Who would have ever thought that the marketplace would like it does today? Toyota once the juggernaut of the industry is running uncontrollably from crisis to crisis, barely getting out of one mess before another one takes its place. With a log jam of liability lawsuits and ever mounting concerns over safety,
Don’t get me wrong though, Toyota is no fool and they will recover. But you have to remember they have painted themselves into a corner they are not getting out of anytime soon. Many of their issues will not be totally resolved on all fronts until the next generation of vehicles. Couple that with the fact that they have one of the slowest new model cycles in the entire industry, and you have at least a decade until they can start seeing the light. Just how much ground they will lose in that time frame is anybody’s guess.
On many levels you can see historic similarities of two giants. In many way Toyota is mirroring the General Motor of the 80’s and 90’s where the shareholders and profits were placed above everything else. While I don’t think Toyota has all of the same issues that GM fell victim to that time frame, I also never envisioned them purposely playing the public as a pawn in a game of maximizing profits either.
This is all a disappointing because Toyota once held that brass ring firmly in hand. They have stood at the top of the heap only to fall just a short time later, led astray by internal forces.
Hyundai on the other hand is stepping from strength to strength, by skillfully marketing to a nation they desperately needed some reassurance that someone would be there for them down the line if needed. Backing this slick marketing campaign with a flurry of products have endeared themselves to the media, and Hyundai has moved from the industry joke of the 80’s in to arguably the powerhouse of the new millennium.
Hyundai reminds me a lot of Audi in many regards. Compared to their competition, they are simply daring to stand out in a good way. Whether it is build quality, styling, or warranty, Hyundai is leading by example. Other than trucks, you would be hard pressed to find a niche where they do not have a solid product in the lineup. Aggressive marketing, yet competent engineering are the key factors in their favor.
Who would have thought that each could play into the other’s hand so well? Just as Toyotas current owners have been jolted and feeling insecure, there is Hyundai waiting with open arms, with styling, warranty and pricing to take them away. You couldn’t have written a Hollywood script any better.
For all of those that might think I am full of it. All I have to say is look how far Toyota has fallen in the last year, and look at how much Hyundai has gained in the same time frame. Then multiply that by a decade and tell me I’m wrong.
2010 New York Auto Show Photo Gallery
2011 Ford Mustang Photo Gallery
Geneva Motor Show Photo Gallery