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To the all-new The Lift Newsletter.
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Letter from the CEO
Dear Dealer Partners:
While most of us are happy to have 2020 in our rearview mirrors, I am one who always looks for the silver lining. That is not to minimize the very real business impacts that so many of us experienced last year and the new challenges that we face today. But even amid the hardships, I was frequently struck by how we all came together to help one another.
Certainly, kindness and community are concepts that the Toyota Dealer Network understands well, and we see these concepts expressed time and again on social media. As we face a year of different challenges, these uplifting stories are important reminders that we are surrounded by inspiration, and we should continuously look for opportunities to spotlight the bright and positive moments.
Late last month, our partners at Toyota Material Handling (TMH) shared that they are temporarily suspending production on select Class 4 and 5 models. It is at times like this when we need to come together and support each other the most. We believe the role TICF plays to support all of you, our valued dealers, is more important now than ever.
With the recent news announced by Toyota Material Handling regarding Class 4 and 5 forklift production, we have been working diligently with our partners at TMH to find new ways we can support you, our valued dealers, and our mutual customers.
Given the recent production news announced by TMH, the TICF Team has been working diligently to find new ways to best support all of you and our mutual customers. On June 1st, TICF announced the brand-new Lease Extension Payment Support Program. From now until July 31st, 2022, we are offering a 20% discount for lease extension payments to support your Class 4 and 5 customers (non-diesel) that have existing orders in place and have been affected by the factory shipment delay.
This limited time brand-new program is the first phase of our customer retention strategy. We are exploring additional ways in which we can best support you and our mutual customers to keep existing customers in Toyota products and to enhance long-term loyalty. Please know that we are working tirelessly to develop programs and services to best partner with you and help you maximize the value of every sales opportunity.
While there will always be challenges for us to overcome, I believe 2021 holds a vast opportunity to continue to grow together and support each other as we strengthen this valuable business partnership. I look forward to being a part of your journey and am glad you are part of ours.

Mark Taggart
President & CEO
Letter from the COO
Dear Dealer Partners:
“The third time’s a charm,” as the saying goes, and as I close out my third year with TICF, I do feel as though my time has been charmed . . . by the incredible team I work with each day and the overwhelming support of a loyal dealer network.
This past year has brought us all many new, unexpected changes, challenges, and opportunities. Adapting to a remote and more digital environment has changed the way we interact with one another daily. However. one aspect that remained constant was our annual Dealer Satisfaction Survey. This year, the third year of the survey, we received a near-record number of responses from you, our Toyota Forklift dealers.
With your replies and feedback on COVID-19 and every aspect of our service, we are continuing to make a genuine effort to produce even more meaningful impacts for you and our mutual customers. Your input continues to help us invest in ways that best serve you through ever-changing business needs.
As we adjust to this new fiscal year, we at TICF are very aware of the challenges you are facing and are committed to providing support in any way we can to bolster our partnership.
To that end, I would like to highlight some programs and developments designed to assist you as you maintain and build your business:
- We continue to offer finance and working capital loans through our Dealer Credit department.
- We have focused on lowering rates for new Toyota products, including adding attractive incentives for new conquest customers who have not previously financed equipment with TICF.
- We continue our commitment to improvement or processes based on your feedback: Despite the pandemic, we have made several investments in technology, personnel, and programming designed to better support our dealers and ensure that we are strategically aligned at every opportunity.
- One way in which we are committed to helping you is developing new programs aimed at helping you convert current Class 4 & 5 Toyota customers to Toyota electric products. We will be sharing more details with you, our valued Toyota dealers, as we develop and launch programs with that focus in mind.
And we will look to further integrate with TMH at every opportunity – from joint programs to using data to pre-qualify customers for direct offers, and more. We will continue to seek new avenues to invest in the Toyota business in the coming year. We will do it with your support.
TICF is committed to your success, and as a captive, we will be here for you, your customers, and TMH, regardless of the economic climate, and we want to be your finance provider of choice.
TICF is here to support you and assist you in increasing sales and building customer loyalty.

