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From Wikipedia, the free encyclopediacustomer sati For other uses, see Toyota (disambiguation).
Toyota Motor Corporation
Toyota Jidosha Kabushiki-gaisha
Public (TYO: 7203, LSE: TYT & NYSE: TM) Automotive
Robotics Financial services
Founded Founder(s) Headquarters Area served
August 28, 1937 Kiichiro Toyoda Toyota City, Aichi, Japan Worldwide Fujio Cho (Chairman and Representative Director) Katsuaki Watanabe (Vice chairman and Akio Toyoda (President
Key people
Representative Director)
and Representative Director)
Shoichiro Toyoda (Honorary Chairman)[1] Products Revenue Operating income Profit Total assets Total equity Automobiles Financial Services ¥18.9 trillion (FY2010)[2] ¥147.5 billion (FY2010)[2] ¥209.4 billion (FY2010)[2] ¥30.3 trillion (FY2010)[2] ¥10.3 trillion (FY2010)[2]
Employees Parent Divisions
71,116 (for TMC, total Toyota 320,808)[3] Toyota Group Lexus Scion 522 (Toyota Group) Hino Motors, Ltd.,
Daihatsu Motor Co., Ltd., Toyota Financial Services, DENSO, Toyota Industries
Toyota Global
Toyota Motor Corporation (Japanese: Toyota Jid sha Kabushiki? gaisha , TYO: 7203), LSE: TYT, NYSE: TM, commonly known simply as Toyota and abbreviated as TMC, is a multinational automaker headquartered in Toyota, Aichi, Japan. In 2009, Toyota Motor Corporation employed 71,116 people worldwide (total Toyota 320,808).[3] TMC is the world's largest automobile manufacturer by sales[4][5] and production.[6] The company was founded by Kiichiro Toyoda in 1937 as a spinoff from his father's company Toyota Industries to create automobiles. Three years earlier, in 1934, while still a department of Toyota Industries, it created its first product, the Type A engine, and, in 1936, its first passenger car, the Toyota AA. Toyota Motor Corporation group companies are Toyota (including the Scion brand), Lexus, Daihatsu and Hino Motors,[7] along with several "non-automotive" companies.[8] TMC is part of the Toyota Group, one of the largest conglomerates in the world. Toyota Motor Corporation is headquartered in Toyota City, Aichi and in Tokyo.[9] In addition to manufacturing automobiles, Toyota provides financial services through its Toyota Financial Services division and also builds robots.
y y
1 Company overview 2 Logo and branding o 2.1 Marketing o 2.2 Sports 3 Company strategy o 3.1 Operations o 3.2 Worldwide presence 3.2.1 North America 4 Product line o 4.1 Electric technology
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y y y y
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4.1.1 Plug-in hybrids 4.1.2 All-electric vehicles o 4.2 Cars 4.2.1 SUVs and crossovers 4.2.2 Pickup trucks 4.2.3 Luxury-type vehicles 5 Motorsport o 5.1 TRD 6 Non-automotive activities o 6.1 Aerospace o 6.2 Philanthropy o 6.3 Higher education o 6.4 Robotics o 6.5 Finance o 6.6 Agricultural biotechnology 7 Financial information o 7.1 Government bailouts 8 Production and sales numbers 9 Environmental record 10 History o 10.1 Recent company developments 10.1.1 2007±2010 financial crisis 10.1.2 2009±2010 vehicle recalls 11 See also 12 References 13 External links
[edit] Company overview
Toyota headquarters in Toyota City, Japan Vehicles were originally sold under the name "Toyoda" ( ), from the family name of the company's founder, Kiichir Toyoda. In September 1936, the company ran a public competition to design a new logo. Out of 27,000 entries the winning entry was the three Japanese katakana letters for "Toyoda" in a circle. But Risabur Toyoda, who had married into the family and was
not born with that name, preferred "Toyota" ( ) because it took eight brush strokes (a fortuitous number) to write in Japanese, was visually simpler (leaving off the diacritic at the end) and with a voiceless consonant instead of a voiced one (voiced consonants are considered to have a "murky" or "muddy" sound compared to voiceless consonants, which are "clear"). Since "Toyoda" literally means "fertile rice paddies", changing the name also helped to distance the company from associations with old-fashioned farming. The newly formed word was trademarked and the company was registered in August 1937 as the "Toyota Motor Company".[10][11][12] In predominantly Chinese-speaking countries or regions using traditional Chinese characters, e.g. ".[13] In predominantly Chinese speaking Hong Kong and Taiwan, Toyota is known as " "[14] countries using simplified Chinese characters (e.g. China), Toyota is known as " (pronounced as "F ngtián" in Mandarin Chinese ). These are the same characters as the founding family's name "Toyoda" in Japanese, which translate to "fertile rice paddies" in the Chinese language as well. From September 1947, Toyota's small-sized vehicles were sold under the name "Toyopet" ( ).[15] The first vehicle sold under this name was the Toyopet SA[16] but it also included vehicles such as the Toyopet SB light truck, Toyopet Stout light truck,[17] Toyopet Crown and the Toyopet Corona. However, when Toyota eventually entered the American market in 1957 with the Crown, the name was not well received due to connotations of toys and pets.[18] The name was soon dropped for the American market but continued in other markets until the mid 1960s.
With over 30 million sold, the Corolla is one of the most popular and best selling cars in the world. The Toyota Motor Company received its first Japanese Quality Control Award at the start of the 1980s and began participating in a wide variety of motorsports. Due to the 1973 oil crisis, consumers in the lucrative US market began turning to small cars with better fuel economy. American car manufacturers had considered small economy cars to be an "entry level" product, and their small vehicles employed a low level of quality in order to keep the price low. By the early sixties, the US had begun placing stiff import tariffs on certain vehicles. The Chicken tax of 1964 placed a 25% tax on imported light trucks.[19] In response to the tariff, Toyota, Nissan Motor Co. and Honda Motor Co. began building plants in the US by the early eighties.[19]
In 1982, the Toyota Motor Company and Toyota Motor Sales merged into one company, the Toyota Motor Corporation. Two years later, Toyota entered into a joint venture with General Motors called NUMMI, the New United Motor Manufacturing, Inc, operating an automobilemanufacturing plant in Fremont, California. The factory was an old General Motors plant that had been closed for two years. Toyota then started to establish new brands at the end of the 1980s, with the launch of their luxury division Lexus in 1989. In the 1990s, Toyota began to branch out from producing mostly compact cars by adding many larger and more luxurious vehicles to its lineup, including a full-sized pickup, the T100 (and later the Tundra); several lines of SUVs; a sport version of the Camry, known as the Camry Solara; and the Scion brand, a group of several affordable, yet sporty, automobiles targeted specifically to young adults. Toyota also began production of the world's best-selling hybrid car, the Prius, in 1997. With a major presence in Europe, due to the success of Toyota Team Europe, the corporation decided to set up TMME, Toyota Motor Europe Marketing & Engineering, to help market vehicles in the continent. Two years later, Toyota set up a base in the United Kingdom, TMUK, as the company's cars had become very popular among British drivers. Bases in Indiana, Virginia and Tianjin were also set up. In 1999, the company decided to list itself on the New York and London Stock Exchanges.
Toyota Deutschland's headquarters in Cologne In 2001, Toyota's Toyo Trust and Banking merged with two other banks to form UFJ Bank, which was accused of corruption by the Japan's government for making bad loans to alleged Yakuza crime syndicates with executives accused of blocking Financial Service Agency inspections.[20] The UFJ was listed among Fortune Magazine's largest money-losing corporations in the world, with Toyota's chairman serving as a director.[21] At the time, the UFJ was one of the largest shareholders of Toyota. As a result of Japan's banking crisis, UFJ merged with the Bank of Tokyo-Mitsubishi to become the Mitsubishi UFJ Financial Group. In 2002, Toyota managed to enter a Formula One works team and establish joint ventures with French motoring companies Citroën and Peugeot a year after Toyota started producing cars in France. Toyota ranked eighth on Forbes 2000 list of the world's leading companies for the year 2005.[22] The company was number one in global automobile sales for the first quarter of 2008.[23]
all Toyota and Scion models have either standard or available XM radio kits. To remedy this. there were no guidelines for the use of the brand name. Still. Toyota released an update of its full size truck.[citation needed] While the press release enumerated nine models. Major Lexus dealerships have been offering satellite radio kits for Lexus vehicles since 2005. "Motor Trend" named the Tundra "Truck of the Year. "TOYOTA". one in Texas and one in Indiana. 2004.000 entries. The original logo no longer is found on its vehicles but remains the corporate emblem used in Japan. Toyota introduced a new worldwide logo in 1989 in conjunction with and to differentiate it from the newly released luxury Lexus brand. in addition to factory-equipped satellite radio models. USA. After receiving 27. [edit] Logo and branding A replica of the 1936 Toyota Model AA. Ontario. Toyota entered the passenger car market with its Model AA and held a competition to establish a new logo emphasizing speed for its new product line. which was used throughout most of the world. produced in two American factories. USA. but Toyota decided to use the plant in Princeton. As of 2008. Mississippi. with the original Toyoda logo In 1936.On December 7. Canada and the other to build the Toyota Prius in Blue Springs. However. as late as January 27." It was believed that the new name sounded better and its eight-stroke count in the Japanese language was associated with wealth and good fortune. one to build the RAV4 in Woodstock. There are three ovals in the new logo that combine to form the letter "T". It also began the construction of two new factories. The company has also found recent success with its smaller models²the Corolla and Yaris²as gas prices have risen rapidly in the last few years." and the 2007 Toyota Camry "Car of the Year" for 2007. The overlapping of the two perpendicular ovals inside the larger oval represent the mutually beneficial relationship and trust that is placed between the customer and the company while the larger oval that surrounds both of . 2007. which led to inconsistencies in its worldwide marketing campaigns. a US press release was issued stating that Toyota would be offering Sirius Satellite Radios. which stands for Toyota. This plant was originally intended to build the Toyota Highlander. In 2007. the Tundra. instead. one was selected that additionally resulted in a change of its monikor to "Toyota" from the family name "Toyoda. Indiana. Sirius Satellite Radio and XM Satellite radio kits were not available for Toyota factory radios. only limited availability existed at the dealer level in the US.
in the US). advertisements. what a feeling!" (1978±1985.[29] Toyota's managerial values and business methods are known collectively as the Toyota Way. Toyota's permanent exhibition showroom and museum in Odaiba.[28] which includes a throwback to the "old days of travel. "Get the feeling!" (2001± 2004).[25] The ownership experience has been targeted in slogans such as "Oh. [edit] Marketing MEGAWEB."[24] The logo started appearing on all printed material. Toyota Park. "I love what you do for me." an expression of values and conduct guidelines that all Toyota employees should embrace. Toyota Racing Development.these inner ovals represent the "global expansion of Toyota's technology and unlimited potential for the future.[25] "Who could ask for anything more" (1986±1989).[26] Recently." [edit] Sports See Toyota Center. and the vehicles themselves in 1990. Toyota's new United States marketing strategy has included such hits as "Swagger Wagon" [27] and the marketing for the new Avalon. Toyota summarizes its values and conduct guidelines with the following five principles:[30] . which it was instrumental in developing. and "Moving Forward" (2004±present). dealer signage. Tokyo Toyota's marketing efforts have focused on emphasizing the positive experiences of ownership and vehicle quality. Toyota!" (1990±1997). "Everyday" (1997±2000)". and Toyota in motorsports [edit] Company strategy Main article: The Toyota Way Toyota's management philosophy has evolved from the company's origins and has been reflected in the terms "Lean Manufacturing" and Just In Time Production. Under the two headings of Respect for People and Continuous Improvement. Toyota Racing. In April 2001 the Toyota Motor Corporation adopted the "Toyota Way 2001.
and Teamwork. and more. Level out the workload 5.[vague] Regardless of the origin. the Toyota Way has four components:[31] 1. Use visual control so no problems are hidden 8. The Toyota Way. the principles of the Toyota Way are:[31] 1. Build a culture of stopping to fix problems. Three stories of its origin have been found. Go and see for yourself to thoroughly understand the situation (genchi genbutsu) . even at the expense of short-term goals 2. Recognizing that continuously solving root problems drives organizational learning.[citation needed] It is possible that all these. Standardized tasks are the foundation for continuous improvement and employee empowerment 7. one that they followed the writings of W. are: Challenge. and teach it to others 10. Base your management decisions on a long-term philosophy. are true. and one that they were given the principles from a WWII US government training program (Training Within Industry). thoroughly tested technology that serves your people and processes 9. Grow leaders who thoroughly understand the work. 4. 3. 2. Adding value to the organization by developing its people. Respect your extended network of partners and suppliers by challenging them and helping them improve 12. Genchi Genbutsu (go and see). Long-term thinking as a basis for management decisions. A process for problem-solving. the principles described by Toyota in its management philosophy.y y y y y Challenge Kaizen (improvement) Genchi Genbutsu (go and see) Respect Teamwork According to external observers. Respect. Use only reliable. Edwards Deming. The Toyota Way incorporates the Toyota Production System. [edit] Operations Main article: Toyota Production System Toyota has long been recognized as an industry leader in manufacturing and production.[where?] one that they studied Piggly-Wiggly's just-in-time distribution system. Develop exceptional people and teams who follow your company¶s philosophy 11. Create continuous process flow to bring problems to the surface 3. to get quality right the first time 6.[30] As described by external observers of Toyota. Use "pull" systems to avoid overproduction 4. Kaizen (improvement). live the philosophy.
