Toyota and Abdul Latif Jameel establish landmark joint venture to enhance customer experience.

  • Toyota Motor Corporation and Abdul Latif Jameel celebrate a joint venture that will bring genuine Toyota accessories to the Middle East region.
  • Customers in the Middle East are set to benefit from more choices of genuine Toyota accessories.
  • First time Toyota has joined with a private distributor in such a venture to personalize the Toyota automobile experience.
  • The announcement strengthens the long-standing relationship between the two companies stretching back more than 65 years.

Toyota Motor Corporation and  Abdul Latif Jameel held a ceremony celebrating the signing of a landmark joint venture, that will see customers in Saudi Arabia and the Middle East have more choices in personalizing their vehicles with genuine Toyota accessories.

As demand for tailored vehicle options grows in the Middle East region, the joint venture, known as Toyota Accessories and Development ME India Pvt. Ltd. (TADME), will build on the joint experience and knowledge of Toyota and Abdul Latif Jameel and expand to provide more options of accessories suitably designed for the local consumer taste.

This is the first time Toyota Motor Corporation has joined with a private distribution partner in such a venture anywhere in the world, reinforcing the trust and reliance placed on Abdul Latif Jameel and its long-standing relationship with the multinational automotive manufacturer. Toyota Motor Corporation will be the majority shareholder in the historic venture with a potential customer base of over 1 million vehicles in the Middle East.

Hassan Jameel, Deputy President and Vice Chairman of Abdul Latif Jameel, said: “As customer needs evolve and diversify, we are pleased to offer drivers in Saudi Arabia and the Middle East region even more choice when it comes to personalizing their experience with genuine Toyota accessories. We are honoured to join Toyota Motor Corporation, in unlocking new value for our customers and paving the way for greater vehicle personalization in the region.

Akitoshi Takemura, Regional CEO for Toyota Motor Corporation, commented: “We are delighted to celebrate the opening of the new TADME office in Bengaluru, a major milestone in our mission to produce Happiness for all. Our joint venture with Abdul Latif Jameel underlines Toyota’s commitment to understanding and meeting the rapidly evolving needs of our customers ensuring drivers can easily customize and personalize their vehicles by developing a wide range of genuine accessories while continuing to deliver exceptional quality, durability, and reliability for which Toyota is globally recognized. Ultimately, these efforts will provide our customers with greater peace of mind wherever they drive.”

TADME will design, develop and deliver its products in Bengaluru, long regarded as India’s information technology capital and home to the R&D bases of corporations from around the world.


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