Baghdad: Japanese Ambassador to Iraq Akira Endo affirmed on Thursday that Japanese companies continue to play an active role as partners in Iraq’s development journey, noting the embassy’s efforts to attract more Japanese firms to the Iraqi market.

According to Iraqi News Agency, Endo stated, “A large number of Japanese companies have entered the Iraqi market, and we want more companies to join.” He explained that the embassy is making significant efforts to attract Japanese firms to Iraq by explaining the realities of the Iraqi market and its positive evolution.

He pointed out that Japanese companies present in Iraq, such as Toyota, have become brands that enjoy public affection and trust, both globally and within Iraq. Toyota has accompanied people in their lives and businesses for many years, becoming a familiar and trusted part of their daily routines.

He added that Toyota consistently introduces its latest products to the Iraqi market, noting the launch of the new Land Cruiser FJ today. He emphasized the Japanese government’s commitment to supporting sustainable economic development in Iraq and expressed hope that Japanese companies would continue to play an active role as partners in the country’s development process.

He also expressed hope that cooperative and exchange-based relationships within the private sector, including the activities of Toyota Iraq, SAS, and other Japan-linked companies, would contribute to deepening mutual understanding and strengthening the bonds of friendship between Japan and Iraq.

For his part, Sardar Al-Bebany, CEO of Toyota Iraq, told the Iraqi News Agency (INA): “Toyota manufactures products specifically tailored to Iraq’s environmental conditions. The company conducts studies on the preferences of Iraqi consumers, and all new models launched globally are simultaneously introduced in the Iraqi market.”

He added: “Today, Toyota Iraq is launching the new Land Cruiser FJ across all Iraqi governorates. This marks the return of the Land Cruiser FJ to the Iraqi market for the first time since 2022, adding a new option to the Land Cruiser family that combines heritage-inspired design with off-road capabilities.”

He continued: “Its launch across most Iraqi governorates reflects Toyota’s commitment to making the new model available to a wider audience and leveraging the company’s official network to reach customers in various regions.”