Toyota's market share struggles in Europe where its Lexus brand has three tenths of one percent market share. about 500. Become a learning organization through relentless reflection and continuous improvement Toyota Pavilion at the Expo in Aichi Toyota has grown to a large multinational corporation from where it started and expanded to different worldwide markets and countries. Toyota has introduced new technologies including one of the first mass-produced hybrid gasoline-electric vehicles. Due to its Daihatsu subsidiary it has significant market shares in several fast-growing Southeast Asian countries. 2006 and will be introducing Isuzu diesel technology into their products. among other countries. It displaced GM and became the world's largest automobile maker for the year 2008.54 million vehicles. and Toyota-produced Lexus and Scion automobiles. Power and Consumer Reports[33] although they led in automobile recalls for the first time in 2009. consistently rank near the top in certain quality and reliability surveys.000 fewer than the number produced by GM that year. implement decisions rapidly 14. and 16. Japan. They also acquired 5.7% of Fuji Heavy Industries.[35] According to the 2008 Fortune Global 500. . compared to nearly two percent market share as the US luxury segment leader. but a small market share in Europe. Toyota. Toyota brands include Scion and Lexus and the corporation is part of the Toyota Group. Toyota Financial Services sells financing and participates in other lines of business. Its also sells vehicles in Africa and is a market leader in Australia. It held the title of the most profitable automobile maker (US$11 billion in 2006) along with increasing sales in. produced 8. on November 7. it has gained market share in the United States. of which it says it has sold 2 million globally as of 2010. Make decisions slowly by consensus. and an eight-speed automatic transmission. Aichi. Since the recession of 2001. which manufactures Subaru vehicles.9% of Isuzu Motors Ltd. the United States. The world headquarters of Toyota are located in its home country in Toyota. Toyota has a large market share in the United States. Its subsidiary.[34] In 2005.13. thoroughly considering all options. Toyota also owns 51% of Daihatsu. primarily J. Toyota. Toyota Motor is the fifth largest company in the world.D. combined with its half-owned subsidiary Daihatsu Motor Company. a four-speed electronically controlled automatic with buttons for power and economy shifting.[32] Advanced Parking Guidance System (automatic parking).
[38] Toyota Century Royal is the official state car of the Japanese imperial family.[39] In January 2009 it announced the closure of all of its Japanese plants for 11 days to reduce output and stocks of unsold vehicles.884 Japan 8. In November 2006. Turkey. India. and more recently. China. Philippines. Vietnam and the United States.771. Toyota Motor Manufacturing Texas added a facility in San Antonio. Australia.742 Others . the Philippines. Argentina.[37] Toyota currently maintains over 16% of the US market share and is listed second only to GM in terms of volume. The difference in performance was largely attributed to surging demand for fuel-efficient vehicles. namely for the current Emperor of Japan. Indonesia. Sri Lanka.348 million units. the United States. France. Poland. Pakistan.957 Asia 1. Toyota's net revenue by geographical regions for the year ended 31 March 2007[42] Geographic region Total sales ( Yen in millions) 8. China.346.2% largely on demand for Corolla and Camry sedans.707. Malaysia. Taiwan. Thailand. Brazil. manufacturing or assembling vehicles for local markets. Vietnam. South Africa. Toyota was hit by the global financial crisis of 2008 as it was forced in December 2008 to forecast its first annual loss in 70 years.495 North America 3. Toyota has manufacturing or assembly plants in Japan. Mexico.013 Europe 1. Czech Republic. Toyota has factories in most parts of the world. 2009 by replacing Katsuaki Watanabe who became the new vice chairman by replacing Katsuhiro Nakagawa. Egypt. Malaysia. the United Kingdom. Portugal. Toyota together with its half-owned subsidiary Daihatsu reported number one sales of 2. Canada. India.152.[41] [edit] Worldwide presence The Camry is assembled in several facilities around the world including Australia. Japan.[40] Akio Toyoda became the new president and CEO of the company on June 23. Venezuela. Russia. Toyota's brand sales had risen 9. Colombia. Thailand.[36] Toyota has experienced quality problems and was reprimanded by the government in Japan for its recall practices.In the first three months of 2007. and Russia.969.
in Cambridge. now produces Corolla compact cars. Its first vehicle assembly plant. Argentina and South Africa. Kentucky. for supply to the countries charged with vehicle production. Toyota initiated the "Innovative International Multi-purpose vehicle" project (IMV) to optimize global manufacturing and supply systems for pickup trucks and multipurpose vehicles. Ontario began manufacturing the RAV4 late in 2008. Mississippi is currently being finished after being put on . MI Toyota has a large presence in the United States with five major assembly plants in Huntsville.. or TEMA. Texas.[43] [edit] North America Main article: Toyota Motor Engineering & Manufacturing North America Toyota Motor North America headquarters is located in Torrance. A Toyota dealership in Fremont. with a workforce of 4. and to satisfy market demand in more than 140 countries worldwide.[44] In 2006. Buffalo. IMV called for diesel engines to be made in Thailand. Europe. California. the Fortuner. Matrix crossover vehicles and Lexus RX 350 luxury SUVs. Toyota's subsidiary Hino Motors opened a heavy duty truck plant. West Virginia. San Antonio. Ann Arbor Twp. has been in production in Canada since 1983 with an aluminium wheel plant in Delta.In 2002. Its second assembly operation in Woodstock. Oceania. Alabama. For vehicle assembly. A new plant in Blue Springs. Toyota Canada Inc. Its manufacturing headquarters is located in Hebron. gasoline engines in Indonesia and manual transmissions in India and the Philippines. Georgetown.[45] Toyota Technical Center. British Columbia which currently employs a workforce of roughly 260. Latin America and the Middle East with three IMV vehicles: The Toyota Hilux (Vigo). Indonesia. Toyota would use plants in Thailand.300 workers. Kentucky. and is known as Toyota Motor Engineering & Manufacturing North America. Princeton. Africa. Ontario since 1988. employing 45 people and producing 2000 trucks annually. California and operates as a holding company in North America. and the Toyota Innova. Indiana. also in Woodstock. These four main IMV production and export bases supply Asia.
Toyota uses a number of slogans in its American TV commercials such as It's time to move forward. Mississippi was scheduled for completion in 2010 but is currently on indefinite hold." The Prius has become the top selling hybrid car in America. in Fremont. Toyota had a joint-venture operation with General Motors at New United Motor Manufacturing Inc. In these assembly plants. sales. Toyota also sponsors Club Deportivo Guadalajara. producing some hybrid luxury vehicles.. The Mississippi operation is scheduled to go online with production in July or August of 2011. Indiana. now has three hybrid vehicles in its lineup: the Prius. U. and distribution in the US are conducted through a separate subsidiary. Highlander. It has started producing larger trucks. the Camry and the Tundra are manufactured. which started in 2006. It labeled such technology in Toyota cars as "Hybrid Synergy Drive" and in Lexus versions as "Lexus Hybrid Drive. Toyota marketing. Highlander Hybrid. Toyota is a public corporation and the company's shares are traded on the Tokyo Stock Exchange. and various Lexus products. among others. or Moving forward.[46] It still has a joint-venture with Subaru at Subaru of Indiana Automotive. which began in 1984 and ended in 2009. (SIA). an example being the Toyota Prius. Inc.A.hold during the recent economic downturn. [edit] Product line [edit] Electric technology Toyota Prius. Camry Hybrid. and by 2030 Toyota plans to offer its . flagship of Toyota's hybrid technology Main articles: Hybrid Synergy Drive and Hybrid electric vehicle Toyota is one of the largest companies to push hybrid vehicles in the market and the first to commercially mass-produce and sell such vehicles. such as the new Tundra. The popular minivan Toyota Sienna is scheduled to join the hybrid lineup by 2010. California. Toyota has sold more hybrid vehicles in the country than any other manufacturer.S. Production on a new manufacturing plant in Tupelo. as a brand. (NUMMI). to go after the large truck market in the United States. Toyota Motor Sales. Toyota is also pushing hybrid vehicles in the US such as the Prius. in Lafayette. New York Stock Exchange and the London Stock Exchange. Smart way to keep moving forward. Inc. North America is a major automobile market for Toyota. The company eventually began providing this option on the main smaller cars such as Camry and later with the Lexus divisions. Toyota. and Camry.
[53] [edit] Plug-in hybrids Main article: Plug-in hybrid Plug-in Prius concept Toyota is currently testing its "Toyota Plug-in HV" in Japan. with worldwide cumulative sales of 1.[47] Lexus LS 600h hybrid sedan. Fitzgerald Toyota in Washington D.entire lineup of cars. Like GM's Volt.[52] Hybrids are viewed by some automobile makers as a core segment of the future vehicle market. Worldwide sales of hybrid vehicles produced by Toyota reached 1. and SUVs with a Hybrid Synergy Drive option (Toyota has said it plans to make a hybrid-electric system available on every vehicle it sells worldwide sometime in the 2010s). the LS 600h/LS 600h L. with hybrids sold in 50 countries. and launched in 2007.[54][55] On June 5.0 million vehicles by May 31. it uses a lithium-ion battery pack.. the United States.[50][51] Lexus also has their own hybrid lineup.0 million mark was reached by August 31.[48][49] Toyota's hybrid sales are led by the Prius. and Madison Wisconsin-based Smart Motors.C. Toyota and Honda have already said they've halved the incremental cost of electric hybrids and see cost parity in the future (even without incentives).43 million by August 2009. The PHEV (plug-in hybrid electric vehicle) could have a lower environmental impact than existing hybrids. 2009. and Europe. including four Toyota dealerships: Westboro Toyota in Boston.[56] . 2007. RX 400h. 2008. consisting of the GS 450h. and the 2. trucks.[48] Toyota's CEO has committed to eventually making every car of the company a hybrid vehicle. A123Systems announced that its Hymotion plug-in hybrid conversion kits for the Prius would be installed by six dealers. Toyota of Hollywood in Los Angeles.
vans.[61] Other SUVs include the Land Cruiser Prado and FJ Cruiser. to mid-size Camry. to compact Corolla. such as the xB and tC. called "e-com". Second generation Toyota Estima Hybrid [edit] Cars Further information: List of Toyota vehicles As of 2009.[57] Toyota has made many concept electric vehicles. In May 2010. Road tests for the current prototype. and others.[59][60] Toyota plans to release an electric version of the RAV4 by 2012 using components from Tesla and the platform of the RAV4. trucks.[61] Many of these models are produced as passenger sedans.[61] [edit] SUVs and crossovers Toyota crossovers range from the compact Matrix and RAV4. and full-size Avalon.[61] Vans include the Previa/Estima. and crossovers. including sedans.[edit] All-electric vehicles Toyota is speeding up the development of vehicles that run only on electricity with the aim of mass-producing them in the early part of the next decade.[61] Toyota SUVs range from the midsize 4Runner to full-size Land Cruiser. which range from the subcompact Toyota Yaris. Toyota agreed to purchase US$50 million of Tesla common stock subsequent to the closing of Tesla's planned initial public offering. Toyota officially lists approximately 70 different models sold under its namesake brand. Sienna. are sold under the Scion brand. (August 2010) .[58] Tesla will buy Toyota's recently closed NUMMI factory for US$42 million. including the FT-EV and FT-EV II. Please improve this article and discuss the issue on the talk page. had ended in 2006.[61] Several small cars. coupes.[61] [edit] Pickup trucks The examples and perspective in this section may not represent a worldwide view of the subject. hybrids. to midsize Venza and Kluger/Highlander. Toyota launched a collaboration with Tesla Motors to create electric vehicles.
they failed to match their success in other categories.[63] Toyota Motorsport GmbH. with and headquarters in Cologne. however despite having experienced drivers and a larger budget than many other teams. US. and Crown Athlete.000 Standard and Double Cabs. They also represent their Lexus brand in other sports car racing categories. Toyota Motor Corporation assembled around 150. The BBC's Top Gear TV show featured 2 episodes of a Hilux that was deemed "virtually indestructible". Outside the United States. Texas.000 Crew Max's in 2007. the company sells nine luxury-branded models under its Lexus division. As of early 2010. 2WD and 4WD versions. formula 3 and formula Toyota series. In addition to the Tundra. and only 70. Germany) was previously responsible for Toyota's major motorsports development including Formula One. Super GT.[61] Luxury-type sedans produced under the Toyota brand include the Century. Crown Royal. Toyota also makes engines and other auto parts for other Japanese motorsports including formula Nippon.[citation needed] The all new Tundra is assembled in San Antonio. Toyota also produces the Tacoma. In 2002. ranging from the LS sedan to RX crossover and LX SUV. [edit] Motorsport Main article: Toyota in motorsports Toyota has been involved in many global motorsports series.2007 Tundra Double Cab The Tundra is a full-size pickup truck sold by Toyota that originally went into production in 1999 for the 2000 US model year.[62] [edit] Luxury-type vehicles Further information: List of Lexus vehicles As of 2009. Toyota Motorsport GmbH also developed cars for World Rally Championship and Le Mans Series. the Tundra has captured 16 percent of the full-size half-ton market in the US. Toyota also runs a driver development programme known as TDP (Toyota Young Drivers Program) which they made for funding and educating future Japanese motorsports talent. with a smaller body and smaller engine than its bigger brother. with . Toyota enjoyed success in all these motorsports categories. gasoline and diesel engine. The Tacoma is also produced at the company's San Antonio facility. Toyota entered Formula One as a constructor and engine supplier. Toyota produces the Hilux in Standard and double cab.[61] A limited-edition model produced for the Emperor of Japan is the Century Royal.
