Toyota Expects Sales Increase in 2008

Toyota is not worried about the auto market forecast for 2008

By Brendan Moore

12.14.2007

Everyone who’s anyone says 2008 is going be a down year for auto sales, but Toyota says their sales will be up. Sales of Toyotas in the U.S. in 2007 calendar year will end up at around 2.6 million vehicles, which is a more than 3% gain from 2006, and Toyota is forecasting another 3% gain in 2008. This is despite the fact that many auto industry analysts are saying that 2008 may be the worst year for auto sales since 1993.

Jim Lentz, president of Toyota’s United States unit, stated that Toyota has 16 new or refreshed products on tap for 2008. Lentz promised those products would be available for viewing at the Detroit Auto Show. Lentz also commented that Toyota has products now that cover 98% of the U.S. light vehicle market, which includes cars, SUVs and pickups. He noted that the only segment Toyota doesn’t cover in the U.S. is full-size vans.

Whatever turns the U.S. market takes, “I think we have a broad product line-up that will address whatever direction needs to be taken,” Lentz said.

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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 http://www.cedarpointconsulting.com.

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5 Comments

  1. Ibet they’ll make their sales forecast easy. As usual.

  2. There a French proverb known as “if ne faut pas vendre la peau de l’ours avant de l’avoir tué” (approximate translation: don’t sale the bear’s skin before you kill the bear) and I guess Toyota exactly did that.

    Unless they menaged to go by unorthodox ways like a) huge incentives like the one with the Tundra and/or b) more sales (or even dumping) to the rental fleet market (Hertz, Tilden, Entreprise, Avis, National, Budget, Thrifty,etc…)

  3. Toyota had 3 straight months of declines in 2007, so I don’t know why they’re so confident about 2008. But, maybe they know something the rest of us don’t, right?

  4. Typical Toyota “PR SPEAK”….

  5. Perhaps Toyota are being overly optimistic, but then it would seem that the car market in North America is moving towards quality and away from “bird cars”. “Cheep cheep cheep”. Buying cheap looks good initially until the total costs are factored in – lower quality vehicles (I’m looking at you, Chrysler, Ford, GM, Volkswagen and Daimler), awful resale value and lack of viable, reliable and quality high-efficiency cars such as hybrids, at which Toyota (and Honda) excel.

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