Toyota 2005 Annual Report Download - page 26

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01.
24 >Positioned for the Future
To heighten its value in markets worldwide, Toyota will put into effect
product and brand strategies that reflect local needs and market
environments.
PRODUCT AND BRAND STRATEGY
is steadily assembling a full model
lineup that ranges from compact
cars and SUVs to high-end
sedans. Further, as the IMV
project got under way, other
regions, centered on ASEAN
countries, saw the rollout of a
series of five new models—three
pickup trucks, an SUV, and a
minivan.
Developing Hybrid Vehicles and
Other Market-Creating Products
Toyota helps expand the automotive
market through tireless develop-
ment of vehicles that create markets
by offering new value. Launched in
2003, the new Prius earned resound-
ing endorsement the world over. In
fiscal 2005, hybrid sales surged 2.5
times year on year, to approximately
Strengthening Product Lineups
That Match Local Needs
Drawing from our extensive
lineup of vehicles, we are creating
regional product strategies aimed
at motivating as many customers
as possible around the world to
choose Toyota vehicles.
Toyota is taking steps to tap
local demand in markets world-
wide. For example, to draw young,
first-time Toyota customers, we
have begun full-scale marketing of
Scion-marque vehicles in North
America. And, local production
of a full-size pickup truck is sched-
uled to increase beginning in
2006. In Europe, we began joint
manufacturing of small passenger
cars with a local automaker in
February 2005. In China, Toyota
Lexus will debut in Japan in August 2005 as a new
global, premium brand for the 21st century.
Lexus will strive to appeal to the hearts and
emotional values of luxury customers through the
creation of its own distinctive brand value. ’00’99
120
80
40
160
’01’97 ’98 ’02 ’03 ’04
0
300
200
100
400
0
CY
(Thousands of units) (Thousands of units)
Cumulative vehicle sales (Right scale)
Mark X
Hybrid Vehicle Sales
Note: Different from fiscal year figures