Section 5. Latin America, Africa, and Middle East

Item 1. Responding to Market Growth and Expansion

Trends in the Middle East

In the Middle East, the demand for cars grew dramatically as crude oil prices rose. Toyota's sales volume increased from 169,000 vehicles in 2000 to 590,000 in 2008, thanks to TMC-led active sales promotion policies and enhancements to various facilities such as showrooms and service/parts centers by the distributors in various countries. Subsequently, Toyota's sales volume fell below 500,000 in 2009, but recovered to a level above 500,000 in 2010, where it has since remained.

In the Middle East, the distributors in various countries have been active in corporate social responsibility activities. In Saudi Arabia, for example, Abdul Latif Jameel Co. Ltd. (ALJ) was instrumental in establishing the Saudi Japan Automobile High Institute in 2002. ALJ also set up a scholarship system and has been operating community centers. Additionally, in Oman, Saud Bahwan Automotive LLC has been operating a school for the blind and a facility for the physically challenged.

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