Japanese auto giant Toyota entered the Estonian market in 1993 and through a steadily growing network of dealerships has become the best-selling vehicle brand in the Baltic region.

“The brand has always been very strong in the Baltics. One of our biggest strengths is our solid, competent and efficient network. We have a very good dialogue with our partners. Their high-quality work, combined with the heritage of our quality brand, has allowed us to achieve success in a profitable way,” Toyota Baltic Managing Director Osvaldo Valentini said.

While it can depend on the excellent sales skills and customer service of leading partners, like AmServ and Elke Grupp, Toyota Baltic is also revising its strategy to strengthen the brand and build a sustainable business.

Its new growth plan involves sustainability through the introduction of hybrid cars, innovation through the modernization of its products and operations, as well as more visible branding by promoting the sports personalities that reflect Toyota’s values and aspirations.

Toyota enlisted top-ranking rally drivers Ott Tänak from Estonia and Benediktas Vanagas from Lithuania as endorsers because of their reputations in their respective countries.

“This is working very well for the Toyota brand in Estonia and could continue this way in other countries, too. In time, we will get more known in other Baltic countries. Any brand that comes to Estonia should find local partners with the same values and vision so that they really connect with the brand,”  Valentini said.