Toyota Motor Korea
Corporate brand
UnclaimedToyota Motor Korea is Toyota Motor Corporation's South Korean sales and distribution subsidiary for Toyota and Lexus automobiles.
Last updated August 25, 2026
Overview
Toyota Motor Korea Co., Ltd. is the South Korean subsidiary responsible for selling and distributing Toyota and Lexus vehicles in South Korea. It operates as a local market organization rather than as an independently listed vehicle manufacturer, connecting Toyota Motor Corporation's global brands with Korean customers, dealerships, and service operations. Toyota's earlier involvement in South Korea dates to 1966, when it entered a joint venture with Shinjin Motors. That arrangement supported local production of vehicles including the Toyota Corona. The partnership ended in 1972. According to the company's historical account, Toyota's decision to withdraw was connected to its desire to enter mainland China at a time when the People's Republic of China restricted companies that operated in South Korea and Taiwan. Toyota therefore did not maintain a continuous manufacturing presence in South Korea after the joint venture ended. A major change in the market environment came in 1999, when the South Korean government removed restrictions that had prevented Japanese automobiles from being sold in the country. Toyota established its local subsidiary in March 2000 and initially entered the market through Lexus, its premium automobile brand. Lexus vehicles began to be launched in South Korea in 2001. During the first half of the 2000s, Lexus built significant demand among Korean buyers and became the best-selling imported automobile make in South Korea in 2005. The Toyota marque itself was introduced later. Tariffs and policy conditions meant that Toyota Motor Korea could not initially import Toyota-branded vehicles in the same way as Lexus. As demand for imported Japanese vehicles expanded, including products from Nissan, Mitsubishi, and Honda, Toyota Motor Korea broadened its local proposition. It opened Toyota-brand showrooms on October 20, 2009, adding mainstream passenger cars, sport-utility vehicles, minivans, sports cars, and hybrid vehicles to its Korean portfolio. Toyota Motor Korea's business scope centers on vehicle importation, sales, distribution, dealer coordination, and customer support. Its Toyota range has included models such as the Camry, Corolla, Prius, RAV4, Sienna, Avalon, FJ Cruiser, Venza, Highlander, Crown, Alphard, GR Supra, and GR86. The Korean range has also reflected Toyota's emphasis on electrified powertrains: several locally sold models are offered only, or principally, with hybrid systems, while the Prius Plug-in Hybrid provides a plug-in alternative. Lexus is managed as part of the company's local brand portfolio alongside Toyota. As of February 2022, the organization had 25 sales offices, including six in Seoul. Its current-market role is therefore primarily commercial and distributional, with Toyota and Lexus products reaching Korean customers through a local retail and service network. In January 2023, Manabu Konyama became chief executive officer, succeeding Nobuyuki Takemura. Toyota Motor Korea remains active as Toyota Motor Corporation's dedicated Korean operating company, although detailed public information about its financial performance, workforce, manufacturing assets, and current corporate structure is limited in the cited reference material.
