Toyota Motor Corporation Launching Prius Case Study Solution Format



About Toyota

Founded by Kiichiro Toyoda, Toyota Motor Corporation is a Japanese multinationalcorporation that is principally engaged in the production of cars, vans, trucks, buses androbots. Alongside its extensive vertical and horizontal integration, Toyota participates in theconstruction of houses, production of textile machinery, real estate market, financial activities,and biotechnology research.Currently, its president and representative director is Akio Toyoda, and is headquartered inAichi, Japan. Over time, Toyota Motor Corporation has been awarded the title of largestautomobile producer in the world, along with the privilege of being the twelfth largestcompany in the world.Toyota has 50 manufacturing plants, 170 distributors, 326,000 employees and 660,000shareholders around the globe. In the fiscal year ended 2012 March 31, it sold more than7,351,000 vehicles


. The largest portion of its production takes place in Japan along with mostof its sales, closely followed by those made in North America. According to the R & I (Ratingand Investment Information Inc.), Toyota is in the AAA category, this being the highest.

Among its greatest creations, characterized by creativity and strength, are the methods of 

 production and procurement "Just In Time" and “Jidoka”, the first mass

-produced hybrid car and widespread distribution (Prius), the first automatic parking system in a vehicle and themost sold car in world history (Corolla - more than 37.5 million units).


Through four global strategic business units (Cars & Minivans, Trucks, Crossovers & SUVsand Hybrids & EVs) and many international branches, Toyota attends to completely differentmarkets, meaning it commercializes a complete line of products for each type of customer andevery region of the world, by developing both global and regional models. Brazil is differentfrom China, which is different from India, and so on. As an example: in Brazil, the Corollamodel sells well. On the opposite, the Lexus is the Russian bestseller.


IJICHI, Takahiko.‟‟FORM 20



(June 25th 2012). [Online] 31th 2013)


MCINTYRE, Douglas. “The Best


Selling Cars of All Time”. 24/7 January 26 2012 [Online] 25th 2013)

Latest insights

Can newly updated Lexus CT 200h still compete?

21 December 2017

Sometimes, Toyota Motor Corporation does curious things. The new Lexus LC and LS are clearly money no object designs. Why then has it chosen to extend the life of the seven-year old CT 200h with another facelift, when the car was, to be polite, not exactly state of the art?

Is Prius' longer extension cord worth it?

5 December 2017

The trouble with being first, or one of the first, is that you're sometimes not the best. Case in point - Mark One Prius Plug In Hybrid. All that Prius goodness - the quirky looks, the futuristic interior, instrument graphics to amaze first time buyers, low fuel consumption, low (or no) CO2 emissions, halo but, in my case, a pathetic range on 'lecky only that would not even get me to the office, let alone home again, jiggety-jog.

ANALYSIS - Toyota future models Part 3 of 3

2 November 2017

The final part of the series which examines the passenger vehicles of Toyota Motor Corporation and its subsidiaries now turns to current and future Toyota brand crossovers, SUVs, pick-ups and sports cars. This includes hybrid models. This last chapter follows others on Daihatsu, Lexus, Toyota's smaller models and MPVs plus another concerning larger cars and fuel cell vehicles.

ANALYSIS - Toyota architectures and future models

31 October 2017

After three features which respectively encompassed in-depth examinations of the latest and future generation Daihatsu and Lexus and Toyota vehicles, the next instalment in the series on Toyota Motor Corporation looked at the Toyota brand's small and compact models. Now, its D, E and F segment cars as well as MPVs and fuel cell models.

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Latest interviews

Gamification and the human role in Industry 4.0

26 February 2018

Industry 4.0 is the hot topic among manufacturing companies right now. With the movement seemingly wrapped up in taking automation to extremes, attendant concerns about employment in manufacturing have come to the fore. Calum MacRae of just-auto talked to the CEO of leading2lean, Keith Barr, about their differentiated approach to 4.0 which seeks to put the human in the driving seat.

