The Toyota Juggernaut Rolls On in Europe

By Brendan Moore


The ACEA (European Automobile Manufacturers Association) released their first quarter sales figures on Friday, April 13, and Toyota pushed up its market share to 6.2% from 5.5% in the same period last year. Toyota was able to realize this gain despite a 0.3% drop in the overall market compared to first quarter 2006.

Toyota is nowhere near the market leaders (VW, GM, and Ford) yet in Europe, but in a pattern that should be very familiar to people in the U.S., consistently posts small gains even when the market shows a decline. It just doesn’t seem to matter what the market or the other manufacturers do, Toyota just keeps selling more cars. Their steady progress upward makes the European automakers a bit anxious, to say the least.

2007 Toyota Auris

New models of the RAV4, the Aygo and the Yaris are leading the sales surge, and things are only going to get worse for the European auto companies as Toyota is preparing to launch the all-new Auris hatchback, the successor to the very popular Corolla. Dealer orders for the new Auris are running very high and the car is expected to be a big seller in Europe.

Another Toyota sales record this year, perhaps?

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Author: Brendan Moore

Brendan Moore is a Principal Consultant with Cedar Point Consulting , a management consulting practice based in the Washington, DC area. He also manages Autosavant Consulting, a separate practice within Cedar Point Consulting. where he advises businesses connected to the auto industry. Cedar Point Consulting can be found at

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