Toyota and Abdul Latif Jameel establish landmark joint venture to enhance customer experience

  • Toyota Motor Corporation and Abdul Latif Jameel celebrate joint venture that will bring genuine Toyota accessories to the Middle East region
  • Customers in Middle East set to benefit with more choices of genuine Toyota accessories
  • First time Toyota has joined with a private distributor in such a venture to personalize the Toyota automobile experience
  • Announcement strengthens long-standing relationship between the two companies stretching back more than 65 years

Toyota Motor Corporation and  Abdul Latif Jameel held a ceremony celebrating the signing of a landmark joint venture, that will see customers in Saudi Arabia and the Middle East have more choice in personalizing their vehicles with genuine Toyota accessories.

As demand for tailored vehicle options grows in the Middle East region, the joint venture, known as Toyota Accessories and Development ME India Pvt. Ltd. (TADME), will build on the joint experience and knowledge of Toyota and Abdul Latif Jameel and expand to provide more options of accessories suitably designed for the local consumer taste.

This is the first time Toyota Motor Corporation has joined with a private distribution partner in such a venture anywhere in the world, reinforcing the trust and reliance placed on Abdul Latif Jameel and its long-standing relationship with the multinational automotive manufacturer. Toyota Motor Corporation will be the majority shareholder in the historic venture with a potential customer base of over 1 million vehicles in the Middle East.

Hassan Jameel, Deputy President and Vice Chairman of Abdul Latif Jameel, said: “As customer needs evolve and diversify, we are pleased to offer drivers in Saudi Arabia and the Middle East region even more choice when it comes to personalizing their experience with genuine Toyota accessories. We are honored to join Toyota Motor Corporation, in unlocking new value for our customers and paving the way for greater vehicle personalization in the region.

Akitoshi Takemura, Regional CEO for Toyota Motor Corporation, commented: “We are delighted to celebrate the opening of the new TADME office in Bengaluru, a major milestone in our mission to produce Happiness for all. Our joint venture with Abdul Latif Jameel underlines Toyota’s commitment to understanding and meeting the rapidly evolving needs of our customers ensuring drivers can easily customize and personalize their vehicles by developing a wide range of genuine accessories, while continuing to deliver the exceptional quality, durability, and reliability for which Toyota is globally recognized. Ultimately, these efforts will provide our customers with greater peace of mind wherever they drive.”

TADME will design, develop and deliver its products in Bengaluru, long regarded as India’s information technology capital and home to the R&D bases of corporations from around the world.


About Abdul Latif Jameel

Founded in 1945, and celebrating its 75th Anniversary in 2020, Abdul Latif Jameel is a private family-owned global investor and diversified business with interests that include investments, transportation and mobility, financial services, land and real estate, energy and environmental services, health, consumer products and advertising and media.  The business has an operational presence in around 30 countries on six continents and employs some 11,000 people of over 40 nationalities.  For more information, please visit,, email

About Toyota Motor Corporation

Toyota Motor Corporation works to develop and manufacture innovative, safe and high-quality products and services that create happiness by providing mobility for all. We believe that true achievement comes from supporting our customers, partners, employees, and the communities in which we operate. Since our founding over 80 years ago in 1937, we have applied our Guiding Principles in pursuit of a safer, greener and more inclusive society. Today, as we transform into a mobility company developing connected, automated, shared and electrified technologies, we also remain true to our Guiding Principles and many of the United Nations’ Sustainable Development Goals to help realize an ever-better world, where everyone is free to move.


Toyota Accessories Development (TADME) is a manufacturer of approved genuine accessory solutions for Toyota and Lexus. TADME researches and develops a broad range of genuine accessory solutions for Toyota and Lexus vehicles to the highest possible standards and is approved by Toyota Motor Corporation.

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