Why Toyota becomes such a successful auto maker

Why Toyota Has Become Such a Successful Automaker

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Business 101

Professor T . Wilson

May 08 , 2007

Why Toyota becomes such a successful automaker

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As is the case of most successful companies , there are many qualities that come together to create a company such as Toyota Included among the qualities are Toyota 's product design , marketing concepts , cost control methods , production control and innovation

Innovation

The definition for innovation is the act of introducing something new the act of starting something for the

first time (innovation 2007 . Toyota is synonymous with innovation

One of the possibly not so insignificant reasons for Toyota 's success has to be credited to its long-term investment in gas-saving technology . Because Toyota is innovative in most areas , it only stands to reason they would also be focusing some of their energy and resources in the area of fuel efficiency

Toyota continues to make progress in the area of environmental issues . Toyota listens to the feedback of its customers as president of Toyota Motor North America , Harry Otaka states , Our customers tell us that they are interested in our environmental investments and innovative technologies , provided we meet their price and performance requirements as well (Prius , 2007 . Toyota was a forerunner in introducing SUV hybrids . Unlike other manufacturers , Toyota has voluntarily committed to phase out some substances of concern such as lead and mercury in all of their vehicles by 2015 (Prius , 2007

Marketing

One of the many ways Toyota seems to be competitive is with there various and often unique marketing techniques . One technique is holding back on production of certain Toyota models to keep them fresh and special as in the case of the Scion

But instead of riding that momentum to increase sales still further Scion plans to throttle back production to keep sales from going above 150 ,000 vehicles next year . It is part of marketing strategy to keep the brand special and , above all , cool (Chon , 2007

This was a marketing technique they also used successfully employed when first introducing their cell-electric Hybrid SUV 's to Japan and the U .S (Toyota , 2007 . Only it was in the introduction of the cell-electric Hybrid SUV that a soft opening ' was used to test consumers response

Even Toyota 's green and clean ' self-promotion is seen as much or more of a marketing technique as reality (Welch , 2005 . The article Toyota 's Myth and Myth Marketing ' accuses Toyota of using this clean green , tech-savvy advertising as slick marketing ploy (Welch , 2005 The article points out that some of Toyota 's hybrids like the Lexus RX 400H and the Highlander SUV don 't have much better mileage than their gasoline counterparts and that Toyota along with the Detroit automakers are suing to stop pending legislation in California that reduces greenhouse gas while Toyota continues to oppose tough fuel-economy regulations in Washington (Welch , 2005

Competitors were betting that Toyota 's marketing of their lower-priced Scion by having hip-hop artists introduce it would fail...