Mr Williams has been commercial director of Toyota GB since 2007. Prior to this he was director of marketing for the Toyota brand at Toyota Motor Europe. A graduate of the University of Manchester Institute of Science and Technology, he joined Toyota in 2002 having previously held senior positions with the Ford Motor Company in the UK and the USA.

'I am honoured to be given the opportunity to lead Toyota in my home country and look forward to further strengthening our reputation for quality, environmental leadership and the highest standards of customer service,' he commented.

'I am also proud that as a global business, Toyota continues to invest in the UK, making it the production centre for the first full hybrid car to be built in Europe, the new Auris HSD. Products such as this – and more to come from both Toyota and Lexus in the year ahead – give us excellent opportunities for attracting new customers.'

Mr Williams takes up the post from Miguel Fonseca, who has been appointed vice president sales and marketing at Toyota Motor Europe after four years leading the team at Toyota GB.