Activities by Region

Middle East

In the late 1955, distributor agreements were concluded in Saudi Arabia, Kuwait, the United Arab Emirates, and other countries, leading to the promotion of CBU exports.

Exports increased rapidly in the 1970s, with the market becoming the second biggest after North America in 1982. However, exports later stagnated as global demand for crude oil slowed and prices fell.

Today, Toyota has a sales network in the Middle East that includes 14 distributors and is meeting the needs of revitalized market growth in the area.

GCC Countries (Saudi Arabia)

Year
Month
Events
1955
April
Exports to Saudi Arabia commenced with one Land Cruiser unit
October
Distributor agreement signed with Abdul Latif Jamil (ALJ)
1959
August
Crown marketed
1968
January
Area main dealer system sales policy implemented
December
Hilux introduced
1969
April
Cressida marketed
1976
March
Training program for ALJ executives conducted in Japan
December
Toyota achieves No. 1 market share
1977
January
First Dealer Meeting held in Athens
1978
November
First Middle East sales campaign conducted for 1979 model Hilux
1980
February
Land Cruiser and Cressida displayed at first motor show
February
Muhammad Ali hired for Hilux sales campaign
1981
December
Beam lifter and mixer vehicles displayed at special-purpose vehicle fair
1984
September
Certification system adopted, Saudi Arabia specification vehicles set
October
Proposal for plans to domestically-produce compact vehicles submitted
1985
July
Jeddah Representative Office opened
1986
November
New ALJ head office building completed
1993
April
Ceremony held to mark opening of ALJ Lexus Center

GCC Countries (Kuwait, UAE, Qatar, Bahrain, Oman)

Year
Month
Events
1956
February
Distributor agreement signed with Mohammad Naser Al Sayer and Sons (MNSS) in Kuwait
March
Exports to Kuwait commenced with three Land Cruiser units
December
Distributor agreement signed with Al-Futtaim Motors Company (AFM) in UAE
1957
August
Crown and large truck introduced in Kuwait
1967
May
Distributor agreement signed with Abdullah Abdulghani & Bros. Co. (AAB) in Qatar
1969
October
Distributor agreement signed with Ebrahim K. Kanoo B.S.C. in Bahrain
1975
April
Distributor agreement signed with Suhail & Saud Bahwan in Oman
1978
October
New Al-Futtaim Motors showroom completed
1982
September
Dubai Representative Office opened in UAE (closed in June 1985)
1984
April
New MNSS head office building and showroom completed
1986
January
GCC specification vehicles set in Oman (Specifications set for each country thereafter)
1990
March
Lexus models introduced in GCC countries with launch of LS
1991
July
Toyota training center and representative office established in Bahrain
2002
August
Suhail & Saud Bahwan in Oman split to establish Saud Bahwan Automotive LLC (SBA); business with Toyota continued
2004
April
Ceremony held to mark 40 years of business with AAB in Qatar
2005
March
Ceremony held to mark 50 years of business with MNSS in Kuwait
November
Ceremony held to mark 50 years of business with AFM in UAE
December
Ceremony held to mark 30 years of business with SBA (and its predecessor) in Oman

Three Levant Countries (Jordan, Syria, and Lebanon) and Yemen, Iran, and Iraq

Year
Month
Events
1956
October
Distributor agreement signed with Ismail Bilbeisi & Co. in Jordan
October
Crown displayed in international exhibition in Syria
1965
November
Beirut Representative Office opened (closed in March 1976)
1968
October
First Middle East Conference held in Beirut
1971
April
Distributor agreement signed with Bazara in N.Yemen
1973
January
Distributor agreement signed with Irtoya in Iran (nationalized in February 1979)
1979
October
Single order for 61,000 Crown units received from Iraq Automobile State Enterprise
1980
March
Muhammad Ali campaign expanded to Gulf countries, Jordan, and Lebanon
1983
March
Proposal for plan to domestically produce four-wheel drive vehicles in Iraq submitted
March
Single order for 45,000 Land Cruisers received from Iranian government
1993
July
Distributor agreement signed with AST in Syria and transactions commenced
1994
September
Trading with Irtoya in Iran resumed after revolution
2001
February
Transactions with BUMC in Lebanon commenced
2002
April
Distributor agreement signed with CTA in Jordan and transactions commenced

Other

Year
Month
Events
1975
July
Middle East Market Research Project Team dispatched
1976
May
Middle East Conference held in Tokyo
1977
December
First Middle East Marketing Conference held
1981
September
First Middle East Sales Promotion Conference held in Athens
October
Eight Middle Eastern countries conduct first integrated sales campaign
1987
June
Saudi Arabia/ GCC Marketing Conference held in Tokyo
2006
January
Toyota Caucasus established (wholly-owned by Toyota Tsusho Corporation); Caucasus business transferred to TME in January 2009
2008
May
Toyota Motor Kazakhstan established
2009
January
Caucasus business transferred to TME
2011
January
The Middle East & North Africa Representative Office (MENARO) opened

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