Toyota Center Tbilisi, Georgia’s first official dealer of a Japanese automotive manufacturer, has received the prestigious Golden Brand award in the “Premium Car Showroom” category, recognizing its commitment to excellence, innovation, and customer-centric service, thereby reinforcing the center’s position as a leader in the automotive industry.
“We are incredibly grateful to everyone who played a role in our nomination, and we are honored to receive this recognition,” said Irakli Gurchiani, the Director of Toyota Center Tbilisi. “Our team, with 28 years of experience, has always prioritized the growth and satisfaction of our customers. Our victory is a result of the dedicated efforts of our team and our commitment to consistently high-quality, innovative, and customer-oriented service.”
Located at 116 David Agmashenebeli Alley in the capital city of Tbilisi, the showroom has undergone a notable transformation, reflecting its premium status through a completely redefined concept. The modernized space integrates various products and services into a multifunctional area designed to enhance the overall customer experience. Features such as digital monitors allow clients to explore Toyota’s extensive range of models, making the selection process more interactive and personalized.
Q. How does the design and atmosphere of Toyota Center Tbilisi’s showroom reflect the premium status of the brand?
A. In addition to the visual elements, we have completely transformed the showroom concept, setting a new standard for service in the automotive industry.
The new concept integrates all products and services into one multifunctional space, greatly simplifying and enhancing the service process. The primary focus of our updated visual identity is to create a renewed environment where each customer can engage with the brand both digitally and through a personal advisor. Digital monitors in the revamped showroom allow customers to explore various products in detail.
The redesigned space is tailored entirely to the customer’s needs. Upon entering the showroom, guests receive comprehensive and personalized service. Our new showroom concept is a crucial step toward our goal of providing every Toyota customer with a unique experience that emphasizes a personal approach. The Japanese concept of “omotenashi,” which signifies treating each customer as a guest in our home, is central to our philosophy. We believe that this updated concept will enable us to fully embody this principle.
Q. What role does customer feedback play in achieving and maintaining high standards?
A. Collecting customer feedback is critically important to us, and we invest significant resources into this process. We regularly conduct customer surveys to understand preferences, satisfaction levels, and other key parameters. We randomly survey customers a few days after they have received our services through a short questionnaire. This allows us to gather feedback on their most recent experience and interactions with us.
Every piece of feedback we receive is given great attention and is communicated to the appropriate team. In cases of negative feedback, we take the time to gather detailed information from the customer. A representative from our customer support team remains in constant communication with the customer, while our entire team collaborates to resolve the issue.
Positive feedback is also shared with the entire team to enhance motivation. We utilize customer feedback and our responsiveness to strengthen the trust and loyalty we have built over many years.
Q. What distinguishes Toyota Center Tbilisi from other premium car dealers in the country?
A. One key factor that sets us apart from other premium car dealers is our long history, beginning in 1997. Since our opening, we have consistently upheld our core values: “This is a place where the formula of price and quality works solely to achieve customer satisfaction.”
Q. How did Toyota Center Tbilisi become the first official Toyota dealer in Georgia?
A. In the 1990s, Georgia faced a significant shortage of cars and brands; only used vehicles were being imported from Germany. I decided to start a car business and chose Toyota because of its popularity and the belief that SUVs would be particularly suitable for our mountainous terrain.
Initially I encountered difficulties in contacting the company. However, I eventually located their postal address and sent a letter introducing myself and expressing my interest in working with them. Although I didn’t receive a response right away, two months later, I got an email indicating that Toyota was indeed interested in the Georgian market.
Interestingly, around the same time, the United States Embassy in Azerbaijan had 15-20 Toyota vehicles facing software issues and problems due to poor fuel quality, with no service center available in the Caucasus to assist them. After a “reprimand” from the American Ambassador, the Japanese Ambassador reached out to Toyota, which initiated the search for partners and negotiations. By this time, my letter had already reached them; without this fortunate coincidence, it might have been forgotten.
Initially, I was appointed a conditional dealer for one year. A year later, in 1997, the Toyota Center was officially opened, making it the first Toyota dealership not only in Georgia but also in the entire Caucasus region.
Q. What models do you currently offer to customers in the showroom, and which model is the most beloved among Georgians?
A. Currently, we offer a wide range of models in our showroom, including: Corolla, Corolla Cross, Camry, Toyota C-HR, RAV4, Highlander, Land Cruiser Prado, LC300, Hilux, Fortuner, Yaris Cross, Proace City, and Proace City Verso. In Georgia, where SUVs are particularly popular, the most favored model is still the Land Cruiser Prado, closely followed by the RAV4.
Q. What should customers expect from Toyota Center Tbilisi this year?
A. Given the small size of the Georgian market, innovations are very challenging. While we can increase supply, the quality of fuel limits our capacity to do so. Therefore, our primary focus is to enhance relationships with banks and leasing companies to make our products more affordable for end-users.
Previously, interest rates were high, but after extensive negotiations, we managed to reduce them. We aim to lower them further, as Georgians currently pay about 10% more compared to European buyers, which is significant.
We are also collaborating with our head office to secure direct Toyota lending to consumers, a strategy that has proven successful in Europe and the US, and to introduce innovations aimed at improving customer satisfaction in tandem with the growth of the automotive business.
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