Toyota exec says customers are key to success

The ultimate goal at Toyota North America is "always better cars," said a Toyota executive who gave the keynote speech at the17th West Michigan Automotive Suppliers Symposium, hosted by Grand Valley's Van Andel Global Trade Center (VAGTC).

The event was held March 10 in Loosemore Auditorium on the Pew Grand Rapids Campus.

Sonja Johnson, executive director of VAGTC, said the symposium is meant to enhance the knowledge and competitiveness of Michigan automotive suppliers to help set strategic business decisions. The theme for this year's symposium was "Powering the Pipeline." 

Keynote speaker Deb Schroeder, purchasing general manager at Toyota North America, said the company's priority is to build vehicles that meet customer expectations.

"We focus on designing a commodity, not a vehicle, understanding what's required from our customers," said Schroeder. "We focus on smart design — driving performance, fuel economy and safety."

Schroeder said customers want active safety, connectivity, mass reduction and "wow innovation." She told attendees Toyota can't be successful unless its suppliers are successful.

"Seventy-percent of the quality of our vehicles comes from our suppliers. We need your design and innovation," she said. "Think about what you can bring that is different from what we already have."

Other speakers, including Chris Hall, from Motus Integrated Technology; Noël Cuellar, from Primera Plastics; and Mike Wall, from IHS Automotive, addressed topics like mergers and acquisitions, talent fulfillment and new innovations.

The yearly event brings together business owners, senior management and decision makers from all tiers of the industry, providing the most up-to-date automotive forecasts, trends and opportunities to network and learn from others.

For more information visit www.vagtc.org