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The importer of Japanese vehicles plans to close the year with 6% of the market
Paola Andrea Vargas Rubio – [email protected]
At the launch of the mini SUV Rush, Toyota President Edge Egashira spoke about the goals of the Japanese brand in Colombia, the perception that she has of the Colombian market and stressed that "they are working together with Andemos and the government to reduce the taxes on products that come from Japan ".
What obstacles do businesses face when working in Colombia?
In Colombia, there are obstacles. For example, Toyota has to pay tariffs for cars coming from Japan. For this reason, we are working with Andemos and the government to reduce taxes on products from Japan. If Colombia's treaty with Japan were to be consolidated, the costs of automobiles imported from the Asian country would decrease.
You have been in Colombia for more than a year, during this period, how do you perceive the Colombian market?
The Colombian market is growing steadily. For the automotive sector, this is a good option because there are five vehicles per 1,000 inhabitants, which suggests that there is still a lot of opportunities for growth and increase in the number of customers
. does the brand to improve its competitiveness?
Toyota had some important challenges, so they had to make some changes. The most relevant were: correct the price to make our vehicles more affordable in the market and penetrate new segments with the launch of models like Corolla and Rush.
What motivated them to make Rush in Colombia such an atypical model within the brand and how much do you plan to sell?
The Rush model is part of the SUV segment. This category is one of those with the highest sales. With this launch, we seek to have a share and gain ground in this part of the market. We expect to sell 60 units of this line per month.
Do you have a definitive plan for the auto show in November?
Up to now, we plan to bring our portfolio vehicles and drive the recent launches. In addition, we will have concept cars to show trends and discuss issues such as scheduled maintenance, among others. We expect sales will increase by 20% during the event.
What is the reason for Toyota's 52% growth this year?
This growth occurred due to price adjustment, the launch of new products, the availability of the Mercosur agreement, which allowed us to reduce import costs and thus to double sales of references such as Hilux. In addition, there are external factors to the business such that the economy has been strong, among others.
What is the sales goal for this year?
We plan to close this year with a 6% market share. To do this, we plan to sell 255,000 units by the end of the year
What share of the Latin American market is Toyota?
In Latin America, 4 million vehicles are sold each year, including 400,000 of the Toyota brand, so it is fair to say that we have about 10% of the Latin American car market.
* Invited by Toyota
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