Toyota has said that the company is no longer interested in being the world's largest automaker in sales, according to Automotive News. Satoshi Ozawa, executive vice president for Toyota, was quoted as saying that there was no meaning behind the brand being in the top slot, and that customer service and satisfaction were more important to his company. Ozawa also said that he believes that Toyota will never have the goal of being number one.

In the past, the Japanese automaker had said that it intended to carve out a 15-percent slice of the global sales market. That would have made the company first in sales by default.

Toyota eclipsed General Motors as the world's largest automaker in 2007, but a recent rash of recalls, quality and reliability concerns have been attributed to the company's quick expansion. This year, Toyota expects to see profit fall by 31 percent compared to last year due to the earthquake, tsunami and nuclear disasters of March of this year.


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  • 56 Comments
      Autoblogist
      • 3 Years Ago
      Way to come to your senses Toyota, you didn't get the number 1 spot by making auto manufacturing into a race, but you did fall on you asses and lose credibility by going that route. Now if someone can tell VW they're on that same boat ride.
      bobmarley
      • 3 Years Ago
      make good products...thats all they should focus on
      lne937s
      • 3 Years Ago
      I think their primary concern should be profitability, not the sales lead. GM was #1 when they were losing tens of Billions of dollars a year, leading to bankruptcy. What's the point of selling more cars if you lose money on them? That said, being number 1 in sales does mean something, in terms of control and influence on the market.... it just means less than business results.
      Pete K
      • 3 Years Ago
      Their current advertising says otherwise...apparently they do care http://www.youtube.com/results?search_query=toyota+number+1+for+a+reason&aq=f
      ACSRHS
      • 3 Years Ago
      Yes, an auto company who realized that bigger isn't always better (ahem Volkswagen)...
      ShadowVlican
      • 3 Years Ago
      good, maybe they'll start building cars and not appliances as they shoot for the no#1 spot again
      Unni
      • 3 Years Ago
      100% true, Products only matters. The Urge to keep no: 1 potion made GM bankrupts ( wrong sales tactics, wrong financial decisions, wrong /No R&D , Old ghost cars ). Toyota is learning fast !!
      Rob
      • 3 Years Ago
      Of course you say that when you took a face plant into the ground with quality issues and not keep up with the market. Now Toyota will always do well and be one of the top sellers but they will lose market share ..Honda also..The competition has finally caught and in a few cases past them both.Good for the consumer when viable alternatives are available.
      • 3 Years Ago
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        • 3 Years Ago
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        carfan
        • 3 Years Ago
        brian is upset that somebody makes fun of his favourite car ohhhhhhhhhhh....
        from401
        • 3 Years Ago
        news flash: people (who read autoblog, that is) don't dislike toyota for reliability reasons, we dislike them because they're about as exciting as a wet carrot
      • 3 Years Ago
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      • 3 Years Ago
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      nsxrules
      • 3 Years Ago
      Funny how the article doesn't mention that the "rash of quality and reliability concerns" was PROVEN to be false.
        EChid
        • 3 Years Ago
        @nsxrules
        You are referring to but one of those reliability concerns (unintended acceleration). Many many others however, were true. Airbags, headlights, traction control, the V6 in the Camry, the Tundra's numerous recalls, the Prius' recalls etc. etc. Not to mention that new Toyota's have almost all had material quality downgrades, and aren't NEARLY at the level of quality we saw in previous gens. I'm sorry, but there was a clear result of this GM-style thinking of quantity over quality, and I doubt it will fully disappear until we see their next-gen products.
        gnvlscdt23f
        • 3 Years Ago
        @nsxrules
        Proven how? Yeah, the SUA thing was a bit overblown, but Toyota has slipped in Powers and Consumer Reports surveys. Where's the proof?
        nsxrules
        • 3 Years Ago
        @nsxrules
        I see people are relating recalls for problems with a handful of cars (the responsible thing to do) with quality/reliability concerns. The proof is in the pudding as they say, Toyota is still scoring at the top of quality surveys and that's despite the unnecessary recalls which are counted as NEGATIVES on quality reports.
        Dave
        • 3 Years Ago
        @nsxrules
        False like sludge, false like the Tundra, false like steering parts fallnig off of Tacomas? Lol!
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