Ron Storz
Chief Operating Officer
Partnership in Challenging Times
The True Value of a Captive
The past 16 months have been, in a word, unprecedented. In between unexpected challenges and unknown circumstances, there has been a light of opportunity and a new way in which we all can grow together, whether it is virtual or in-person. While none of us could have predicted the past year and an abrupt adaption to remote environments, with the recent advancements in multiple COVID-19 vaccines, lowering hospitalization and infection rates, we are seeing hope and a return to a new normal sometime soon.
Ever optimistic about our future, we hope you are taking care of yourself, your families, and each other as we actively seek to do the same while continuing to create new ways to better support you and our mutual customers. Since the beginning of the pandemic, we have remained dedicated to helping customers impacted by COVID-19. We have offered deferrals and other customized solutions to help our mutual customers through a difficult situation.
In total, we have helped provide assistance for 4,400 contracts and 7,800 total units. A total of $17MM in deferred payments have been processed for our customers. To further help those affected customers, we waived all interest and other related fees too.
Since we started processing deferrals, 98% of deferred customer payment amounts are now cleared and considered current.
We are committed to helping our mutual customers in any way we can as their businesses recover from the economic effects of COVID-19.
TICF is steadfastly focused on driving innovation that serves you and our mutual customers – supporting the business we have earned while delivering solutions that help contribute to sustainable growth for all of us as we navigate this new environment together. We maintain our commitment to you that, despite this crisis, our day-to-day business is not interrupted.
If your customers, that have financed with us, are impacted by COVID-19, we are continuing to offer various relief options. Customers may contact our Customer Service Team at 1-800-541-2315 for assistance.
Please know that we are working tirelessly to develop programs and services to best partner with you and help you maximize the value of every sales opportunity.
Thank you for your continued business and support.

Top Performing Dealers
These top performing dealers have continually shown their support for Toyota Industries Commercial Finance. In each issue of The Lift we announce the quarterly Top 10 Dealers in Market Share and Volume. We are proud to call these dealers our partners and look forward to working with them each day. Ranking shown for Q4, as of 3-31-2021


Regional Service Manager Profile
Monica Campbell
TICF’s Monica Campbell is proud to know her entire team is willing to go the extra mile in accommodating dealers and mutual customers. “Whether it is a special invoice for a customer or a personal call to walk through account details, TICF does what it takes. I know we go above and beyond what other lenders do,” she says.
And that pays off in a true partnership with the forklift dealers they work with, which allows TICF to always have the first opportunity at a deal. “They look to us first in terms of financing and always consider TICF before considering any other financing company or lender,” she says.
An Oklahoma native, Campbell attended the University of Oklahoma and remains a huge Sooners fan despite relocating to Texas after college graduation. Her first job was with Nissan on the automotive side where she recognized her interest in the business world, and while working, earned her MBA from Texas A&M University-Commerce.
While she wasn’t actively looking for a new job, she was contacted by a recruiter and joined TICF five years ago as they transitioned from California to Texas. Her first role was as a dealer credit analyst in dealer financial services, and two years later she transitioned to an inside sales role for Hino, a position she held for two additional years, and now has been a forklift RSM for one year.
Atlas Toyota Material Handling
Al Rawson, President And CEO
The key to success as a dealer principal is to put the best team together and then keep them satisfied, according to Al Rawson, president and CEO at Atlas Toyota Material Handling in Elk Grove, Illinois. “My goal is to provide direction for the company, and I am dedicated to fostering a strong culture and living out our core company values,” he says. “We want to be able to win, and that comes down to focusing on quality and customer relationships.”
Rawson started in the forklift business at Atlas in 1976, first in the service department, steadily working his way through various functions to his current position. Atlas, which celebrated its 70th anniversary this year, has been a Toyota dealer since 1969 and bills itself as having “the nation’s largest inventory of forklifts.” It services the greater Chicago area, along with Minnesota, northwest Indiana and southern and northwest Wisconsin.
While there are always challenges in a dealership, the pandemic increased awareness of how material handling has changed and the need to respond quickly – what Rawson dubs the “Amazon effect.”
“COVID-19 accelerated the change by five years; today we see that packages need to move out of warehouses within an hour, instead of a day,” he says. It’s also changed how people work and make decisions; since customers are more apt to be working from home, they are doing more research than ever on products and need quality information presented virtually.
Meet Gerard “Jerry” Pilla
Our New Dealer Credit Manager

