Toyota’s New Strategy Targets Improvement Instead of Volume

Toyota Motor Corp. President Akio Toyoda 1 photo
Photo: Toyota
Toyota Motor Corporation is regaining lost terrain after the global financial crisis, Japan’s disasters and unintended acceleration recalls, now being on the run up to sell 10 million vehicles per year, a milestone never achieved by any automaker.
Speaking with Automotive News, president Akio Toyoda said that the company is now ready to relaunch its offensive, but not with the same raw volume tactic.

“When you hear "offensive," you may think that equals increased volume. But volume is only one element. What I mean entails our competitiveness and growth in our manufacturing know-how.” said Toyoda.

Instead, the company will aim at making better, more desirable fun-to-drive vehicles. Of course, the 10 million mark will come as a reward, but Mr. Toyoda explained that this is not the company’s ultimate goal and being the No.1 doesn’t necessarily refers to raw volume.

Read the full article at Automotive News
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