Saudi's Abdul Latif Jameel, Toyota form JV to enhance customer experience
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Saudi’s Abdul Latif Jameel partners with Toyota to personalise automobiles

Saudi’s Abdul Latif Jameel partners with Toyota to personalise automobiles

The joint venture will bring genuine Toyota accessories to the Middle East region, benefitting customers with more choices of accessories

Divsha Bhat

Toyota Motor Corporation and Saudi-based Abdul Latif Jameel have signed a joint venture (JV) that will see customers in the kingdom and the Middle East have more choice to personalise their vehicles with genuine Toyota accessories.

As demand for tailored vehicle options grows in the Middle East region, the JV, known as Toyota Accessories and Development ME India Pvt. Ltd. (TADME), will provide more options of accessories suitably designed for the local consumer taste.

This is the first time Toyota Motor Corporation has joined with a private distribution partner in such a venture, 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.

“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 personalising their experience with genuine Toyota accessories,” said Hassan Jameel, deputy president and vice chairman of Abdul Latif Jameel.

“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 customise and personalise 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,” stated Akitoshi Takemura, regional CEO for Toyota Motor Corporation.

Meanwhile, TADME will design, develop and deliver its products in Bengaluru in India.

Read: Toyota to invest $624m to make EV parts in India

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