History
Toyota's relationship with the South Korean automobile market began before the creation of its present local subsidiary. In 1966, Toyota entered a joint venture with Shinjin Motors, through which vehicles including the Toyota Corona were produced in localized form. The partnership ended in 1972. The historical account associates the withdrawal with Toyota's desire to enter mainland China. At that time, the People's Republic of China prohibited companies operating in South Korea and Taiwan from operating in mainland China, creating a strategic conflict for Toyota's regional expansion plans. For much of the period after the joint venture ended, Toyota did not have a continuous local manufacturing operation in South Korea. The regulatory environment changed in 1999, when the South Korean government removed a ban on the sale of Japanese automobiles. Toyota responded by establishing Toyota Motor Korea in March 2000. The company first developed its presence through Lexus, Toyota's premium brand, rather than through the Toyota marque itself. Lexus vehicles were introduced in South Korea in 2001. The brand performed strongly in the imported-car segment and became the country's top-selling imported make in 2005. This early success gave Toyota Motor Korea an established retail and distribution foundation, but the Toyota brand remained subject to tariff and policy considerations that delayed its introduction. During the 2000s, demand for Japanese imported vehicles increased, with Nissan, Mitsubishi, and Honda also expanding their presence. Toyota Motor Korea consequently determined that its Korean operation should serve a broader range of customer needs. The Toyota brand entered the Korean market through dedicated showrooms opened on October 20, 2009. This marked a significant change in the subsidiary's role: it no longer focused only on premium Lexus automobiles, but also offered Toyota-branded passenger cars and family vehicles. The range subsequently included models from several segments, such as the Corolla and Camry passenger cars, Prius electrified vehicles, RAV4 and Highlander sport-utility vehicles, Sienna and Alphard minivans, the Crown, and performance models such as the GR Supra and GR86. The precise lineup changed over time, and a number of vehicles were later discontinued in South Korea. Toyota Motor Korea's activities are centered on sales and distribution rather than vehicle manufacturing. It imports and markets Toyota and Lexus automobiles, supports local sales offices and dealers, and provides the associated customer and after-sales infrastructure. Hybrid vehicles have been an important part of the Toyota portfolio in Korea; the Korean lineup has included hybrid-only versions of some models as well as plug-in and conventional powertrain choices in other vehicles. The company's local network had 25 sales offices as of February 2022, six of them in Seoul. This network supports Toyota's national market coverage, although the cited material does not provide a complete breakdown of dealerships, service centers, employees, or revenue. In January 2023, Manabu Konyama was appointed chief executive officer, succeeding Nobuyuki Takemura. Toyota Motor Korea remains an active South Korean operating subsidiary of Toyota Motor Corporation, representing both the Toyota and Lexus brands in the Korean automobile market.
- 2023
Manabu Konyama becomes CEO
[1]Manabu Konyama became chief executive officer, succeeding Nobuyuki Takemura.
- 2022
Sales-office network documented
[1]The company was reported to have 25 sales offices, including six in Seoul, as of February 2022.
- 2009
Toyota brand introduced through local showrooms
[1]Toyota Motor Korea opened Toyota-brand showrooms on October 20, 2009, supplementing its existing Lexus business.
- 2005
Lexus becomes the leading imported make
[1]Lexus became the best-selling imported automobile make in South Korea.
- 2001
Lexus launches in South Korea
[1]Toyota Motor Korea introduced the Lexus brand to the South Korean market.
- 2000
Toyota Motor Korea established
[1]Toyota established its South Korean subsidiary in March 2000.
- 1999
South Korea removes restrictions on Japanese automobiles
[1]The South Korean government removed restrictions that had prevented Japanese automobiles from being sold in the country, enabling Toyota to re-establish a direct market presence.
- 1972
Joint venture ends
[1]Toyota ended its joint venture with Shinjin Motors, in a period associated with the company's strategic interest in entering mainland China.
- 1966
Toyota enters a joint venture with Shinjin Motors
[1]Toyota began its earlier South Korean market involvement through a joint venture with Shinjin Motors, producing localized versions of vehicles including the Toyota Corona.
Products and positioning
A local importer, distributor, and customer-service organization for Toyota and Lexus, with a Korean-market portfolio spanning mainstream vehicles, premium automobiles, hybrids, sport-utility vehicles, minivans, and performance models.
Midsize passenger car
Toyota Camry
The Camry is one of Toyota Motor Korea's established passenger-car offerings. The Korean-market range has included hybrid and gasoline versions, giving the subsidiary a midsize sedan proposition across more than one powertrain type.
Hybrid passenger car
Toyota Prius
The Prius represents Toyota's dedicated electrified passenger-car line in South Korea. Toyota Motor Korea has also offered the Prius Plug-in Hybrid, formerly known as the Prius Prime, alongside the conventional Prius range.
Sport-utility vehicle
Toyota RAV4
The RAV4 is Toyota Motor Korea's compact sport-utility offering. The cited Korean-market lineup identifies the model as being sold only with a hybrid powertrain, reflecting the company's emphasis on electrified versions of selected vehicles.
