He joins the company from Toyota Spain, where he held the positions of managing director and, latterly, vice president and chief operations officer.
Fonseca, 46, replaces Graham Smith, who after 10 years heading Toyota GB, takes on two new roles: senior vice-president, Toyota Motor Europe, responsible for external and environmental affairs; and managing director of Toyota Motor Europe at its London office.
Fonseca says: “I believe we have to change quicker than our surrounding environment in order to remain competitive and keep ahead of our rivals. TGB, like all businesses, needs permanent, orderly, yet dynamic and innovative change in order to keep winning.
“I am aware of the difficulties currently facing the UK market, but I am sure that within Toyota GB and its network of centres, there is the knowledge and determination to maximize opportunities and capitalize on our strengths.”
Portuguese-born Fonseca began his automotive industry career with Citroën Portugal in 1987.
From 1989 to 1997 he held senior managerial posts with Ford Portugal, Ford of Europe (in the UK) and Ford Spain. In 1998 he joined Fiat and was president and chairman of Fiat Auto Portugal before moving to Toyota in 2001.