Toyota names first UK marketing director

Toyota has appointed Chris Hayes (below) to the newly created role of marketing director to head up the manufacturer’s brand and product communications in the UK as part of a wider leadership shake-up.  


The marketing director role was created after an internal review led by Toyota’s recently appointed president and managing director Matt Harrison led him to dispense with the earlier commercial director role and split the duties between a marketing director and sales director – Ewan Shepherd. 

Hayes formerly held the role of general manager for vehicle marketing, a post he held since May 2011, and takes up the enhanced marketing role as Toyota bids to further its share of the UK market. 

He says: “I believe we have a range of cars that cater to a broad spectrum of consumer types and our dealer network gives some of the best service in the industry. This is central to our continuing success.”

News of Hayes’ appointment comes ahead of the Frankfurt Motor Show which kicks off later this week (12 September) where Toyota’s featured vehicles will include its Yaris Hybrid-R, further displaying its environmental credentials. 

Earlier this year, Toyota inked a “seven figure” year-long advertising deal with online video portal Vevo to to promote its Aygo vehicle as it sought to target “young and adventurous” online audiences.


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Apple’s rivals were quick to turn to marketing to mock its apparent “me too” attitude after it unveiled a colourful plastic handset and a sister iterative update to its flagship iPhone yesterday (10 September). Although it is likely to survive tactical Twitter swipes from rivals, Apple must make sure its marketing is innovative and anything but mid-market if it is continue to be considered the leader of pack.


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