Ravaged Toyota Sales Drop 33.7% In August - Lexus Market Share Suffers With 11.6% Decline

"While August results trailed year ago levels when the CARS program generated significant incremental sales for the brand, we're pleased with how the month shaped up," said Don Esmond, senior vice president of automotive operations for Toyota Motor Sales, U.S.A., Inc. "Customer loyalty rates have returned to traditional levels as Toyota continues to lead the industry as the number one retail brand year-to-date."

Toyota Division recorded sales of 128,923 vehicles, a decrease of 33.7 percent from the year-ago month, on a DSR basis. On a raw volume basis, Toyota Division sales were down 36.2 percent compared to last August. Lexus reported sales of 19,465 units in August, down 11.6 percent from August 2009, on a DSR basis. Volume-wise, Lexus Division sales were down 14.9 percent compared to the year-ago month.

Toyota Division

Toyota Division passenger cars recorded sales of 75,911 units, a decrease of 44.6 percent from last August. Toyota sales were led by Camry and Camry Hybrid which posted combined monthly sales of 30,746 units. Corolla recorded sales of 20,280 units. The Prius mid-size gas-electric hybrid reported sales of 11,799 units. The Avalon sedan posted sales of 2,512 units, up 17.3 percent over the year-ago month.

Toyota Division light trucks posted sales of 53,012 units in August, down 7.6 percent from the same period last year. Light truck sales were led by the RAV4 compact SUV, which recorded monthly sales of 14,727 units. 4Runner posted sales of 3,833 units, up 297 percent over August 2009. The Tundra full-size pickup recorded sales of 7,207 units. The Sienna minivan reported sales of 8,729, up 15.7 percent over the year-ago month.

Scion posted August sales of 4,012 units. The xB urban utility vehicle led the way with sales of 1,965 units. The tC sports coupe posted August sales of 1,092 units. The xD reported sales of 955 units for the month.

Lexus Division

Lexus reported passenger car sales of 9,353 units, down 22.9 percent from the year-ago month. Lexus passenger car sales were led by the ES entry luxury sedan which posted sales of 4,161 units. The IS line-up reported combined sales of 3,005 units.

Lexus light trucks recorded sales of 10,112 units, up 2.3 percent from last August. Lexus Division sales were led by the RX 350 and RX 450h, which reported combined August sales 8,506 units. With August sales of 1,227 units, GX luxury SUV posted a gain of 78.2 percent over the same period last year.

TMS Hybrids

TMS posted sales of 15,444 hybrid vehicles. Toyota Division recorded sales of 13,450 hybrids for the month. Lexus Division reported sales of 1,994 hybrids in August.

FanboyOfTheTruth - 9/1/2010 1:27:28 PM

0 Boost

Poor Lexus, still suffering from leading the luxury car sales. When will the pain ever stop?

Agent009 - 9/1/2010 1:31:12 PM

-3 Boost

They really have no reason to be down, other than fall out from the recalls, and a stale line up. But that never stopped them in the past.

FanboyOfTheTruth - 9/1/2010 2:10:09 PM

+2 Boost

009, perhaps if you had learned to read you would have known that there was a program called Cash for Clunkers this time of the year last year, and Toyota benefitted hugely from it, while Lexus also did to a smaller extent? But wait I forgot, that's not a qualification to be an AutoSpy after all. My bad.

Agent009 - 9/1/2010 2:47:43 PM

-2 Boost

FanboyOfTheTruth-

Maybe if YOU read the C4C program a year ago, you would know Lexus did not benefit from the program. They were on equal footing with MB, BMW, and Audi (who reported just reported a 14% gain)as far as sales go.

With that said I'll give you some food for thought here:

At the current rate by the end of the year Lexus may into THIRD Place!

145,490 Lexus up 11% YTD but is fading into sales declines since June losing more ground each month. A disturbing trend.

139,867 Mercedes Rising 18.1% YTD with no slow down, they could pass Lexus as early as next month.

139,236 BMW Holding on, up 5.6% YTD but if they can continue, they MIGHT sneak ahead.

If does indeed happen they would have squandered a tremendous advantage.

Whelan - 9/1/2010 1:42:17 PM

0 Boost

Sure they have reason. Their cars suck. Not in a sense of quality but in enthusiasm. There is nothing in the entire Toyota lineup that makes me or many others want to walk into the dealership to at least get a closer look. They took a small car like the Corolla that had an optional XRS with 180hp 1.8L high revving engine and a 6 speed and dulled it to a 2.4L with 164hp and a 5. The enthusiast has to go elsewhere for their fun. Same for the Matrix.

Agent009 - 9/1/2010 2:52:20 PM

-2 Boost

Well they rode on the "safe and dependable" mantra as their trump card. I think the last year has proven that they need to rethink that strategy.

There is nothing wrong with Lexus, but they have to consider reinventing themselves to gain back their share.

thetruth01 - 9/1/2010 4:15:23 PM

-2 Boost

There is something wrong with Lexus. They need new products. They don't need another reinvention; it began 5 years ago, with a highly praised line-up of vehicles (and engines) that continues to sell remarkably well despite its age. Their failure to space out their model changeovers has bit them in the butt. All their cars (except the poor HS) are old. And not one of their engines was upgraded in mid cycle refershes. Toyota is hurting right no, so they seem to be milking as much profit out of each vehicle and engine series as they can. Can there be any more proof than saddling the brand new HS with the tired Camry 2.4L?