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2010 Lexus GX460 – Click above for high-res image gallery

By most accounts, Toyota didn't have the rosiest of years in 2010. Hounded by safety recalls, lawsuits and government investigations, the automaker saw its once spotless reputation grow more sullied by the month. Still, it's important to note that none of these issues stopped the Japanese automaker from snagging some impressive U.S. sales titles, including the best-selling car (Camry), brand (Toyota) and luxury marque (Lexus) for 2010, not including fleet sales. All told, the entire company saw 1,763,595 sales through 2010 – a number that's more or less comparable to its 2009 figures. The Toyota brand itself walked away with 1,534,266 of those sales, while Lexus sent home 229,329 units and Scion managed to move a further 45,678 vehicles.

While the Toyota division's sales stayed flat for 2010 compared to 2009, Lexus sales jumped by 6.9 percent. The luxury brand's increase was driven largely by its light truck sales, which were up 13.3 percent compared to 2009. Interestingly enough, the Lexus GX saw sales increase by 165.6 percent over 2009 numbers, with 16,450 units sold. Hit the jump for the full press release. Thanks for the tip, Michael!


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[Source: Toyota]
Show full PR text
Toyota Reports December and 2010 Sales

TORRANCE, Calif. (Jan. 4, 2011) – Toyota Motor Sales (TMS), U.S.A., Inc., today reported December sales results of 177,488 units, a decrease of 2.0 percent from the same period last year, on a daily selling rate (DSR) basis. On a raw volume basis, unadjusted for 27 selling days in December 2010, compared to 28 selling days in December 2009, TMS sales were down 5.5 percent for the month, compared to the same period last year.

Toyota Division reported December sales of 149,928 units, down 2.4 percent from December 2009. Lexus Division reported December sales of 27,560 units, flat compared to the year-ago month.

For the year, TMS reported annual sales of 1,763,595 vehicles, flat from the same period in 2009, on a DSR basis. With 308 selling days in 2009 and 306 selling days in 2010, annual sales were flat on an unadjusted raw volume basis.

Toyota Division recorded year-end sales of 1,534,266 vehicles, flat from the prior year. Lexus reported sales of 229,329 units in 2010, up 6.9 percent over 2009. Scion Division reported sales of 45,678 units for the year.

"Thanks to our customers' enduring confidence in the quality and reliability of our vehicles, Toyota remained the best-selling retail brand for the third consecutive year, Camry was again the best-selling car in America for the ninth straight year and Lexus retained its place as the best-selling luxury brand for the eleventh year in a row," said Don Esmond, senior vice president of automotive operations, Toyota Motor Sales, U.S.A. "We are truly grateful for the strong loyalty our customers showed the Toyota brand in 2010, and we look forward to a successful year in 2011."

Toyota Division
Toyota Division passenger cars recorded December sales of 82,985 units, down 12.3 percent from the year-ago month, with year-end sales of 896,279 units, down 9.5 percent from last year. For the year, passenger car sales were led by Camry and Camry Hybrid, which posted combined annual sales of 327,804 units. Corolla recorded 2010 sales of 266,082 units. The Prius mid-size gas-electric hybrid posted best-ever December sales of 15,253 units, up 37.7 percent over December 2009, with year-end sales of 140,928 units. Avalon reported sales of 28,390 units for the year, up 6.1 percent over 2009.

Toyota Division light trucks reported December sales of 66,943 units, up 13.5 percent over December 2009, with year-end sales of 637,987 units, also up 15.1 percent from 2009. For the year, light truck sales were led by the RAV4 compact SUV with year-end sales of 170,877 units, up 15.4 percent from the same period last year. Highlander and Highlander Hybrid posted combined annual sales of 92,121 units. The Tundra full-size pickup recorded year-end sales of 93,309 units. The Tacoma mid-size pickup reported sales of 106,198 units for the year. Sienna recorded year-end sales of 98,337 units, up 17.7 percent.

Scion reported December sales of 3,956 units. For the year the Scion xB urban utility vehicle recorded sales of 20,364 units. The tC sports coupe reported annual sales of 15,204 units. The xD posted sales of 10,110 units for the year.

Lexus Division
Lexus Division passenger cars reported December sales of 12,678 units, down 17.1 percent from December 2009, with year-end sales of 113,106 units, up 1.0 percent from 2009. For the year, Lexus passenger car sales were led by the ES entry luxury sedan with year-end sales of 48,652 units, up 1.0 percent. The IS entry luxury sport sedan recorded combined annual sales of 34,129 units. The HS entry luxury hybrid sedan recorded sales of 10,663 units for the year, up 60.2 percent.

Lexus Division light trucks reported December sales of 14,882 units, up 21.5 percent over the year-ago month, and year-end sales of 116,223 units, up 13.3 percent over last year. Lexus sales were led by the RX luxury utility vehicle in 2010, which posted combined year-end sales of 95,790 units, up 3.3 percent over the prior year. The GX recorded sales of 16,450 units, up 165.6 percent over 2009.