[edit] Higher education Toyota established the Toyota Technological Institute in 1981." "Toyota International Teacher Program. On 4 November 2009 Toyota announced they were pulling out of the sport due to the global economic situation." "Toyota .TRD is also responsible for Toyota's involvement in NASCAR motorsports. sponsored by the manufacturer Toyota is supporter of the Toyota Family Literacy Program along with National Center for Family Literacy. TRD has often had much success with their after market tuning parts." "Toyota Youth for Understanding Summer Exchange Scholarship Program. helping low-income community members for education.[65] [edit] Philanthropy The Toyota Municipal Museum of Art in Aichi.[64] Toyota has also studied participation in the general aviation market and contracted with Scaled Composites to produce a proof-of-concept aircraft. slated for first deliveries in 2013. [edit] TRD Toyota Racing Development was brought about to help develop true high performance racing parts for many Toyota vehicles. National Underground Railroad Freedom Center (US$1 million) among others. as well as designing technology for vehicles used in all forms of racing. Toyota is supporter of the "Toyota Driving Expectations Program. Toyota Technological Institute founded the Toyota Technological Institute at Chicago in 2003. having invested US$67. the TAA-1 in 2002. United Negro College Fund (40 annual scholarships). as Sakichi Toyoda had planned to establish a university as soon as he and Toyota became successful.[66] Toyota created the Toyota USA Foundation.five second places their best results.2 million in the new venture which will produce the Mitsubishi Regional Jet. [edit] Non-automotive activities [edit] Aerospace Toyota is a minority shareholder in Mitsubishi Aircraft Corporation.
"[67] It has contributed to a number of local education and scholarship programs for the University of Kentucky. Toyota Bio Indonesia in Lampung. A specific example of Toyota's involvement in robotics for the elderly is the Brain Machine Interface." "Toyota Community Scholars" (scholarship for high school students). Ltd.[69] The thought controls allow the wheelchair to go left.. Ltd. [edit] Agricultural biotechnology Toyota invests in several small start-up businesses and partnerships in biotechnology. it "allows a person to control an electric wheelchair accurately. manufacturing.. including: y y y y y P. "United States Hispanic Chamber of Commerce Internship Program. and entertainment. Designed for use with wheelchairs. in Rokkasho-Mura.TAPESTRY. in Sichuan. and others.[69] [edit] Finance Toyota Financial Services Corporation provides financing to Toyota customers. Ltd.[67] [edit] Robotics Main article: Toyota Partner Robot Toyota trumpet-playing robot In 2004. almost in realtime"." and "Toyota Funded Scholarship. Toyota showcased its trumpet-playing robot.T. with his mind. Aomori Prefecture Sichuan Toyota Nitan Development Co. Indonesia Australian Afforestation Pty.[68] Toyota has been developing multitask robots destined for elderly care. right and forward with a delay between thought and movement of just 125 milliseconds. in Western Australia and Southern Australia Toyota Floritech Co. Kamikita District. China Toyota Roof Garden Corporation in Miyoshi-Cho. Aichi Prefecture [edit] Financial information . Indiana.
Fukuoka.[71] [edit] Production and sales numbers Typical breakdown of sales by region Calendar Year Total Japan United States . owned via Toyota Motor North America Toyota Tsusho ± Trading company for the Toyota Group Daihatsu Motor Company (51.0% ± September 30. Osaka. It says the international financial situation is squeezing its business. 2009.66% ± June 28. 2008) Isuzu Motors (5.51% ± March 31. Toyota has been publicly traded in Japan since 1949 and internationally since 1999. 2006) PT Toyota Astra Motor (49% ± 2003) PT Toyota Motor Manufacturing Indonesia (95% ± 2003) [edit] Government bailouts Toyota's financial unit has asked for an emergency loan from a state-backed lender on March 16. Toyota has 540 consolidated subsidiaries and 226 affiliates. forcing it to ask for an emergency loan from the Japan Bank for International Cooperation. and Sapporo exchanges under company code TYO: 7203. In addition.2% ± March 31. 2006) Fuji Heavy Industries (16.74% ± September 30. Toyota is foreign-listed on the New York Stock Exchange under NYSE: TM and on the London Stock Exchange under LSE: TYT. y y y y y y y y y y y y y Toyota Motor North America (100% ± 2004) Toyota Canada Inc. 2006) Lexus 100% (1989) Scion 100% (2003) DENSO (24. 2006) Aisin Seiki Co.[70] As reported on its consolidated financial statements. It is the first time the state-backed bank has been asked to lend to a Japanese car manufacturer. 2006) Toyota Industries (23.9% ± November 10. Nagoya. with reports putting the figure at more than US$3 billion. (23.Toyota is publicly traded on the Tokyo.
302 9.275 5.609.770 210.130 1.190 1.211 1.496 22.922 6.611 16.827 12.013 4.937 230.981 14.495 425.615 11.097.720 3.821 3.643 587.787 14.706 14.194 154.703 10.228 42.955.142 4.713 22.764 477.824 11.527 78.716 79.856 101.350 318.1935 1936 1937 1938 1939 1940 1941 1942 1943 1944 1945 1946 1947 1948 1949 1950 1951 1952 1953 1954 1955 1956 1957 1958 1959 1960 1961 1962 1963 1964 1965 1966 1967 1968 1969 1970 1971 Production Sales Production 20 1.106 16.786 46.033 Sales Sales .539 832.405 1.471.
487.276[72] 3.228.931.098 2.497.212.309.166[80] 7.212[81] 2.873[78] 2.336.911.053 2.662[88] 3.244.261.218.177[81] 8.199[89] 1.220.622 3.324[78] 1.561.619.902[72] 2.305.954.861[87] 2.515[86] 2.120.293.049[82] 4.754[86] 9.949[72] 5.758 2.866.600[84] 2.557 3.996.439[89] 1.147[90] .344 3.234.504.341[72] 2.071[72] 2.217.272.524[85] 5.980 2.543.825[citation needed] 4.851 2.356[72] 3.206[76] 4.125[72] 3.929.225 3.635[80] 1.291.756.996.456[72] 2.057.706[84] 2.848[72] 3.817[83] 2.410.060[72] 2.114.307[78] 6.786[84] 9.076[83] 2.031.060.144.720.167 3.291[72] 4.138.174[89] 1.368.847.308.863[72] 4.826.210.000[73] 5.277[72] 2.547.941[72] 3.502.197[87] 2.667[80] 2.741.249 3.556[81] 2.153.418 3.620.335 3.743[77] 6.087.005.355.000[74] 5.1972 1973 1974 1975 1976 1977 1978 1979 1980 1981 1982 1983 1984 1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2.236[87] 7.232.508.127[79] 4.665.017.368.429.308.296[citation needed] 5.638.260.225.133 2.503[77] 1.135.143[83] 9.046.697[72] 2.770.279 3.454.314[citation needed] 4.611.975.373[72] 2.462.254[citation needed] 4.060.085.750[72] 2.273[72] 3.637[77] 2.046[72] 2.064[72] 3.660.387.631[86] 2.956.157 2.171.119.085.723[75] 5.542.
and disposal. Japanese sales since 2001 consolidated incl. Daihatsu and Hino."[92] Toyota had previously released its Eco-Vehicle Assessment System (Eco-VAS) which is a systematic life cycle assessment of the effect a vehicle will have on the environment including production. most notably the RAV4 EV (produced from 1997 to 2003) and the Toyota Prius (1997 to present).813 L/100 km. The plan contains four major themes involving the environment and the corporation's development. [edit] Environmental record The Toyota Motor Corporation (TMC) has been a leader in environmentally friendly vehicle technologies. emissions and noise during vehicle use. This donation is part of a program which provides US$5 million and 23 vehicles for five national parks and the National Parks Foundation.05 mpg-imp) exceeded all other major manufactures selling cars within the . Toyota's new Japanese-market vehicle models with automatic transmissions are equipped with an Eco Drive Indicator."[94] Since October 2006.[95] Along with Toyota's eco-friendly objectives on production and use. and sales.[96] However new figures from the United States National Research Council show that the continuing hidden health costs of the auto industry to the US economy in 2005 amounted to US$56 million. fuel efficiency. design..Calendar Year Production Sales Production Sales Total Japan Sales United States Japan production numbers 1937 to 1987. The system takes into consideration rate of acceleration.. Inc (TEMA) with a ENERGY STAR Sustained Excellence Award in 2007. and CO2 emissions throughout the life cycle of the vehicle from production to disposal. The money will be used to fund environmental programs at the park. starting and stopping the vehicle. 2008 and 2009 [98][99][100] In 2007. Individual results vary depending on traffic issues. When the vehicle is operated in a fuel-efficient manner. usage.[91] Global production since 1998. global and Japanese production.[97] The United States EPA has awarded Toyota Motor Engineering & Manufacturing North America. The five-year plan is directed at the. the disposal recovery rate. ". but the Eco Drive Indicator may improve fuel efficiency by as much as 4%. Toyota is now working on their next generation Prius and second generation RAV4 EV both due out in 2012. and total distance traveled. The assessment includes. 32. Toyota implemented its Fourth Environmental Action Plan in 2005. Themes of the 2008 program consist of "Global Warming Countermeasures" and "Biodiversity Conservation. the Eco Drive Indicator on the instrument panel lights up. production. the company plans to donate US$1 million and five vehicles to the Everglades National Park."[93] 2008 marks the ninth year for Toyota's Environmental Activities Grant Program which has been implemented every year since 2000. and speed. "arrival of a revitalized recycling-based society. engine and transmission efficiency. the reduction of substances of environmental concern.69 mpg-US (8. Toyota's Corporate Average Fuel Economy (CAFE) fleet average of 26.
The US government sought a record penalty of US$16. 2010. James Lentz.3 mpg-imp).375 million from Toyota for its delayed response in notifying the National Highway Traffic Safety Administration regarding the defective accelerator pedals. [edit] 2009±2010 vehicle recalls Main article: 2009±2010 Toyota vehicle recalls From November 2009 through the first quarter of 2010.2 mpg-US (7. 2010. Kiichiro Toyoda.[106] On February 24.United States. In 2008. 36. Toyota reported a record annual net loss of US$4. was questioned by the United States Congress committees on Oversight and Investigations on February 23. Toyota paid the fine without an admission of wrongdoing.2 billion. Toyota recalled more than 8 million (accounts differ) cars and trucks worldwide in several recall campaigns.[107] On 6 April 2010.[102] Its first vehicles were the A1 passenger car and the G1 in 1935. Toyota CEO Akio Toyoda testified before the House Committee on Oversight and Government Reform.[101] [edit] History Main article: History of Toyota Toyota started in 1933 as a division of Toyoda Automatic Loom Works devoted to the production of automobiles under the direction of the founder's son. making it the latest automobile maker to be severely affected by the 2007±2010 financial crisis. Toyota Motor Co.[104][105] The US Sales Chief.[112] .[109][110][111] The record fine and the high profile hearings caused accusations of conflict of interest. making Toyota number one in the world. 2009. Toyota's sales surpassed General Motors.[103] [edit] Recent company developments [edit] 2007±2010 financial crisis On May 8. Only Lotus Cars which sold the Elise and Exige powered by Toyota's 2ZZ-GE engine did better with an average of 30. was established as an independent company in 1937.79 L/100 km.93 billion (¥180 billion). and briefly halted production and sales.[108] On 18 May 2010. Senior managing director Takahiko Ijichi said that recall-related costs in the financial year that ended March 2010 totaled US$1. as a result of recent recalls.