Q&A on automated driving with Toyota

20 December 2017

At Toyota's recent Advanced Technology Seminar in its R&D Centre in Zaventem, Belgium, the company explained its global vision towards ZERO accidents. In a unique double interview, Seigo Kuzumaki, TMC chief professional engineer in charge of safety R&D and government affairs of technology, and Gill Pratt, CEO of the Toyota Research Institute, detail the automaker's approach with respect to automated driving, a topic that is increasingly taking centre stage in the automotive industry.

Toyota UK's Tony Walker eyes Burnaston growth

21 July 2015

With two recently revised models launching on the European market, Toyota is upbeat over prospects for the plant that makes them at Burnaston, in the UK. Dave Leggett caught up with Toyota Motor Manufacturing UK Deputy Managing Director Tony Walker for an update on UK manufacturing operations.

INTERVIEW: Alain Uyttenhoven, Head of Lexus Europe

24 November 2014

Russia, Lexus' number one market in its European region, might be down, but UK sales are up strongly. On balance then, 2014 has been a good year, according to the brand's Head of Europe. Next, he promises more hybrids but no diesels. Why?

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Latest news

NEW YORK AUTO SHOW - Cadillac XT4 world debut

13 March 2018

The world premiere of the XT4, another SUV for Cadillac's expanding range, will take place at the New York auto show.

Toyota partners with Avis in North America

13 March 2018

Toyota Connected North America, a global technology strategy business unit for Toyota, has announced a multi-year partnership with Avis Budget Group that will add 10,000 Toyota vehicles to Avis Car Rental’s expanding fleet of connected cars.

Toyota initiates Digital Transformation/Mobility

13 March 2018

Vehicle connectivity, electrification, new forms of mobility and mobility services, and autonomous driving technologies are driving new opportunities for Toyota Motor North America (TMNA). With an eye on enabling agility and scale, TMNA is creating a new...

Mazda/Toyota establish US factory JV company

9 March 2018

Mazda Motor Corporation and Toyota Motor Corporation have established their new joint venture company, Mazda Toyota Manufacturing, USA (MTMUS), which will produce vehicles in Huntsville, Alabama starting in 2021.

Toyota Australia recalls Corolla/Rukus vehicles

8 March 2018

Toyota Australia has initiated a safety recall on approximately 48,000 Corolla and Rukus vehicles that have previously had the passenger's front air bag inflator replaced as part of our Takata air bag recall campaigns. Some replacement passenger's...

2018 GENEVA SHOW - World premieres list

7 March 2018

Vehicles which made their global debuts at the Geneva motor show are named below.

GENEVA SHOW - Toyota Europe to end diesels in cars

6 March 2018

Toyota in Europe has announced that it plans to phase out diesels from its passenger cars range by 2018.

GENEVA SHOW - Diesel taxes minds in 2018

6 March 2018

The demonisation of diesel was taxing the minds of automakers at the Geneva show today.

Toyota to establish automated driving R&D unit

5 March 2018

Toyota will establish a new company in Tokyo later this month for automated driving R&D.

Toyota US sales up 4.5% in February 2018

5 March 2018

Toyota Motor North America (TMNA) reported February 2018 sales of 182,195 vehicles, an increase of 4.5% from February 2017 on a volume basis. With the same amount of selling days in February 2018 compared to February 2017, sales were up 4.5% on a daily selling...

Toyota warns on Trump's planned import tariffs

2 March 2018

Toyota Motor North America (TMNA) has warned that the Trump administration's plan to introduce US import duties on steel and aluminium will hurt automakers and push up prices.

Toyota confirms next gen Auris for UK plant

28 February 2018

As widely expected, Toyota has announced that the third generation Auris will be built at Toyota Manufacturing UK’s (TMUK) Burnaston factory.

Toyota announces new powertrains

26 February 2018

Toyota Motor said it had developed a new continuously variable transmission (CVT), six speed manual transmission, two litre engine, two litre hybrid system, and 4WD systems based on its Toyota New Global Architecture (TNGA).

Toyota Australia develops three new Hilux variants

21 February 2018

Although theirs are actually built in Thailand (ours in Europe come from South Africa), Toyota Australia claims three new 'halo' HiLux variants due out Down Under next April "have a strong Aussie accent due to an extensive development program carried out by the company's Melbourne based designers and engineers".

