Toyota Motor Corporation (Japan)

Toyota overtook Ford in 2003 to become the world's #2 carmaker, and finally toppled market leader General Motors for the first time in 2008. It has a firm grip on its home territory with market share now more than 44% and controlling stakes in fellow carmaker Daihatsu and leading truck manufacturer Hino. Above all, though, the company is keen to establish itself as a global motor manufacturer not a Japanese exporter. It has taken care to adapt its product line to local tastes with region-specific cars like the Camry in the US and Avensis and Corolla in Europe, and has worked hard to shift the majority of its non-domestic production outside Japan. Never one to rest on its laurels, Toyota has consistently pushed into new areas, the most notable of which has been its pioneering success with the Prius fuel-electric hybrid. Yet not even the best-run of the world's auto manufacturers was able to withstand the impact of the sudden decline in the global car industry during 2008. This led to a substantial loss for the financial year, the first in Toyota's history. Potentially far more damaging, though, have been serious lapses in quality control which prompted a massive vehicle recall in 2010, and a criminal investigation by a federal grand jury. Advertising Age estimated global measured advertising expenditure of $3.2bn in 2008, making Toyota the world's #5 advertiser.

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The Adbrands Company Profile of Toyota summarises the company's history and current operations. Subscribers may access the following website links:

Toyota website

Daihatsu	Prius
Hino	Scion
KDDI	Lexus

Toyota worldwide

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