Toyota & Abdul Latif Jameel Join Hands To Enhance Customer Experience

Toyota Motor and Abdul Latif Jameel held a ceremony celebrating the signing of a joint venture, that will see customers in Saudi Arabia and the Middle East have more choice in personalising their vehicles with genuine Toyota accessories.

As demand for tailored vehicle options grows in the Middle East region, the joint venture, known as Toyota Accessories and Development ME India (TADME), will build on the joint experience and knowledge of Toyota and Abdul Latif Jameel and expand to provide more options of accessories suitably designed for the local consumer taste. 

This is the first time Toyota Motor has joined with a private distribution partner in such a venture anywhere in the world, reinforcing the trust and reliance placed on Abdul Latif Jameel and its long-standing relationship with the multinational automotive manufacturer. Toyota Motor Corporation will be the majority shareholder in the historic venture with a potential customer base of over one million vehicles in the Middle East. 

TADME will employ local expertise to bring Toyota Genuine Accessories to customers in the Middle East region. The venture will also play a vital feedback role for Toyota’s Conversion & Accessories operations to improve its accessories offering for the region.

“As customer needs evolve and diversify, we are pleased to offer drivers in Saudi Arabia and the Middle East region even more choice when it comes to personalizing their experience with genuine Toyota accessories. We are honored to join Toyota Motor Corporation, in unlocking new value for our customers and paving the way for greater vehicle personalization in the region,” said Hassan Jameel, Deputy President and Vice Chairman Abdul Latif Jameel.

Akitoshi Takemura, Regional CEO for Toyota Motor, commented, “We are delighted to celebrate the opening of the new TADME office in Bengaluru, a major milestone in our mission to produce Happiness for all. Our joint venture with Abdul Latif Jameel underlines Toyota’s commitment to understanding and meeting the rapidly evolving needs of our customers ensuring drivers can easily customize and personalize their vehicles by developing a wide range of genuine accessories, while continuing to deliver the exceptional quality, durability, and reliability for which Toyota is globally recognized. Ultimately, these efforts will provide our customers with greater peace of mind wherever they drive.”

TADME will design, develop and deliver its products in Bengaluru, long regarded as India’s information technology capital and home to the R&D bases of corporations from around the world.