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Transcript of Toyota
Background presented by
Ziwei Duan “to create vehicles and a mobility society in which people can live with a sense of safety, peace of mind, and comfort”--Balance the twin visions Zeronize and Maximize
In terms of the environment, Toyota makes cars aimed at superior perfromance and has commercialized vehicles such as the Prius hybrid vehicle that achieve superior driving performance, in addition to high fuel efficiency and low exhaust emissions.
Established by Kiichiro Toyoda in 1937
Head Quarters is in Toyota City, Aichi in Tokyo
In 1957 the first USA licensed Toyota dealer was established in Hollywood, California.
In 1982 Toyota Motor Company and Toyota Motor sales merged into one comonay.
In 1984 they enterd a joint venture with GM.
In early 1990s they branched out from compact cars by adding more larger and luxury cars.
In 2009 Akio Toyoda become the new CEO of Toyota, he was the grandson of Toyota’s founder.
Target Market -------- Large target market, face to everyone Compact Luxury Hybrid--Green designed for
“urban youth” to make city driving easier environmentally friendly cars aim at high-income class
provide luxury experience Promotion Advertising Budget in 2009 was 1 billion USD
Many mediums are used for Toyota Advertising-----Print, radio, online, commercial or from their dealership location.
Price “real life people as spokesmen”
Place Toyota has dealerships in America, Europe, Oceania & Asia, and Africa
In the US alone they have 1500 dealerships
Which makes them very accessible and helps create the “Toyota Community”
Toyota: affordable to low-middle income ----price not so sensitive
Competitor: Honda, GM, Ford
Lexus: lower price for high quality ----Very elastic in price
Competitor: Mercedes Benz, Audi
Recall Scandal Recall roughly 9 million cars globally to date
List of cars recalled
• 2009-2010 Corolla,
• 2009-2010 Matrix,
• 2005-2010 Avalon,
• 2007-2010 Camry,
• 2010 Highlander,
• 2007-2010 Tundra,
• 2008-2010 Sequoia Ethics It has recently come out that Toyota knew about their problems and did nothing about it
“I hate to break this to you,” a Toyota executive wrote, “but we have a tendency for mechanical failure in accelerator pedals of a certain manufacturer on certain models.”
The message continued: “The time to hide on this one is over. We need to come clean.”
The message was written in January by Irving A. Miller, then a group vice president for Toyota Motor Sales U.S.A., to another Toyota staff member. Three days later, the carmaker, bowing to pressure from Congress, federal regulators and consumers, issued a recall on sticking pedals affecting millions of vehicles.
The End Thank you for being here!