• Feb 2, 2010
We'll have our By the Numbers report for January sales ready in about an hour, but in the meantime, we thought you'd like to know how Toyota sales fared considering, well... everything that's going on. As you can see from the chart below, sales in January for both Toyota Motor Company and the Toyota brand itself were down versus January 2009 – 16 percent and nearly 19 percent, respectively (all percentages reflect the change in total volume and do not take into account that there were two less selling days in January 2010 versus January 2009). As you'll also see later in our By the Numbers report, that's in contrast to many of Toyota's competitors that enjoyed an increase in sales last month.
We've also included sales performance numbers for each model affected by the latest sticking pedal recall (models affected by the floormat recall are not all included, although some models are involved in both recalls). Again, sales for every recalled model were down despite the recall having been announced relatively late in the month on January 21. Of particular note are models like the Corolla/Matrix (Toyota doesn't separate out sales numbers for these two vehicles) and the Camry, the two biggest sellers involved in the recall. The Camry, the perennial best-selling car in the U.S., was actually beat last month by the Honda Accord, which saw its sales jump over 25 percent to 20,759 units in January 2010.

January 2010 January 2009 Change (%) December 2009 Change (%)
Toyota Motor Co 98,796 117,287 -15.76 187,860 -47.41
Toyota 83,279 102,565 -18.80 159,295 -47.72
RAV4 7,894 8,034 -1.74 16,742 -52.85
Corolla/Matrix 17,121 19,238 -11.00 34,220 -49.97
Avalon 944 2,119 -55.45 2,574 -63.33
Camry 15,792 20,782 -24.01 34,946 -54.81
Highlander 4,478 5,757 -22.22 9,442 -52.57
Tundra 3,904 7,076 -44.83 8,870 -55.99
Sequoia 644 1,592 -59.55 1,760 -63.41
We also threw in sales numbers for December 2009 to compare how Toyota fared month-to-month. A direct comparison with the month before the recall was announced is difficult, however, since December sales are usually inflated by year-end sales incentives.

Of course, January is just a preview of what Toyota may expect in February. While a fix for the recall was announced this week and dealers should start repairing vehicles by week's end, the PR damage has been done and may get even worse if two House hearings on the matter scheduled to take place next month bring more negative information to light.



I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 42 Comments
      • 4 Years Ago
      Hmmm...considering almost 20% of the days in the month were not saleable is this really a surprise?
        • 4 Years Ago
        Thank you, Luis.

        I feel as though people (and Autoblog) dislike Toyota so much that they're not really being rational when analyzing these data, and all the comments end up being:

        "Toyota sucks! So arrogant! Down with Toyota! If you don't buy a Ford you're a socialist!"

        But with all biases aside, if Toyota couldn't sell most of its top selling vehicles for a large percentage of the month on TOP of a huge PR nightmare, obviously sales are going to decline. No one needs a detailed analysis to figure that out. February sales are likely to see an even bigger decline than the 16% here (and I'm sure that will have Autoblog in a frenzy too) because most of the bad press was towrad the middle of this month, and it's still fresh in consumer's minds.

        That said, what's going to be more important are whether or not sales rebound following a real fix, and how long that takes. That will be a far more interesting analysis, from both an industry and business recovery perspective, because if you know how large corporations work, this is an extreme case of a problem that could have happened to ANY of the large automakers or consumer product producers that operate in this country.

        Consumers can forget PR nightmares surprisingly fast if companies handle them well, or they can be their downfall. I'm going to bet on the former with Toyota, but we'll see how long it takes.
      • 4 Years Ago
      Nissans up 19.4%.
      • 4 Years Ago
      Sequoia sales were pitiful.
        • 4 Years Ago
        The Sequoia is reasonably competitive entry in its segment.
        • 4 Years Ago
        Nissan sold nearly 3 times as many Armadas as Toyota sold Sequoias....
      • 4 Years Ago
      Toyota, "Moving foward"

      They really need to change their slogan. Totally innappropriate. Especially from all the one-liners we can generate from it, LoL.
        • 4 Years Ago
        Toyota, Moving Forward to where they end up with nothing.
      • 4 Years Ago

      "Toyota Motor Corp.'s decision to blame its widening sudden-acceleration problem on a gas pedal defect came under attack Friday, with the pedal manufacturer flatly denying that its products were at fault.
      the Times review of federal safety records shows several instances of complaints of stuck pedals on vehicles built in Japan, which Toyota has said are not subject to the recall. For example, one complaint, filed two years ago, told of a 2007 Japanese-built Camry in Maryland with a pedal that "stuck to the floor."
      A wide group of national automotive experts say there is strong evidence that a hidden electronic problem must account for at least some, if not most, of the Toyota sudden-acceleration events."
      http://www.latimes.com/business/la-fi-toyota-pedal30-2010jan30,0,4401302.story?track=rss


