Toyota targets cost- and quality-conscious African drivers

04/10/2013 | Reuters

Toyota is expecting 5% sales growth in areas such as east and west Africa as the private-sector economy grows there. "In many countries now consumer marketing is becoming very important," says Toyota Africa CEO Johan van Zyl. He adds that although the company will promote its affordable Etios line against mostly Chinese and Indian rivals, it is a mistake to think "you can sell [Africans] inferior things."

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