Global automaker, Toyota is looking to aggressively increase its focus on African consumers in the coming years. Toyota, which has a presence in all 54 African countries anticipates a 5% growth in the east and west African auto markets this year.
Speaking at the Reuters Africa Investment Summit, Toyota Africa CEO, Johan van Zyl said:
“In many countries now consumer marketing is becoming very important.” According to him, in many African countries Toyota previously dealt almost exclusively with governments.
Toyota, which sold about 237,000 vehicles last year on the continent currently has a 14% market share. The company recenty launched its affordable Etios brand recently and is currently selling about 2,000 Etios cars a month on the continent.
Competitors include automakers such as Tata Motors which have strong expertise building cars for emerging market regions.
“People tend to think if you sell things to Africa, you can sell them inferior things. I think that will be the biggest mistake you can make,” he said.
“The consumer in Africa is as much aware of quality than anybody else.”