Katarzyna Petru
Samsung Electronics has announced an expansion of its collaboration with Toyota, one of the largest car manufacturers in the world. Following a successful digital transformation of 1,250 showrooms in 40 countries across Europe, the companies have decided to take the next step – the implementation of as many as 23,000 Samsung Smart Signage screens in new locations around the globe.
Digital transformation of Toyota showrooms
Modern car shopping increasingly starts online but ends in the showroom. Therefore, the goal of the partnership is to create a cohesive and engaging customer journey – from the first contact to the finalisation of the transaction.
Touch screens and Samsung LED panels have appeared in key areas of Toyota showrooms: from reception and consultation zones to vehicle display areas and waiting rooms. Customers can browse models, check detailed specifications, and even configure their dream car in real-time. This allows salespeople to focus on individual customer needs rather than repeating standard presentations.
MagicINFO™ – remote management at the enterprise level
All the screens in Toyota showrooms are managed by MagicINFO™, Samsung's proprietary solution for remote device management. The system enables central monitoring of screen operation, quick detection and resolution of issues, and minimisation of downtime. Importantly, the software is certified by BSI (ISO/IEC 27001:2022 and ISO/IEC 27701:2019), confirming a high level of data security and privacy.
Toyota: greater customer engagement
“Thanks to Samsung Smart Signage, we can communicate with customers exactly when they need it” – says Dirk Christiaens, Business Transformation & Brand Experience Manager at Toyota Motor Europe. “The ability to remotely manage screens in real-time has significantly increased customer engagement in our showrooms.”
Samsung has been the market leader for 17 years
According to an Omdia report, the global digital signage market is set to reach USD 12.6 billion by 2029. Samsung is not slowing down – in the second quarter of 2025, the company secured a record 38.8% share of the commercial display market, maintaining its position as number one in the world for 17 consecutive years.
Toyota's digital showrooms are an example of how technology can transform the car buying process into a modern, interactive experience.
