Brendan Moore

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The Toyota Juggernaut Rolls On in Europe

By Brendan Moore

04.15.2007


The ACEA (European Automobile Manufacturers Association) released their first quarter sales figures on Friday, April 13, and Toyota pushed up its market share to 6.2% from 5.5% in the same period last year. Toyota was able to realize this gain despite a 0.3% drop in the overall market compared to first quarter 2006.

Toyota is nowhere near the market leaders (VW, GM, and Ford) yet in Europe, but in a pattern that should be very familiar to people in the U.S., consistently posts small gains even when the market shows a decline. It just doesn’t seem to matter what the market or the other manufacturers do, Toyota just keeps selling more cars. Their steady progress upward makes the European automakers a bit anxious, to say the least.

New models of the RAV4, the Aygo and the Yaris are leading the sales surge, and things are only going to get worse for the European auto companies as Toyota is preparing to launch the all-new Auris hatchback, the successor to the very popular Corolla. Dealer orders for the new Auris are running very high and the car is expected to be a big seller in Europe.

Another Toyota sales record this year, perhaps?

COPYRIGHT Autosavant.net

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This is identical to the post on Autosavant except for a photo of the new Toyota Auris that accompanies the post on the Autosavant site.

far2000

Good 2 see toyota doing well..They gavethe peoplewhatthey wanted, True Peoples cars with unquestioned reliability..I hope all the manufs learn from toyota...!!!!

BMW_Dude

I am glad to see Toyota doing well, I just wish they didn't make such boring cars. I think they will have a harder job in Europe when compared to America, because our cars are already of a high quality, the only thing they can do it sell them cheap!

monster

The Toyota Juggernaut is still rolling around in Australia with 22% of the total sales in Feb, while the 2nd placed Holden only manages 15%.

far2000

Does not look like alot of people feel that way, just look at there year end sales results and increase in sales..That many people dont see toyota as boring

Brendan Moore

Toyotas are boring cars to auto enthusiasts, but it's worth remembering that auto enthusiasts make up only a tiny sliver of the buying public. Most people want the following attributes out of a car: reliability, durability and safety. To them a Toyota looks just about perfect. They don't care enough about cars to demand great performance or great looks - a car is merely a tool to them, a tool that enables them to do many things that they do care passionately about.

I cannot remember which automotive journalist said this, but I've always remembered it as he said it about a Lexus - "It will never disappoint you, but neither will it ever bring you joy." It suffices for Toyotas as well, and is a perfect description of those two Toyota brands.

Now, we require joy from our cars, but most people do not - they are focused on other things in life, and merely want a dependable vehicle with rock-solid build quality, and Toyota is a great match for those sorts of people.

Merc1

True, so true. Thing is what does everyone else do when Toyota finally discovers how to build something enthusiasts will go for? If I were GM, Ford, Honda, Nissan, or DCX I'd been very afraid of that.

I tell you what if they build another Supra (remember that FT-HS concept) I might have to defect from the fatherland for a moment. That Lexus LF-A (likely to be called the GT-F when it comes to market) is going to be another shot across the enthusiasts bow.

M

Brendan Moore

I agree - look at the inroads the Infiniti G35 has made in the enthusiast segment. It's a fine car - not quite a BMW 3-Series, but so close. The difference in price between the two cars is not so close, though. The G35 is a lot less expensive. If you're shopping for value as opposed to paying for performance, the Infiniti G35 is worth a good, long look.

And the new, soon-to-be-released Infiniti G37 is an even better car. . .