336312 Gasoline Engine and Engine Parts . 336211 Motor Vehicle Body Manufacturing (pt).Toyota Motor Corporation: Company History by Pete Abilla on January 5.. 336112 Light Truck and Utility Vehicle Manufacturing. or die-hard fans of the Toyota Production System.global. The data is from 2001 ² so it¶s a outdated. but it provides a decent history on the company. inShare Found via the Directory of Company Histories.toyota.com Statistics: Public Company Incorporated: 1937 as Toyota Motor Co. +++++ Address: 1.66 billion (2000) Stock Exchanges: Tokyo New York Ticker Symbol: TM NAIC: 42111 Automobile and Other Motor Vehicle Wholesalers. 2007 1 Since some of your are familiar. 332311 Prefabricated Metal Building and Component Manufacturing. Saint James Press. I thought this history would be a nice reminder of how the company came to be the leader that it is. Employees: 214. Ltd. 336111 Automobile Manufacturing. 33612 Heavy Duty Truck Manufacturing. volume 38. Aichi 471-8571 Japan Telephone: (81) 565-28-2121 Fax: (81) 565-23-5800 http://www. 2001.631 Sales: $119. Toyota-cho Toyota City. practitioners.
ITS. Mobile terminals will bring a major leap forward in the types of information drivers and passengers can access on the road. tremendous potential exists for quantitative expansion. two major opportunities. ITS will route traffic more smoothly. 33635 Motor Vehicle Transmission and Power Train Parts Manufacturing. while the remaining two-thirds do not have access to the convenience of automotive transport. Along with continuing initiatives to improve conventional vehicle functions. there is also room for qualitative growth. only about one-third of the world¶s population enjoys the benefits of motor transport. . Huge growth is in store for our industry in the emerging economies. 33633 Motor Vehicle Steering and Suspension Components (Except Spring) Manufacturing. for adding value and improving the quality of the driving experience. 336399 All Other Motor Vehicle Parts Manufacturing (pt) Company Perspectives: We believe the potential for growth in our industry is extremely promising. In addition.Manufacturing. 33634 Motor Vehicle Brake System Manufacturing (pt). already emerging. are intelligent transportation systems. and in-vehicle mobile terminals. Today. 336322 Other Motor Vehicle Electrical and Electronic Equipment Manufacturing (pt). reduce the risk of accidents. and make cars more fun to drive. Therefore.
1957: Toyota Motor Sales.. Although its profits declined substantially during the global economic downturn of the early 1990s. Ltd. . 1933: Automobile Department is created within Toyoda Automatic Loom Works. 1962: Toyota Motor Thailand Co. we will continue to place emphasis on maintaining our position as a leading automobile manufacturer.. 1997: The Prius. Toyota responded by cutting costs and moving production to overseas markets. Toyota Key Dates: 1918: Sakichi Toyoda establishes Toyota Spinning & Weaving Co. Ltd. is formed. Toyota Company History: Toyota Motor Corporation was Japan¶s largest car company and the world¶s third largest by the year 2000. begins operations. Inc.In view of this growth potential.¶ is launched. 1998: Toyota acquires majority share in Daihatsu Motor Co.S. its growth and success reflective of Japan¶s astonishing resurgence following World War II. Ltd.A. Ltd. Toyota¶s first µeco-car. 1950: Toyota Motor Sales Co.. U. 1935: First Model A1 passenger car prototype is completed. 1956: Toyota creates the Toyopet dealer network.. 1982: Toyota Motor Company and Toyota Motor Sales merge to form Toyota Motor Corporation.8 percent of the global market for automobiles. The company represented one of the true success stories in the history of manufacturing. is established.. 1937: Toyota Motor Co. 1995: Hiroshi Okuda becomes company president. is formed.. The company was producing almost five million units annually in the late 1990s and controlled 9. Ltd.
The Emergence of Japanese Automobile Manufacturing in the 1930s and 1940s In 1933 a Japanese man named Kiichiro Toyoda traveled to the United States. brakes only on the rear wheels. General Motors and Ford already were operating assembly plants in Japan. As Japan became embroiled in World War II. wooden seats. Ltd. the procurement of basic materials for automobile manufacturing became more and more difficult. where he visited a number of automobile production plants. the young man established an automobile division within his father¶s loom factory and in May 1935 produced his first prototype vehicle. the company established a research center to begin work on battery-powered vehicles. was founded for the production of both machine tools and auto parts. At one point Toyoda was manufacturing trucks with no radiator grills. Inc. the company started piecing together usable parts from wrecked or worn-out trucks in order to build µrecycled¶ vehicles. . preeminence in the worldwide automotive industry did not deter Toyoda.). This was followed in 1940 by the establishment of the Toyoda Science Research Center (the nucleus of the Toyota Central Research and Development Laboratories. Pushing toward the limits of resource conservation as the course of the war began to cripple Japan¶s economy. In 1939. and a single headlight. Ltd. Since Japan had very few natural resources.S.) and the Toyoda Works (later Aichi Steel Works. Upon his return to Japan. The next year Toyoda Machine Works. the company had every incentive to develop engines and vehicles that were highly fuel efficient. but U.
µThe British motorcar industry. Japan¶s automakers knew that they could no longer count on government protection in the form of high import duties or other barriers as they had before the war. µalso faces many difficulties. and the Toyoda (or Toyota as it became known after the war) production plants had suffered extensively. Postwar Challenges and Innovations: The Birth of the Small Car Just as the Japanese motor industry as a whole was beginning to recover. but its fate will be largely determined by how strongly American automakers feel they should concentrate on small cars.¶ he said.When the war ended in August 1945 most of Japan¶s industrial facilities had been wrecked.000 employees but no working facilities. Kiichiro Toyoda likened the postwar situation in Japan to that in England. and the economic situation in Japan was chaotic.¶ It was January 1947 when Toyota engineers completed their first prototype for a small car: its chassis was of the backbone type (never used before in Japan). its front suspension relied . there was mounting concern that American and European auto manufacturers would overwhelm the Japanese market with their economic and technical superiority. Toyota¶s executives thought that by focusing on small cars the company could avoid a head-on market confrontation. But the Japanese tradition of dedication and perseverance proved to be Toyota¶s most powerful tool in the difficult task of reconstruction. Since American manufacturers were concentrating their efforts on medium-sized and larger cars. The company had 3.
Toyota had come to place strong emphasis on the production end of the business. however. In some months. the company produced vehicles worth a total of ¥350 million while income from sales reached only ¥250 million. Nearly four years had passed since the end of the war. and because the Toyota dealers were unable to sell cars in sufficient quantities. Toyota soon was facing a severe liquidity crisis. Two years later. . In the absence of credit sources to bridge the imbalance. and its maximum speed was 54 miles per hour. so that in the early postwar years not enough attention had been paid to the proper balance between production and sales. for example. In large part because of wartime regulations and controls. This was not to be accomplished as easily as expected. Toyota suffered its first and only serious conflict between labor and management. for the new governmental policy had discontinued all financing from city banks and the Reconstruction Finance Corporation. Under these conditions the company¶s financial situation deteriorated rapidly. these dealers had no choice but to pay Toyota in long-term promissory notes as inventories kept accumulating. Japanese auto manufacturers found themselves unable to raise the funds needed to support their recovery efforts. After two years of difficulties the company seemed headed for success. in 1949. The Japanese economy at that time was suffering from a severe depression. inflation was rampant. and people in the cities were forced to trade their clothing and home furnishings for rice or potatoes to survive. That year the Japanese government took measures to control runaway inflation in ways that severely reduced consumer purchasing power and worsened the already severely depressed domestic automotive market. but Japan¶s economy was still in poor shape: goods and materials of all kinds were in short supply.primarily on coil springs.
President Kiichiro Toyoda and all of his executive staff resigned. visited the United States. Toyota moved quickly and . Toyota¶s founder and a pioneer of the Japanese automotive industry.000 to 6. died less than two years later. Toyota Motor Sales Company handled all domestic and worldwide marketing of Toyota¶s automotive products until July 1982. primarily by asking for voluntary resignations. or to agree on the dismissal of some employees and embark upon a rebuilding program. At the management level. declare bankruptcy. Crucial restructuring efforts included a proposal to incorporate Toyota¶s sales division as a separate company. the two men inaugurated an even more vital policy that remained in force at Toyota through the 1990s: the continuing commitment to invest in only the most modern production facilities as the key to advances in productivity and quality.Finally. when the Toyota Labor Union went on strike. Toyota was unable to meet its regular payroll. two of the company¶s new executives. One especially useful idea they brought home from their visit to Ford resulted in Toyota¶s suggestion system. and to 304 in May. As a result. discussions between labor and management finally focused on whether to admit failure. In the end management and labor agreed to reduce the total workforce from 8. leading eventually to the formation of Toyota Motor Sales Company Ltd. Not long after the strike was settled in 1950. Kiichiro. and all the while Toyota kept falling further into debt. however. in April 1950. until the company finally found itself on the verge of bankruptcy. Workers staged demonstrations to press their demands.000 employees. in which every employee was encouraged to make suggestions for improvements of any kind. Delayed payments were followed by actual salary reductions and then by plans for large-scale layoffs±until April 1949. they toured Ford Motor Company¶s factories and observed the latest automobile production technology. when it merged with Toyota Motor Company. and dissolve the company. Production dropped to 992 vehicles in March 1949. Toyota was compelled to reduce both production and overhead. to 619 in April. In the meantime. On their return to Japan. Negotiations between labor and management dragged on with the union leaders bitterly opposed to any layoffs. Eiji Toyoda (now chairman of Toyota Motor Corporation) and Shoichi Saito (later chairman of Toyota Motor Company). Seeking new ideas for Toyota¶s anticipated growth.
brought about by a remarkable increase in national income. for example. but also undertake a major new research and development effort. Toyota made a major contribution to Japan¶s growing motorization in the years following 1965. The Kanban system became the basis for Toyota¶s entire production system. Not surprisingly. and the µstorekeepers¶ (those in the earlier production stages) replenished the stock to the degree that it was depleted. By the early 1950s. then added the Toyo-Ace (Japan¶s first cab-over truck) and a large-sized diesel truck. where µconsumers¶ (those in the later production stages) took µproducts¶ (parts) from the stock shelves. Toyota introduced the µKanban¶ (or µsynchronized delivery¶) system during 1954. Toyota introduced the first four-wheel-drive Land Cruiser. just as Toyota had anticipated. production of passenger cars also rose quickly. During 1951. Through this and similar efforts. as the domestic demand for taxis rapidly increased. Toyota also began to offer a more complete line of products. 40 percent of that amount (¥400 million) was immediately invested to establish an automobile driving school in an effort to help citizens acquire driver¶s licenses. the company began to benefit from the increased efficiency almost immediately. . making capital investments in new equipment for all of the company¶s production facilities. In production control. Toyota would not only have to make additional investments in manufacturing facilities and equipment. Throughout these years Toyota also was working hard on another important. Along with improvements in its production facilities. This was the reasoning behind Toyota¶s decision in 1958 to build a full-scale research center for the development of new automobiles (which also was to become Japan¶s first factory devoted entirely to passenger-car production). introduced in 1955. the Japanese market was crowded with vehicles from the United States and Europe.aggressively in the 1950s. from 50 units per month to 250 units per month by 1953. a trend that was to lead to a mass domestic market for automobiles. Moreover. Toyota quickly expanded its passenger-car line to include the 1. Toyota also worked to develop a more comprehensive line of vehicles to contribute toward the growing motorization of Japanese society. When. Beginning with the Crown model.000-cubic-centimeter Corona. if less conventional. approach to adapting itself to the rapid motorization of Japan. for example. The idea was derived from the supermarket system. Toyota Motor Sales was capitalized at ¥1 billion. It soon became apparent that to be competitive at home and abroad.
in the face of the overall pessimism that gripped the industry and the nation. Japan. Two years later. His conviction was that the automobile. the 1973 Middle East War erupted and the world¶s economy was shaken by the first international oil crisis. decided to focus on lowering its production costs and developing even more sophisticated cars. The crisis demonstrated the necessity for a flexible production system that could easily be adapted to changes in consumer preferences. In 1971 the government removed controls on capital investment. This was a joint effort conducted with Toyota¶s many independent parts suppliers and one that proved so successful that ten years later. several Japanese automakers formed joint ventures or affiliations with U.S. but automobiles remained one of Japan¶s least competitive industries in the international arena. quickly became Japan¶s most popular family car and led the market for autos of its compact size. was especially affected. The Toyota Corolla. Toyota continued to make major investments in new plants and equipment to prepare for what it believed would be a higher market demand. As a result. Toyota. Toyota did away with facilities designed exclusively for the production of specific models and shifted instead to general-purpose facilities that could be operated according to changes in market demand for the company¶s various models. while at the same time attempting to achieve the highest possible level of quality in production. Toyota¶s chairman Eiji Toyoda proposed a highly aggressive corporate strategy. In the wake of this move. Japan became a member of the General Agreement on Tariffs and Trade (GATT). For example.In 1955. wholly dependent upon imports for its oil supply. In subsequent years Japan¶s gross national product expanded rapidly. Now Toyota was ready to compete with its overseas competitors±both in price and quality. The 1973 oil crisis and its aftermath were valuable lessons for Toyota. . Toyota decided to move forward by expanding the company¶s operations. That was also the year that the Japanese government liberalized imports of foreign passenger cars. far from being a ³luxury. Toyota was awarded the coveted Deming Prize for its quality-control achievements. which went on sale in 1966. Yet. contributing to the impressive growth in auto sales to the Japanese public. automakers. ten years after its defeat in World War II.´ had become and would remain a necessity for people at all levels of society. foreseeing the coming age of largescale international trade and capital liberalization in Japan. The rate of inflation increased and demand for automobiles fell drastically. in 1965.
