Part of this success is due to the automaker’s ad spending in the U.S. In 2021, Toyota Motor Corp spent some 1.57 billion U.S. dollars in advertising, making it the fourth biggest spender on advertising, behind its main competitors General Motors, Ford Motor Company, and Stellantis. The manufacturer had also been increasing its research and development expenses between 2021 and 2022, investing in new technologies such as powertrains and advanced mobility solutions, including integrated vehicle systems.
A Strong Consumer Satisfaction Across Brands
Toyota’s eponymous brand and its luxury marque Lexus recorded a dip in U.S. sales in the fourth quarter of 2021 compared to that same period a year earlier. Still, this drop in transactions did not impact the brands‘ popularity. Toyota and Lexus came in third and first as the most reliable car brands in the U.S. as of November 2021, awarded scores of 71 and 76 percent reliability.
Consumer satisfaction with the brands was also one of the highest in the country. In 2022, Lexus was the brand with the highest satisfaction index score, at 84, while Toyota ranked within the top 10. Both brands have improved consumer satisfaction since 2021, suggesting that while supplies rapidly decrease amid market challenges, Toyota Motor Corp remains a safe bet for U.S. drivers. This popularity is reflected in Toyota Motor Corp’s regional revenue distribution, with North America representing around 35.6 percent of the company’s total revenue.
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