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Car brands: Toyota - statistics & facts

Toyota is the flagship brand of the Toyota Motor Corporation. Toyota was the second most valuable automotive brand worldwide in 2021 with just under 27 billion U.S. dollars in market value. After World War II, Japan faced scarcity problems in financial and real resources. To overcome this, Toyota invented lean manufacturing, also known as “The Toyota Way” or Toyota Production System. Inventions by Toyota paved the way for new ways of looking at older problems in car manufacturing. Through its creative approaches, Toyota redesigned manufacturing not only for itself but for entire industries worldwide.

A strong presence on the global market

The company´s TPS (Toyota Production System) is famous for “lean management”, and Toyota is feted for manufacturing affordable and high-quality cars with high fuel efficiency. In the 2021 fiscal year, the company generated over 27 trillion Japanese yen in net revenue from its global operations. Based on regional revenue streams, Toyota generated most of its annual revenue in Japan and North America during that same year.
Efficiency is often believed to come at the cost of quality, but this was not the case for Toyota vehicles. To continue improvements in vehicles produced and introducing innovative approaches, Toyota invests heavily in research and development (R&D) with a long-term strategy. During the 2021 fiscal year, the company’s R&D expenditure exceeded one trillion Japanese yen. To sustain its global competitiveness and high market value, in addition to the high R&D expenditure, the company invested in the marketing strategies of its products. Toyota is one of the top spenders in advertising its products in the U.S., although the level of Toyota’s advertising spending in the country over the recent years demonstrates a declining trend, down to 1.51 billion U.S. dollars in 2019.

A North American market leader

Toyota is one of the market leaders in North America. Its RAV4 model was the best-selling sport utility vehicle in the United States in the first half of 2021 and was top of the Canadian sales in the last quarter of 2020. Toyota’s total Canadian sales climbed by close to 65 percent year-on-year between the fourth quarter of 2019 and 2020. Furthermore, the most popular passenger cars in the first six months of 2021 in the U.S. were the Toyota Camry and Corolla, with sales of both models adding up to over 333,200 units. Both Toyota’s eponymous brand and its luxury marque Lexus recorded a rise in sales in the fourth quarter of 2020 compared to that same period a year earlier. The company’s popularity was not only reflected in its sales volume. Toyota and Lexus came in second and third as the most reliable car brands in the U.S. in 2020, awarded scores of 74 and 71 percent reliability respectively. Consumer satisfaction with the brands was also one of the highest in the country, Lexus ranking right behind consumer satisfaction leader Honda, and Toyota scoring one point above the industry average.


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