Page 226 - Toyota Under Fire

RESPONSE AND THE ROAD TO RECOVER Y

every month in 2010 after February, and for the year as a whole,
Toyota was still number one in retail sales in the United States.
Overall for 2009, Toyota’s retail share was 18.5 percent compared
to 17 percent for 2010, so a hit was taken.

FIGURE 4.4 TOYOTA U.S. RETAIL MARKET SHARE
2009–2010
25

20

15

10

5

0
Jan-09 Feb-09 Mar-09 Apr-09 May-09 Jun-09 Jul-09 Aug-09 Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 Oct-10 Nov-10 Dec-10

Toyota’s rankings in quality and safety awards at the end of
2010 were largely consistent with the past—another indication
that there were few true defects in Toyota vehicles. Consumer
Reports Fall 2010 rankings of the “most reliable vehicles” in-
cluded 17 Toyota models—the most of any automaker. In De-
cember, Forbes put five Toyotas on its list of vehicles likely to last
beyond 200,000 miles; no other manufacturer had more than
one vehicle on the list.* Three Toyota and Lexus vehicles made

* Hannah Elliott, “Cars That Will Make It Past 200,000 Miles,” Forbes, December
8, 2010; http://www.forbes.com/2010/12/08/most-reliable-cars-2010-business
-autos-reliable-cars.html.

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