• WedgeWEDGE 1 - MaaS / data ecosystem: Pitch Wu Pin-Tsung's MaaS HQ directly. yoxi vs Uber, iRent vs traditional rental, Hotai Pay, Hotai Point, OpenHub EV charging - this is a 5-product consumer-data flywheel that has no global Toyota-Dentsu obligation. WPP's strength in commerce + CRM + data + Choreograph is the natural fit. Frame it as 'we serve the future-mobility Hotai, Dentsu serves the heritage-Toyota Hotai.'
• WhyZERO public friction signals. No trade-press chatter, no pitch leaks, no exec departures from the Dentsu-Hotai axis. The Power of Vulnerability campaign was Dentsu's hero case study for 2025 APAC - the opposite of a relationship in trouble.
• WhoSu Chun-Hsing (蘇純興) / Justin Su · Vice Chairman & President - operational sign-off on any agency change

1. W1WEDGE 1 - MaaS / data ecosystem: Pitch Wu Pin-Tsung's MaaS HQ directly. yoxi vs Uber, iRent vs traditional rental, Hotai Pay, Hotai Point, OpenHub EV charging - this is a 5-product consumer-data flywheel that has no global Toyota-Dentsu obligation. WPP's strength in commerce + CRM + data + Choreograph is the natural fit. Frame it as 'we serve the future-mobility Hotai, Dentsu serves the heritage-Toyota Hotai.'
2. W2WEDGE 2 - Lexus and/or EV-only project work: Lexus historically had separate creative agency (Saatchi). bZ4X needs a Tesla/Luxgen fighter posture that emotional master-brand work does not deliver. Pitch a Lexus AOR review OR a bZ4X-specific 'EV challenger' project. Project work avoids the Tokyo-JV veto.
3. W3WEDGE 3 - The unowned space between Dentsu's master-brand work and the dealer network: Hotai's 8 distributor companies run their own local marketing. National master brand (Dentsu) + dealer-level performance/local (currently fragmented) is a classic WPP integrated-marketing-operations sell.
4. W4WEDGE 4 - Toyota global creative agency context: Toyota globally is NOT monogamous - it uses Saatchi & Saatchi in the US, Dentsu in Japan/Taiwan, multiple agencies regionally. The global precedent for fragmentation is on WPP's side; Hotai is not breaking a global rule by adding a second creative partner.
5. W5WEDGE 5 - Founder/family moment: Chairman Huang Nan-Kuang is relatively new in the chair (post-2023). Generational handovers at family-anchored Taiwanese conglomerates are statistically the most fertile window for re-evaluating long-tenured supplier relationships - even ones that survive end up renegotiated. Time the relationship build now.

• ZERO public friction signals. No trade-press chatter, no pitch leaks, no exec departures from the Dentsu-Hotai axis. The Power of Vulnerability campaign was Dentsu's hero case study for 2025 APAC - the opposite of a relationship in trouble.
• Structural lock-in: Toyota Motor Corp owns 66% / Dentsu owns 34% of the Toyota-Dentsu marketing JV (effective Jan 2021, holding Delphys). This is a HQ-level capital alliance, not just an agency contract. Replacing Dentsu on Toyota Taiwan would require Tokyo HQ sign-off.
• Counter-signal (potential opening): Hotai's 2025 bZ4X repositioning (95% global bZ4X sales collapse, Taiwan price cut NT$1.67M -> NT$1.28M) suggests creative/positioning underperformance on the EV line specifically. This is a project-level wedge, not an AOR wedge.
• Counter-signal: The MaaS/digital business (yoxi, iRent, Hotai Pay, OpenHub EV charging) sits under Wu Pin-Tsung in a separate org structure - historically NOT serviced by Dentsu Creative's main Toyota team. This is a genuinely contestable scope.
• Lexus account was historically split out (Saatchi & Saatchi creative + Zenith Optimedia media per 2007 Brain Magazine record). Status of that split today is unknown but worth diligencing - Lexus may be more contestable than Toyota.

