Detroit’s dominance over the global automobile industry is in jeopardy. It was in the early 80s that the Toyota Camry and Corolla caught the fancy of consumers in America, the world’s biggest car market. Ever since then, it has given frequent heartaches to the big three. Last year, with respect to global sales, Toyota overtook the second largest manufacturer, Ford. Started in 1937 by Sakichi Toyoda, Toyota Motor Company started its operations with just two manufacturing facilities. The company’s strategy revolved around ‘supply-demand’ equilibrium under which the company did not manufacture more than required. 
Toyota offered the western consumer a fresher, cheaper and nippier driving alternative.
The company, from the start, has positioned its products as being of high quality, but at the same time being fuel friendly; a positioning that was excellently timed with consistently rising fuel prices, and major markets globally, especially the United States, movingaway from fuel guzzling models. With revenues at a massive $43 billion, along with profits at $2.4 billion, and with a focus on ensuring that consumers are kings, Toyota’s incredible brand positioning strategy has guaranteed that while it was America’s 2nd most admired company (Fortune, March 2006), Ford & General Motors weren’t in the top 50. It surely won’t be long before Toyota’s temerity dethrones General Motors from the top position….
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Source :- IIPM Editorial, 2006
For More IIPM Info, Click below :
Toyota offered the western consumer a fresher, cheaper and nippier driving alternative.The company, from the start, has positioned its products as being of high quality, but at the same time being fuel friendly; a positioning that was excellently timed with consistently rising fuel prices, and major markets globally, especially the United States, movingaway from fuel guzzling models. With revenues at a massive $43 billion, along with profits at $2.4 billion, and with a focus on ensuring that consumers are kings, Toyota’s incredible brand positioning strategy has guaranteed that while it was America’s 2nd most admired company (Fortune, March 2006), Ford & General Motors weren’t in the top 50. It surely won’t be long before Toyota’s temerity dethrones General Motors from the top position….
For More IIPM Article, Click on IIPM Article
Source :- IIPM Editorial, 2006
For More IIPM Info, Click below :
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