Page 220 - Toyota Under Fire

RESPONSE AND THE ROAD TO RECOVER Y

few key tables and charts. Table 4.3 gives an overall summary of
the data. Despite all the troubles in 2010, by the end of the year
Toyota was still the number one automaker in global sales, and in
the United States, Toyota remained the bestselling brand in retail
sales (for the third consecutive year), Camry was the bestselling
car for the ninth year in a row, Lexus was the bestselling luxury
brand for the eleventh year straight, and Toyota was the leader in
certified used car sales.

TABLE 4.3 OVERALL SUMMAR Y
OF DATA TRENDS
MEASURE RESULTS
Profitability A short-term profit hit was taken during the
worst of the crisis, on an annual basis, but profit
continued to recover, replenishing the deep
cash reserves depleted by the recession.
Stock price There was a major fall during the worst of the
crisis in February 2010 (21 percent loss), followed
by a steep gain by February 2011 (31 percent
increase from low point in August 2010).
Market share Market share became more volatile, and Toyota’s
share fell one to two percentage points in 2010
(depending on the month), but when retail sales
alone are considered, market share bounced
back strongly, with 2010 sales exceeding 2009.
Conquest sales and consideration rates tracked
by Edmunds.com also show a rebound to just
below the levels prior to the crisis. Globally,
Toyota sales were up 7 percent over 2009 to
retain the top spot in units sold.
(continues next page)

189