Research Proposal

Toyota Dossier


Gain updated information to complete an updated Toyota dossier, which includes the following; key themes, model lineup, future plans by model, category trends, dealer perspectives and priorities, Toyota initiatives & strategies, key executive changes, sales updates, recent major news, related consumer trends, and updates on recent advertising

Early Findings

  • Toyota's sales are down from last year, with October 2019 sales of 188,787 vehicles representing a decrease of 1.2% from the previous year.
  • The company launched all-wheel drive versions of the Camry and Avalon in early November, with the aim to help drivers handle roads.
  • The CEO announced that while other automakers trend towards more trucks and SUVs, Toyota plans to stick to a car biased lineup.
  • Cooper Ericksen was made group vice president of Toyota Motor North America in August of this year, and will be responsible for product planning and strategy.
  • While overall sales were down compared to previous years, RAV4 sales increased 10.3 percent, and hybrid sales were up by a staggering 57.1 percent.
  • Toyota is strongly committed to alternative energy, and has stated, "by 2025 every vehicle in its global lineup will at least have an electrified option, whether that's battery, electric, fuel cell, hybrid or plug in".
  • Toyota has been promoting a campaign called Start Your Impossible, in which the company highlights partnerships with community, civic, academic and governmental organizations to address our society's most pressing mobility challenges
Prepared By
Jennifer P.
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