On the cusp of the 2026 Canadian International Auto Show, Toyota Canada Inc. (TCI) President & CEO, Cyril Dimitris, addressed a room full of industry stakeholders in a year that has already been marked by significant change.

Staying steady and advocating for customers
“The automotive industry is navigating a period of unprecedented uncertainty,” said Dimitris. “Today’s automotive industry is shaped by affordability pressures, regulatory change, evolving mandates, and trade uncertainty. Our response has been to stay steady and to advocate for customers. To engage constructively with the government. To focus on what is practical and achievable. And to lead with clarity, rather than speculation.”

“Change is accelerating, and predictability has become harder to come by. Our role as manufacturers is to make sure customers are supported with choice, affordability and practical pathways that actually reduce emissions.”

Improving things in the eyes of the customer
“We spend a lot of time thinking about the customer experience. And for us, that experience isn’t defined by slogans or promises. Over a lifetime of ownership, it’s often the small moments…a conversation… a vehicle handoff… a problem solved… that people remember most. Not in one moment, but across every interaction.”

“Progress, for us, means providing practical pathways so customers can make choices that work for their lives. Innovation only matters in the context of how it’s viewed through the eyes of the customer. If it doesn’t improve things in real, meaningful ways, it doesn’t matter.”

Being a partner you can count on in times of change
“The question isn’t whether change is coming, it’s who you can count on when it does. The more change there is in the world, the more people look for a constant and confident partner. That’s what we have been. That’s what we will continue to be. We’ll continue to support Canadians by earning their confidence, respecting their choices, and being there for the long haul, when it matters most.”

Staying true to our values and respecting people
“Today, values matter more than ever. At Toyota, we’ve always believed that staying true to our core matters — being disciplined, respectful and committed to doing the right things the right way. That’s the Toyota approach. When we live our values. When we respect our customers. When we respect Canadians. We can meet whatever challenge comes our way.”