Last year, Toyota Motor raised eyebrows across North America and Europe when it announced it has set its sights on controlling 15% of the world's new vehicle sales. The implication is that some companies somewhere would inevitably lose out. Together with its Daihatsu and Hino subsidiaries, Toyota already controls around 11% of global sales and the group continues to chip away at market share in all of the regional markets. The company has deservedly earned itself the reputation of a maker of high quality products and unlike many of its competitors, it rarely needs to resort to discounting to make progress. Tony Pugliese reports on Toyota's performance in Asia.