TOYOSA AND TOYOTA are working to introduce a new generation of electric vehicles to the Bolivian market, in response to global trends and local demand, said the executive during the inauguration of the company’s new showroom, equipped with 250 solar panels and designed under a vision of sustainability and energy efficiency.
ISSUE 147 | 2025
Vesna Marinkovic U.
1At what point did the idea of linking Bolivian efforts in the automotive sector with an iconic Japanese brand like Toyota arise?
The story of TOYOSA began 44 years ago with the commercialization of a few vehicles from what is now Bolivia’s favorite automotive brand. In its early days, the vehicles were transported from Chile to Bolivia marking the beginning of a journey that would shape the direction of the country’s automotive industry.
After being appointed as Toyota’s official distributor in Bolivia, we embraced the challenge of becoming a company that offers trust, quality, and durable vehicles to every customer. We started in Cochabamba and gradually expanded to La Paz, Santa Cruz, and eventually nationwide. Today, we have national representation and a modern business center in Santa Cruz.
Throughout these decades, we have been part of milestone moments in Bolivia’s automotive history, connecting national efforts with one of the world’s most prestigious brands.
2After more than 40 years leading one of the strongest companies in the sector, what do you consider your most significant achievement?
One of the most important achievements in our 44-year history is the construction of the new TOYOSA Showroom in Santa Cruz, the largest in the region. It is a sustainable building, equipped with 250 solar panels and conceived under a vision of sustainability and energy efficiency.
This space offers an innovative, customer-centered experience: digital sales stations, LED screens with updated information, coworking areas, a coffee station, a boutique with exclusive products, personalized delivery areas, and ample parking. It also integrates the largest digital platform in Bolivia’s automotive market through the Toyosa App and our e-commerce system.
“…we were pioneers in introducing hybrid vehicles in Bolivia, setting a milestone and a new standard for the entire national automotive industry.”
With this new showroom, we celebrate another milestone in our anniversary a firm step toward the future of automotive service, personalized customer attention, and the digital experience.
3Were there difficult moments along the way?
Of course. Like any company with a long history, we faced difficult moments: economic crises, social unrest, and even a global pandemic. However, each challenge strengthened us and reaffirmed our commitment to Bolivia and to our customers. We have always kept our eyes on the future, learning and adapting to every circumstance.
4What is TOYOSA’s most important projection in the short and medium term?
Our goal is to continue growing, investing in Bolivia, and creating jobs. We are committed to innovation through the introduction of electric and hybrid vehicles, consolidating our leadership in the automotive market. We want to remain a national and regional benchmark, always guided by excellence, trust, and sustainability.
5The automotive business is closely linked to new technologies. Does that make it a guaranteed success?
Definitely. Staying at the forefront of technology is one of our core principles. Our after-sales workshops are equipped with state-of-the-art tools; our technical staff receive training and evaluation directly from Toyota Motor Corporation; and our national network, with logistics centers in Santa Cruz and La Paz, ensures efficient and modern service.
The new showroom reflects this philosophy a unique digital and technological experience that redefines the relationship between client and brand. Moreover, we were pioneers in introducing hybrid vehicles in Bolivia, setting a milestone and a standard for the entire national automotive industry.
6Does electromobility have a promising market in Bolivia?
Yes. The current context is motivating many Bolivians to choose electric or hybrid vehicles that reduce fuel dependence and eliminate long waits at service stations. However, it is essential to expand the country’s network of charging stations to consolidate the energy transition. In this regard, TOYOSA and Toyota are working to introduce a new generation of electric vehicles to the Bolivian market, responding to both global trends and local demand.
7What advice would you give to new entrepreneurs?
The best advice is to always maintain vision, perseverance, and passion. Every company begins with an idea, but only those built with consistency, discipline, and purpose endure. At TOYOSA, we believe that values are the foundation of every sustainable success honesty, innovation, teamwork, and commitment to the customer.
To new entrepreneurs, I would say: believe in Bolivia, in its talent, and in its potential. Real growth is built step by step learning from mistakes, adapting to change, and surrounding yourself with great teams. Only then can you transcend and build a lasting legacy.
