A Dismal November For Toyota - Sales DOWN 7.6% - Lexus Falls 5.5% For Month

Toyota Division recorded sales of 111,077 vehicles, a decrease of 7.6 percent from the year-ago month, on a DSR basis.  On a raw volume basis, Toyota Division sales were down 3.6 percent from last November.  Lexus Division reported sales of 18,240 units for the month, down 5.5 percent from November 2009, on a DSR basis.  Volume-wise, Lexus Division sales were down 1.4 percent compared to the year-ago month.

Toyota Division

Toyota Division passenger cars recorded sales of 58,701 units, a decrease of 21.5 percent from last November.  Toyota sales were led by Camry and Camry Hybrid, which posted combined monthly sales of 20,737 units.  Corolla recorded sales of 16,202 units for the month.  The Prius mid-size gas-electric hybrid reported sales of 10,224 units, up 1.9 percent over the year-ago month.  Avalon posted sales of 2,186 units, up 7.8 percent over November 2009.

Toyota Division light trucks posted sales of 52,376 units in November, up 15.2 percent over the same period last year.  Light truck sales were led by the RAV4 compact SUV, which recorded monthly sales of 12,306 units, up 2.4 percent over November 2009.  Highlander and Highlander Hybrid posted combined sales of 9,156 units, up 41.2 percent over the year-ago month.  4Runner posted sales of 4,062 units for the month, up 130.5 percent over November 2009.  The Tundra full-size pickup posted sales of 7,464 units, up 12.1 percent over last November.  The Tacoma mid-size pickup recorded sales of 8,616 units, up 8.2 over the year-ago month.  The Sienna minivan reported sales of 8,125, up 4.0 percent over the same period last year.

Scion posted November sales of 3,834 units.  The all-new, redesigned tC sports coupe led the way with sales of 1,619 units, up 79.2 percent over last November.  The xB posted November sales of 1,405 units. The xD reported sales of 810 units for the month.

Lexus Division

Lexus reported passenger car sales of 9,188 units, down 12.4 percent from the year-ago month.  Lexus passenger car sales were led by the ES entry luxury sedan, which posted sales of 4,070 units.  The IS line-up reported combined sales of 2,557 units.  The LS and LS hybrid recorded a combined sales of 1,270 units, up 15.1 percent over last November.

Lexus light trucks recorded sales of 9,052 units, up 2.7 percent over last November.  Lexus Division sales were led by the RX 350 and RX 450h, which reported combined November sales of 7,235 units, down 12.5 percent from the year-ago month.  With November sales of 1,376 units, GX mid-size luxury utility vehicle posted a gain of 530 percent over the same period last year.

TMS Hybrids

TMS posted November hybrid sales of 14,041, down 7.0 percent from the year-ago month.  Toyota Division posted sales of 11,929 hybrids for the month.  Lexus Division reported sales of 2,112 hybrids in November.

*Unless otherwise noted, all percent change figures are reported on a daily selling rate basis.


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Joe_Limon - 12/1/2010 3:18:38 PM

-4 Boost

Not enough incentives?

Agent009 - 12/1/2010 4:01:14 PM

-5 Boost

Nowhere to hide from the recall mongers, I guess.

800over - 12/2/2010 8:04:59 PM

+7 Boost

So Toyota had the worst publicity in the history of cars and manage to equal last years sales? I don't think they can complain.

g2ok - 12/1/2010 5:47:55 PM

-2 Boost

Their marketing and message have been ineffective against bad publicity. Also, the Corolla can no longer compete in it's segment in terms of styling, features and price. Camry is still strong, but is due for a re-design. 4Runner and Highlander still selling well. It's a mixed bag, Toyota just has too many cars and trucks and needs to find the right strategy.

enthusiastx11 - 12/1/2010 7:13:24 PM

-6 Boost

wow...the RX is now 50% of the brand's sales. add in the ES and IS--and you have 86% of brand sales.

enthusiastx11 - 12/2/2010 11:33:53 AM

-8 Boost

one's a tarted-up camry, the other a toyota harrier. so what you're saying is that most of the lexus brand is re-badged toyotas that dumb americans buy like hotcakes.

enthusiastx11 - 12/3/2010 2:16:19 PM

-5 Boost

the 3 and 5 are original pieces of design and engineering....not rebadged economy cars. it's pretty shallow that people will buy a car that is mechanically identical to one that costs many thousands less. that's why lexus is only a success in america...americans are obsessed with brand names.

enthusiastx11 - 12/3/2010 4:51:03 PM

+1 Boost

curious to know EXACTLY what you disagree with in my last post? why all the deboosting? pretty weak way to respond.

Fijian - 12/1/2010 7:24:29 PM

-7 Boost

People will buy boring cars as long as you tell them they are reliable.Once they find out the truth you need to give them lots and lots of money to drive them.Whats happening to Toyota happend to GM not too long ago.Back then Toyota was laughing now its GM.

acronis - 12/1/2010 7:45:31 PM

-6 Boost

This is not unexpected. Toyota's brand has been reeling all year from recallathon. Perhaps, they will find their mojo but it will take some doing.

