Manabu, President of Korea Toyota, "Launching 8 New Models This Year... Ensuring No Supply Disruptions"

Korea Toyota 2023 Press Conference
Launching 8 New Models This Year Starting with RAV4 PHEV
2 Lexus Models and 6 Toyota Models
Offering Various Electrified Model Options

[Asia Economy Reporter Suyeon Woo] Toyota Korea will launch eight new car models this year, starting with the RAV4 Plug-in Hybrid (PHEV). The company plans to introduce two Lexus models and six Toyota models, aiming to offer a diverse range of electrified vehicle options in the Korean market.

On the 21st, Toyota Korea held a press conference and the launch event for the new RAV4 PHEV at Connect2, located in Lotte World Mall, Jamsil, Seoul. At the event, Manabu Konoyama, the newly appointed president of Toyota Korea, made his first official appearance and emphasized the importance of the Korean market.

President Manabu stated, "For our Korean customers who have been waiting for a long time and for dealers who maintain high customer satisfaction, we will secure supply capacity for the Korean market," adding, "We will understand Toyota headquarters' direction and continuously provide products tailored to the Korean market."

Kon'yama Manabu, the new president of Toyota Korea, is posing for a photo with the RAV4 PHEV model.
[Photo by Toyota Korea]

He continued, "We will continuously introduce attractive electrified models that suit various customer lifestyles," and added, "Through sincere social contribution activities, we aim to become a brand loved in each region."

Toyota Motor aims to provide diverse electrification options through its 'Multi Pathway' strategy, which includes Hybrid Electric Vehicles (HEV), Plug-in Hybrid Electric Vehicles (PHEV), Fuel Cell Electric Vehicles (FCEV), and Battery Electric Vehicles (BEV). Toyota Korea will follow this strategy by sequentially introducing eight electrified models: two Lexus and six Toyota models.

First, the Lexus brand will launch two models: the pure electric sports utility vehicle (SUV) RZ and the fully redesigned RX, Lexus's second PHEV model. The Toyota brand will introduce six models, starting with the RAV4 PHEV, followed by the flagship HEV sedan Crown Crossover, the large luxury HEV minivan Alphard, the mid-large HEV SUV Highlander, the fifth-generation fully redesigned PHEV Prius, and Toyota's first pure electric vehicle bZ4X.

Since introducing the HEV model to Korea for the first time in 2006, the Lexus brand has adopted the slogan "Electrification for People." The goal is to become a luxury brand with sincerity through services tailored to lifestyles. The Toyota brand announced a new brand slogan, "You Who See Value First," reflecting its commitment to offering a variety of electrified vehicle options.

Customer service will also be strengthened. Various new service products that can enhance brand loyalty will be launched. Additionally, digital services such as an AI-based call center and reception kiosks will be provided.