In the United States the enforcement of this law was eventually postponed. could be developed. gas turbine and battery-powered cars±Toyota settled on the catalytic converter as the most flexible and most promising and succeeded in producing automobiles that conformed to the world¶s toughest emissions-control standards. (Meanwhile. . in such ways as procuring parts and materials from overseas manufacturers.) International Growth in the 1980s In 1980 Japan¶s aggregate automobile production was actually better than that of the United States. automakers all over the world were opposed to it. Congress passed the Muskie Act. rarefied combustion. and they requested that the enforcement of the law be postponed until new technology. which set limits on automobile engine emissions. able to meet the law¶s requirements. After studying all the feasible alternatives± including catalytic systems. imported cars were given a three-year grace period to conform to Japan¶s strict emissions-control standards. but in Japan even stricter laws were promulgated during the same time with no postponement of enforcement deadlines. They argued that it would actually prohibit the use of all internal combustion engines currently used. Notwithstanding these developments.Toyota Environmental Awareness in the 1970s In December 1970 the U. rotary engines. Toyota moved forward on its own to develop a new generation of cleaner and more fuel-efficient engines.S. Toyota ranked second only to General Motors in total number of cars produced. When the Muskie Act was first proposed. Although Toyota made efforts over the years to improve the international cooperation between automakers. In the same year. Japan¶s successes in the world auto market nonetheless resulted in the Japanese automobile industry becoming a target of criticism.
At the same time.Shoichiro Toyoda.000 jobs. when the company was posting enviable financial results and its manufacturing processes provided a model for other companies to follow. In 1990. it provided General Motors with insight into Japanese production methods and management styles. Aside from these two mainstay markets. Toyota tried to elevate the principle of free competition in the minds of the American people. Toyota also spearheaded the Japanese automobile industry¶s foray into the luxury car market. moreover. By the end of the 1980s. Toyota was solidifying its global operations. Toyota commanded an overwhelming 43 percent of the Japanese car market. At the same time. a position it had held since 1978 and strengthened in the ensuing years. created approximately 3. as well as learn about American labor practices. which by the mid-1990s was outselling market veterans BMW. for example. president of Toyota during the middle and late 1980s. possessed a solid understanding of American culture. (NUMMI). all of which pointed toward further growth and underscored the car company¶s vitality. Toyota¶s position as a powerful. which was expected to begin assembling 200. particularly in Southeast Asia.000 vehicles a year. effected substantial cuts in the company¶s . Shoichiro Toyoda eliminated two layers of middle management. Mercedes-Benz. Toyota announced that it would build an $800.000 cars per year by 1988. By the beginning of the 1990s. for example. Despite these favorable developments. exceptionally well-run car company was nearly unassailable. and carving new markets in Latin America. By means of intense advertising and controlled public relations under Toyoda¶s direction. The plant was slated to build up to 50. Toyota entered into a joint manufacturing venture with American giant General Motors called New United Motor Manufacturing. This state-of-the-art facility allowed Toyota to begin production in the United States cautiously at a time of increasing protectionism. After a decade of prodigious growth. and Jaguar. In the fall of 1985. a nation that he perceived to be extremely bitter about losing trade battles with Japanese industry. where the burgeoning demand for cars promised much growth. Toyoda carefully committed his company to greater international cooperation in both technological and managerial areas. more than one million cars and trucks. leading the way with its Lexus LS400 luxury sedan. In 1984. for the first time. Toyoda reportedly believed that Toyota¶s future success depended in part on the way it handled public relations with the United States. Kentucky. and in the United States it sold. the company stood atop the Japanese automobile industry and ranked number three worldwide. Toyota¶s management continued to strive for improvements. The plant.000 production facility near Lexington. Inc.
With the highest operating margin of any carmaker in the world. which placed renewed focus on innovation and international expansion. Design changes in the company¶s vehicles coupled with reductions in manufacturing and distribution costs saved Toyota ¥150 billion in 1993. while a rising yen made Japanese products relatively more expensive in overseas markets.3 billion. however. Toyota recorded ¥125. and another ¥100 billion in savings was expected to be realized in 1994. the United States. however.executive staff. the mounting losses persuaded Toyoda to intensify his cost-cutting measures. Under Totsuro Toyoda¶s stewardship. ³The New Global Business Plan´: 1995 and Beyond When Hiroshi Okuda was promoted to company president in 1995 his chief ambition was to revitalize Toyota¶s standing in the global marketplace. Toyota was a formidable competitor. He believed the first two goals would be achieved through the construction of new manufacturing plants in foreign markets. and as the 1990s progressed. and to increase its share of the domestic market to 40 percent. The recession stifled economic growth throughout the world. limited travel expenditures. to increase Toyota¶s international market share to 10 percent. Thailand. a costcutting program was enacted that reduced expense account budgets 50 percent. Toyoda also continued the trend toward moving production to less expensive overseas markets by ordering the construction or expansion of six assembly plants in Great Britain. falling to the lowest level in more than a decade. and eliminated white-collar overtime.8 billion in consolidated net income. the fourth consecutive year of negative net income growth. along with an increased emphasis on the ³localization´ of parts production. and Japan. In June he unveiled Toyota¶s New Global Business Plan. and reorganized Toyota¶s product development. Toyota¶s profits declined for four consecutive years between 1991 and 1994. a little more than a quarter of the total posted in 1990. Pakistan. That same year. Midway through Toyota¶s net income slide. Toyota had little control over external forces. Turkey. a global economic downturn brought the prolific growth of Japan¶s largest car manufacturer to a halt. the company gained new leadership when Totsuro Toyoda succeeded his brother in September 1992. Okuda¶s targets were clearly defined: to raise production to six million vehicles a year. The purpose of localization was to . As Toyota¶s profit decline continued. when the company earned ¥441.
the stimulation of local economies was an effective public relations tool. with a total output of 240. the new plant was scheduled to begin manufacturing coaster-class buses by 2001. By March 1998 Toyota already had stakes in four Chinese parts manufacturing plants. when it established the Sichuan Toyota Motor Co. one of them a wholly owned subsidiary. Okuda envisioned a more streamlined... Toyota¶s first vehicle production plant in China. In 1995 Toyota announced its intention to set up a manufacturing operation in Indiana. and the United Kingdom by 2002. In 1997 the company opened new plants in Canada and India. One of the most promising automobile markets to open up in the late 1990s was in China.. which would begin exporting the parts to Toyota¶s manufacturing centers in France. with most of the vehicles destined for the Australian and New Zealand markets.reduce the time and expense involved with shipping components across great distances. enhancing the value of the Toyota brand name in foreign markets. That same year. the company opened a new operation in Brazil. Turkey. France. cost-effective manufacturing process.000 units. In 1998 the company also raised its export levels from the Thailand plants to 20. and in December it announced plans to build a second European plant in Valenciennes. to begin production of a new line of cars specifically designed for the European consumer. The company took a more significant step in November 1998. Okuda wasted no time putting his vision into practice. A joint venture with the Sichuan Station Wagon Factory and Toyota Tsusho Corp. The year 1997 also saw increased production in Toyota¶s Thailand operations.000 vehicles. By widening the scope of operations in Toyota¶s overseas locations. Ltd. Furthermore. . and in 1999 it began construction of a transmission production plant in the Walbrzych Special Economic Zone in Poland. in the hope of becoming a major participant in North America¶s highly competitive large truck market. enabling Toyota to increase its overall automobile production and devote greater resources to research and development.
Principal Subsidiaries: Toyota Motor Sales. reducing carbon dioxide emissions by half. and in 2000 it introduced stricter environmental regulations in its U. Although initial estimates showed that production would have to surpass 200. Hino Motors. One of the most radical innovations to arise from Okuda¶s revolution was the Prius.S. Launched in October 1997. manufacturing plants. Prius finally hit the U. and European markets in late 2000.S. Toyota Motor Credit Corporation (U. a move that incensed the competition. 50%). the new operation in France. Although a weakened euro caused Toyota to suffer losses in Europe toward the end of the 1990s. both at home and abroad.Okuda also assumed an aggressive approach to Toyota¶s role in the domestic market. In July 1999 it inaugurated an initiative that aimed to eliminate all landfill waste by 2003. The company also implemented a number of environmental initiatives during this period. (51%). and the future of the eco-car on the domestic market looked promising.. In August 1998 Toyota extended its hold over the domestic market with the purchase of a majority stake in Daihatsu...A. Ltd. amid increased fuel prices and mounting concerns over global warming. by March 1998 demand was already surpassing supply. Ltd. . Honda Motor Co. Principal Competitors: Ford Motor Company. In late 1996 he made drastic cuts to Toyota¶s vehicle prices in Japan.S. Daihatsu Motor Co.000 vehicles a year for the Prius to turn a profit. The company also experienced strong sales in the United States and Japan during this time.S. Inc. Toyota¶s first hybrid car.A...000 vehicles a year.A. (U. General Motors Corporation.S. the Prius combined a highly efficient gas engine with a self-regenerating electric motor. was expected to reverse this trend. Ltd. U. which actually went beyond the current EPA standards. Inc. scheduled to begin production in 2001 at a rate of 150.). New United Motor Manufacturing. Toyota Motor Thailand Company Limited. and in 2000 Toyota¶s total worldwide production exceeded five million vehicles for the first time ever.
78 million units. Opportunities.17 trillion yen ($11bn. The World market for cars is in a condition of over supply and so car manufacturers need to make sure that it is their models that consumers want. and Toyota has it Prius. The company needs to keep producing cars in order to retain its operational efficiency. £5. highly targeted marketing and a commitment to lean manufacturing and quality. Strengths.59 million units in the same period. it takes time to accommodate. Commentators argue that this is because the company has the right mix of products for the markets that it serves. Its brand is a household name. This is an example of very focused segmentation. then the company may miss out on potential sales due to under capacity i. Weaknesses y y Being big has its own problems. This is a typical problem with high volume car manufacturing. In 2003 Toyota knocked its rivals Ford into third spot. Lexus has RX 400h hybrid. while sales were 7. Its strong industry position is based upon a number of factors including a diversified product range. targeting and positioning in a number of countries. Both are based upon . Net profits rose 0. Toyota markets most of its products in the US and in Japan.3% higher at 18.55 trillion yen. Therefore it is exposed to fluctuating economic and political conditions those markets. If on the other hand the car market experiences an upturn. y Lexus and Toyota now have a reputation for manufacturing environmentally friendly vehicles. Movements in exchange rates could see the already narrow margins in the car market being reduced. The company makes a large range of vehicles for both private customers and commercial organizations. The company also maximizes profit through efficient manufacturing approaches (e. as well as the high costs of training and retaining labour. Total Quality Management). the company could see over capapacity. Car plants represent a huge investment in expensive fixed costs. against the worldwide motor industry trend.85bn).SWOT Analysis Toyota This SWOT analysis is about Toyota. y y New investment by Toyota in factories in the US and China saw 2005 profits rise. The company is still behind rivals General Motors with 8.e.8% to 1. The company uses marketing techniques to identify and satisfy customer needs. from the small Yaris to large trucks. So if the car market experiences a down turn.g. to become the World's second largest carmaker with 6. Perhaps that is why the company is beginning to shift its attentions to the emerging Chinese market.
