Internal Documents Reveal Toyota Is Worried About Too Much Success

Toyota Motor Corp. is bracing for possible political and consumer backlash caused by its rapid U.S. growth, according to an internal report obtained by the Free Press.

Toyota executives have publicly downplayed the importance of predictions that the Japan-based company will pass General Motors Corp. this year as the world's largest automaker. But the Toyota report says the company could face criticism because its U.S. sales are increasing while Detroit's automakers are losing sales and shuttering plants.

"With recent market-share gains and sales continuing to increase, we are becoming the de facto leader of the industry -- that brings risks and responsibilities," according to a presentation by Seiichi (Sean) Sudo, president of Toyota Engineering & Manufacturing in North America. "Our competitors are jealous of our success."


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Agent009 - 2/13/2007 10:29:54 AM

+4 Boost

This is proof you can do everything good and still get a bad rap. As we all can see, too much success can mean that are the target of unwanted criticism and negative emotions.

More than a few are placing the blame of the US auto industry failure on Toyota. Toyota had the same obstacles to over come as the domestics, however they simply did a better job addressing issues. No matter what your thoughts are on this subject Toyota simply is a better run company and makes better day to day decisions than the domestics.

d1sinfo - 2/13/2007 10:53:54 AM

0 Boost

I think they are promoting this concept, and want this rumor to get out. They want it to happen, it's planned.

Most newer generation buyers place little to no moral or ethical weight on there purchase, and for this reason any idea that Toyota is hurting any economy will be outweighed simply by the fact that they will be considered the ONLY Name in reliable cars. Take hummer, the brand is more powerfull than any negative information about the brand. In-fact in the case of Toyota being blammed for something 'good' like making reliable, well priced auto's is all apart of the plan.

The above is of course a theory, open to debate. Just an idea.

onlytoyotaandlexus - 2/14/2007 2:32:44 AM

+2 Boost

If it ain't a Toyota [Toyota, Sicon and Lexus] I ain't driven it! Don't believe in any other car and neither will I own any other car!

1970toyotamarc - 2/13/2007 3:20:56 PM

+2 Boost

This was the same concern in the 80s. I think Toyota survived that fairly well, no?

S4cabriofoxone - 2/13/2007 5:45:33 PM

+2 Boost

Interesting. Philosophically, Toyota is an honest company and knows this will probably happen.

In retrospect, would it be smarter for them to not keep up with demand and stagnate in a #2 position, while remaining the richest company?

Then, people would probably get mad at them for not building more models!

You're damned if you do, damned if you don't.

S4cabriofoxone - 2/13/2007 10:21:13 PM

+3 Boost

I think I'll be the Queen of England before Ford can be #1 again. If that ever happens.

Yes, long ago, Will, Ford was #1. I know it's hard for you to believe.

I still remember things like the day JFK was assassinated. But let's not think about that...

Why was I de-boosted? For having a neutral view?