MKB-thinking in Grootzakelijke Business: De Toyota/Louwman Casus

April 21, 2021

During this Virtual Round Table, Jan-Christiaan Koenders tells the story of Toyota, the world's largest cultural "small" company.

  • Small scaled Leaders Network session
  • Open dialogue by means of the Chatham House Rule
  • Insights in cultural standards of Toyota én Louwman & Parqui
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Jan Christiaan Koenders

Managing Director Toyota Lexus én Director Automotive Wholesale

Jan Christiaan Koenders grew up in the United States and worked at Toyota, among others, before switching to BMW. There he had an international career for 23 years, as International Marketing Director BMW AG Munich and COO at BMW North America. Since 2017 he has been Managing Director of Toyota Lexus Netherlands at Louwman & Parqui and Director Automotive Wholesale at Louwman Group.


The import of Toyota by Louwman & Parqui, now part of the Louwman Group, started in 1964. A bold step, because who was importing cars from Japan? Toyota has been known for years as one of the most reliable car brands, and worldwide it is in the top 3 when it comes to the most car sales. With the introduction of the Prius in 1997, Toyota was the first to produce a hybrid car, and it is still the best-selling hybrid car in the world. There are currently more than 12 million Toyota Hybrids on the road worldwide.


Growth, progress, and change make it difficult for many companies to maintain the core of their culture. It is essential you ensure that the culture that makes a company special is not lost in a business strategy and may even be the key to large-scale success. During this Virtual Round Table, Jan-Christiaan Koenders tellls the story of Toyota, the world's largest cultural "small" company. He specifically examines how the decentralized organization, which also includes Louwman & Parqui, maintains a successful entrepreneurial spirit.


16:55 | Dial in on Teams meeting
17:00 | Start program, including presentation & discussion
18:30 | End


CEO, Managing Director, Owner of companies with 100-500 employees

Main language



  • Participants have to meet the previously described target audience.
  • If applicable, our partners will be presented with every application.
  • During all our sessions, the Chatham House Rule applies. This means that the participants are free to use the information received, but neither the identity nor the affiliation of the speaker(s), nor that of any other participant, may be revealed. This means that no report, no photos and no recordings are made of the meeting. The presentation will also not be distributed to the participants afterwards.
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