(1) Keeping pace with changing technology and customer expectations is challenging for Toyota, as platforms, cloud services, and competitors constantly evolve while staff and customers demand more. (2) Safety of customer data and intellectual property must be maintained while adapting to new digital opportunities in the car buying process, as dealer visits decline but online research increases. (3) Toyota seeks to balance its leadership position in New Zealand with understanding the customer journey, which involves both emotional and practical considerations from initial interest to ongoing ownership.