“Success comes when you have the right people and process in place,” says Gerard “Jerry” Pilla, who recently transitioned to the head of Dealer Credit for Toyota Industries Commercial Finance (TICF).
With more than 30 years in the automotive and commercial finance industries, Jerry brings a deep background to the new role. While he has been at TICF for five years as a Regional Sales Manager (RSM) for Hino Trucks, covering 14 states in the Northeast (NE), he spent a similar amount of time at Capital One and nearly two decades at JPMorgan Chase in the automotive and commercial divisions. Immediately prior to joining TICF, Jerry served as the COO for a fintech startup.
“While we know dealers will miss Jerry’s tremendous commitment and drive to support them and their respective customers, we are delighted to promote Jerry to this new post. His extensive field knowledge and understanding of commercial credit and the dealer experience will continue to drive success in a new way,” says Ron Storz, Chief Operating Officer.
THIRD ANNUAL SURVEY DELIVERS NEW INSIGHTS
For the past three years, TICF has surveyed you, our Toyota dealers, annually. The dealer satisfaction survey is an opportunity to gather feedback on what we do well, what we can do better, and how we can continuously improve as a company.
This year, the third year of our Dealer Satisfaction survey, we received feedback from 619 Toyota Forklift dealers contacts – with 53.1% of all those surveyed responding.
It is clear that the COVID-19 pandemic is still impacting you and we empathize with the challenges you and your business continue to face. Among the many things we learned, about 50% of respondents felt very supported with our response. Of course, that means that 50% of those that took the survey feel we could have done better. We were very disappointed to learn that the COVID-19 relief on wholesale lines, customer deferrals, and joint programs missed the mark in your eyes.
Ultimately, only 49% of dealers reported that they were very satisfied with TICF. While this is on par with 2020 results in which 48% of dealers reported satisfaction, our aim is for substantial and continuous improvement – even during a once in a lifetime event like the pandemic.
Dealers reported some notable improvements, including:
- Satisfaction with Retail Credit was up 10%;
- Satisfaction with TC3 functionality was up 13%;
- Two-way communications was significantly improved;
- Gains in service and support from Major Accounts
With feedback on COVID-19 and every aspect of our service, we will continue to make a genuine effort to produce even more meaningful impacts to you and our mutual customers.
While there are areas of opportunity all along the dealer experience, three areas we will be focusing on in our action planning next month. They are:
- Improving speed and responsiveness to inquiries;
- Developing an effective, efficient, and dealer-centric process for expediting solutions to funding issues;
- Continue to progress improved functionality, user experience and user support.
While we are still analyzing the data and turning the feedback into actionable projects in every department, know your input helps us invest in ways that best serve you through ever-changing business needs.
Thank you for taking the time to tell us how we are doing. We look forward to sharing with you our areas of concentration based on this year’s findings in the next issue.
Senior Credit Analyst Profile
Melissa Dixon
With an extensive background in retail finance, Melissa Dixson started in the industry when she was in college and working for a bank. Upon graduation she joined GM Financial, then had brief stints with a mortgage company and the Small Business Administration, where she helped with relief loans. In July 2020 she joined TICF, marveling at how friendly and welcoming everyone has been, despite the unorthodox remote environment.
Currently Melissa works with dealers as a Senior Credit Analyst, a role in which she has been able to pilot process improvements that increase efficiency.
A key change has been implementing chat groups designed to bolster communication among her team, leading to better dealer service. “If someone is unavailable, another team member will watch the queue,” she explains. “While everyone was always happy to pitch in before, oftentimes they didn’t realize there was a need to do so, but now it’s obvious. This leads to more rapid responses to our dealers. Customer service is my big thing.”
One aspect of the TICF culture that Melissa especially appreciates is how receptive everyone has been in implementing these changes in a spirit of continuous improvement. And that extends to the technology that TICF uses, she says, citing the ongoing changeover to TC3.
Elite Dealer Rewards
Are you on a Journey of Earning?
Elite Dealer Rewards is an exclusive rewards program presented by Toyota Industries Commercial Finance (TICF) to Toyota dealer personnel. By financing your sales with TICF, you can earn points toward the selection of name-brand items you need and want.
Points are currently earned on the financing of new Toyota Forklifts. Points are also awarded when participating in the Perfect Letter Program*. Points accrue quickly, with 39 million points earned collectively in the first year of the program.
During the same period Toyota program participants redeemed 16 million points for more than 600 items. Among the amazing rewards were: a 42” 22 HP Zero-Turn Riding Lawn Mower, a 13.3” MacBook Pro, a 13” Mac Book Air 43” 4k HDR Smart LED TV and a 55” 4K OLED Android TV, two 6-piece patio sets, a TaylorMade Iron Set, a firepit, a pellet smoker, an espresso machine, diamond earrings, Ring video doorbell bundle, and much more.
Are you earning rewards? Go to EliteDealerRewards.com to get started!
*See complete program announcement for details.

Effective: February 15 – June 30, 2021
ELECTRIC WAREHOUSE
LEASE EVENT
Primary Offer Features:

Download the PDF for complete offer details.

Effective: March 1 – June 30, 2021
THD NO PAYMENTS
FOR 4 MONTHS
Primary Offer Features:

Download the PDF for complete offer details.

