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Toyota Motor Corp. is creating a fully owned subsidiary to coordinate marketing and advertising at home and abroad as it aims to tailor its vehicles to local markets.
The yet-to-be-named company will start operation Jan. 1, Toyota announced today. It will be headed by Toyota President Akio Toyoda and Hiroshi Takada a recent Toyota retiree.
The move makes the Japanese automaker’s marketing and advertising operation a free-standing entity empowered to make quicker decisions, Toyota spokeswoman Ririko Takeuchi said.
“It will handle advertising, sales promotion and global marketing strategy,” Takeuchi said. “It will focus on marketing issues globally and help create a unified message.”
Toyoda took office last month, pledging to improve the fit of the Toyota line to different markets. He also wanted to push decision making closer to the front lines.
Takada, co-president of the new marketing company, retired during the June boardroom overhaul as senior managing director in charge of global planning. His marketing experience dates back to 1995-2001, when he was general manager of domestic marketing and advertising.
As reported by Automotive News