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History of Toyota

Expanding in Southeast Asia: Toyota's Regional Strategy

© Bahnfrend

History of Toyota

Expanding in Southeast Asia: Toyota's Regional Strategy

1973 Jan 1 - 1977
Southeast Asia
Expanding in Southeast Asia: Toyota's Regional Strategy
A first generation Toyota Kijang (KF10), photographed in Denpasar, Bali. The rectangular headlights appear to be aftermarket replacements - this generation of the Kijang had round headlights as standard. © Bahnfrend

In the early 1970s, Toyota focused on establishing domestic production in Southeast Asia, aligning with local production policies and fostering partnerships to support economic development. In the Philippines, Toyota partnered with Delta Motor Corporation, providing capital and transferring technology to strengthen local manufacturing capabilities. By 1973, Delta Motor began operations at a new plant, producing engine blocks for the Toyota Corona 12R engine and other components, marking a significant step in Toyota’s localization efforts.


In Indonesia, Toyota formed a joint venture with Astra International, creating Toyota Astra Motor in 1971. The company undertook extensive retooling of the PT Gaya Motor assembly plant, which began assembling popular models such as the Toyota Corona, Land Cruiser, large trucks, and the Toyota Corolla. By 1973, production at the plant exceeded 10,000 vehicles, reflecting the growing demand in the region.


To meet local needs and adhere to domestic production policies, Toyota collaborated with its partners in both countries to develop a basic utility vehicle (BUV). The first prototype was completed in January 1975, leading to the launch of the Toyota Tamaraw in the Philippines in December 1976 and the Toyota Kijang in Indonesia in June 1977. These vehicles were well received, cementing Toyota's reputation for producing affordable, durable vehicles tailored to local markets. Through these strategic initiatives, Toyota solidified its presence in Southeast Asia, contributing to the region's industrial growth and expanding its global footprint.

Page Last Updated: 11/14/2024

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