DEKAT DIGITAL 2019 - 2020

PARENT COMPANY
TSAM corporate PR manager, Mzo Witbooi, explains: “Toyota vehicles are sold in more than 170 countries and
regions, and TMC in Japan oversees manufacturing affiliates in 28 countries and regions.
“As the parent company, TMC’s role is to streamline its various operations across the globe. However, the
organisation is aware that it cannot adopt a ‘cookie-cutter approach’ in its operations as there are varying social,
cultural, political and economic dynamics at play in each region.
“That said, some of the organisation’s core business principles are virtually invaluable and apply internationally.
For example, The Toyota Way forms the backbone of the synergies that exist between TMC and its affiliates,
including TSAM.”
CULTURE
TSAM regularly engages with all employees through a series of Toyota Touch workshops across the country,
Witbooi says. “The workshop content – whether delivered in front of a dealer, management or plant/manufacturing
audience – remains the same, to ensure that the organisation’s vision, culture and values at TSAM are common
for all staff. Equally, to build a strong corporate brand, TSAM needs brand ambassadors – employees who are
thoroughly engaged, connected and committed to the organisation.
“The two main pillars of The Toyota Way are Continuous Improvement (kaizen) and Respect for People. These two
ideals are so important that they define the Toyota DNA the world over. We endeavour to act in accordance with
these guiding principles to produce reliable vehicles and the sustainable development of our society,” Witbooi
points out.
MILESTONES
Among the many highlights in TSAM’s illustrious history of nearly 60 years are the half-century anniversaries of the
Corolla and Hilux, in 2016 and 2019 respectively. “The two models have not only sold millions of units in SA but
have also endeared themselves in the hearts of many South Africans. Not far off is the ubiquitous Toyota Hiace,
which averages sales of 1 300 units a month,” Witbooi notes.
“The R6,1 billion investment Toyota made to facilitate the production of the all-new Hilux and Fortuner at its
Prospecton plant in Durban was one of our proudest moments. It also reaffirmed TSAM as the largest automaker
in South Africa,” he continues. “When the Toyota Gazoo Racing South Africa team won the Dakar rally for the
first time earlier this year, the victory wasn’t exclusively for Hilux drivers; it was for the country as a whole as the
winning car was locally manufactured.”
The introduction of new models such as the C-HR and the return of Toyota GR Supra were also memorable
occasions – “an indication that we are not just about mass appeal, but also have millennial and niche products
in our repertoire.
“However, it is our aftersales support, through TSAM’s wider dealer network, as well as the quality of our products
that really sets us apart. The quality, durability and reliability (QDR) of our products are the mainstay of the Toyota
brand,” he stresses.
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