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Tyota global strategy Car company must beware of arrogance, complacency on march to become world's biggest, division president says OTTAWA - 'The enemy of Toyota
Submitted by titi88888888 on March 25, 2008
Category: Technology
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Car company must beware of arrogance, complacency on march to become world's biggest, division president says
OTTAWA -- 'The enemy of Toyota is Toyota," says Ken Tomikawa, the Toyota Canada president who has driven Japan's No. 1 auto maker to a record 10.6 per cent share of the Canadian new-vehicle market so far this year, a 0.7-per-cent jump over the same period in 2003.
The goal for the rest of the decade is much grander.
Earlier this year, it was revealed that Toyota is working away at a new strategy called Global 15. That is, Toyota intends to achieve a 15 per cent global share between 2006 and 2010, and thus become the No. 1 auto maker in the world (General Motors currently has about 14.7 per cent of global share). That would represent a big jump from Toyota's current 11.3 per cent share of global sales.
Tomikawa's point, made during a dinner to discuss the company's aggressive truck strategy, is as Toyota goes down this path toward becoming the world's biggest car company, it will run into trouble only if arrogance and complacency set in and grip the company.
Don't think it isn't possible. As recently as the end of the last decade, Ford had a corporate strut perfectly reflected in since-ousted CEO Jacques Nasser. Then, the bottom fell out of Ford's plans and $6.45-billion (U.S.) in losses ensued. Ford has not yet recovered.
Go back a little farther and recall the hip condescension of Chrysler during the heart of the Bob Lutz/Bob Eaton years.
And GM? What was good for GM was good for the country, right?
Look at those three now. Ford and GM don't make money on selling cars at all; if not for their finance arms, both would be in big trouble. Chrysler, since being taken over by Daimler-Benz, has fallen to the depths and is only now showing a few signs of returning to consistent profitability. But we can't be sure Chrysler's is a lasting...
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