Due to slumping worldwide auto sales, Toyota has officially abandoned its quest to grab a 15 percent share of the global market by 2010. Former Toyota president Fujio Cho set the 15 percent market share goal back in 2002, but the rapidly changing automotive industry has force Toyota to shift its targets.
Cho originally set the 15 percent goal to guide Toyota during its rapid expansion. At the time, Toyota owned a 10.8 percent share of the global market. However, Toyota’s goals have drastically changed over the last 12-months, with the Japanese automaker struggling to deal with mounting losses.
Akio Toyoda took over the helm as Toyota President last June and now focusing on cutting costs, not global expansion. “Our president doesn’t feel comfortable upholding figures as our vision,” an unnamed Toyota executive told Automotive News. “It is not the Toyota way to aim for 15 percent or 10 percent.”
Toyota’s global sales have slipped 26 percent this year, with General Motors threatening to regain the title of world’s largest automaker.



08/10, 3:21 PM
posted by:
CADDY-V
So pretty much we are not going to hit the goal that the company set back in 2002 and we are doing so bad we don’t even want 10% and we don’t ever want to set a new goal as of know all goals are out the window.
08/10, 3:32 PM
posted by:
Akio Toyoda
15%???? we’ve just been trying to make money the last couple years, and we can’t even do that. that along with all our quality issues as of late ensures some bumpy roads ahead for us at toyota corp.
and if that wern’t enough, we have these complete knob-jobs like 1115 who give us an even worse name. thanks 1115 for single handedly bringing the toyota name down even further….
08/10, 3:41 PM
posted by:
GMasaurus
I think I just heard someone say “uncle” in Japanese.
08/10, 3:56 PM
posted by:
carmaster4ever
poor toyota.. they are reaching the peek of their mountain LOL
08/10, 4:02 PM
posted by:
triplefiveone
1115 has fled. I have replaced him. I am the bizarro 1115. He was just the bizarre 1115.
Akio, you claim 1115 was a knobjob. However, what goes on in a man’s home is his own business. Let’s not judge. Let’s not turn into pirrahna. Remember, we are shills for Toyota and will go down with this “Titanic” and will do so proudly. Now, get out of my lifeboat and get your own.
08/10, 4:26 PM
posted by:
carstuff
Biggest issue is that Toyota was on its way to tool up for 15% and now are much lower. All that unused capacity is going to really drag them down the same way it has dragged GM/Ford/Chrysler down for years.
However GM/Chrysler has just written off that capacity and are now running lean. Looks like GM is now the low cost manufacturer here in NA.
08/10, 4:29 PM
posted by:
Akio Toyoda
my sinking lifeboat is also made by toyota
08/10, 4:34 PM
posted by:
howsmydriving
On the bright side, Toyota succeeded in caputing 25% of the market shares for ugly cars.
08/10, 4:34 PM
posted by:
triplefiveone
@ Akio: LMAO! But, if it’s any consolation, I’m sure it is sinking because of a supplier’s defective glue.
08/10, 4:52 PM
posted by:
2TellUTheTruth
They’ slippin in they’ pimpin. They had everyone hangin on to their build quality n the mental link to lexus. But the euro bigwigs r keepin up wit their sh!t makin it harder 4 tha ever so bland lexus ta gain anymore ground. Add to that that gm n ford “are” steppin their games up a bit [quality/designs], n honda n mazda keepin up, break out tha oil ’slick’, they slippin!!!
08/10, 5:05 PM
posted by:
Akio Toyoda
actually, the only thing keeping it afloat is the 1982 model. they made a good raft 25 years ago, and because of that i’ll keep buying the new models, even though they’re sinking right out of the box.
08/10, 6:35 PM
posted by:
AudiS4
Look like their reign was short lived.
08/10, 7:08 PM
posted by:
elantra_touring
HAHA thats because Hyunadi is taking away the customers.
08/10, 7:11 PM
posted by:
johnnycanuck
There are going to be a lot of big shifts in market share for the next couple of years, especially here. The dust has barely begun to settle.
08/11, 12:01 AM
posted by:
ayrtonJ
Make some sporty cars again Toyota!!!!
08/11, 12:39 AM
posted by:
cereal
I knew they would come to this.
They tried to take 15, and they kept just trying to sell more and more, and they’re quality went down and down (well not as bad as I make it sound).
Then some financial woes come their way as they do this, they begin a descent to not being very competitive, and NOW they realize they should PROBABLY stop.
Mr. Toyoda should be cutting costs, consolidating, rethinking a lot of their products, focus on making a bit less in terms of volume numbers, but a lot more in quality and performance.
Bring back that old Toyota spirit. Bringing back their sports heritage is a good step — even if they need to share with Subaru. (er, Subaru sharing with them)
-cereal
08/11, 10:26 AM
posted by:
jdasch1
quit making ugly cars with poor quality. Start taking care of the customer when the car does break down, and quit the rental car business. Then Toyota will have a chance.
08/11, 11:20 AM
posted by:
Akio Toyoda
i’m making notes guys:
1. make the cars less shi tty
2. make the cars look less shi tty.
does that pretty much cover it?
08/11, 12:59 PM
posted by:
jackjimturkey
Akio Toyoda: “they made a good raft 25 years ago, and because of that i’ll keep buying the new models, even though they’re sinking right out of the box.”
you speak more truth than you realize.
08/13, 4:09 PM
posted by:
ahnuconun
Heard somewhere in South Korea: Finally, the “mighty dragon” has fallen, now is the time for the “asian tigers.”