Three UK centres have been selected from more than 2,500 Toyota European retailers to receive an Ichiban Award for outstanding customer service.  Ichiban means ‘number one’ in Japanese and is reserved for businesses which demonstrate a commitment to putting the customer first.

Toyota Ichiban Award 2020 UK winners:

  • John Roe Scunthorpe won an award in the Small Retailer category, showing a positive workplace culture, with strong customer loyalty. David Bird, former Centre Principle said: ‘The reason Scunthorpe John Roe is successful is the great staff who work as a team, caring for the clients and each other, as a family. It’s always been the same, meaning the staff don’t wish to leave, giving continuity which clients enjoy and they then become friends.’’
  • Listers Toyota in Nuneaton won an award in the Medium Retailer category, scoring particularly highly on the employee retention survey completed by its staff, while also showing great customer loyalty. Richard Burt, Centre Principal for Listers Toyota said: ‘I am extremely proud of the whole team on achieving the Ichiban Award. All members of staff work very hard to ensure our customers receive the best possible experience, whether they are purchasing a vehicle, servicing their current car, or utilising our parts department.’
  • Steven Eagell Toyota in Chelmsford won an award in the Large Retailer category, performing well across multiple awards criteria. Steven Eagell, CEO of the Steven Eagell Group, said: ‘We are delighted and extremely proud to win the prestigious Ichiban Award. This success is testament to the team’s absolute focus on delivering the highest levels of customer satisfaction. Having customer service at the top of the agenda of daily team meetings ensures we are continually striving to improve all aspects of the customer experience.’

This year the award ceremony was a virtual event for the first time, owing to the coronavirus pandemic, with Toyota’s best retailers connecting digitally to Toyota Motor Europe’s Head Office in Brussels for the presentations.

During the ceremony the winning retailers were given an insight into Toyota’s research and development activities and future technology trends.

Gerald Killman, Vice President R&D said: “We in R&D do our best to deliver great products. However, it is our retailers who bring the direct value to our customers through outstanding customer service.”  

Dr Johan van Zyl, President and CEO of Toyota Motor Europe, recognised all the assembled retailers for their outstanding achievements, stressing the importance of listening to the customer’s voice to deliver memorable experiences for every customer who connects with the Toyota brand.

Toyota Press Team

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David Rogers on 01737 367224 or by email at
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  • From left to right: Daniel Bird, General Sales Manager for John Roe Scunthorpe, with former Centre Principal David Bird.’

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  • Pictured here are the following staff from Listers Toyota: (left) Luke Price, Sales Manager, (centre front) David Hefford, Parts Manager, (centre rear) Richard Burt, Centre Principal, (right) Simon Day, After Sales Manager.

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  • Pictured from left to right are Bilal Hassan, Sales Manager for Steven Eagell Chelmsford; Aaron Surry, General Manager of Steven Eagell Chelmsford; Steven Eagell, CEO of the Steven Eagell Group and Hannah Griggs, Service Manager for Steven Eagell Chelmsford.

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