Page 224 - Toyota Under Fire

RESPONSE AND THE ROAD TO RECOVER Y

85.0%
80.0%
75.0%
70.0%
65.0%
60.0%
55.0%
50.0%
45.0%
40.0%
Jan-08 Mar-08 May-08 Jul-08 Sep-08 Nov-08 Jan-09 Mar-09 May-09 Jul-09 Sep-09 Nov-09 Jan-10 Mar-10 May-10 Jul-10 Sep-10

Toyota Conquest Sales
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11
10
Jan-09 Mar-09 May-09 Jul-09 Sep-09 Nov-09 Jan-10 Mar-10 May-10 Jul-10 Sep-10

Considering Toyota
Intend to Buy Toyota

Edmunds.com Consumer Data
levels that Toyota had enjoyed before the recession. U.S. market
share dropped to a low of 12.8 percent in February 2010, but re-
bounded immediately to 17.6 percent in March and then leveled
off for the rest of the year at between 15 and 16 percent, below its
all-time highs of 18 percent, reached in 2008 and 2009.
Recovery of “conquest sales,” the percentage of non-Toyota
trade-ins for new Toyota vehicles, was also quite impressive. By

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