      1. Faulty Toyota models dated back to model year 2002. CTS became a pedal supplier in 2005.
      2. 'Made in Japan' Camry also sudden-acceleration.
      3. CTS 'never' supply their pedal to Lexus model.
      All lexus models are 'made in japan' and use japanese made parts only. 'Lexus' ES 350 killed a California Highway Patrol officer and three members

      The real problem is, pedal itself is not only problem.
      • 4 Years Ago
      I really feel awful that I've been riding the Schadenfreude-train on this whole Toyota recall situation... but I can't stop riding it.
        • 4 Years Ago
        Pedal to the metal, Toyota...yaaaaaayyyyy!!
        • 4 Years Ago
        Well played, sir.
        • 4 Years Ago
        Me too, but they totally earned it. If they took safety complaints seriously, in the slightest, they'd never be in this situation. How do you sweep these issues under the rug for years and still sleep at night? That's just evil.

        To be honest, I'm happy they're becoming the poster-child for arrogance. Seems some other companies will learn from this cautionary tale: BE...SAFETY...VIGILANT.
        • 4 Years Ago
        Y E S ...!
        • 4 Years Ago
        ^ Heh!

        As for the sales numbers, it's hard for dealers to sell Toyotas when the mfg prohibits them from doing so. For all we know, there are people dying to buy new Toyotas but can't.
      • 4 Years Ago
      I meant #14....
        • 4 Years Ago
        don't bother referencing a post by number as any new reply takes the number of the comment below it.
      • 4 Years Ago
      I love it :D

      Toyota deserves to be taken down a notch. Some have held that company in too high a regard for too long. Now people see that they do make mistakes, and that their cars are not perfect.

      Now that they are as big as the Detroit 3, they will be doomed to make the same mistakes. They are learning the hard way that the bigger you get, the harder it is to manage.

      Hang in there Toyota, it is going to be a bumpy ride.
      • 4 Years Ago
      How come no one focuses on the fact Chrysler sales dropped by 8% and at this rate the company won't survive till next year?
      • 4 Years Ago
      Well said #13.

      I dont post much, but i hate the arrogance on this site, especially when a toyota thread post pops up.
        • 4 Years Ago
        I agree...the pomposity/stupidity of the posts on here is amazing, yet unsurprising. Instead of celebrating achievements, you're all so happy to denigrate something/someone. Unfortunately, short term memory rules and in a few years when it your beloved company falling on hard times you won't remember how happy you are today.

        I for one think it's kind of sad, as good competition only makes your competitors even better, elevating everyone up. Unfortunately this is the result of the race to the bottom mentality that is so pervasive in American culture: 'If we can't beat let's tear them down so we look better.'

        It's why some in this country want to tear Obama down (they couldn't win, and will not work with him). It's why southern states lure foreign companies with huge incentives and rip at "bailout" loans to American manufacturers. It's why they rant against unions at every chance and disparage the rights of workers and environmental standards, protecting corporate profits.

        It's this mentality which is destroying our country, all the while saying if you don't support it you're not "American". We should be competing to be better, not to match our competitors weakness.
        • 4 Years Ago
        Not to get all political, but it's quite apparent who is issuing your stimulus check. You guys are all to happy to put up with all the BS currently going on, but change party and watch out for the slams. Please take your bleeding hearts somewhere else.
        • 4 Years Ago
        @ Luis

        Fair competition does indeed make us better. However, when a country with an export-driven economy artificially pegs its currency low against the dollar, it gives them an artificially low production cost versus domestically produced vehicles. Japan has been doing this for a while to support companies like Toyota and no one seemed to mind.

        The southern states luring foreign companies to do business with huge tax breaks? If I were a company like Honda or Toyota, why would I want to open a factory in a state like Michigan or Ohio? The corporate taxes are among the highest anywhere and the unions are totally inflexible about human capital needs. George Bush didn't outsource your jobs, they all went to Tennessee, Texas, Alabama and others because they are simply more more competitive economies. The heavily-unionized states hung themselves with high taxes and dysfunctional labor policies - it's no one's fault but their own.

        Spare us the political rant. You complain about people not working with Obama and wanting to tear him down? Somebody has to care about the national debt.

        For someone who seems to care so much about unionized labor and the rights of workers, I find it odd that you strongly support a company that has goes out of its way to hire non-union labor. Who can blame them? I wouldn't want to be saddled with lifetime healthcare and pensions either.
      • 4 Years Ago
      I guess February will be even worse.
      • 4 Years Ago
      Toyota is $&*&(
    • Load More Comments