe, TME launched the KINTO mobility brand which offers a range of mobility services in 14 countries, and is growing its business-to-business sales of zero-emission fuel cell products and engineering support. Contributing to the UN Sustainable Development Goals, Toyota is working to achieve carbon neutrality in its entire business across Europe. A historic leader in CO2 reduction in Europe, TME aims to achieve 100% CO2 reduction in all new vehicles in Western Europe by 2035 and will continue to offer a full range of electrified powertrains to customers across the region with its hybrid, plug-in hybrid, battery and fuel cell electric vehicles. When it comes to sustainability, Toyota is committed to going Beyond Zero. 

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