• Huang Nan-Kuang (黃南光) / Stanley HuangChairman (董事長) - ultimate marketing budget approver

  since 2024

  Former Vice Chairman; took chairman seat after long-serving Huang Chih-Tsuen retired. Background in chemistry, family ownership lineage. Symbolic point: appeared alongside Toyota chairman Akio Toyoda at March 2025 GR Garage opening, signaling continued Toyota family-level intimacy that anchors the Dentsu relationship globally.

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• Su Chun-Hsing (蘇純興) / Justin SuVice Chairman & President / General Manager (副董事長兼總經理)

  since 2024 (promoted from President to Vice Chairman + retained GM)

  MIT Sloan MBA. Operational decision-maker, came up through Lexus division and Finance. Most relevant single point of contact for any strategic agency conversation.

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• Wu Pin-Tsung (吳品璁)Head of MaaS Strategy Headquarters / CEO Hotai Connected Network (and-app, yoxi operator)

  since unknown (described in 2021 Digitimes interview as youngest department head; previously ran Lexus brand)

  Ex-Lexus brand lead, now runs the digital/data side: yoxi, iRent, Hotai Pay, Hotai Point, My Toyota, Lexus Plus data unification. This is the non-Dentsu, digital-first wedge inside Hotai. WPP entry point if pitching MaaS/CRM/performance work that sits outside the Dentsu creative scope.

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• Mavis HsuDeputy General Manager - Public Relations

  since unknown

  Senior PR contact; useful for relationship mapping but not the budget owner.

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• unknownCMO / Chief Marketing Officer equivalent

  since unknown

  Hotai does NOT publicly list a CMO-titled role. Marketing sits inside Toyota Division and Lexus Division separately, plus the MaaS HQ under Wu Pin-Tsung. This decentralized structure is itself a strategic insight: there is no single 'CMO to convert' - WPP would need to win at the divisional or Vice Chairman level. Historical Brain Magazine record (2007 Top 500 advertisers) attributed budget authority to then-GM 張重彥 Zhang Zhong-Yan.

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Brand-led emotional storytelling at the master Toyota level (Power of Vulnerability is unapologetically about feeling, not product), paired with hard-nosed performance/data marketing in the MaaS units (yoxi, iRent, Hotai Pay). Hotai treats Toyota the master brand as a Japan-aligned, Dentsu-served prestige asset, but treats its own non-Toyota businesses (mobility, payments, data) as a separate, modern, contestable marketing portfolio. The company is also moving from premium-EV positioning to aggressive-value-EV positioning on bZ4X, hinting that current creative is being asked to do more commercial heavy lifting.

• Toyota Taiwan - The Power of Vulnerability (脆弱的力量)2024 · Dentsu Creative Taiwan · Brand film + integrated social/PR, released post-Taiwan presidential election Jan 2024

  Featured Olympic weightlifting gold medalist Kuo Hsing-Chun (郭婞淳) playing piano despite no formal training - 'true strength is the courage to embrace vulnerability'. Positioned as a unifying message during politically deadlocked Taiwan. Achieved 5M+ views; held up by Dentsu as their Year-in-View 2025 case study.

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• Toyota Taiwan - The Strength to Move On (follow-up beat)2025 · Dentsu Creative Taiwan · Brand film continuation

  Continuation of the Power of Vulnerability platform, cited in Dentsu APAC Year-in-View 2025 write-up.

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• Toyota bZ4X 2nd-gen Taiwan launch (NT$1.28M, price cut from NT$1.67M)2025 · unknown (likely Dentsu Creative Taiwan per AOR pattern; media planning historically Belvedere) · Launch event Oct 27 2025 + integrated launch comms, 4,000-unit annual sales target

  Aggressively repositioned bZ4X as the lowest-priced imported EV in Taiwan to directly attack Tesla Model Y and Luxgen n7. Marks shift from premium-EV framing to value-EV positioning - a notable strategic pivot.

