While announcing its sales plans for the year 2014 during Geneva Auto Show wherein its models are being showcased, Toyota’s European head of sales stated that during 2013 it achieved sales target of 847,530 units and declared that it aims to sell more numbers in 2014 with expansion into new markets and also development of new models. This Japanese carmaker has always laid emphasis on research and development therefore was among the first ones to develop hybrid cars giving them an edge over others who learnt from Toyota’s example. Through its determination to succeed in the face of multiple factors like mechanical faults in popular models, natural calamities and recent political upheavals in some parts of the globe, Toyota has managed to retain its position as topmost automaker in the world during 2013 beating German carmaker Volkswagen and American General Motors by a few thousands.
Automobile markets across Europe and United States are slowly but steadily improving while urban markets in Asia, South America and South Africa are reaching a stagnation level therefore global manufacturers are changing strategies to meet these diverse conditions. Toyota’s head of operations at Europe stated that the firm will grow its market share in the continent by 4.7% on an annual basis by introduction of new hybrid models which are quite popular. He also stated that Toyota’s marketing team would be concentrating on profitability instead of trying to achieve unit sales or volume growth and would strive to achieve more even if its profits were not achieved after achieving sales target of one million units within one financial year.
Unstable currencies of nations like Russia and Turkey had negative impact on Toyota’s European sales operations during 2013 but has not had much impact on its operations as demand in both South and North American markets have slowing increased. Though the firm sold around 16000 units to Russia followed by 172,000 units to Ukraine in 2013, the political instability in this region may affect its sales during 2014 if there is military conflict between both nations. Toyota sells to around 56 nations across Europe including Israel, Turkey, Italy and United Kingdom. The carmaker has witnessed slow growth from middle of 2013 which has gradually picked up towards beginning of 2014 therefore its sales team is confident of a steady but slow recovery of demand.
According to Toyota’s sales personnel the growth in Europe would be driven by nations in western hemisphere which will be followed gradually by central and eastern European nations. Therefore the firm’s executive body began restructuring its European business since 2010 and has streamlined its operations to make it more profitable. The firm sold around 156,000 hybrid cars in Europe due to introduction of new models during financial year of 2013 making it Toyota’s fastest growing hybrid product region. However recall of products in United States due to safety issues and shutdown in production at Japan during 2011 due to tsunami dampened spirits and affected delivery schedules of this auto major. The carmaker has introduced hybrid version of Yaris and Auris models along with Aygo city car all of which are technological breakthroughs and are expected to boost sales in traditional Europe with mainstream pricing.
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