TMS Hybrids
In December, TMS posted sales of 20,522 hybrid vehicles, up 18.5 percent over December 2009. TMS calendar-year-to-date hybrid sales totaled 189,147 units.

Toyota Division posted December sales of 17,819 hybrids, up 29.1 percent, and year-end sales of 162,931 units. Lexus Division posted sales of 2,703 hybrids for the month and 26,219 units for the year, up 20.5 percent.


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    • 1 Second Ago
  • 48 Comments
      • 4 Years Ago
      yep.... not at all what they had in mind ... It's "free market economy" in here :) :)
      • 4 Years Ago
      Very well said Jamaicaborn.

      And the NHTSA, Nasa, Toyota and 3rd party engineering firms agree with you they already PROVED the recalls forced on Toyota by the US government were caused by driver errors.

      Imagine if Toyota had dumped cars on fleets like GM and Ford!
      • 4 Years Ago
      JamaicanBorn: I've tried to read your posts. Usually utter nonsense, sometimes bordering on stupidity. One Yardie to another, you're an embarrassment.
      • 4 Years Ago
      When Toyota get's its grove back, other automakers better watch the hell out....
      even with all the issues that Toyota has faced this year, it still ended with the top selling car. If they can inject a little more personality and excitement into their car line and double-up their efforts on quality, Toyota will continue to dominate sales charts. And this is all coming from someone that personally wouldn't even think about buying any current Toyota model but realizes that most people want something bland, but dead-reliable, to drive.
        • 4 Years Ago
        Aside from the Camry/Corolla (which is about 40% of their total sales, Lexus excluded), how exactly is Toyota dominating the sales charts? Those two models are basically carrying Toyota and neither one of them is particularly compelling. It should be very interesting to see how the far superior new Focus fares once it hits the market. I bet it will take a serious chunk of those Corolla sales. Unless, of course, Toyota starts giving those Corollas away :) .
        • 4 Years Ago
        @ MyThreeRocks

        Back in the 80s, 90s and even early 00s, Toyota didn't have nearly the competition that it does today. When it came to quality and reliability at a fair price, they were easily tops in the industry (with Honda a close second). Now other car companies, including the Domestics, have caught up (for the most part). Toyota has lost one of their key selling points. I am not saying that the Camry (or any other family sedan) needs to make your blood boil, but stepping away from the "car as an appliance" feel would help them retain some sales that would otherwise have gone to a family sedan with a more entertaining drive.

        Also, you are forgetting that back in the day, Toyota did actually offer some interesting cars. They might not have sold in huge numbers, but cars like the Supra, Celica, MR2 and a few other specialty models drummed-up interest in the brand. And don't forget that the pre-1983 Corolla was RWD and there is a small community of enthusiasts that like to restore those cars. After it went FWD, few enthusiasts are interested in those.
        • 4 Years Ago
        @Hazdaz: Exactly how did a 1996 Camry boil our blood? Or a 1994 Corolla? They didn't then, they don't now. In fact, as Toyota has shed their exciting cars they've becoming more profitable and gained in sales. So exactly how does pleasing US help them? It doesn't.
        • 4 Years Ago
        Kgavar, as usual you are wrong:

        The Sienna is one of the top selling vehicles in it's class (heck Ford and GM had to abandon this segment)
        The Highlander is one of the top selling vehicles in it's class
        The Tacoma is the best selling vehicle in it's class
        The Lexus RX is the best selling vehicle in it's class
        The Prius is the best selling vehicle in it's class (nothing comes even close)

        And they did this while reducing sales to fleets because they didn't want to give the cars away to fleets the way the Big 3 are doing (back to the same old ways).


        You mention Corolla and Camry are X percent of their sales. For Chevy and Ford just one model (full size trucks) makes about the same percentage of sales, none of their other vehicles does particularly well and are dumped into fleets.
        • 4 Years Ago
        Why do they need to inject personality into their cars? To excite us? Exciting the peanut gallery doesn't sell 400,000 cars per year. Just ask VW, who is actively decontenting and bori-fying their bread and butter products, keeping the hot stuff (Scirocco) far, far away.
      0-60
      • 4 Years Ago
      BMW beat Lexus, Chevy and Ford beat Toyota as a brand. So really all they did was keep Camry as the #1 seller.
        • 4 Years Ago
        @0-60
        lol Dr. Greenthumb you're full of crap. As FT mentioned, the Big 3 have had way more TSBs and recalls over the past few decades. Google it.

