Refocus: Toyota Offically Abandons Quest to Be Number One Globally

Refocus: Toyota Offically Abandons Quest to Be Number One Globally
New Toyota President Akio Toyoda has abandoned the goal of grabbing a 15 percent share of the global market as part of a back-to-basics focus on quality over quantity.

The target was set in 2002 by then-President Fujio Cho as a benchmark for charting Toyota Motor Corp.'s rapid growth. Cho wanted the 15 percent sometime after 2010.

Toyota had a global market share of 10.7 percent in 2002, according to the Automotive News data center.

But Toyoda has different priorities, a high-level Toyota executive says. For starters, Toyoda took office in June amid an unprecedented global slump that has his company battling its first loss in decades, not priming for expansion.


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abcdabcd - 8/10/2009 1:14:31 PM
+3 Boost
Wisely


JUGNUJUGNU - 8/10/2009 1:19:28 PM
+2 Boost
Good, they came back to track. A route which made them so popular in the first place. Now reduce prices and increase quality and sportiness.

JUGNU


Joe_LimonJoe_Limon - 8/10/2009 2:26:18 PM
+5 Boost
If they are abandoning sales numbers I don't think they will be reducing prices.


answeranswer - 8/10/2009 2:15:22 PM
+2 Boost
Good news!

The focus on being number 1 was foolish. All it did was allow other brands to close the gap on quality.


CamrymanCamryman - 8/10/2009 2:50:09 PM
+3 Boost
Good. I’m glad Toyota is refocusing on the brand. To be number one is fine but it will never happen if quality suffers. I feel that Toyota has gotten of track as of late. Quality of materials in the Toyota in line is surprisingly down. I’ve noticed this just in upgrading from my 05 to 09 Camry. The new (IMHO) looks nice but and is so far reliable but, the interior shows Toyota is not on their A-game (uneven trim and cheap plastics all over the lower part of dash and the doors). Even the new corolla/Matrix interiors are also cheap as can be. I glad Toyota will focus more or quality, price. Quality is better than quantity any day. That’s what will keep many coming back to the brand. A little sportiness wouldn’t hurt either.


DaHarderDaHarder - 8/10/2009 3:03:12 PM
+1 Boost
Sounds more like a Reality Check than anything else. Maybe now they'll regain their reputation for building solid quality, yet affordable, transportation appliances.


CamrymanCamryman - 8/10/2009 3:04:39 PM
+1 Boost
DaH Well said.


lexworldlexworld - 8/10/2009 4:44:54 PM
+2 Boost
No doubt this is what I've been hoping would happen. This move goes to show you Mr. Toyoda's focus. He'll bring back some real cool rear-wheel drivers plus I believe he'll keep up some real hot F cars on track such as, IS-F and LF-A. The LF-A will require a very serious high-end budget to continue to dominate in it's class.


Agent009Agent009 - 8/10/2009 4:55:26 PM
0 Boost
They need the direction change.


Designer1Designer1 - 8/10/2009 5:47:31 PM
+1 Boost
Toyota definitely needs to go back to the quality they used to have, and while at it bring more rear wheel drive sedans/sports to the state side for God's sake.


wins555wins555 - 8/11/2009 6:28:00 AM
+2 Boost
Toyota realized that life is lonely at the top.
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