When you become number one, everyone wants to pick on you. Toyota has been the dominant force in the Australian car market for years, but it’s also the world’s largest manufacturer (overtaking General Motors) and shows no real signs of slowing down in Australia.
It seems the recent negative media attention towards Toyota has given the company a reboot, with boss Akio Toyoda eager to start a new golden age for the company his grandfather founded in 1933.
Looking at our market in Australia this year, Toyota has sold 86,213 vehicles (from 01/01 to 31/05). Every other brand put together has managed just 335,253 vehicles. That means more than one out of every five new vehicles sold every single day is a Toyota.
The Japanese giant currently leads the medium car, SUV compact, SUV medium and SUV large segments in Australia. Not exactly an easy feat to achieve given Australian’s love affair with Ford and Holden.
The overwhelming media coverage of its accelerator issues in the United States has done the company no favours but it’s only fair to admire the Big T’s achievements despite its recent troubles.
Toyota Australia recently began a branding campaign to improve its standing amongst younger buyers with the launch of the Toyota Rukus. This will be followed (likely late 2010) by the FJ cruiser and a potential revival of the FT-86 in due time.
Check out May’s sales data.