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I saw on a Morning Joe crawl this AM that Toyota reported a nearly 7% sales decline in the U.S. for last year, attributing it to a parts shortages out of Japan and Thailand due to the earthquake and tsunami and flooding. Could it be that the real catastrophe for Toyota was the combination of erosion of their own quality reputation due to the U.S. recalls earlier in the year, together with a resurgence of competitiveness by the U.S. auto industry, which reported double-digit gains for the year? Toyota is still a great auto company, but they are now playing on a much more level field in the U.S. than for many years. It’s not so much that their reputation has been eroded, at least not permanently, just as they will recover from the weather troubles in Asia. But the reputation of the U.S. auto industry for style, engineering and quality has been restored. My personal cars for almost 50 years were foreign built — now we drive two GM vehicles, and we love these cars.

Here’s the sales story:

My major essay titled “Acceleration” tells the inside story of Toyota’s early acceleration and growth in the U.S. market, from the 50s through the 70s. Learn why and how Toyota was accepted by Americans as an alternative to U.S.-built cars. The U.S. auto industry has now learned how to be competitive at home, and is doing better and better all the time, while established offshore brands like Toyota are often now built here, or offer features, design and value that appeals to American tastes.

Read my essay at:–%20Acceleration.htm

January 2023

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