• Aug 11, 2009
It was back in 2002 when Fujio Cho, then-President of Toyota Motor Corp., set the company's goal of achieving a 15 percent share of the global automotive market sometime after 2010. Seven years ago, it didn't seem much of a stretch as the automaker had already captured 10.7 percent, and the seemingly-unstoppable company was rapidly growing.
While the Japanese automaker's train hasn't completely derailed, the self-imposed deadline looms and Toyota is reeling through a global slump that has served the company its first loss in decades. With market share taking a back seat to survival, current Toyota President Akio Toyoda (right) has dumped Cho's goal in favor of a back-to-basics focus on quality. And, nobody needs to point out that the automaker's latest forecast represents a production decline of nearly one million units compared to last year. An anonymous company executive summed the new president's directive up in just seven words: "Our president doesn't like figures or documents."

[Source: Automotive News - Sub. Req.]


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  • 44 Comments
      • 5 Years Ago
      Too bad, you never really had great quality, you had a great shell game, nothing more.
      • 5 Years Ago
      How about excitement instead of uninspiring?
        • 5 Years Ago
        Actually I prefer the New Holland Boomer series for most of what I do. A low hit is pretty childish don't you think?
        • 5 Years Ago
        An exciting Toyota is like a fuel-efficient Chrysler. Just an oxymoron.
        • 5 Years Ago
        I got wood the first time I saw the new Venza!
        • 5 Years Ago
        Farmboy? Maybe an exciting John Deere gets ya going right? Chucklehead.
      • 5 Years Ago
      To those you who believe Toyota will become the next GM and that they are now trailing Ford ... your comments are not only absolutely and utterly ridiculous but quite frankly couldn't be any further from the truth.

      While i agree the GFC has certainly had a negative impact on the brand, Toyota however remains one of the most respected and competently managed car manufactuers that can be found anywhere in the world today and you can be 110% assured they will continue to be amoung the leading car makers into the foreseeable future.

      As for Toyota quality ... truth be told - Toyota has historically (and remains no different today) engineered amoung the highest quality, most reliable, dependable and durable motor vehicles in the industry and the vast majority of Toyota owners are not only satisfied customers but enjoy virtually trouble-free motoring and any statement otherwise is bluntantly wrong.

      Not only did Toyota establish a reputation for engineering robust vehicles in the past, but that reputation remains no different today and not only is this common knowledge in the general motoring community but the overwhelming majority of Quality / Customer Satisfaction Surveys have consistantly and constantly ranked Toyota (and Lexus) amoung the strongest performers wether it be in North America, Europe, Asia or even here in Australia.

      Furthermore ... most responses to this subject i have taken the time to read have been nothing short of absolute, pure, utter crap !!

      Truth be told, Toyota is amoung the most capable and professional automotive firms of all and while i acknowledge they are currently experiancing thier share of challenges that i reserve liitle doubt they will not only overcome in respectable time but soldier on to engineer amoung the most competitive automotive products in the world ... PERIOD !!
        JDM Life
        • 5 Years Ago
        God himself could not have said what you said any better.


        Toyota is very good and I love them.
      • 5 Years Ago
      Quality and Toyota? hmmm.........
      • 5 Years Ago
      When they kill the FJ Cruiser I'll believe they have turned their eyes from being #1 seller. Until then, it's just talk.
        • 5 Years Ago
        WTF does the FJ have to do with anything and why do you want it dead?
        • 5 Years Ago
        Um, the old Toyota still sold niche cars, like the Supra and 4Runner. Rumors are the next 4Runner are back-to-basics (good). The FJ is a truck with real off-road ability and is not a me-too-Soccer-mom-mobile like so many other SUVs try to be.
      • 5 Years Ago
      @nrb Who the hell cares if Toyota takes it from the Japanese? Better them than you right?
      • 5 Years Ago
      How convenient!

      Sales have fallen off the table and Toyota is in danger of loosing major ground to VW, Ford and even GM so they change their tune so it looks like thay did it on purpose.

