Partnership-building with retailers yields awards success for Toyota

29 June 2023

A strategy of building an open, honest and transparent partnership with its retailers has reaped rewards for Toyota, reflected today in the company being voted the best manufacturer to represent in in the 2023 Car Dealer Power Awards.

Car Dealer magazine’s annual study saw Toyota achieve an average score of 91.5 per cent from retailers’ assessments of a wide range of business elements, from the quality of finance offers, new car supply, return on investment and the accessibility of head office teams. The satisfaction percentage is higher than that achieved by last year’s winner and sees Toyota move up the rankings from eighth place in 2022.

Mark Roden, Toyota (GB) Operations Director, said: “We have worked closely with our retailers to agree strategic ambitions and develop programmes and initiatives to capitalise on market opportunities. Manufacturers don’t have the retail experience of our networks, so their input into developing the best solutions is critical.”

The development of shared stakeholder solutions has enabled Toyota to grow its new vehicle market share, particularly in retail sales, increase its used vehicle sales penetration and grow its after market parc. This has delivered increased returns for retailers over the past five years to rival some premium brands.

Roden identifies Toyota’s technology-neutral approach to future powertrains and mobility as the key differentiator for its franchise, with a model range that includes hybrid electric, plug-in hybrid electric, battery electric and fuel cell electric models: “Different customers require different mobility solutions. Hybrids and PHEVs remain an attractive and affordable proposition for customers who want to reduce their emissions,” he said.  

“Our retail partners have had strong success with these powertrains and recognise the benefits of consumer choice when it comes to electrified products.

“We are in constant dialogue with our franchise partners through our councils and committees, and from that I think they know how much we value them as our business partners. Nonetheless, I would like to put on record my sincere thanks and appreciation for the way they have demonstrated through the Car Dealer Power Survey how much they value the franchise and the strength of the relationship we enjoy.”

James Baggott, editor in chief of Car Dealer Magazine, said: “Toyota’s dealers gave it the highest marks in our survey for its warranty, aftersales, finance offers, new car supply, and manufacturer requirements. It also achieved joint top scores for its forward planning with the second placed manufacturer.

“Rising seven places in the chart is no mean feat and shows how happy the UK’s Toyota dealers are.”


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Partnership-building with retailers yields awards success for Toyota


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