Base Case

By Mel Duvall  |  Posted 2005-08-04 Print this article Print

Strong sales of Toyota's Prius hybrid vehicles could be threatened by software malfunctions that leave drivers stuck in traffic.

: Toyota Motor Sales USA at a Glance">
Headquarters: 19001 S. Western Ave., Torrance, CA 90509 Phone: (310) 468-4000 Business: The U.S. sales unit for Toyota Motor, the second-largest seller of automobiles in the world (behind General Motors).
Toyota Motor North America Chief Executive: Hideaki "Harry" Otaka
Toyota USA Executive Vice President and Chief Operating Officer: James Press Financials in 2004: $164 billion in sales worldwide; $54 billion in U.S. Profit of $11 billion. Challenge: Increase production of hybrid vehicles while eliminating software problems, which are causing some vehicles to stall. BASELINE GOALS:
  • Eliminate back orders for the Toyota Prius in the U.S. by increasing production by 50% to 180,000 vehicles per year.
  • Increase U.S. market share by boosting sales to 2.5 million vehicles by 2008.
  • Dominate the hybrid market by introducing fourth hybrid vehicle this year—the Lexus GS 450—and achieving worldwide hybrid sales of 300,000 by 2006.

Contributing Editor
Mel Duvall is a veteran business and technology journalist, having written for a variety of daily newspapers and magazines for 17 years. Most recently he was the Business Commerce Editor for Interactive Week, and previously served as a senior business writer for The Financial Post.


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