Minivan
Toyota Sienna
The Sienna provides Toyota Motor Korea with a large family-oriented minivan offering. The South Korean range identifies the locally sold version as hybrid-only.
Passenger car
Toyota Crown
The Crown is part of Toyota Motor Korea's passenger-car portfolio. In the cited Korean lineup, only a hybrid version is available, positioning the model within the subsidiary's expanding electrified range.
Luxury minivan
Toyota Alphard
The Alphard is a premium-oriented minivan sold by Toyota Motor Korea. It extends the company's Korean offering toward customers seeking a large, comfort-focused people carrier.
Sports car
Toyota GR Supra
The GR Supra is Toyota Motor Korea's high-performance sports-car offering. It adds a driver-focused performance product to a Korean range otherwise centered heavily on passenger cars, hybrids, utility vehicles, and minivans.
Sports car
Toyota GR86
The GR86 is a compact Toyota performance coupe offered in South Korea. Its presence gives Toyota Motor Korea a second dedicated sports-car line alongside the GR Supra.
Premium automobiles · 2001
Lexus automobiles
Lexus was Toyota Motor Korea's initial major market offering after the subsidiary was established. Introduced in South Korea in 2001, the premium brand achieved substantial early success and was the country's leading imported automobile make in 2005.
Compact passenger car · 2002
Toyota Corolla
The Corolla was part of Toyota Motor Korea's earlier Korean-market passenger-car portfolio. The cited model history records its South Korean availability from 2002 through 2019.
Full-size passenger car · 2000
Toyota Avalon
The Avalon was a larger Toyota passenger car offered by Toyota Motor Korea. Its Korean-market sales period is recorded as 2000 through 2022.
Sport-utility vehicle · 2007
Toyota FJ Cruiser
The FJ Cruiser was an unconventional, ruggedly styled sport-utility vehicle in Toyota Motor Korea's earlier range. The cited history records Korean-market availability from 2007 to 2014.
Crossover vehicle · 2007
Toyota Venza
The Venza was included in Toyota Motor Korea's previous crossover and utility-vehicle lineup. Its listed Korean-market sales period was 2007 through 2017.
Hybrid multipurpose vehicle · 2011
Toyota Prius v
The Prius v extended Toyota's Prius family into a larger, more utility-oriented body format. Toyota Motor Korea's model history records it as available in South Korea from 2011 through 2019.
Compact hybrid passenger car · 2011
Toyota Prius c
The Prius c was a smaller hybrid model in Toyota Motor Korea's former electrified lineup. Its Korean-market availability is recorded from 2011 through 2021.
Brand decisions
2023
Change in local chief executiveOtherBackground
Toyota Motor Korea changed its senior local leadership at the beginning of 2023.
Action taken
Manabu Konyama was appointed chief executive officer, succeeding Nobuyuki Takemura.
Aftermath
Konyama became the named head of Toyota Motor Korea's South Korean operations.
2009
Expand from Lexus into the Toyota brandStrategyBackground
Toyota Motor Korea had established its South Korean presence through Lexus, while tariffs and policy conditions had delayed Toyota-brand imports. Growing demand for Japanese imported vehicles encouraged the subsidiary to broaden its market coverage.
Action taken
The company opened Toyota-brand showrooms on October 20, 2009, adding Toyota vehicles to its existing Lexus distribution business.
Aftermath
Toyota Motor Korea became a dual-brand local organization representing both Toyota and Lexus, with a portfolio covering mainstream, premium, hybrid, utility, minivan, and performance vehicles.
Recent events
- 2023
Manabu Konyama appointed chief executive of Toyota Motor Korea[1]
Leadership change
Manabu Konyama became Toyota Motor Korea's chief executive officer, taking over from Nobuyuki Takemura.
- 2009
Toyota brand launched through Korean showrooms[1]
Product launch
Toyota Motor Korea opened Toyota-brand showrooms in South Korea on October 20, expanding beyond its Lexus-led market presence.
Sources1 sources
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