Toyota Canada CEO promises “Relentless focus on what matters most to our customers: unmatched long-term value and an excellent customer experience”

TORONTO, February 13, 2025 – On the cusp of the 2025 Canadian International Auto Show, Toyota Canada Inc. (TCI) President & CEO, Cyril Dimitris, addressed a room full of industry stakeholders. In his first speech since taking the lead at TCI on January 1, Dimitris spoke about the relentless focus on customer experience that will continue to lead the company.

“Our focus and our formula will continue to be what we’ve done so successfully, for so long: staying laser focused on the wants and needs of Canadians,” he said. “We want every interaction with the Toyota or Lexus brand to be a remarkable one. One that upholds the expectations our customers and guests have of us, and one that matches the quality and experience they have with the product itself.”

Contributing to the Canadian economy

“It all starts with Toyota’s belief in building where we sell, because we know Canadians want to buy from brands that support a strong Canadian economy.”

He highlighted that Toyota has invested more than $11 billion in its Canadian operations so far, and that TCI’s best-selling Toyota and Lexus models are assembled here in Canada.

“Last year alone, the 8,500 Team Members at Toyota Motor Manufacturing Canada (TMMC) assembled more than 533,000 vehicles, making them the number one automotive manufacturer in Canada once again.”

Maintaining electrification leadership with a multi-pathway approach

Dimitris also reiterated Toyota’s successful approach to electrification.

“To reduce overall carbon emissions as much as possible and as quickly as possible, Toyota has embraced a multi-pathway approach to electrification,” he said, explaining that TCI offers Canadian consumers a full range of electrified powertrains, including battery electric, plug-in hybrid electric, hybrid electric, and hydrogen fuel cell electric vehicles.

“Providing this choice of powertrains and models makes it easier for drivers to choose the carbon-reducing electrified vehicle that best fits their lifestyles and budgets. And that means we’re putting more electrified vehicles into more driveways – and reducing more carbon emissions – every year. It’s the right thing to do for Canadian drivers, and it’s the right thing to do for the planet.”

This approach has been successful, he said.

“Staying flexible also allows Toyota to quickly respond to changing consumer demands, and we’re proud that we sold a record 117,000 electrified vehicles in Canada last year, representing nearly 50% of our total sales. Of those electrified vehicles, over 26,000 were zero-emission vehicles, up 59% year over year.”

Providing Canadians with choice as Canada’s last full-line automaker

Canadians also expect Toyota will continue to offer them a full range of vehicles, all with a combination of performance, style, comfort, safety, and technology, Dimitris said.

“As Canada’s last full-line automaker, we’re the only ones still offering customers at least one model in every segment. Providing that choice is important because our customers know they can count on us for options that meet their needs, lifestyles, and budgets.”

TCI currently offers Canadians 23 different Toyota and 16 different Lexus models. Dimitris announced that, over the next year, the company plans to introduce several new and next-generation models, including the new generation 4Runner unveiled during the event.

Continuing to be Canada’s mobility company of choice

“No matter what challenges we face over the next few months, Toyota Canada plans to continue to be Canada’s mobility company of choice, connecting Canadians to sustainable mobility solutions, making peoples’ lives better and making our communities stronger.”

“We plan to do this with a relentless focus on customer experience excellence, industry-leading products and services, and continued electrification leadership. And we’ll continue to offer choice, so Canadians can find the Toyota or Lexus that suits their lifestyle, fits their budget, keeps them safe, makes them smile, and provides unmatched, long-term value.”

Click here to read the full speaking notes.

About Toyota Canada Inc.
Toyota Canada Inc. (TCI) is the exclusive Canadian distributor of Toyota and Lexus vehicles. Toyota has sold over six million vehicles in Canada through a national network of 287 Toyota and Lexus dealerships. Toyota is dedicated to bringing safety, quality, dependability and reliability to the vehicles Canadians drive and the service they receive. TCI’s head office is in Toronto, with regional offices in Vancouver, Calgary, Montreal and Halifax, and parts distribution centres in Clarington and Vancouver. Toyota also operates two manufacturing facilities in Canada. Having produced more than 10 million vehicles, popular Canadian models built at these facilities include Toyota RAV4, Toyota RAV4 Hybrid, Lexus RX 350 and RX 450h hybrid, as well as Lexus NX 250, NX 350 and NX 350h hybrid. The company has sold more than 24 million electrified vehicles worldwide and is the number one seller of electrified vehicles in Canada.

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