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• GR Garage Taiwan opening (Akio Toyoda + Hotai chairman)2025 · unknown · Brand experience / performance vehicle showroom launch

  Akio Toyoda personally attended the Mar 21 2025 opening with chairman Huang Nan-Kuang. Symbolic moment that re-anchors Toyota global-Hotai-Dentsu alignment.

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• Toyota Town Ace launch digital campaign (historical reference for digital chops)2022 · unknown (Google credited media strategy) · Custom YouTube creative variants targeting SMB commercial-vehicle buyers

  Won Google YouTube Works Taiwan 'Best Media Synergy' award. Establishes that Hotai already does sophisticated audience-segmented digital creative - meaning a pitch around 'we'll bring you digital' is insufficient.

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• Su Chun-Hsing (蘇純興) / Justin SuVice Chairman & President - operational sign-off on any agency change
  ↗
• Huang Nan-Kuang (黃南光) / Stanley HuangChairman - relationship-level authority, controls the Toyota-family interface
  ↗
• Wu Pin-Tsung (吳品璁)Head of MaaS Strategy HQ - autonomous budget for yoxi/iRent/Hotai Pay/OpenHub; non-Dentsu scope
  ↗
• Mavis HsuDeputy GM Public Relations - relationship gatekeeper / PR scope
  ↗

Do NOT pitch this as a head-on Toyota AOR challenge. The Toyota-Dentsu-Delphys capital JV (Toyota 66% / Dentsu 34%, Jan 2021) is a Tokyo HQ-level structural lock-in - challenging it goes over Hotai's head and will be politely killed. Also avoid generic 'we'll bring you digital transformation' - Hotai is years into its own digital build (yoxi 2019, iRent acquisition 2021, Town Ace YouTube Works award 2022). Do not under-resource the Japanese-language relationship layer; Hotai's Toyota-family intimacy (Akio Toyoda personally attended GR Garage opening Mar 2025) means any pitch team without a credible Japan-Taiwan cultural bridge will be discounted. Don't lead with creative awards - Dentsu just hero-cased Hotai work as their APAC 2025 best-in-show; arguing they make better ads is a losing frame. Lead instead with scope WPP can win in (MaaS/data/Lexus/EV challenger) without asking them to fire their AOR.

• Tesla Taiwan (direct EV competitor, ranked #5 brand overall in Taiwan, no traditional Tier-1 agency)
• Luxgen / MIH (local n7 EV directly named by Hotai as bZ4X competitor)
• BYD (not yet major in Taiwan but global #1 EV threat)
• Mercedes-Benz Taiwan (Lexus competitor in premium segment)
• BMW Taiwan (Lexus competitor)
• Other Pitch Intel auto accounts on the WPP Taiwan roster: cross-reference needed - Hotai is the dominant 36.7% share player so most likely the #1 auto target on the list

• ? Who currently runs marketing at the Toyota Division and Lexus Division specifically (the level beneath VC Su Chun-Hsing)? The org chart published by Hotai stops at the top two roles.
• ? Is Lexus still on Saatchi & Saatchi creative + Zenith Optimedia media, or has Dentsu Creative consolidated Lexus too since 2007? This single answer reshapes the whole pitch geometry.
• ? What is Hotai's actual FY2024 working media spend by brand (Toyota / Lexus / Hino / yoxi / iRent)? Brain Magazine's Top 500 report covers this but the public summary cut off at 2007 data in our window.
• ? Is there a current or recently-completed media-agency review? Media is often more contestable than creative and is not bound by the Toyota-Dentsu JV in the same way.
• ? What is Akio Toyoda / Toyota Motor Corp's level of direct involvement in Hotai's agency selection? The Mar 2025 GR Garage visit suggests it is non-trivial.
• ? Did the bZ4X price cut (NT$1.67M -> NT$1.28M, -23%) come with a brief change or agency-roster change? A 23% price repositioning usually triggers a brief refresh somewhere.
• ? Is there a Hotai sustainability / ESG comms scope (Toyota Net Zero 2050) that is currently unserved or fragmented?
• ? What is the relationship status between Hotai and the 8 local dealer companies' own marketing budgets? Is there an opportunity to consolidate dealer-level scope at the network level?