Toyota 2007 Annual Report Download - page 16

14 ANNUAL REPORT 2007
and we project sales of 9.34 million vehicles in 2007 (as of the announcement
on December 22, 2006). We aim to steadily grow sales worldwide by contin-
uing to bring new products to market that meet the needs of customers.
Our strategy is to continuously launch products that will stimulate
market demand. For example, having unveiled a hybrid version of the Lexus
LS in Japan in May 2007, we are releasing it in regions around the world in
stages. Similarly, we launched the new Corolla—a core global model—in
Japan during fiscal 2007, and we are now introducing it in markets world-
wide. Further, the strategic Auris model is already selling in Japan and in
countries throughout Europe. In addition, full-fledged production and sales
of the new Tundra have begun in the North American market. And, Toyota
will have more new-model launches in Japan during the second half of 2007
than it did in the entire previous year.
The ability to draw on a full product lineup to achieve balanced sales
in regions worldwide is one of Toyota’s strengths. Another of our major
competitive advantages is that we cater to regional characteristics by care-
fully adjusting strategies across all operational stages, from product devel-
opment to production and sales. We want to meet the needs of even more
customers by building vehicles that reflect the requirements of each region.
* Worldwide retail vehicle sales of Toyota, Daihatsu Motor Co., Ltd., and Hino Motors, Ltd., which are
calculated on a different basis than consolidated vehicle sales
Vehicle supply capabilities are as fundamental to maintaining stable growth
as technological and marketing capabilities. At Toyota, we are continuously
increasing overseas production capacity to cater to growing demand in
regions around the world. In 2006, new plants came on line in Texas, in the
United States, and Guangzhou, in China, and we ramped up production
capacity at plants in France and Thailand. In 2007, production started up at
new plants in Thailand and in Tianjin, China, while production of the Camry
began at Fuji Heavy Industries’ North American plant. Through that series of
projects, in roughly two and a half years, from January 2005 to the end of
March 2007, our overseas production capacity rose by more than 1.1 million
vehicles. We have slated the end of 2007 for the start-up of a new plant in
Russia, 2008 for the completion of a second plant in Canada, and around
2010 for the completion of a new plant in Mississippi, in the United States.
We will continue to increase production capacity in a globally balanced way
while reflecting our basic philosophy of “building vehicles where demand is
found” by making overseas manufacturing companies more self-reliant and
growing hand-in-hand with local economies.
Faced with escalating global demand, what kind of measures is
Toyota taking?
Toyota will continue to increase local production capacity to
strengthen its vehicle supply capabilities.
Q
A
12,000
6,000
3,000
9,000
Approx.
9.8 million
vehicles
0
Group Vehicle Sales Projections
(Thousands of units)
CY ’05’04 ’06 ’07 ’08
Note: Different from fiscal year figures
(Projection)