TOYOTA’S total global sales went down 11.5 percent at the end of 2020, but the company has been able to surge in different regions, including the Philippines, where it took nearly half of the pandemic-affected industry market share at 41 percent.
Globally, the brand was able to quickly recover from the sales drop during the lockdown owing to what to Toyota Motor Co. in Japan described as “the support of customers around the world who favor Toyota vehicles.” This enabled it to limit the global drop in sales to just 10.5 percent year-on-year and maintain its internal, domestic production at the 3-million-unit level.
Even with the decline in worldwide sales, China reported a 10.9 percent year-on-year increase. In the last month of 2020, global sales were up 10.3 percent year-on-year, the fourth consecutive monthly increase. The increases have been driven primarily by sales in North America, China, Europe, and Japan. During the October to December quarter, global sales were up 6.8 percent year-on-year, exceeding initial expectations.
Toyota also reported that the global ratio of electrified vehicle sales increased from approximately 20 percent in 2019 to approximately 23 percent in 2020. The best-selling Toyota vehicle from January to December was the RAV4, with global sales of 994,000 units which are a 2.9 percent increase year-on-year.
Toyota Motor Philippines (TMP) was able to continue operations through a comprehensive implementation of corporate and sales activities as well as various infection prevention measures. For example, it’s early showing in the online space and the ability to maximize its digital assets to keep customers and sales agents connected, close sales, and deliver vehicles to customers as soon as it was safe and legal to do so.
TMP had its first face-to-face media activity for a very select group of motoring media recently where it announced its plans for the year which included the setting up of a P 4.5B Logistics Hub in Batangas by the end of the year.
“Even though the past year has been challenging, the market has shown incredible resilience and was able to achieve 242,000 in sales. That being said, I am pleased to announce that TMP was able to achieve 100,019 unit sales in 2020, with an expanded share of the market at 41.3 percent,” Atsuhiro Okamoto, TMP President said.
Okamoto also said it wants to sell 130,000 vehicles this year, 23 percent up from 2020 numbers.
The Toyota PH president is also optimistic about the future of the industry if the government is cognizant of the balance needed between locally produced and imported cars, as well as consideration of the full impact of the pandemic on the Comprehensive Automotive Resurgence Strategy (CARS) Program, of which TMP is part of.
TMP Chairman Alfred Ty shared this optimism, also citing efforts from the government and industry partners all contributing to improvements in market conditions and overall environment for both businesses and the consumers.