TORONTO, February 14, 2025 – On the cusp of the 2025 Canadian International Auto Show, Toyota Canada Inc. (TCI) President & CEO, Cyril Dimitris, addressed a room full of industry stakeholders. In his first speech since taking the lead at TCI on January 1, Dimitris spoke about the relentless focus on customer experience that will continue to lead the company.
“Our focus and our formula will continue to be what we’ve done so successfully, for so long: staying laser focused on the wants and needs of Canadians,” he said. “We want every interaction with the Toyota or Lexus brand to be a remarkable one. One that upholds the expectations our customers and guests have of us, and one that matches the quality and experience they have with the product itself.”
Contributing to the Canadian economy
“It all starts with Toyota’s belief in building where we sell, because we know Canadians want to buy from brands that support a strong Canadian economy.”
He highlighted that Toyota has invested more than $11 billion in its Canadian operations so far, and that TCI’s best-selling Toyota and Lexus models are assembled here in Canada.
“Last year alone, the 8,500 Team Members at Toyota Motor Manufacturing Canada (TMMC) assembled more than 533,000 vehicles, making them the number one automotive manufacturer in Canada once again.”
Maintaining electrification leadership with a multi-pathway approach
Dimitris also reiterated Toyota’s successful approach to electrification.
“To reduce overall carbon emissions as much as possible and as quickly as possible, Toyota has embraced a multi-pathway approach to electrification,” he said, explaining that TCI offers Canadian consumers a full range of electrified powertrains, including battery electric, plug-in hybrid electric, hybrid electric, and hydrogen fuel cell electric vehicles.
“Providing this choice of powertrains and models makes it easier for drivers to choose the carbon-reducing electrified vehicle that best fits their lifestyles and budgets. And that means we’re putting more electrified vehicles into more driveways – and reducing more carbon emissions – every year. It’s the right thing to do for Canadian drivers, and it’s the right thing to do for the planet.”
This approach has been successful, he said.
“Staying flexible also allows Toyota to quickly respond to changing consumer demands, and we’re proud that we sold a record 117,000 electrified vehicles in Canada last year, representing nearly 50% of our total sales. Of those electrified vehicles, over 26,000 were zero-emission vehicles, up 59% year over year.”
Providing Canadians with choice as Canada’s last full-line automaker
Canadians also expect Toyota will continue to offer them a full range of vehicles, all with a combination of performance, style, comfort, safety, and technology, Dimitris said.
“As Canada’s last full-line automaker, we’re the only ones still offering customers at least one model in every segment. Providing that choice is important because our customers know they can count on us for options that meet their needs, lifestyles, and budgets.”
TCI currently offers Canadians 23 different Toyota and 16 different Lexus models. Dimitris announced that, over the next year, the company plans to introduce several new and next-generation models, including the new generation 4Runner unveiled during the event.
Continuing to be Canada’s mobility company of choice
“No matter what challenges we face over the next few months, Toyota Canada plans to continue to be Canada’s mobility company of choice, connecting Canadians to sustainable mobility solutions, making peoples’ lives better and making our communities stronger.”
“We plan to do this with a relentless focus on customer experience excellence, industry-leading products and services, and continued electrification leadership. And we’ll continue to offer choice, so Canadians can find the Toyota or Lexus that suits their lifestyle, fits their budget, keeps them safe, makes them smile, and provides unmatched, long-term value.”
