What if a new digital player positions itself between you and your customer?

Toyota Australia had been the undeniable market leader for decades. With a solid market share of 20% and customer loyalty rates on some models like the Toyota Hilux as high as 65% a very solid performer in the car distribution and retail industry. Things started to change when a digital player entered the market and positioned itself between Toyota and its customers. Toyota started to lose margin and market share. Together with Nova Reperta, Toyota embarked on a customer-centric transformation to put the customer back at the center of everything they do.

The approach

Nova Reperta was tasked with the design and development of a multi-phase transformation program of Toyota’s operations and culture. The overall vision of the program was to turn customers into Brand Advocates. After a customer diagnostic we identified 6 work streams and set up task forces to implement countermeasures and drive change.


  • Avoided the ‘hockey stick effect’ through the implementation of the new customer-centric business model
  • Increased customer loyalty
  • Implemented a new retail quality standards program
  • Improved customer lifecycle management

Your next move