      Wasn't it just a few articles ago that Toyota boasted it had raised sales goals for the year?!

      TOYOTA IS THE NEW... OLD GM.
        • 5 Years Ago
        No, they can get Japan's tax dollars, not ours.
        • 5 Years Ago
        Just remember, Toyota still has enough dough to lay off all it's workers and pay their salaries until the day they die without having to borrow. The New GM and the Old GM plus Ford and Chrysler combined do have as much money as Toyota.
        • 5 Years Ago
        Leclec,

        Did you cash you check yet?

        You know the one Toyota sends you every month for posting Toyota hype.

        Newsflash...

        Toyota is not your freind!
        • 5 Years Ago
        Toyota was caught out making a ton of SUVs, same as GM. And you say their management is blameless, unlike GM's?

        Almost half of Toyota's lineup was trucks in 2008 and over 1/3rd of Lexus' lineup.

        Then they had to go begging for money because they were caught out making the wrong product lineup for tighter economic times and higher gas prices.

        Sounds like Toyota has to look at themselves to see where their problems lie.
        • 5 Years Ago
        except if I was getting paid by Toyota to hype their products, THEY DAMN WILL BE MY FRIENDS.
        • 5 Years Ago
        A lot of us need to bone up on our history. Toyota is, and always has been, a company with its hands deep in the pockets of the Japanese government's cash bin. It's unfortunate that bloggers, such as Leclerc, have been too busy watching television instead of reading in-depth articles on the industry. Had they done that, they would have known that the Japanese govt. has all types of convenient arrangements in order that their domestics sell overseas - often at the cost of the Japanese people (in the form of incredibly high prices). Notwithstanding the fact that the Toyota plants in the US are so incentive-laden they would make any MSRP blush, the things that happen in Tokyo are head-spinningly unethical. http://www.washingtonpost.com/wp-srv/style/longterm/books/chap1/badsamaritans.htm

        It doesn't matter, though, Toyota fanboys - of which their are legions - are going to soon enough feel the pain of finding out that their favorite car maker is very mortal. Hyundai and Kia are the new monsters of the Orient, with much lower costs. In the US, Ford is already eating Toyota's lunch, with a new, lean GM soon to take some enormous bites, too. RIP Toyota and your legions of Kool-Aid drinkers. Welcome to mediocrity.
        • 5 Years Ago
        Let's not get ahead of ourselves there guy. It's not like Toyota is looking for a big bailout or anything. I am sure they can depend on your tax dollars if they do though, right?
        • 5 Years Ago
        Leclerc, you missed the part where Toyota did take a bailout. They just took it form Japan.
        • 5 Years Ago
        Actually Tourian, they can. They have a headquarters here, they have the contract with SIA, Inc, and use American resouces. It is possible for them to ask for American funds. It is like how Nissan can get US dollars like Ford to develop EV and hybrid cars. There are some nice loopholes in the US bailout regions of finances.
        • 5 Years Ago
        Toyota is getting your tax money...

        It's called C.A.R.S.

        Nissan wasn't too shy to ask for a bailout what makes you think Toyota is?
      • 5 Years Ago
      Hello Toyota, welcome to reality!
      You`ve been drunk with success for so long, look around your not alone or better than anyone else.
      Other companys build greats cars too and they`re getting their butts kicked too.

      People are staring to open their eyes up and see some of your competitors have nicer line ups. Some always have had.
      The kool aid is dring up.
      • 5 Years Ago
      ABOUT DAMN TIME.
      • 5 Years Ago
      when are they going to make cars like the ae86 and mr2 again


      • 5 Years Ago
      So toyota buys up some of Subaru... Subarus look like appliances now more than ever, with less content on the options lists, and more derivative styling...

      And now Toyota thinks it should focus less on appliance grade, and go for quality?

      The world is turning upside down...
      • 5 Years Ago
      I wouldn't mind if they brought the 3.0L diesel HiLux (Tacoma in the US) or the 2.2L diesel Rav4 to the USA.
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