TICF Announces Two New Ambassador Awards
At TICF, we often say that our dealers’ success is our success. This synergy means that both parties are working together for the ultimate good of the customer.
When our dealers commit to doing business with us consistently, we are delighted to honor them with an Ambassador Award, which they receive for reaching specific retail funding milestones that signify our strong working partnership. Each winner receives our thanks along with an elegant plaque suitable for display in the dealership as a visual reminder of our relationship and their success.
Last Winter, we had the pleasure of acknowledging Southwest Toyotalift upon reaching the $50 million award level. Based in Mira Loma, California, Southwest Toyotalift has been in business since 1989 and remains a family owned and operated material handling equipment dealers.
Additionally, ProLift Toyota Material Handling reached the $75 million award level. Based in Louisville, Kentucky, ProLift has been helping people and businesses select and operate forklifts since 1978.
Thank you to the ProLift Toyota Material Handling and Southwest Toyotalift teams and all our Ambassador Award dealerships for being such strong partners in our mutual success.
Want to become an Ambassador Award dealer? Ask your Regional Sales Manager for more details.
Introducing TICF’s
Brand-New Dealer Service Line!
One way in which we are continuously improving and better meeting your needs involves our brand-new Dealer Service Phone Number & IVR telephony system. The COVID-19 pandemic is still impacting you and we empathize with the challenges you and your business continue to face. As a result of your direct feedback, and the COVID-19 environment, we know there is more reliance on phone interactions with our TICF associates and want to provide you with a more customized and efficient process for getting in touch with us.
The new telephony system, a cloud-based softphone technology, allows for a more seamless dealer experience for you, and the ability to reach our associates quicker than ever before.
The customer service phone number will remain the same, but will now be reserved for customers, instead of previously handling both dealer and customer inquiries. Additionally, a future enhancement to the dealer service line includes customized options to better fit your needs.
Dealer Number: 844-774-6509
Customer Number: 800-541-2315
We are always striving to be your financial partner of choice and hope that this new dealer service phone number is one step closer to providing a best-in-class dealer experience for you.
If you have any questions about these changes, please contact your RSM. Thank you for your valuable feedback, continued support, and business.
ORGANIZATIONAL ANNOUCEMENT:
Carolee Furukawa – Inside Sales Director, and Rich Pignotti – North Central Regional Manager, to retire in June.
Carolee Furukawa

With more than 20 years of Toyota financial experience, Carolee brought a depth of understanding to her most recent role as Inside Sales Director, which made her successful among truck and forklift dealers and customers. She built on the foundation of her predecessor to grow market share and increase dealer satisfaction in her regions.
Having previously led Customer Service and the Dealer Financial Services wholesale teams as well as national account transactions as a Relationship Manager for large dealer groups, Carolee parlayed her business insights to quickly develop lasting relationships and offer customer-focused solutions that made her successful in her most recent role.
“Carolee is an extremely hard worker, supporting dealers from coast to coast at all hours,” says Keith Courtney, Senior Regional Sales Manager. “More than that she has a cheerfulness, a kindness, an ability to learn, and to look at an issue from all angles which has contributed to her significant success in this role and in her career.”
Carolee has had a meaningful influence on Toyota, TFS, and TICF throughout the last 20 years. Her dedication, expertise, and passion for people have been an inspiration.
Rich Pignotti

With an impressive 33 years of Toyota experience, Rich has made a tremendous impact on building Toyota’s consumer and commercial credit business, during the last three decades. Currently based in Columbus, Indiana, as the North Central Regional Sales Manager, he has represented TICF with the OEM in a multitude of projects since moving there in 2014.
Rich’s remarkable career includes roles in Collections, Credit, Wholesale, Branch Management, and National Accounts. Always building quality relationships, Rich has approached every challenge with enthusiasm and passion for the brand.
“TICF, its dealers, and our mutual customers, have benefited greatly from Rich’s counsel throughout his impressive career,” says Mike Schultze, Senior Director of Sales and Operations. “Ever positive, warm, and welcoming, strangers quickly become friends who benefit instantly from his business acumen and determination to help them succeed.”
“While we can replace each position, the loss of the passion, the commitment, the knowledge, and what Rich and Carolee offer to me, the dealers, our business, and the Toyota brand cannot be understated,” says Ron Storz, COO. “Over the past three years, Rich and Carolee have become trusted advisers, and each person will be greatly missed.”
Please join us in thanking Rich and Carolee for their years of service, their many contributions to our culture, and their positive impact on our business.
Did you pay attention?
Take this one question quiz for your chance to earn 5,000 Elite Dealer Reward points, if you are a participating dealer.
Did you pay attention?
Take this one question quiz for your chance to earn 5,000 Elite Dealer Reward points, if you are a participating dealer.
Help us improve!
Please let us know what you think of this newsletter and if there is anything we can do to improve. We appreciate all of your honest feedback.
Help us improve!
Please let us know what you think of this newsletter and if there is anything we can do to improve. We appreciate all of your honest feedback.








