Groundbreaking New Senior Press Office Role Supports Toyota’s Move from an Automotive Company to a Mobility Provider

16 April 2019

Toyota and Lexus in the UK have appointed David Rogers as Principal Press Officer (PPO), a new role which reflects the fast changing nature of the automotive industry.

Toyota President Akio Toyoda has made clear that the company will pivot in the coming years from a car-maker to a mobility provider, whether that be of vehicles or individual mobility solutions; many of these changes can already be seen in Toyota’s global activities. This goes hand-in-hand with major changes in the way vehicles are bought and owned, with customers seeking ever more personal solutions tailored to their own needs.

While all the press officers at Toyota and Lexus UK are generalists, they also each have a specialism. David will lead for the company on the way we communicate these vital new areas via the media, and will also bring a wealth of senior automotive PR experience to the team generally.

David joins Toyota after leading PR for two major motorcycle brands in the UK, Honda and BMW Motorrad. Prior to those roles he headed up consumer engagement and PR activities for The Motor Ombudsman within The Society of Motor Manufacturers and Traders (SMMT), a role which gives him great insight into the wider issues affecting automotive and mobility companies.

Reporting to Toyota GB’s Senior PR Manager, James Clark, this new management role will help the company to communicate the changes it is making in a clear and timely way, and ensure media have a go-to expert as these issues become ever-more prominent both in the industry and publicly.

James said: “The Toyota GB media operation has always had a reputation for being ahead of the curve, and with this new role I hope we’re continuing to do just that. I’m absolutely delighted to welcome David to the team. He combines being a great operator with a strategic approach to communications borne of excellent experience – and having both an iQ and a tricked-up GT86 in his garage isn’t a bad qualification either.”

David said: “Mobility as we understand it today is rapidly evolving and Toyota is at the forefront of innovation. As well as leading the way in CO2 reduction, its range of current vehicles is as exciting as I can remember – and I’ve owned two generations of MR2.  I’m truly delighted to join Toyota GB and can’t wait to get stuck in to working with one of the best PR, social and content teams in the business.”

David will take up his new role on 13 May, joining the team in Spain for the European launch of the exciting new GR Supra sports car. There are definitely worse first days…


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Groundbreaking New Senior Press Office Role Supports Toyota’s Move from an Automotive Company to a Mobility Provider


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