Toyota to Enter Customizing Business

Tokyo―TOYOTA MOTOR CORPORATION (TMC) announced today that in order to meet individualized customer requirements it is entering the customization arena full-scale. To do so, it is jointly establishing Toyota Modellista International Corporation (Suginami-ku, Tokyo) with Toyota Technocraft Co., Ltd., and Toyota Modellista Fukuoka Corporation (Hakata-ku, Fukuoka) and Toyota Modellista Kobe Corporation (Chuo-ku, Kobe) with local dealers.

Because of the partial deregulation of motor vehicle modification codes following amendments to the Road Transportation Motor Vehicle Law in November 1995, Toyota expects to see expanded demand for customizing work from customers who want a vehicle that is "mine and mine alone."

Based on these developments and in connection with the company's 60th founding anniversary next year, Toyota will return to its manufacturing roots and set up new companies to manufacture more personally customized cars. The company hopes to help customers design diverse lifestyle choices that go beyond existing products and services.

The new joint ventures will develop and procure parts and materials both at home and in many countries overseas. As stated in Toyota's New Global Business Plan announced by Toyota in June 1995, these companies will play a leading role in "expanding imports of foreign-made parts and materials."

The new ventures will engage in the following

1. Develop and sell customized vehicles and components, and offer individualized customizing services.

   Under the Modellista logo, the new companies will establish outlets in Tokyo, Fukuoka, and Kobe to sell products according to order, including customized vehicles, components, and original equipment. They will also manufacture and sell fully customized items meeting the detailed requirements of individual customers.

   The new business will center on Toyota Modellista International and TMC's partner, Toyota Technocraft, a company with much experience in the production of special-purpose vehicles.

2. Create distinct outlet identities.

   Following the theme "creating vehicles that perfectly fit customer tastes," Modellista outlets will display their own original vehicles, parts, and equipment and introduce "show window factories," where customers can view customized parts and equipment being installed on vehicles. In addition, an outdoor-sports equipment shop will share the outlet at Modellista Tokyo, and a JMS auto shop will open on the Modellista Fukuoka premises. These shops will provide a synergetic effect for attracting the interest of customers.

   Modellista Kobe, next to Harbor Land―a highly popular meeting spot among young persons―will be an information-gathering base for customizing services.