| BEYOND 4 MILLION |
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Yoshio Ishizaka, Executive Vice President Toyota Motor Corporation, talks about the automaker's "Beyond 4 Million" sales campaign, a company-wide, planet-wide effort to gain a foothold toward further sales growth.
In 2002, we sold 3.84 million Toyota
& Lexus brand vehicles in overseas markets, surpassing our 2001 figure of 3.55
million and setting a new record for the 11th straight year. This was made
possible by global teamwork, both within Toyota and with our partners.
In North America we achieved 1.94 million sales, within sight of the 2-million
unit mark, which we aim to pass soon. Asia's stabilizing economies give us high
hopes for the region. In Europe, popularity of our new Corolla, Yaris and RAV4
have driven sales up to nearly 760,000, well on the way to our 2005 target of
800,000, a five percent market share.
But to achieve
sales volume with profitability we need to make sure our customers prefer our
products. There are three important ways we can support Toyota's popularity.
First, we must generate and communicate the excitement and vision of our brand.
Our participation in F1 racing has helped immensely, particularly in Europe
where brand recognition has risen significantly.
Second, we can be bolder and more self-assured in accelerating our environmental
initiatives, building on the positive public reception and confidence gained
through the success of our hybrid technologies so far.
Third, we must come through with the products people around the world are
seeking to match their lifestyles and life stages. As a global player, Toyota
must make sure the breadth of its auto engineering expertise continues to be
matched by a corporate culture thoroughly versed in the "Toyota Way." We want
every Toyota & Lexus owner to become a lifetime advocate.
In 2003 we want to go "beyond 4 million" and achieve our 12th consecutive year of record overseas sales. This will be a foothold for the climb toward longer-range growth. One of our primary thrusts is to broaden Toyota's appeal, as we are doing in North America with our Scion marketing group, which has introduced vehicles fashioned for a younger age bracket. In turn, we are taking our luxury marque, the Lexus, beyond North America, and developing it into a global brand. That includes Japan, where Lexus will make its debut in 2005. Our hopes also continue to rise for China, India and other emerging markets. I think the time for hesitation is past. We can move forward now confidently, a step at a time, to greater sales growth "beyond 4 million." Around the globe, Toyota team members are striving to make this dream come true.
(article from Toyota Corporate website)
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