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36 TOYOTA •Annual Report 2008 •
Business Overview
Japan
»Performance Overview
Record market share despite
decreased sales
consecutive year to approximately 2.18
million vehicles. Lexus accounted for
approximately 31 thousand of the
vehicles sold. While domestic market
conditions remained tough, Toyota’s
market share including minivehicles
rose to a record 42.0% in fiscal 2008.
In domestic automobile sales rankings
(excluding minivehicles) in 2007, the
Corolla ranked first for the fifth
consecutive year. In addition, six of
the 10 best-selling cars were Toyota
models.
Sales of two new models, the
Mark X ZiO and Corolla Rumion, and the
remodeled Voxy, Noah, Premio, and
Allion, were strong. Sales of the
Crown, a long-running leader in the
domestic luxury car market, also
increased steadily following a full
model change in February 2008.
Consolidated domestic production
increased 1.2%, to 5.16 million vehicles,
due to higher demand overseas.
Despite the introduction of new
models, sluggish market conditions
caused fiscal 2008 consolidated
domestic sales, including sales by
Daihatsu Motor Co., Ltd., and Hino
Motors, Ltd., to decline for the third
Revitalizing the domestic market with aggressive
measures to stimulate demand
Vanguard
Automotive Operations
Note: Fiscal years ended March 31 Note: Toyota, Daihatsu, and Hino
’04 ’05 ’06 ’07 ’08
0
2,000
4,000
6,000
+1.2%
5,160
(Thousands of units)
-3.7%
2,188
Consolidated vehicle sales
Consolidated vehicle production
FY
’04 ’05 ’06 ’07 ’08
0
20
40
60
42.0%
FY
(%)
Domestic Market Share
Including Minivehicles
Consolidated Vehicle Sales
and Production in Japan
Highlights
• Development and introduction of
new market-creating products
• Creation of a more pleasant and
enjoyable driving environment