• Nov 13th 2006 at 2:26PM
  • 19
It came as no surprise to anyone in 2003 when Toyota overtook Ford as the world's No. 2 automaker. And despite Toyota's good will gesture of raising prices to protect U.S. automakers, it was no secret the Japanese company was gunning for the No. 1 position. Now it's, well, somewhat official. The Wall Street Journal is reporting that a leaked copy of Toyota's confidential "global master plan" outlines that company's goal of taking 15% of the world car market by 2010. That would be a 4% boost over its 2005 share. An Associated Press story in the L.A. Times goes into detail about the plans, but we'll run over the highlights here.

Toyota's plan predicts affiliates Daihatsu and Hino Motors should contribute 1% to it's expanded market share, the other 14% coming from Toyota products. The automaker expects major growth in Russia, China, India and Brazil to be a big part of its global dominance, as well. A newly developed inexpensive minicar is expected to boost sales in these countries. It's Russia plant should begin production in late 2007, with an Indian plant up and running by 2009. According to Japanese media reports, Toyota also wants its overseas plants to boost output to 5 million cars by 2008, a 40% rise over 2005 levels of 3.5 million vehicles.

The gauntlet has been cast folks, and it appears at this point that no automaker, not even General Motors, is willing to pick it up and take the challenge of stopping Toyota.

[Source: The Wall Street Journal via The Associated Press via The Los Angeles Times]

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    • 1 Second Ago
      • 8 Years Ago
      ____taking 15% of the world car market by 2010. That would be a 4% boost over its 2005 share.___
      • 8 Years Ago
      First thing:

      15% of the world market in DOLLAR Sales or UNIT sales?

      Second thing: See First thing.
      • 8 Years Ago
      lol, haters extraordinaire here. they haven't even gotten to the point where GM was and people are already predicting their downfall. just because you wish it don't make it true.
      • 8 Years Ago
      Lithous, LOL ... and what's even more funny is that there are people who actually believe that what you posted is the God-honest truth!
      • 8 Years Ago
      Hurray! More Toyota recalls and craptastic quality!
      • 8 Years Ago
      Wake up people. Don't blame Toyota for making better vehicles, and not letting their CEO'S put millions in their pockets. Let's not forget who has more plants in the U.S. than all three of THE BIG THREE. Have you looked on a window sticker of a new car lately. The big three, 90% import, 10% U.S., Toyota, 100% made in the U.S.A. Let's not be old school, because you will be left behind like FORD, DODGE, and CHEVY.
      • 8 Years Ago
      Too bad that as Toyota sales increase, quality is decreasing >>


      The new Camry is CRAP. If Toyota keeps going in this direction (remember, the new Ford Fusion was rated HIGHER than Camry and Accord by Consumer Reports), their honeymoon with the American buying public may be much shorter than the ones GM and Ford enjoyed for so many decades.
      • 8 Years Ago
      all of you domestic lovers should switch to toyota and discover the freedom of reliable driving. liberate yourself of the burdon of owning crappy american designed and made products. Toyota will take care of you. GM and Ford hates you.
      • 8 Years Ago
      Dominate the world? What hyperbole, what rubbish.

      15% might take them to the number one namplate, but in case you guys haven't done your math lately that leaves 85% open to the other manufacturers.

      In case you also haven't noticed Toyota keeps pushing back it's move to #1 with terms like, should, perhaps, projected (insert your copy here)"Now it's, well, somewhat official."

      GM also grew their share of the world market this year, the soft spot is NA operations.

      Just because you have a "master plan" does not mean that the plan will unfold the way you want.

      "The gauntlet has been cast folks, and it appears at this point that no automaker, not even General Motors, is willing to pick it up and take the challenge of stopping Toyota."

      More hyperbole. What guantlet? The guantlet that Toyota has to get past is the already existing makers presence in the countries mentioned. 2010? A lot can happen between then and now.
      • 8 Years Ago
      Mmmmmmm, rice rice all the way around!

      I think I'm turning Japanese, I think I'm turning Japanese, I really think so!
      • 8 Years Ago
      No surprise here, but it made mildly scary reading none-the-less. Toyota has yet to crack Europe; certainly Lexus sales are measured in the hundreds rather than the thousands here in the UK and other European countries. Interestingly the leaked plan doesn't mention further expansion in Western Europe as a priority of the company. When they've got a presence in Europe to match their market share in North America, then they'll have taken control of the world car market. As it stands now, Honda produces better cars for Europe than Toyota.
      • 8 Years Ago
      One more thing, for all these companies opening new plants in the US, beware.

      It is generally known that across the board the automobile of today is far and away more reliable that 10 or 15 years ago. This coupled with slowed earnings growth, especially in the US market, means that people are going to be hanging on to their cars a little longer than normal. My point is, that market growth may not be as optimistic as they predict. An idle auto plant is an expensive miscalculation.

      I was watching Autoline Detroit the other day. Auto dealerships across the country have had to cut back jobs in their service departments, a testament to today's automobiles reliability, longer warranties do play a part in this too. One mega dealership who in the mid-80s and 90, did $25,000.00 (net) per month of business in his service dept. now only does about $5,000.00 (net). A large portion of the business he writes, is due to negligence by the owners. Cars just don't break down like they used to.

      If there is a sudden down turn in auto thefts and natural disasters all factors that help boost new car sales (I wonder how many new cars were sold last year as a direct result of hurricane Katrina alone?). Things could become quite interesting.
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