Toyota Honors Europe's Leading Retailers with 2025 Ichiban Awards

Bologna, Italy – On June 27, 2025, Toyota Motor Europe celebrated the excellence of 46 retailers from across Europe during the annual Ichiban Awards ceremony, held in the historical region known as the Motor Valley. This prestigious event recognized those dealers who demonstrated exceptional commitment to customer experience, highlighting the importance of quality service in the automotive sector.

The Ichiban Award, a symbol of trust and dedication, was awarded to retailers who stood out among over 2,500 competitors across the continent. Six of these honorees received the exclusive ‘Going Beyond’ distinction, acknowledging their exceptional efforts in exceeding customer expectations.

Yoshihiro Nakata, President and CEO of Toyota Motor Europe, emphasized the significance of these awards, stating, “The winners of the Ichiban Award have earned this honour through consistency, care, and a deep understanding of what matters to people. They remind us that great customer experience is built one person, one handshake at a time.” Nakata further noted that maintaining strong relationships with customers is pivotal as Toyota navigates evolving market demands.

The ceremony, which took place from June 24 to June 26, served as a gathering for high-performing teams, embodying the spirit of teamwork and precision that defines success in the automotive industry. The theme of this year’s event drew inspiration from the racetrack, reinforcing the values of discipline and collaboration necessary to thrive in a competitive landscape.

Among the awardees were notable retailers from various countries, including AUTO NUIĆ d.o.o. from Bosnia and Herzegovina, Toyota Centar Zagreb d.o.o. from Croatia, and GOTA CAR D.O.O. NOVI SAD from Serbia. Each retailer was recognized for their unique contributions to customer engagement and satisfaction.

The Ichiban award is not merely a trophy; it represents a commitment to ongoing improvement in customer relations. According to a report from the European Automobile Manufacturers Association (ACEA), the automotive sector is increasingly focusing on enhancing customer service as a key differentiator in a saturated market.

Toyota’s investment in Europe, exceeding €12 billion since 1990, underlines its commitment to the region. The company operates eight manufacturing plants across various countries, employing over 26,000 individuals and supporting approximately 14.7 million Toyota and Lexus vehicles currently on European roads. In 2024, Toyota achieved a market share of 7.1% with sales of 1,217,132 vehicles in Europe, reflecting its robust presence in the automotive landscape.

As the automotive industry continues to evolve, Toyota remains dedicated to achieving carbon neutrality across its operations in Europe, setting ambitious targets such as 100% CO2 reduction in all new vehicles in Western Europe by 2035. The company’s KINTO mobility brand, which offers a range of services across 20 countries, exemplifies its efforts to create sustainable and inclusive mobility solutions.

In conclusion, the 2025 Ichiban Awards not only celebrate excellence in customer service but also serve as a testament to the vital role that retailers play in the automotive industry. As Toyota looks to the future, fostering strong relationships with customers will remain paramount in its strategic vision, adapting to changing consumer needs while promoting sustainable practices in the automotive sector.