Toyota 2007 Annual Report Download - page 39

ANNUAL REPORT 2007 37
Japan
excluding minivehicles has trended
below 4 million vehicles in the past
several years. In fiscal 2008, the
market will likely remain un-
changed year on year.
Performance Overview
Market Share Reaches New
Record
Given difficult market conditions,
consolidated domestic sales in
fiscal 2007—including those of
Daihatsu Motor Co., Ltd., and Hino
Motors, Ltd.—declined slightly, to
approximately 2.27 million vehi-
cles, despite product marketing
efforts. Consolidated domestic
production increased 8.9%, to 5.10
million vehicles, due to higher
overseas demand.
Meanwhile, market share includ-
ing minivehicles rose to a record
41.5%, up from 40.9% in fiscal
2006. Sales of such new models as
the mainstay Corolla, which was
fully remodeled in October 2006,
were brisk. As a result, in 2006 the
Corolla ranked first in domestic
automobile sales ranking (exclud-
ing minivehicles) for the fourth
consecutive year. Moreover, seven
of the 10 best-selling cars were
Toyota models, testifying to
Toyota’s strong presence in the
domestic market.
Market Strategy
Trigger Demand by Developing
Market-Creating Products
Faced with continuing tough con-
ditions in Japan’s automotive
market, Toyota will develop new
and appealing market-creating
products to achieve medium-to-
long-term growth. In new model
development, Toyota will further
emphasize car manufacturing that
draws on the Company’s collective
strengths. In particular, we will
focus on improving fuel efficiency
and environmental performance
while including more leading-edge
safety technologies and equip-
ment. From the second half of
2007, we will pursue a sales strat-
egy that is based on the launch of
a series of new models.
In sales of Toyota-brand vehicles,
we will maintain Japan’s four-sales-
channel system, comprising Toyota,
Toyopet, Corolla, and Netz deal-
ers, which we established through
the reorganization of our sales
channels in 2004. We will make full
use of the advantages of the four-
sales-channel system to accurately
respond to structural changes in
the market. And, we will carefully cater
to the diverse needs of customers
through sales and after-sales ser-
vices that reflect the philosophy of
putting the customer first.
10th-Generation Corolla
In October 2006, we unveiled the first
fully remodeled Corolla in six years and
renamed the sedan the Corolla AXIO.
In addition to being the top-selling car
in Japan, the Corolla accounts for
about 1.4 million vehicle sales annually
in more than 140 countries and regions.
With more than 30 million vehicles sold to
date, it has become Toyota’s best-sell-
ing car and a symbol of the Company.
Combining reliable basic perfor-
mance with an upmarket feel, the latest
Corolla throws out given ideas about
compact cars. It features state-of-the-
art equipment not normally offered in
compact cars, such as a rearview monitor,
which gives a video image of the area
behind the vehicle when reversing, an
optional Pre-crash Safety System for
active and passive safety that uses mil-
limeter-wave radar, and an Intelligent
Parking Assist system. Additionally, a
newly developed 1.8-liter engine and
Super CVT-I (Continuously Variable
Transmission-Intelligent) transmission
give the Corolla outstanding driving
and environmental performance.
Domestic Lineup Highlights (Toyota brand)
2006 June Full remodeling of the Estima Hybrid
October Full remodeling of the Corolla and the Corolla Fielder
Launch of the Auris
December Launch of the BLADE (high-end hatchback)
Domestic Lineup Highlights (Toyota brand)
Intelligent Parking Assist system
Pre-crash Safety System
Intelligent Parking Assist system
Pre-crash Safety System