Toyota and Lexus are two of the pillars of the automotive sector in the region, what are the new communications strategies for the brands in the region?
Our approach is not always about bringing novelty in our comms strategy, but enhancing the way we develop and deliver activities, guided by data-led insights.
At Toyota and Lexus UAE, we’re pushing beyond automation. We are using AI to unlock deeper customer understanding. From real-time sentiment analysis at call centers to AI-generated personas for campaign testing, our focus is insight-driven personalization. Our WhatsApp bots also act as behavioral insight tools, while AI-generated content fuels faster, more agile digital campaigns.
But tech won’t replace the human touch, and personalization won’t come at the expense of brand storytelling. We’re equally focused on storytelling, on-ground activations, and community engagement, thus ensuring data doesn’t dilute the brand soul. It is important to stay connected with our customers outside of digital touchpoint. We do this through our support of motorsports, initiatives like Al-Futtaim Lexus Content Lab, events and more.
We are conscious that AI must be carefully deployed: efficiency in one area, such as lead generation, can break the customer journey if it is not matched by readiness in other areas, such as showroom operations.
What’s with EVs being all the rage, and the region adapting to include new laws to support them, how is Toyota and Lexus entering this field specifically in the GCC?
Electrification isn’t new to us. Al-Futtaim Automotive introduced hybrid taxis to the UAE as far back as 2008, when we handed over a new fleet of 554 Toyota Camry Electric Hybrids to Dubai Taxi Corporation.
Today, the shift is accelerating, with growing demand for hybrids, plug-in hybrids, and full EVs. We’re working hand-in-hand with government bodies and major fleet operators such as Dubai Police, Roads & Transport Authority, Cars Taxi and major corporate and SMEs on their fleet electrification strategies to ensure we continue driving sustainability across the industry and across the country.
The National Electric Vehicles Policy, released in 2023, set a target of 50 percent NEVs on the road and highlighted major steps taken across the UAE to boost EV adoption. By 2030, 50% of our sales will be New Energy Vehicles. And through Al-Futtaim Automotive, we’re installing 10% of the UAE’s EV charging stations, building the infrastructure that powers the future.
Almost two-thirds of UAE residents want to make EV, their primary mode of transport by the year 2025, according to a survey carried out by our own Automotive division. The electric transition requires a huge shift, and hybrids as well as plug-in hybrids are also important options towards greener mobility.
The consumer is king indeed, and a new crop of consumers have different wants and needs from their mobility vehicles, how are Toyota and Lexus listening and adapting to this new consumer?
Today’s consumer isn’t just buying a car. They’re choosing a lifestyle, a purpose, and even a partner in a sustainable lifestyle. Our response is a flexible, multi-pathway strategy: offering multiple electrified powertrain solutions to our customers tested and tailored to local needs, energy availability, and infrastructure.
This is because mobility landscapes differ from country to country. With our multi-pathway approach, we are encompassing diverse eco-friendly vehicle technologies to cater to different usage needs, economic circumstances, energy sources, and infrastructure readiness, so everyone can immediately start contributing to carbon neutrality.
Growth is always the plan and always has been, how are you tackling this for the UAE? And if there place for more and more within the sustainable mentality of the new generations?
Growth now means growing responsibly. That’s why we’re focusing on cleaner products, better partnerships, and smarter infrastructure. With youth-driven demand for sustainable mobility, we are aligning with next-gen values: innovation, impact, and integrity. Whether we’re electrifying a taxi fleet or launching a new New Energy Vehicle, our mindset is long-term. We don’t chase trends; we help shape what comes next.
In keeping with the greater awareness about sustainability among the new generation, luxury hybrids such as the LX 700H will play an essential role in the switch to electric vehicles, vastly reducing emissions in the transition period and acting as a vital bridge between the Internal Combustion Engine (ICE) vehicle and the coming age of all-electric motoring.
We are equipped for this transition as we offer the widest range of Hybrid models on the market with 7 Toyota and 6 Lexus models. The Toyota hybrid mix is close to 20% in 2024 (+5% vs prior year) and Lexus Hybrid mix has exceeded 40%.
It has been known for a while that consumers only purchase from companies whose values align with theirs, especially for the younger generation, how does Toyota and Lexus align with the mentality of new generations in the region?
We’re earning trust the same way we always have; by delivering on our promises. In the Middle East, Toyota has enjoyed the highest market share in the region consistently for decade, because of the reliability and dependability of the cars. Toyota is very much a part of the UAE’s cultural fabric as a legacy brand, as is Lexus.
For younger consumers, that means ethical innovation, sustainability targets, and a clear social impact. From carbon-neutral factories to diverse vehicle technologies that support varied lifestyles and budgets, we’re aligning our mission with theirs: smarter, cleaner, and more conscious mobility.
We closely look at what excites our customers and deliver platforms where they can enjoy and access their passions. Al-Futtaim Lexus partnered with TikTok Business Middle East and renowned content creators to launch the Lexus Content Lab, an initiative aimed at empowering car enthusiasts to become content creators. Held at the Al-Futtaim Lexus DIP showroom, the Lexus Content Lab served as an educational platform, guiding audiences on crafting unique, thrilling, and engaging social media content centred around their cherished vehicles.
Al-Futtaim Toyota UAE, through its Gazoo Racing (GR) division, is actively involved in promoting motorsport in the UAE, including sponsoring competitions like the ProjectOne Autocross and launching initiatives like the Toyota Motorsport Academy. eSports. We remain committed to creating platforms where we can connect with our customers, while continuously delivering on our promises.