As with any car manufacturer. Toyota has also sold on its technology to other motor manufacturers. the US and Europe also experience slow downs. Rocketing oil prices have seen sales of the new hybrid vehicles increase. with models extending at their rear! The narrow segment is notorious for it narrow margins and difficulties for branding. Such moves can only firm up Toyota's interest and investment in hybrid R&D. Competition is increasing almost daily. . with new entrants coming into the market from China. Europe and Australia. Toyota faces tremendous competitive rivalry in the car market. while the rest were sold in Japan. In 2005 the company had to recall 880. for example Ford has bought into the technology for its new Explorer SUV Hybrid. Toyota did not g ive details of how much the recall would cost. The key economies in the Pacific. y y Product recalls are always a problem for vehicle manufacturers. The vehicle itself is a unique convertible. which is targeted at the streetwise youth market and captures (or attempts to) the nature of dance and DJ culture in a very competitive segment. South Korea and new plants in Eastern Europe.00 sports utility vehicles and pick up trucks due to faulty front suspension systems. Threats. steel and fuel. Toyota is to target the 'urban youth' market. These economic factors are potential threats for Toyota. The company is also exposed to any movement in the price of raw materials such as rubber.y advance technologies developed by the organization. The company has launched its new Aygo. The majority of affected vehicles were sold in the US.
Aichi. see Lexus (disambiguation). Japan Worldwide Kazuo Ohara (MO) Key people Vince Socco (VP. the free encyclopedia For other uses.) Products Services Parent Automobiles Automotive financing Toyota Motor Corporation (TYO: 7203) . U.Lexus From Wikipedia. EU) Mark Templin (VP. Lexus Type Industry Founded Founder(s) Headquarters Area served Division Automotive industry 1989 Eiji Toyoda Toyota.S. Asia Pacific) Andy Pfeiffenberger (VP.
and other export regions have since followed. Lexus added sedan. The division inaugurated dealerships in Japan's domestic market in 2005. solely responsible for the division's vehicles. In following years. with manufacturing centered in the Ch bu and Ky sh regions.[2] The division's world headquarters are located in Toyota. Contents [hide] . convertible. From the start of production. Assembly of the first Lexus built outside the country. Ky sh plants. engineering.uk Lexus. with operational centers in Brussels. and Torrance. This effort developed into the original Lexus LS. Japan. Ch bu and Miyata. becoming the first Japanese premium car marque to launch in its country of origin. coupé. Lexus also operates its own design. and additional hybrid models were subsequently introduced to the Lexus lineup. and in particular at Toyota's Tahara. Lexus vehicles have been consistently produced in Japan.com Website Lexus. In 2005. and SUV models.[1] The Lexus marque has ranked among the ten largest Japanese global brands in market value. Fukuoka. United States.jp Lexus is the luxury vehicle division of Japanese automaker Toyota Motor Corporation. Following a corporate reorganization from 2001 to 2005.co. which was the first vehicle to wear the Lexus marque upon its launch in 1989.[3] Further debuts in Southeast Asia.eu Lexus. Aichi. Since the 2000s. Lexus originated from a clandestine flagship sedan project that began in 1983. the Ontario. Lexus launched its F marque performance division with the arrival of the IS F sport sedan. began in 2003. Lexus is now sold globally and has become Japan's largest-selling make of premium cars. As of 2009. Canada-produced RX 330. Lexus has increased sales outside its largest market in the United States through an ongoing global expansion. Aichi. The division's lineup has also been expanded to reflect regional specifications in model and powertrain configurations. Belgium. First introduced in 1989 in the United States. California. In 2007.(NYSE: TM) Divisions F marque Lexus. Lexus vehicles are officially marketed in over 70 countries and territories worldwide. a hybrid version of the RX crossover debuted. Latin America. and manufacturing centers.
y y y y y y y y y y y 1 History o 1.4 Latin America 1. introducing Lexus to the world.5.5.3 2000s: Hybrids and F models o 1.5 Africa 2 Corporate affairs 3 Automobiles o 3.1 1980s: The F1 project 188.8.131.52 Brand development 1.1 Vehicle lineup o 3.2 1990s: Growth and expansion o 1.3 Asia and Oceania 1.1 Japan 1.3 Nomenclature 4 Design and technology o 4.2 Europe 1.2 Launch o 1.2 Bibliography 11 External links [edit] History [edit] 1980s: The F1 project The first LS 400 flagship sedan debuted in 1989. .5.2 F marque o 3.1 Notes o 10.1.5.5 Global markets 1.1 L-finesse 5 Production 6 Service 7 Motorsport 8 Marketing 9 See also 10 References o 10.4 2010s: Recent developments o 1.
"[14] According to Team One interviews.[5] The F1 project.[11] During that time. trade representatives."[14] and another theory claims it is an acronym for "luxury exports to the U. restricting mainstream car sales.S. in May 1985 to conduct focus groups and market research on luxury consumers.In 1983.S. code-named F1 (³Flagship´ + ³No. Vectre.[10] Toyota researchers visited the U. Chaparel.. The opportunity for Japanese manufacturers to export more expensive models had arisen with the 1980s voluntary export restraints. market.[7] Both the Supra and Cressida were rear-wheel drive cars with a powerful 7MGE/7M-GTE engine. several F1 designers rented a home in Laguna Beach.[13] the name has been attributed to the combination of the words "luxury" and "elegance. Toyota chairman Eiji Toyoda summoned a secret meeting of company executives. and plans were made to develop a new network of dealerships in the U. while Mazda also considered developing an upscale marque. aimed to develop a flagship sedan that would expand Toyota¶s product line.[11] Toyota¶s market research concluded that a separate brand and sales channel were needed to present its new flagship sedan. Infiniti. whose finished product was ultimately the Lexus LS 400. featuring the Lexus emblem.[13] .[9] Around the same time.[8] In 1986. California to observe the lifestyles and tastes of American upper class consumers. the name has no specific meaning and simply denotes a luxurious and technological image.S. Nissan would unveil plans to create its own premium brand.[6] The F1 project followed the success of the Toyota Supra sports car and the premium Toyota Cressida models. In 1986.S. ³Can we create a luxury vehicle to challenge the world's best?´[4] This question prompted Toyota to embark on a top-secret project. Calibre and Alexis were chosen as top candidates. Team One. Toyota¶s longtime advertising agency Saatchi & Saatchi formed a specialized unit. to whom he posed the question.S.[13] While Alexis quickly became the front runner (also associated with the Alexis Carrington character on the popular 1980s primetime drama Dynasty) and later morphed to Lexus. Verone.[12] [edit] Brand development The grille of a Lexus IS. to handle marketing for the new premium brand. Honda launched its Acura marque in the U. influencing Toyota's plans for a luxury division. to be called Amati. negotiated by the Japanese government and U. 1 vehicle´). giving it a foothold in the premium segment and offering both longtime and new customers an upmarket product.[9] Image consulting firm Lippincott & Margulies was hired to develop a list of 219 prospective names.
[20] The resulting flagship. a U. the LS 400 was widely praised for its quietness.300 technicians.[17][18] The final design for the Lexus logo featured a stylized ³L´ within an oval. Lexus showcased the smoothness of its V8 engines by placing champagne glasses on the hood of a revving LS 400. 2. designed by Team One. developed after Team One representatives visited Lexus designers in Japan and noted an obsessive attention to detail.[25] At its launch.S. around 450 prototypes."[16] The Lexus logo was developed by Molly Designs and Hunter Communications.400 engineers.[23][26] although it was criticized by some automobile columnists for derivative styling and a suspension regarded as too compromising of handling for ride comfort.[15] The original Lexus slogan. Los Angeles.[23] The launch of Lexus was heralded by a multimillion dollar advertising campaign in both television and print media.000 in the U. was rendered using a precise mathematical formula. after an extended development process involving 60 designers. with a new 4. Lexus vehicles officially went on sale at a network of 81 new Lexus dealerships across the U.[10][23] The LS 400 debuted at US$38. fuel economy. In 1989. and over US$1 billion in costs.Just prior to the release of the first vehicles.[10] The following September.[13] The first teaser ads featuring the Lexus name and logo. 220 support workers. appeared at the Chicago. and New York auto shows in 1988. appeals court lifted the injunction.[23] The LS 400 debuted in January 1989 at the North American International Auto Show in Detroit.[21][22] Testing locations for the LS 400 included the German autobahn.[15] The injunction threatened to delay the division's launch and marketing efforts. database service LexisNexis obtained a temporary injunction forbidding the name Lexus from being used as they stated it might cause confusion. 1. deciding that there was little likelihood of confusion between the two products. the F1 project was completed.S. well-appointed and ergonomic interior.[19] [edit] Launch In 1989.S. it was priced against mid-size six-cylinder Mercedes- . aerodynamics. 24 engineering teams. became "The Relentless Pursuit of Perfection. and according to Toyota. the Toyota Camry-based ES 250. and value.[24] The LS 400 was sold along with a smaller sibling. (in some markets. build quality. the Lexus LS 400. engine performance. had a unique design that shared no major elements with previous Toyota vehicles.[15] Upon reflection.0 L V8 gasoline engine and rear-wheel drive.
[36] That year. Lexus sent technicians to pick up. In December 1989.[34] Following initial models.S.Benz and BMW models)[27] and was rated by Car and Driver magazine as better than both the US$63.[28] In a sweeping 20-day operation which replaced the parts on all affected vehicles. launch. Lexus also began limited exports to .S.594 LS 400 and ES 250 sedans in the U.000 units for that year.[31][32] By 1989's end. sales figures dropped 29% and 19%. Lexus initiated a voluntary recall of all 8. repair.[28] The SC 400 coupe became the third Lexus model to debut following the LS and ES sedans.[29][30] Lexus' debut was generally regarded as a major shock to the European marques.[36] the vast majority being the LS model.[35] [edit] 1990s: Growth and expansion The ES 300 sedan arrived in 1991 and was the best-selling Lexus for most of the 1990s.000 LS 400s sold to date.000 BMW 735i in terms of ride. respectively.392 LS 400 and ES 250 sedans had been sold in the four months following the U.[28] The LS 400 also won major motoring awards from publications including Automobile Magazine and Wheels Magazine. during its first full year of sales.S. 16. In 1990. and performance. based upon two customer complaints over defective wiring and an overheated brake light.[33] Although sales had begun at a slower pace than expected. and also flew in personnel and rented garage space for owners in remote locations. handling. BMW's and Mercedes-Benz's U. plans called for the addition of a sports coupe along with a redesigned ES sedan. the final tally matched the division's target of 16. and return cars to customers free of charge.000 Mercedes-Benz 420 SEL and the US$55.[28] This response was lauded in media publications and helped establish the marque's early reputation for customer service.. Lexus sold 63. with BMW executives accusing Lexus of dumping in that market.
sales were threatened by the U. ahead of the ES 300. Lexus debuted its first sport utility vehicle. which succeeded the ES 250 and became Lexus' top seller. Lexus also became one of the first marques to debut a certified preowned program. market. Lexus launched its first sports coupe.[47] The marque's plans for developing an SUV model had accelerated during the U. and sales satisfaction for the first time. In 1996. the RX 300.[42] That same year.S. and the second generation GS 300 and GS 400 sedans. the LS 400's base price had risen 18% to nearly US$45.[48] In 1999. the marque introduced the second generation LS 400. By year's end.[40] The marque also began increasing U.[38][39] with sales reaching a total of 71. and Australia. Lexus recorded its one-millionth vehicle sold in the U. Power and Associates' studies on initial vehicle quality. Lexus ranked highest in J.[23][37] In 1991. the LX 450.the United Kingdom. The RX crossover targeted suburban buyers who desired an upmarket SUV but did not need the LX's off-road capability.[39] by 1992.S. the SC 400.[48] and was particularly successful.[35] This was followed by the second generation ES 300 sedan. customer satisfaction. government's proposal of 100% tariffs on upscale Japanese cars in response to the widening U.[44] In May 1995. with the aim of improving trade-in model values. Lexus had become the top-selling premium car import in the U. the RX 300 had become the marque's top-selling model. based on the Toyota Aristo.[36] That year.S. a complete redesign of its flagship model.000. Canada.-Japan trade deficit.[43] In 1994. which shared the LS 400¶s V8 engine and rear-wheel drive design. Lexus launched the GS line.[46] In 1998. Lexus added the first luxury-branded crossover SUV.206 vehicles.S.S.D.[46] Normal sales operations resumed by late 1995 when the Japanese auto manufacturers collectively agreed to greater American investments.[45] SUVs were exempt from the proposed sanctions.[35] The GS 300 sports sedan was priced below the LS 400 in the marque's lineup.[38] and was ranked the top-selling premium car make in the U.[45] The first RX 300 crossover SUV debuted in 1998.[41] In 1993.[48] [edit] 2000s: Hybrids and F models . Switzerland.S. overall. model prices past those of comparable American premium makes.-Japan tariff discussions of 1995.. but still below high-end European models. and the tariffs were not enacted.S.[35] At the conclusion of 1991. which had sold for two years prior in Japan.
