Word: brandes
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...market share has grown from 10.6% to 14.7%. The company makes America's best-selling sedan, the Camry. Its fuel-sipping hybrids, like the Prius, are the hottest cars on the market, commanding premiums and long waiting lists. The folks who snickered when Toyota launched a youth brand, Scion, by importing funky compacts from Japan like the xB, are racing to develop their own hipster cars. Toyota is doing a bang-up job financially, forecast to post profits of $10.8 billion in its 2005 fiscal year, according to Prudential Equity Group. The company is gunning for 15% of the global...
...needs a truck hit in the U.S. to offset weaker prospects in other areas. While Toyota is expanding rapidly in Europe and China, those sales tend to be concentrated in the compact-car segment, in which profit margins are low. In Japan, where Toyota intends to launch its Lexus brand in August, the company may have a hard time expanding market share, already at 44%. The dollar's slump against the yen, meanwhile, makes Japanese exports more expensive...
...more reason Toyota is promoting itself as an all-American brand. The last thing Toyota needs is a revival of protectionist consumer sentiment. Recent ads tout the number of U.S. jobs Toyota has created. The company also became the first foreign automaker to crack NASCAR, entering the Tundra last year in the Craftsman Truck Series, and as a NASCAR sponsor Toyota is beginning to get notice from fans. "Being a Chevy man all my life, I'm starting to look at the Toyotas coming out," said Jared Branan, 24, of Kissimmee, Fla., attending a race in Daytona Beach last January...
...should be easy enough for Cho to recognize the secret of Hyundai's success. The South Korean company is following much the same formula that Toyota used decades ago to overcome its "cheap Asian import" stigma and become one of the world's most respected brands. When Hyundai first entered the U.S. market in 1986, its Excel sedan?an econobox with a $4,995 price tag?was an instant hit with frugal buyers. But customers soon discovered they were getting what they paid for: Excels were prone to quality-control problems and frequently needed parts replaced. Sales tanked, and Hyundai...
...ultimate" Trinitron TV, called the XBR, is advertised as a black cube with a nearly black screen sitting on a black pedestal. Miniskirts and sofas in black leather are pandemic. Wristwatches are black, good china is black. Even telephones are once again fashionably black. Sterling cigarettes, a new brand, come in hard black packets...