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Toyota announces its regular organizational changes for January

Word Press Release (EN)
Word Press Release (EN)
Word Profile of New Presi...
Word Profile of New President EN

        Today, Toyota Motor Thailand (TMT) announced its regular organizational changes effective 1 January 2021, as it continues its journey to transform itself from an automotive company to a mobility company and produce happiness for all.

        Among the executive changes, Michinobu Sugata, the president of TMT, will return to Toyota Motor Corporation (TMC) in Japan. Under his nearly-four-year leadership since April 2017, TMT has made significant progress in various areas including vehicle electrification (e.g. the CU Ha:mo project, HEV production enhancement, BEV model introduction, local assembly of batteries for hybrid electric vehicles, 3R start towards Reuse, Recycle and Rebuild), product line-up enhancement (e.g. all-new C-HR, all-new Corolla Cross, Lexus models, among others) and new mobility services (e.g. KINTO, Toyota T-Connect, and Toyota Pay How You Drive insurance).

        He has also worked hard on human resources development, including appointing promising next generation Thai talents to senior managerial roles, fostering a positive work environment and encouraging innovation in the way of working. Furthermore, he instilled the Genchi Genbutsu (go and see) mindset across the entire Toyota team in Thailand, by regularly visiting all dealers nationwide to hear their and customers’ voices for helping improve Toyota’s products and services to exceed customers’ expectations. This year, amid the uncertainties caused by COVID-19, he has been leading the company in conducting a number of CSR activities to support the society under the “Toyota Stay with You” campaign, and making a steady recovery in sales to continue its lengthy contribution to industry and the economy.

        All of these influences led by him have helped the Thai automotive industry grow further as an important global production and export hub, and Toyota has managed to further enhance its strong presence and contribution in the country.

        Noriaki Yamashita, the general manager of TMC’s Sales & Marketing Support Division, will succeed Sugata as the president of TMT. Over the three decades since joining TMC in 1985, Yamashita has accumulated rich experiences and expertise in Toyota’s global sales and planning operations, including his assignments in Toyota Motor Europe Marketing & Engineering and Toyota Motor North America in 2000 – 2002 and 2014 – 2017, respectively. In his current role in TMC, Yamashita has led a number of Toyota’s important global-level projects, including “Start Your Impossible”, Toyota’s first-ever global corporate initiative aiming to realize “Mobility for All”. He has also poured his strong passion to strengthen Toyota’s digital marketing activities in Asia. All of these experiences will help Yamashita successfully lead TMT to the next level.

        As he completes his term as the president of TMT, Sugata commented, “I would like to express my deepest gratitude for all our stakeholders’ strong support, not only to myself, but also to Toyota Motor Thailand at large. Having gone through various experiences, including this year’s COVID-19, I have tried my best to make TMT and the overall automotive industry of Thailand even more competitive. It was my second assignment in Thailand, and I was grateful to be reminded of the smiles and kindness of the Thai people, who helped me in my work and life in this beautiful country. I would like to ask everybody to kindly extend the same level support to the incoming president and to TMT going forward.”

        Taking on the new assignment as the president of TMT, Yamashita said, “Thailand has been and continues to remain one of the most important countries and markets for Toyota, and I’m very excited and honored to serve all of our stakeholders, including customers, suppliers, dealers, employees and the government, as the president of Toyota Motor Thailand. Building on Toyota’s long history and strong presence in Thailand, I am going to make every effort to lead the company’s transformation into a mobility company, for producing happiness of the Thai people, and contributing to continuously improve the standard of living and quality of life of the country as a whole.”

Noriaki Yamashita

Incoming President of Toyota Motor Thailand (effective 1 January 2021)

Current Post: General Manager, Sales & Marketing Support Division, Toyota Motor Corporation

Place of Birth: Mie Prefecture, Japan

Education: Bachelor’s degree in economics, Osaka Prefecture University, 1985


April 1985 Joined Toyota Motor Corporation (TMC)

January 2000 Seconded to Toyota Motor Europe Marketing & Engineering S.A./N.V.

January 2003 Manager, Overseas Planning Division, TMC

January 2005 Project General Manager, Overseas Planning Division, TMC

January 2007 Project General Manager, Japan Corolla-Channel Sales Division, TMC

January 2009 Project General Manager, Sales and Project Planning Division, TMC

January 2012 Project General Manager, TMA-Japan Division, TMC

July 2014 Seconded to Toyota Motor North America

January 2018 General Manager, Sales & Marketing Support Division, TMC