        And how on earth can you actually try to convince people that Toyota's problems were real on a auto enthusiast blog? Yes, this site has a pro-domestic/anti-Toyota slant but come on! Criticize Toyotas for being toasters or whatnot but you actually believed in the US government's witch hunt? Give me a break. Hey, last I checked, only ONE case was proven to be Toyota's fault and that had to do with floor mats. No one even knows why Toyota had to replace the pedals really and NASA/NHTSA still can't find an electronic fault AND the majority of drivers affected happened to be seniors. Get real.
        • 4 Years Ago
        @0-60
        Dr. Greenthumb,

        Big 3 TSB's are over 10 times higher than Toyota recalls AND TSB's combined. And that's without including Big 3 recalls.

        And the NHTSA, Nasa, Toyota and 3rd party engineering firms already PROVED the recalls forced on Toyota by the US government (which meant they had to do them for the rest of the world for "show") were caused by driver errors.

        Your post shows the fear Toyota's incredible success in 2010 despite the government's great efforts is scaring you. Don't worry you are not along, that is why GM's CEO foolishly attacked the Prius.
        • 4 Years Ago
        @0-60
        Incorrect, Lexus remained #1 in luxury sales (abovee BMW) for 2010 despite the government's best efforts to hurt Toyota/Lexus sales. Not to mention that BMW and MB had incentives that were roughly twice as much as Lexus.

        2011 will be a knockout year for Toyota!
        • 4 Years Ago
        @0-60
        FT cut the nonsense about the government trying to hurt Toyota. I supposed the US government also forced them to have global recalls. There were recalls in Canada, UK and Japan also.

        Toyota has ALWAYS had lots of recalls, they just disguised them as Technical Service Bulletins (TSBs). Now with everyone watching, they can't do that anymore.
      • 4 Years Ago
      SUCK IT Ray Lahood.
      • 4 Years Ago
      Quite impressive numbers.
      • 4 Years Ago
      Been living in this neck of the woods for 33 years, everything is not a consipracy.

      Is a Jamerican like a NewYorican? all silliness to me.
      • 4 Years Ago
      Ugly. Boring. Crap. Toyota really makes the most face-cringing cars on the planet. Who in the hell could possibly justify spending all that money on something so effing ugly. That goes for all their toasters on wheels but this one especially. Toyotas are for the lame and its obvious by the way they "design" these hunks o shi+. Only people with a personality as exciting as drywall need purchase Toyota.
      • 4 Years Ago
      Am I missing something the Ford brand sold 1,756,439 vehicles in 2010. How can Toyota be the best selling brand of 2010 with only 1,534,266? Even as a whole Ford still outsold Toyota with 1,935,462?
        • 4 Years Ago
        @Mact

        A sale is a sale, this is just cherry picking the facts just for the sake of making their argument true. Ford still outsold Toyota hands down. There needs to be an asterisk next to these "Titles" Their is a difference among fleet buyers, all fleet sales does not involve rental companies either way a vehicle was sold to someone.
        • 4 Years Ago
        That means paying customers, like you and I. And not Hertz and Enterprise. ;)
        • 4 Years Ago
        Time for a recall on these facts in this blog entry!?
        • 4 Years Ago
        "Best-selling retail brand" != Best selling brand including fleets.


        Not a rocket scientist, but I'm guessing this is sales excluding fleet sales.


        Time for a recall on your optometrist.
      • 4 Years Ago
      How did this happen?! Because there are still many unpatriotic *ss people buying this foreign product on home soil...Yeah I said it!

      Invest in home first, let's see what can happen.
        • 4 Years Ago
        So what you two are saying is,


        wait for it...


        This Japanese auto maker which is based in Japan, that gets tax breaks and all kinds of breaks from OUR government to build here makes a stronger US Toyota company? Last I heard Toyota is Japanese. I knew I'd get back lash for my comment from people that were gonna go where you two went, however, monies made from Japanese based U.S. built cars still gives strength to a Japanese based auto company in Japan...my freinds.


        And those are my last words.
        • 4 Years Ago
        check your facts... Camry and Corolla are more domestic than half of the Fords and GMs my friend .... unless you count Mexico and Canada as home land .....
        • 4 Years Ago
        At best most car companies make 5 to 10% profit. That means 90 to 95% of revenues from Toyota stay in the US as costs where cars are built and 5 to 10% goes to Japan.

        Better than what happens with the Big 3 where 90 to 95% of revenues from the Big 3 for foreing built cars go to Canada and Mexico and 5 to 10% comes to the US.
        • 4 Years Ago
        That's pretty much a given... What would be the point otherwise if it didn't benefit Toyota?

        But here's a list of other groups that benefit:
        Toyota workers in the U.S. (management/manufacturing/engineering)
        Toyota dealerships (U.S. workers)
        Toyota parts suppliers in the U.S.
        Toyota shareholders in the U.S.

        I'm probably forgetting others, but from your point of view you could argue not to shop at Walmart because 97% of their products benefit China. :rollseyes:
      • 4 Years Ago
      Its pretty shocking they did so well when they had a disaster year. Its scary to think things will only improve for them as they seem to be getting their act together (quality/sport).

      Lexus is an amazing powerhouse. I would love a LFA!
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