“Toyota: We Started A New Approach in Order to Conquer Turkish Market”

Toyota is continually improving the local service network in Turkey. That includes hiring new, highly qualified people, offering quick and reliable spare part supply and direct and uncomplicated communication lines between the customers and the Toyota people.

The roots of the Toyota Group go back to the renowned Japanese inventor Sakichi Toyoda and his invention of the automatic loom. Since its founding, Toyota Industries’ Textile Machinery Business has developed, manufactured, and marketed textile machinery, the majority of which has been supplied to customers outside Japan. Toyota manufactures two main categories of textile machinery: spinning machinery and weaving machinery. Textile machinery receives high praise from customers around the world for its high reliability and productivity as its products are developed through technological expertise accumulated over the years. Especially its flagship air-jet loom boasts the No. share in the industry.

We interviewed with Markus Lichtenstein, Toyota Chief Operating Officer (COO), for the “Weaving Special Section” of our Tekstil Teknoloji magazine. Lichtenstein said, “Turkey is undeniably one of the major textile markets worldwide – not only in relation with its production volume, but also in terms of fabric quality, creativity and local know-how. A few years ago, Toyota started a new approach in order to conquer this important market and has meanwhile achieved the number one position in Air-Jet technology in Turkey. It is Toyota’s strategy to underpin this position even more in the future.” 

What would you say have been Toyota’ most significant developments and achievements in weaving machinery?

The new and pioneering electronic shedding system E-shed (each harness frame is individually driven by servo-motors instead of cam motion or dobby). Toyota is continuously improving this new concept in order to meet the increasing demand for outstanding quality, maximum flexibility and productivity.

What technological changes have you witnessed across the textile machinery industry?

In order to remain competitive, Textile producers in Europe and Turkey need to outperform in terms of creativity, quality and also “time to market.” It is Toyota’s goal to develop new technologies and solutions that enables our customers always to be one step ahead of the low price competition from Asia.

How does Toyota strive to deliver reliable and economic machines?

Toyota is always applying its unique quality, innovation and service standards in all markets equally. The Textile Machinery Division is part of the Toyota Industries Corporation, one of the World’s leading technology centers. This is a huge advantage because Toyota Textile Machinery has always unlimited and direct access to the latest technologies and developments which can be applied in the textile field.

How important is the Turkish market to Toyota – and much work do you carry out in this region?

Turkey is undeniably one of the major textile markets worldwide – not only in relation with its production volume, but also in terms of fabric quality, creativity and local know-how. A few years ago, Toyota started a new approach in order to conquer this important market and has meanwhile achieved the number one position in Air-Jet technology in Turkey. It is Toyota’s strategy to underpin this position even more in the future.

Do you plan to invest or expand your manufacturing facilities?

Toyota is continually improving the local service network in Turkey. That includes hiring new, highly qualified people, offering quick and reliable spare part supply and direct and uncomplicated communication lines between the customers and the Toyota people.

Are there any plans for launching new products targeted at textile industry?

Toyota is continuously working on new technological solutions based on the principle of ‘kaizen’ = continuous improvement. Many of these new innovations can be easily adapted on the existing machines.

As you know, the whole world is struggling with the coronavirus pandemic recently. What are your plans for the post-pandemic period?

In general Toyota was not hit so much by the ongoing pandemic. Our major markets are located in Asia where the situation is much more under control than in the western world. As soon as the crisis is over, we will try to get back to normal business as quick as possible. For the moment, we don’t expect any permanent changes in our organization, marketing or sales activities.

Interview: Dilek HAYIRLI