Lecture Toyota

At the start of 2018 and at Brussels Motorshow, Toyota Belgium organized a national kick-off meeting with its organisation and entire retailer network.

Myself, I am responsible as commercial director for the sales performance of Toyota in Belux. Purpose of the meeting was 2-fold: present a clear, consistent strategy

and put our network and organisation in a ‘winning spirit’.


At Toyota we are currently in the middle of a change trajectory. A positive ‘can-do’ attitude is key.

Personally, I have always been interested in cycling, duathlon and triathlon. I have known Marc, although not personally,

for a while and was touched enormously by his first book ‘Ironman’.

With the help of some of my colleagues in my team, an idea became reality and gave a serious dose of mental strength to our audience.

A goal one always sets for himself during a strategic presentation but rarely achieves.


The approach has proven to be a success!

Marc testified with much humility about his experiences. He did this based on the cardgame of life.

We all get excellent cards and the end the black one follows for all of us. What we do in the interim with the cards we are dealt with makes all the difference in the world.

Our business of selling cars, serving our customers and increasing the popularity of our brand is essentially very trivial.

Doing however what you love doing, is fantastic. At Toyota we either do something and we do it well or we don’t do it at all.


A big thank you, Marc.

Thank you for one the most inspiring evenings yet.


Nico Van hauwermeiren