Over the past 64 years, Toyota has established itself as a big name within the American automotive industry. Earlier this year, the manufacturer was even recognized as America’s Top-Selling Automaker of 2021 and the first foreign manufacturer to ever hold this title. So how has Toyota positioned themselves as a major market leader? Toyota of Plano is ready to take a deep dive into what makes Toyota such a trusted foreign manufacturer within a market that has traditionally preferred domestic automakers.
Toyota Motor Corporation has been selling vehicles in the United States since 1958, and in 1965, the Japanese manufacturer introduced the Toyota Corona to the American people. This introduction forever changed Toyota's approach to the US market. Simply put, the Corona became a major market success. At the time, American people were looking for features like factory-installed air conditioning, automatic transmissions, and powerful engines, and the Toyota Corona was able to provide consumers with these features and more. Thanks to this Toyota model, by the end of 1966, U.S. sales of Toyota vehicles increased to over 20,000 units, a staggering three times their previous year’s US sales.
What changed? Toyota began developing vehicles that were designed to meet the demands of the American automotive market. This is when Toyota truly became a player in the US automotive market, and the American people began to recognize Toyota vehicles as highly reliable.
In 1967, Toyota became the 3rd best-selling import brand in the United States. The following year the Toyota Corolla, a predecessor of the Toyota Corona, entered the American market, and the Corolla quickly became the best selling passenger vehicle in the world - with over 30 million vehicles sold in over 140 countries. This model allowed Toyota to officially dethrone Volkswagen as the number one import brand in the United States, by 1972.
While Toyota didn’t begin manufacturing vehicles in the US until 1986, they began US production with the Corolla FX16 - a joint venture between Toyota and General Motors. This was an extremely strategic move, as it allowed Toyota to enter the US market for the first time as an American Manufacturer and simultaneously garner respect through an established partnership with General Motors, an already well respected domestic automotive manufacturer.
As of 2021, Toyota now operates 14 manufacturing plants in North America, and employs over 32,000 people, across the United States, within design, engineering, and assembly. This has allowed Toyota to earn it’s spot as a competitor among domestic brands, especially those brands that pride themselves on being built for the American people, by American people. In fact, Toyota now ranks higher than a number of domestic brands in the total number of American sourced and manufactured vehicles.
Toyota’s success in the United States can be attributed to a variety of reasons. Although, we will never know if Toyota would have found this much success without establishing itself as an American brand. Our Toyota of Plano team views Toyota as just that, an American brand through and through. From design to engineering to assembly, Toyota’s are built for the American people, by American people. Our team believes that this is exactly what sets Toyota apart from other foreign manufacturers and even some domestic brands - Toyota remains dedicated to providing the American people with superior vehicles that fit their lifestyle. As a flagship dealer, Toyota of Plano, has watched Toyota’s grow into the successful automotive brand that they are today, and we are proud to offer a range of Toyota vehicles. Visit Toyota of Plano today, and ask about our impressive selection of 2022 Toyotas and certified pre-owned vehicles.
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