Matt Harrison, Chief Operating Officer of Toyota Motor Europe

Matt Harrison (he/him) joined Toyota GB as General Manager Vehicle Marketing in 2000, progressing to the post of Marketing Director in 2003.

Subsequently he moved to Toyota Motor Europe in 2005 where he worked as General Manager for Corporate Planning, before becoming General Manager of the Sales Planning Department in 2006.

In 2008, Mr. Harrison was promoted to Director of Lexus Europe, returning to Toyota GB in 2011 to take up the role of Commercial Director.

In 2013, he was appointed President and Managing Director Toyota GB PLC.

In 2015, he was appointed Vice President, Sales & Marketing, Toyota Motor Europe.

Mr. Harrison was appointed as Executive Vice President, Sales, Toyota Motor Europe in 2019.

From 2021 to 2022, Matt Harrison served as President and CEO, Toyota Motor Europe and CEO, Europe Region for Toyota Motor Corporation.

In 2023, as part of an enhanced executive structure to optimise current business performance, whilst accelerating in parallel the business transformation actions to prepare for a carbon neutral future in Europe, Matt was appointed Chief Operations Officer for Toyota Motor Europe. In this role, he is responsible for the operational excellence and commercial performance of Toyota’s Sales, Manufacturing and Research & Development Business Units across the region.

His previous motor industry experience includes 10 years with Ford Motor Company, working in sales and marketing in its UK, European and global operations.

Born July 1968 in Oldham, and raised in Lytham St Anne’s, Lancashire, Matt holds a BSc (Hons) degree in Financial Accounting from the University of Kingston upon Hull. He is married with two children and in his spare time enjoys family life, squash and skiing.