Lexus announced a new F marque performance division.[59] In 2006. a V6 hybrid performance sedan.and long-wheelbase V8 (LS 460 and LS 460 L) and hybrid (LS 600h and LS 600h L) versions. Lexus unveiled the GS 450h.S. Lexus introduced a new entry-level sedan.[64] accompanied by a supercar concept. fuel efficiency. the RX 400h.[57][58] The next generation IS. and manufacturing centers working exclusively for the division. the IS F. Lexus sales reached 475.S.[62] In 2006. debuted in 2005.[60] along with the fourth generation flagship LS line.[54] In 2005.[57] Executives aimed to grow the marque's sales outside of its largest market in the U. Lexus debuted the first luxurybranded production hybrid SUV. the first hybrid version of Lexus' best-selling vehicle. In 2000. the marque debuted its first convertible.[51][52] The following year.[49] The GX 470 mid-size SUV debuted in 2002. training. the SC 430.[53] The vehicle used a Lexus Hybrid Drive system which combined gasoline and electric motors for increased power. followed by the second generation RX 330 in 2003. made its debut at the 2007 North American International Auto Show. In 2001.[63] The second generation Lexus IS line debuted in 2005. vehicle sale. the IS 300.[61] The LS 600h L subsequently went on sale as the most expensive sedan ever produced in Japan.[55][56][57] This effort coincided with Lexus' launch in its home market of Japan and an expanded global launch of the brand in major world markets. with dedicated design. which would produce racinginspired versions of its performance models. The first of this line. comprising both standard. engineering.000 vehicles worldwide.[50] In 2004. with a sticker price of approximately US$125. and an F-marque variant arrived in 2007.000. and the third generation LS 430. Lexus recorded its two-millionth U. and lower emissions relative to gasoline-only equivalents. Lexus completed an organizational separation from parent company Toyota. In 2007. the LF- .The RX 400h. and LS sedans were subsequently designed as "global models" for worldwide markets. GS.
In the early 2010s. Lexus introduced the CT 200h. one week after Consumer Reports issued a recommendation not to buy the SUV. Lexus' annual U.000 production LFA exotic coupe. Lexus expanded sales of lower-displacement regional models. and later that year debuted the US$375.000. for the first half of 2010 held steady during the 2009±2010 Toyota vehicle recalls. the marque launched the HS 250h. U. sales had risen to 329.[76] The ES 350 and certain IS models were affected by a recall for potentially jamming floor mats.[70] In mid-2009. Russia.[76][77] The redesigned GX 460 was also voluntarily recalled in April 2010 for a software update. the GX 460 received updated stability control software.S.[66] In 2008. and other regions worldwide.[67][68] and global sales fell 16% to 435. citing a possible rollover risk following the slow stability control response to a high-speed emergency turn. a compact four-door hybrid hatchback initially designed for the European market.[81][82] [edit] Global markets .[73] [edit] 2010s: Recent developments The CT 200h sportback premiered in 2010.087. the second generation hybrid SUV replacing the earlier RX 400h.A. with exports to follow in the U.[75] Sales in the U.[79][80] In the latter half of 2010. Lexus underwent a gradual sales recovery in North America and Asia as the marque focused on adding hybrids and new model derivatives.[78] Although the publication knew of no reported incidents. while NPR determined the reports to be generally rare. Japan. several of which included Lexus models.[78] At the 2010 Geneva Motor Show.S.000 vehicles.S. with comparable rates at multiple makes. and Taiwan were among markets which received model variants intended for reduced emissions or import taxes. the New York Times found more federal acceleration reports per-vehicle for the marque versus parent company Toyota. the RX 450h. By the end of 2007. amidst the late-2000s recession.S. sales dropped 21% to 260. Lexus was the number-one-selling premium car marque in the historically largest automotive market for the past decade.[69] affected by a weakened global luxury car market. beginning with the ES 240 in China followed by the RX 270.[79] The CT 200h was scheduled to go on sale in Europe in the late 2010.[65] and total worldwide sales reached 500.[71] a dedicated hybrid sedan for North America and Japan.[67][73][74] and ranked as the fourthlargest premium car make in the world by volume.177 vehicles.[72] In terms of volume.
RX. the UK. and SC models became available in Japan in 2005. perceived lack of prestige compared to domestic premium brands.[94] The dramatic price increase (from ¥1-million and up) on new Lexus models and the contraction of the domestic auto market affected initial sales.[57][87] Malaysia in 2006.[90] and the Philippines in 2009. the introduction of the LS 460 in September 2006 exceeded expectations.294 The fourth generation LS 460/LS 600h was launched globally in 2006. and the absence of an independent dealership network during the 1990s. minor market share.921 215.. The marque's Japanese debut ended domestic sales of previous generation Toyota-equivalent models.[97][98] After import quotas were relaxed in 1998.[94] In particular.[96] [edit] Europe In the European market. and Russia. Lexus announced plans .[95] Lexus Japan's network of 143 new dealerships became profitable in 2007. SC.As part of its global growth strategy. Lexus launched in Japan and China in 2005. Japan. 2009 Units Passenger vehicles Crossover SUVs Hybrid vehicles 222.S.610 60. 2009 Japan[83] Europe[84] United States[74] Units 28.[3] The IS.[91] In 2007. with over 12.[93] but increased the following year. and Aristo nameplates. the largest sales markets in order of size were the U.012 Canada production[86] 64. Lexus has long struggled with smaller brand recognition.625 Line production.[88] Indonesia in 2007.[95] right-hand drive versions of the LS. With next generation models.000 orders in its first month on sale. Altezza. Canada. GS.[63] Plans announced in 2006 called for an expansion from a total of 68 countries that year to 76 worldwide by 2010.[89] Chile in 2008.[92] [edit] Japan Lexus' arrival in the Japanese market in July 2005 marked the first introduction of a Japanese premium car marque in the domestic market.975 Type production. the HS 250h became the marque's top-selling sedan in Japan.684 96. and GS were previously sold in Japan under Toyota's Celsior.282 Total 319.167 25. 2009 Units Japan production[85] 255. Harrier. IS.[99] In 2005. respectively. Soarer. Sales were initially slower than expected. the marque remained a small player on the continent.[94] Total sales and production Regional sales.[94] In 2009. China. these nameplates were no longer used and new models realigned to Lexus Japan dealerships.
[103] An emerging market for Lexus Europe has been Russia. Lexus ranked as the top-selling import make in 2005.[109] in Taiwan.[63][101][102] The London congestion charge added incentive by initially excluding hybrid vehicles.000 vehicles.[100] The GS 450h rear-wheel drive hybrid debuted in 2006. Lexus also became the top-selling upscale car import in 2005.[108] [edit] Asia and Oceania In South Korea. Lexus reached third in market sales in the 2000s.[113] China became the marque's second-largest sales market in 2009.[104] and received its largest sales increases on the continent that year. Lexus has ranked in the top two of premium car sales. Lexus announced plans to become a hybrid-only marque in the UK.[105] Total Europe sales increased 72% in 2006 to over 50. [edit] Latin America .to introduce its first hybrid and diesel vehicles and expand the number of dedicated dealerships in Europe.[75] In the Middle East.[114][115] The F marque Lexus LF-A concept premiered in 2007.[75] and in Australia. Lexus captured the import sales lead in the China's emerging premium car market.[110] In 2007. with the RX model generating the greatest demand. and dropped 27.5% in 2008.[105] The number of Lexus dealerships in China expanded in the late-2000s.[101] hybrids comprised a quarter of total sales and outsold their petrol counterparts. the newly introduced diesel IS 220d accounted for UK sales increases.[111] which along with Russia saw higher per-dealership sales than any other region.[107] In 2009. where the marque ranked fourth in premium car sales in 2007.[112] and increased demand for SUVs contributed to sales growth. In 2006.[106] held flat in 2007. with sales of the ES leading its lineup.
located in Southern California. at the marque's global Product & Marketing Planning division. LS. general manager of the Lexus Development Center.S.[126] In the U.[117] The marque has also been marketed in Costa Rica via regional distributor Purdy Motors S.[119] and in April 2008 the marque opened its first salesroom in Las Condes. Lexus officials announced plans to begin sales in Chile.A. coordination of worldwide Lexus Division product strategy involves Kazuo Ohara.[122] has since been directly targeted at the marque's German competitors. and Nobuyori Kodaira. GS. As of 2011. relative to its limited production and sales volume. Japan. SC.[129][130] Financial data of Lexus operations are not disclosed publicly.[119] In 2010. located in Brussels. Lexus Division. During the Santiago Auto Salon in 2006. the training facility for Lexus dealers in Shizuoka.. managing officer.[131] However. Lexus operations are headed by Mark Templin.[131] Interviews with retired division officials indicate .S. The Brazil model lineup has focused on the LS and ES sedans.. managing officer of Lexus Japan Sales & Marketing. automotive analysts estimate that the Lexus Division contributes a disproportionate share of Toyota's profits. located in Toyota City.[121] The Lexus model range in South Africa. Aichi. RX and LX vehicles.[129] with the head design studio devoted entirely to Lexus models in Toyota City.[121] expanding on import sales dating to 1993. Chilean President Sebastián Piñera used an LS as his official state car. replacing various models used by former Presidents Michelle Bachelet and Ricardo Lagos. sold via dealerships in the country's major metropolitan areas. Santiago. Companion design facilities are located in Southern California[128] and central Japan.Lexus officially launched sales in Brazil in January 1998. include Kiyotaka Ise.[120] [edit] Africa Lexus officially launched a standalone brand division in South Africa in January 2006. general manager.[127] In Europe. and Andrew Kirby.[118] with the country being one of the first in Central America to receive the brand. group vice president and general manager of the U.[124][125] Other executives at Lexus' global headquarters. vice president of Lexus Europe. Lexus operations are headed by Andy Pfeiffenberger. Aichi.[121][123] [edit] Corporate affairs Fuji Lexus College.[116] making its debut in South America's most populous country. with models sold including the IS.
[2] [edit] Automobiles [edit] Vehicle lineup Further information: List of Lexus vehicles The Lexus lineup includes five sedans.[135] premiered at the North American International Auto Show in January. mid-size ES and GS models. increasing in size from the crossover RX. namely the compact IS and HS models. Lexus entered Interbrand's list of the Top 100 Global Brands for the first time.[133] The F marque line produces a variant of the IS sedan and the LFA coupe. the Lexus IS F. and the full-size LS flagship. LS. 27R. 2007.[133] [show]v · d · eLexus global production model lineup [edit] F marque Main article: Lexus F Emblem of the Lexus F marque division. and market value.[132] In 2009.[131] Division executives have employed pricing strategies aimed at sustaining profit margins rather than sales volume. earnings.[131] In 2006. whose first corner. vehicle product development cycles. had .that depending on sales volume. Interbrand ranked Lexus as Japan's seventh largest brand. and exchange rates. Lexus sales have accounted for as much as half of Toyota's annual U.[64] The name refers to Flagship and Fuji Speedway in Japan. with historically fewer price incentives than rival brands. the TRD-based L-Tuned. Hybrid models include the CT hatchback. with an estimated brand value of approximately US$3 billion annually. and variants of the GS. Three SUVs are produced.[64] Media reports suggested that the IS F sedan would be followed by a GS F sedan[136] and IS F coupe. the IS C and SC.[64] An earlier in-house tuning effort. based on revenue. between Panasonic and Nissan.S. along with two convertibles.[134] The first F badged vehicle. the mid-size GX. to the full-size LX. and RX. developed by the marque's Vehicle Performance Development Division. HS sedan. In December 2006. Lexus announced its new F marque division. profit in certain years. inspired the shape of the "F" emblem.
the two-letter designation and the letter 'F' are used with no numbers or hyphens (e. compared with European rivals.g.[101] while capital letter(s) placed at the end indicates a class subtype (e. while 'X' refers to 'luxury utility vehicle' or SUV.[140] In 2007.g. LS for 'luxury sedan'). 'S' can refer to 'sedan'[143] or 'sport'[144] (e.[101] [edit] Design and technology . the three digits refer to the combined gasoline-electric output. 350 for a 3. The first letter indicates relative status in the Lexus model range (ranking). 'AWD' for all-wheel drive). The same letter may be used differently depending on the model. The three digits indicate engine displacement in liters multiplied by a factor of one hundred (e.[56] 'C' for coupe. 'd' for diesel).g.[142] Lexus IS F and F-Sport models. [edit] Nomenclature Lexus production models are named alphanumerically using two-letter designations followed by three digits.[72] Motor Trend has reported that Lexus anticipates to release the GS F with the next generation GS around 2011. in LS and SC). debuted at the Tokyo Motor Show in 2009. a lower case letter placed after the alphanumeric designation indicates powerplant type ('h' for hybrid.[143] A space is used between the letters and numbers. Lexus entered the IS F at the year's Specialty Equipment Market Association show. On F marque models. 'L' for long-wheelbase.[64][138] Past SC and GS models had received favorable reactions from sport luxury buyers.offered performance packages on the IS and GS sedans in the early 2000s.g.5 L engine).[54] For certain models.[143] and the second letter refers to car body style or type[143] (e.[141] The second production F marque model. the LFA.[143][145] On hybrids. IS F). and also announced its F-Sport performance trim level and factory-sanctioned accessory line.[139] while other Lexus models had been characterized as favoring comfort over sporty road feel and handling.[137] Automotive reviewers noted the F marque line as an effort to bolster Lexus' performance credentials and target rivals from Mercedes-Benz's AMG and BMW's M divisions.g.