Toyota must start designing and building exciting, cars. Times are changing.

enthusiastx11 - 12/1/2010 9:04:34 PM

-4 Boost

the lack of new (and interesting) models is a big part of their problem. lexus has introduced nothing of note in years (except the yet-to-be produced LFA and the bomb HS).

enthusiastx11 - 12/3/2010 2:17:30 PM

-5 Boost

so what are the new and exciting pieces of design and engineering that toyota/lexus has brought to market in the past couple of years?

Agent009 - 12/2/2010 9:45:25 AM

-8 Boost

Toyota brand sales are down 0.4% YTD
Lexus brand sales are up 8.0%

Overall they are barely breaking even for the year up 0.5% in a recovery year on top of that.

It is pretty sad when you factor in the fact that they did this to themselves! No competitor had any factor in this poor year, but they were there to pick up the pieces.

JustaCar - 12/2/2010 10:22:11 AM

-7 Boost

sportsbike - don't blame 009. Toyota is doing it to themselves. Even in the midst of all the recalls, they are still trumpeting their "legendary dependability" in their ads. People are not that stupid and their are clearly not buying it judging by the sales numbers.

enthusiastx11 - 12/2/2010 12:28:59 AM

-5 Boost

yes, the typical $70,000 LS outsold the typical $100,000 7-series. is that impressive. they build massive discounts into their MSRP. brilliant strategy.

enthusiastx11 - 12/2/2010 12:33:16 AM

-6 Boost

and the LS is only 5% of the lexus brand, so it' pretty much irrelevant. it's the 86% (RX, ES and IS) that's entry level that really determines the success of lexus.

enthusiastx11 - 12/2/2010 11:43:12 AM

-7 Boost

quick cigar guy...you're telling lies. just look at the numbers in the other posts. the entire 3-series range is 44% of bmw sales in the united stats (not 65% like you state). and the 3-series is a wonderful car that sells at a HUGE premium to its competitors.

more of your lies....

750i (short wheelbase) base MSRP: $82,500
LS460 (short wheelbase) base MSRP: $65,380

let me help you with the math: that a base difference of $17,000. and the LS has more standard equipment and far fewer options. your average LS has a few thousand in options, your average 7 has about $15,000 in options (if you're really careful). so the typical difference is over $30,000.

enthusiastx11 - 12/3/2010 2:25:41 PM

-6 Boost

my mistake. yes, a large portion of the 44% of bmw sales that go to the 3-series are 328 models. what percentage exactly, i don't know. where did you get your numbers?

re: the 7 vs. LS. you're comparing a base 6-cylinder 740i to a V-8 LS460. by the way, the 740i DELETES quite a bit of standard equipment that the 750i and lexus has including nappa leather, premium sound, etc.

so what you're saying is that people will pay MORE for a base model 6-cylinder 740i than a heavily equipped V-8 LS460.

this is part of BMW's long-running strategy. strip cars to get the base prices low to get people in the dealer. once they get in the dealer than love the car and end up optioning it up to the same equipment that mercedes, lexus and others provide as standard.

enthusiastx11 - 12/3/2010 2:28:27 PM

-6 Boost

oh...and where do i get my info. just go the lexus and bmw sites. build the cars with IDENTICAL levels of equipment and you'll see the huge price differences. then go to the dealer and try to find a bmw base model. good luck. they don't stock them because people don't want cars without all the luxury amenities.

enthusiastx11 - 12/3/2010 4:55:19 PM

+1 Boost

i'm comparing apples to apples. equip the cars the same way and see what they cost. it's pretty basic logic.

is it ok to compare loaded cars with a V8 (nearly everything is standard on lexus) to base cars with an inline 6 (it's possible to put $30,000 in options on a 740i)?

800over - 12/4/2010 2:40:00 PM

+1 Boost

"the 3 and 5 are original pieces of design and engineering....not rebadged economy cars. it's pretty shallow that people will buy a car that is mechanically identical to one that costs many thousands less. that's why lexus is only a success in america...americans are obsessed with brand names."

So apparently according to enthusiasts it's crazy for people to buy an "overpriced" lexus when compared to their Toyota origins....but when Lexus charges less than BWM for the LS vs 7 series then it's because they discount too much. It's amazing how you can talk out of both sides of your mouth........

knowitall1985 - 12/2/2010 12:20:09 PM

+9 Boost

The most recalled BMW in history the 7 series never sold even close to sticker. It might have a higher msrp but they can only sell them if discount the hell out of them.

enthusiastx11 - 12/2/2010 12:25:06 PM

-8 Boost

i'm sure they're giving $25,000+ discounts on the 7. right? and lexus gets premium prices. right?

enthusiastx11 - 12/3/2010 2:30:41 PM

-7 Boost

cigar:

i don't see ANY data in knowitall's statement above. that's why i'm making fun of him. my posts are packed with data.

enthusiastx11 - 12/3/2010 4:56:49 PM

+1 Boost

deboost away geniuses! it's all you've got when you can't back up your opinions with data. lol

knowitall1985 - 12/2/2010 2:41:59 PM

+4 Boost

All i'm saying is it's much closer than you say. It's no big deal if you hate Lexus they don't need your business.

enthusiastx11 - 12/3/2010 2:31:11 PM

-6 Boost

ok. share some data.

enthusiastx11 - 12/3/2010 4:57:28 PM

0 Boost

i'm going for -30 on this one! woohoo!