Toyota Wins 'triple Crown'

[jbowman1993]

Bangkok Post

Toyota wins 'Triple Crown'

Old pickup champ Isuzu overtaken

SANTAN SANTIVIMOLNAT

Toyota Motor Thailand Co has become Thailand's top automaker in all three key categories for the first time, with its Hilux one-ton pickup truck successfully overtaking Isuzu in the competitive light truck market in 2005.

Toyota also led all manufacturers in auto exports, breaking Mitsubishi Motors' dominance of nearly two decades. Toyota exported 151,867 vehicles last year worth 70 billion baht, with overseas sales of assembly kits and parts contributing another 46 billion.

With Toyota maintaining its traditional hold on the passenger car segment, the Japanese company took the "Triple Crown" in 2005 in what was a banner year for the Thai auto industry, with total vehicle production passing the one-million mark for the first time.

Domestic sales by all manufacturers totalled 703,432 units, up 12.4%, from the previous year and driven by pickup truck sales, said Toyota president Ryoichi Sasaki.

"We feel very fortunate to have achieved the success we did in 2005 that placed Toyota number one in the total industry, including passenger cars and commercial vehicles," he said.

Mr Sasaki said steady growth of 5% was seen for 2006, with domestic unit sales of 735,000. Pickup trucks will continue to lead overall sales at 471,000, up a modest 0.2%, while passenger car sales are expected to rise 13.8% to 214,000.

"Sales of commercial vehicles this year will grow at the same level as last year while those of cars will grow faster, as manufacturers launch new models this year," he said at a briefing yesterday.

Toyota has set a sales target of 295,000 vehicles this year, representing a growth rate of 6% from 2005. It has set a target of controlling 40% of the overall market.

Mr Sasaki said Toyota expected to export 230,000 vehicles worth 99 billion baht this year, up 51% in volume from last year. Exports of assembly kits and service parts are projected at 53 billion baht, up 15% from last year.

Toyota ended 2005 with total sales of 277,955 units, up 18.7% from 2004 and representing a market share of 39.5%. Isuzu ranked second with 25.1% from sales of 176,718 units, up 17.9% from the previous year, followed by Honda at 8.3% from sales of 58,515 units, up 22%.

In the pickup truck segment which expanded 27.3% last year to 469,657 units, Toyota took the top spot for the first time in 23 years with a 37.8% market share from unit sales of 177,627, up 44.2% from the previous year.

Isuzu, which has long dominated the light truck market, posted sales of 165,582 units, up 18.5% from the previous year, followed by Mitsubishi at 37,024 units, up 24.7%.

Passenger-car sales, meanwhile, declined by 10% overall in 2005 to 188,211 units, as consumers turned to trucks to take advantage of lower prices for diesel compared with petrol.

Toyota maintained its lead in the passenger-car segment, with a 48% market share and unit sales of 90,298, down 12.7% from the previous year. Honda ranked second with a 30.3% share from 57,121 units, down 19.2%, while Chevrolet ranked third with 8,347 units, up 31.4% from the previous year.

Meanwhile, Toyota yesterday opened a 200-million-baht "edutainment" complex at Siam Square developed in co-operation with Chulalongkorn University.

The complex, called "The Style by Toyota", covers 1,000 square metres in a four-storey building with multimedia presentations and facilities about entertainment, fashion, music, sports and art trends.

The centre aims to encourage teenagers to express creativity and talent through exhibitions, workshops and displays.

[chanchao]

Good news for Toyota.. but then they always pass Isuzu for a couple of months just after releasing a new model. Then Isuzu takes over again.