[154] and multimedia features.[149][150] Design elements from the marque's concept vehicle line. the LS 460 debuted the first ceiling air diffusers and infrared body temperature sensors in a car. a smart key entry and startup system.[157] For reduced cabin noise.[151][152] Vehicle cabins have incorporated electroluminescent Optitron gauges. design targets have ranged from aerodynamics and ride quality to interior ergonomics.[154] In 1989.[158] In 2006. was introduced.[159][160] Telematics services include G-Book with G-Link in Asia and Lexus Enform in North America.[156][157] Since 2001. featuring a computer mouse-like controller with haptic feedback.Lexus Remote Touch controller. Elegant. Advanced.[26][147] The backronym "IDEAL" ("Impressive. the first LS 400 introduced sandwich steel plating.[146] Since the marque's inception.[153] SmartAccess. known as "Lexus Musts.[148] Each vehicle is designed according to approximately 500 specific product standards.[71][155] other models have featured touchscreen controls (through the 2009 model year) as a navigation screen interface. and Lasting") is used in the development process.[161] . the Remote Touch system. Beginning with the 2010 RX and HS models. optional surround sound systems are offered via high-end audio purveyor Mark Levinson.[153] and later models added acoustic glass. have been incorporated in production models. Lexus became among the first premium car marques to equip models with premium audio systems. Dynamic. Lexus design has traditionally placed an emphasis on targeting specific vehicle development standards." on criteria such as leather seat stitching. in partnership with stereo firm Nakamichi. the LF series (including the 2003 LF-S and 2004 LF-C).
Lexus GPS navigation systems in many regions feature a motion lockout when the vehicle reaches a set speed.[54] In 2007. Ontario. Lexus incorporated the first production eight-speed automatic transmission in an automobile with the LS 460.[159] As a safety precaution. This safety feature has attracted criticism because passengers cannot use certain functions when the vehicle is in motion. In 2006.[170] The LS flagship uses a dedicated platform.[171] The Nürburgring test track in Germany has also seen Lexus prototype testing. the LS 600h L became the first production vehicle to use LED headlamps. crossovers. its shared platform cousin. Continuously variable transmissions. Lexus executives signaled intentions to equip further models with hybrid powertrains.[163] Safety features on Lexus models range from stability and handling programs (Vehicle Stability Control and Vehicle Dynamics Integrated Management)[164] to backup cameras.[159] and the gearbox was later adapted for the GS 460 and IS F models. The Lexus Pre-Collision System (PCS) integrates multiple safety systems. Production models in development have included convertibles. a Driver Monitoring System with facial recognition monitoring of driver attentiveness. and sonar warning systems. in both styling and powertrain design.[164] In 2007. swivel headlights. Lexus introduced the first car safety systems with infrared and pedestrian detection capabilities. in 2008.[101] catering to demands for a decrease in both carbon pollution and oil reliance.The eight-speed automatic transmission in the Lexus IS F and LS 460 Sport. lane keep assist. as part of the LS 460 PCS. Canada. and rear pre-collision whiplash protection.[172] [edit] L-finesse .[168][169] Lexus officials have discussed the marque's production model usage of varying platforms.[22] while the entry-level Lexus ES had been chided for being too similar to the Toyota Camry.[166] and updated European models allow operation in motion. regenerative brakes.[167] Lexus Hybrid Drive display at Toronto. while voice input and certain buttons are still accessible. navigation inputs are limited. and dedicated hybrids.[162] Hybrid models have been differentiated by separate badging and lighting technology. and electric motors have been used on all Lexus hybrid models.[165] Pre-2007 models came with a hidden manufacturer override option. to prevent distraction.
[174] Design characteristics. which is the first Lexus production site located outside of Japan.[182][183] At the Tahara plant.[182] The North American±market RX 350 (since the 2004 model year) is produced in the city of Cambridge. with limited applicants accepted. Many Lexus vehicles are manufactured in Toyota's flagship Tahara plant. separate assembly lines were developed for Lexus vehicles.[180] [edit] Production Lexus models produced by the Tahara plant in Japan. individually test-driven at high speeds. Sports Car International's analysis praised the vehicle's in-person appearance. and paint quality requirements are more stringent. and Seamless Anticipation".[175] and the use of both convex and concave surfaces.[175] automotive design analyses described L-finesse as adding a distinctive nature and embrace of Japanese design identity.[177] Automobile Magazine criticized the daring of its forward styling. body panel fit tolerances. Higashi Fuji plant (Kanto Auto Works) in Susono.g. . such as testing engine performance. computerized manufacturing plant in Japan.[182][184] along with new molds and specialized manufacturing equipment.[178] and compared subsequent rival models for design similarities. in Ontario.See also: Lexus LF Lexus introduced a new design language known as "L-finesse" with its LF series concepts and later with the 2006 Lexus GS.[173][174] L-finesse is represented by three Japanese kanji characters which translate as "Intriguing Elegance.[179] L-finesse exhibitions were presented at Milan's Salone del Mobile from 2005 through 2009. In addition to the Tahara factory. Fukuoka. and often mistaken for understated domestic market cars. including a fastback profile.[56] Production vehicles are given visual inspections for flaws. Incisive Simplicity.[173][174] Opinions varied for L-finesse's debut on the 2006 GS.[186] The highest level takumi (Japanese for "artisan") engineers are responsible for maintaining production standards at key points in the assembly process. lower-set grille.[133][181] Lexus production techniques include methods and standards of quality control that differ from Toyota models. Canada. are identified via repeated performance evaluations and ranked according to skill grade. the phrase kirikaeshi in arrowhead shapes).[175] are derived from Japanese cultural motifs (e.[184] Welding processes. a highly sophisticated. Lexus vehicles have been produced at the Miyata plant (Toyota Motor Kyushu) in Miyawaka.[176] While earlier Lexus models were criticized for reserved and derivative styling. and subjected to vibration tests. typically veteran technicians.[182][185] Lexus plant workers.
S.Shizuoka. Shizuoka Prefecture Toyota City. Location Tahara. Lexus . received the same recognition. are produced in the Fukuoka Prefecture. Kitaky sh . J. Aichi Prefecture Cambridge. is a dedicated hybrid production site for Lexus models such as the gasoline-electric RX. Miyawaka. site of SC production.[198][199] Service bays are lined with large picture windows for owners to watch the servicing of their vehicle. entertainment events. J. Sanage Toyota Boshoku Corp. with the only requirement for free entry being the ownership of a Lexus vehicle. as its recipient of the Platinum award for worldwide plant quality. Cambridge Toyota Canada. ranging from refreshment bars to indoor putting greens.[200] In 2005. Araco) in Toyota City. Power named the Miyata plant. Aichi Prefecture Model(s) LS.[192][193] In the 2000s. Consumer Reports also named Lexus among the top five most reliable brands in its Annual Car Reliability Surveys of over one million vehicles across the U. Lexus has become known for efforts to project an upscale image. particularly with service provided after the sale. then the site of ES and IS model production. GX [edit] Service Toyota Motor Kyushu. and shopping malls.S. Power has named Lexus the most reliable brand in the U.[187] Front-wheel drive cars. IS. Aichi Prefecture Susono.[133] Through the late 2000s. Fukuoka Prefecture ES.[188] In 2006. RX Toyota Motor Kyushu. Motomachi Toyota Motor Corp. Ontario LFA SC LX RX Showroom of a Lexus dealership in the U. fourteen times since 1995.[189] and in 2009 the Higashi Fuji plant.D. GS. The waiting areas in service departments are replete with amenities.[191] according to its Vehicle Dependability Survey of over 53. and Sanage plant (Toyota Boshoku.D. Aichi. Ltd. most sedan and SUV production has occurred in Japan at the Tahara plant in Aichi and Miyata plant in Fukuoka. Inc. which opened in 2008.000 vehicle owners and the first three years of ownership. such as the ES and HS.[201] An online owner publication. Fukuoka. IS. stating that it has the fewest defects of any manufacturing plant in the world.[190] J.[194][195] Assembly sites by model[58][133] Plant Tahara Kokura Miyata Owner Toyota Motor Corp.S. Higashi Fuji Kanto Auto Works. Inc. RX Toyota City.[58][133] In 2005.[58][133] The Kokura plant in Kitaky sh .[197] and some have added on-site cafes and designer boutiques. Power and Associates bestowed its Platinum award for worldwide plant quality on the Tahara plant for the fourth consecutive year. Fukuoka Prefecture CT. HS. Lexus also began reserving parking lots at major sporting arenas.[196][197] Dealerships typically offer complimentary loaner cars or "courtesy cars" and free car washes.D. Inc.
the Lexus slogan is "The Pursuit of Perfection. the marque has one of the highest customer loyalty rates in the industry. Lexus hired actor James Remar for ad voice-overs.[232] Newer ads have included descriptions of novel features.[232] The first decade of commercials (1989±99) consisted primarily of disjunctive verbal descriptions." and "perfection. employees are instructed to follow the "Lexus Covenant." the marque's founding promise (which states that "Lexus will treat each customer as we would a guest in our home").[211] and some dealerships have incorporated training at upscale establishments such as Nordstrom department stores and Ritz-Carlton hotels.[209] As a result of service satisfaction levels. Power Customer Service Index[208] and Luxury Institute.[236] Adapted from the original 1989 version. and interior quiet and comfort on camera.[235] In 2009. idling. From its inception. television ads were commonly narrated by film and television actor James Sloyan (who was the voice of "Mr. such as "relentless. Beginning in 1989.[212] Marketing The Lexus 2054. an annual "December to Remember" campaign features scenes of family members surprising loved ones with the gift of a new Lexus.[234] or a narration of the events onscreen.[207] Lexus has also repeatedly topped the 79.000respondent Top Gear customer satisfaction surveys in the UK. a concept model produced for the film Minority Report.D." "pursuit.000-respondent J."[233] while vehicles were used to claim superiority in precision. after twenty years of featuring James Sloyan. Lexus" from its launch).[204] Since 2002." . Lexus has scored consecutive top ratings in the Auto Express[205][206] and 76.Magazine. with a consistent motif used for the marque's advertisements.[202] features automotive and lifestyle articles and is published online monthly[203] and on a mobile site. Lexus was advertised to luxury consumers using specific marketing strategies.[210] To improve customer service. New York surveys in the U.[231] and accompanied by vehicles that performed unusual stunts onscreen.S. Since 2001.
Senior Open. since 1989. Open.S. Annika Sörenstam. and Peter Jacobsen.[240][241][242] Lexus LFA Crystallised Wind. U. U.[239][244] European rivals have marketed their decades of heritage and pedigree.[239] with new models further increasing in price and reaching the US$100.S.[246][247] Lexus has organized an annual Champions for Charity golf series in the U.[245] whereas Lexus' reputation rests primarily upon its perceived quality and shared history with parent company Toyota. Open tennis Grand Slam event from 2005 to 2009. also became a primary factor in attracting new customers from rival premium makes. which have enabled the marque to attract customers upgrading from mass-market cars.S. bolstered by reliability surveys.[6][28] A reputation for dependability.S.[243] although some have debated the requirement of a long history.S. a full-size glass art model.[63][243] Lexus' marketing efforts have extended to sporting and charity event sponsorships. Amateur tournaments since 2007.[239] Several analysts have stated that Lexus will have to develop its own heritage over time by highlighting technological innovations and producing substantial products. including the U.[248] Endorsement contracts have also been signed with pro athletes Andy Roddick.[249] [edit] See also . Automotive analysts have also noted Lexus' relative newcomer status as a marketing challenge for the brand. and U.[237][238] Lexus has since grown to command higher price premiums than rival Japanese makes. Women's Open.Industry observers have attributed Lexus' early marketing successes to higher levels of perceived quality and lower prices than competitors. and the United States Golf Association's U.000+ ultraluxury category long dominated by rival European marques.S.
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