NADA 2002 REPORT: Toyota Future Could Include Short Run “Cool Cars”

New Orleans, LA January 26, 2002. At a small intimate meeting that took place after the keynote speech at the 2002 NADA meeting, Jim Press, Executive VP of Toyota NA discussed how Toyota is responding to their dealers concern that the models offered by the company today are not exciting the segment of the market that will insure Toyota’s leadership position in the future.

Although sales have never been better Mr. Press told us that “there is a concern among Dealers that Toyota has got to get with it and produce new models that will “excite even the Dealers kids”. He said that “the median age of the Toyota buyer has been climbing, and that success in the future will include a heavy emphasis on a bubble of 63 million young people, and Toyota is not as yet positioned to dominate this group like they have dominated their parents and grand parents of this consumer bubble.

To meet this challenge Toyota will rely on their flexible manufacturing experience to produce cars that will move Toyota into a brand that will also please the early adopter and fashion leader, and will carry the brand to both the traditional Toyota buyer and a Hip younger market.

The method that Toyota will employ to reach this segment will be to add short run “Unique Products” to the product mix, these new models will not be the lowest priced, but will provide this group with the opportunity to buy and drive cars that reflect their lifestyle.

The stakes in this game are high, Mr. Press reiterated that the 20 million unit annual sales level will be reached within the next few years and that the 17 million cars sold here yearly will become the average.

More Later From NADA Bob Gordon Co-Publisher