Toyota US recalls Sequoia and Tundra vehicles

21 February 2018

Toyota Motor North America announced that it is conducting separate safety recalls in the US of approximately 8,800 Model Year 2017 Tundra and approximately 65,000 Model Year 2018 Sequoia and Tundra vehicles. Model Year 2017 Tundra In the involved vehicles...

Toyota develops better electric motor magnet

20 February 2018

Toyota Motor Corporation (TMC) said it had developed the (claimed) world's first neodymium reduced, heat resistant magnet for electrified vehicle motors.

Toyota marks 60 years in Brazil with new Yaris

16 February 2018

It's a little known fact that Brazil was the first country outside Japan to build Toyotas.

Toyota US recalls Camry/Lexus vehicles

15 February 2018

Toyota Motor North America announced that it is conducting separate safety recalls in the US of approximately 11,800 Model Year 2018 Toyota Camry vehicles and approximately 9,900 Model Year 2015 - 2018 Lexus RC F, Model Year 2016 - 2018 Lexus GS F and Model...

Deal should speed Takata US unit out of bankruptcy

13 February 2018

As Takata airbag inflator recalls continue, lawyers and accountants are inching the parent company's US unit towards emerging from bankruptcy so it can be broken up and sold.

Toyota plans 'global' cars for India

7 February 2018

It appears the days of 'emerging market' Toyotas may be numbered.

Toyota renews support for open source robotics

7 February 2018

The US-based Toyota Research Institute (TRI) is continuing its commitment to open source robotics software by renewing its charitable contribution to the Open Source Robotics Foundation (OSRF).

Weaker yen boosts Toyota quarterly earnings

6 February 2018

Toyota has posted quarterly operating profit - for the quarter ended 31 December 2017 - up 53.6% on last year to 673.6 billion yen. It also posted  operating margin at 8.9% compared with 6.2% last year as profit was lifted by favourable exchange rate effects and cost cutting efforts.

TMNA sales up 16.8% in January 2018

5 February 2018

Toyota Motor North America (TMNA) reported January 2018 sales of 167,056 vehicles, an increase of 16.8% from January 2017 on a volume basis. With one more selling day in January 2018 compared to January 2017, sales were up 12.1% on a daily selling rate (DSR)...

Toyota beats 'electrified' target 3 years early

2 February 2018

Toyota Motor Corporation (TMC) said it had sold 1.52m vehicles with electrified powertrains worldwide.

Toyota plans airbag recalls in US and Australia

1 February 2018

Toyota Motor North America is recalling 49,000 2016 Prius and Lexus RX vehicles and 2015 – 2016 Lexus NX vehicles to fix and airbag problem.

Toyota Australia recalls models to fix airbags

1 February 2018

Toyota Australia has initiated a safety recall on approximately 24,000 Corolla, HiLux, Fortuner and Prius models produced from June 2015 until December 2015. The recall is due to a condition affecting the airbag sensors. Involved vehicles are equipped...

Toyota New Zealand recalls Toyota and Lexus models

31 January 2018

Toyota New Zealand is recalling 3,408 Toyota and Lexus models due to a possible concern with the airbag sensor. Impacted models include the Toyota Corolla, Toyota Hilux, and Lexus NX 200t, manufactured in the second half of 2015. The recall is due to the...

Denso develops new standard vision sensor

30 January 2018

Denso Corporation has announced it has developed a new standard vision sensor that detects pedestrians at night, cyclists, road signs, driving lanes and other road users

Toyota Australia appoints new president and CEO

25 January 2018

Toyota Australia has confirmed the appointment of Matthew Callachor as its new president and CEO during a formal ceremony at the company's headquarters in Melbourne. Mr Callachor's move into the top position in Australia is the culmination of a...

Takata airbag recalls continue into 2018

24 January 2018

As Key Safety Systems' (KSS) purchase of much of Takata progresses, automakers continue to announce recalls of the supplier's airbags. The latest just this month include Ford, Mazda, Honda's and Toyota's US units and Honda Cars India.

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