Toyota is preparing to cope with recent criticism in the US.

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more


In an interview with the Detroit News, the new president of Toyota Motor Sales USA, Jim Lentz, said, in addition to developing a thicker skin, the company also has to recognise that some criticism is legitimate, and that it may have to change direction as a result.


Toyota has grown to the second best-selling manufacturer in the US but its reputation has been damaged in recent months because of reliability problems and criticism from environmentalists.


At the Los Angeles motor show, environmentalists singled out Toyota after it launched the redesigned Sequoia large SUV. The automaker said the fuel economy of the new model exceeds the old model by 12%, but the old model achieves only 15mpg (on smaller US gallons).


Despite the criticism, Lentz expects Toyota’s US sales to increase by 4-5% in 2008 in an overall market expected to be flat. This year, it increased sales by around 4% in a weakening market. This was below expectations, however, with the new Texas-built Tundra pickup truck failing to sell as well as had been hoped.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Lentz told the Detroit Press that his Japanese bosses understood that increased criticism is a factor of greater success in the market. “What has always made Toyota strong is this sense of kaizen,” Lentz said. “We have to use whatever shortcomings or criticisms we have as a way to re-energise that kaizen within our culture, to make sure that we fix issues that we have before they become targets of our critics.”