10
+17%
35,346 $m
Automotive
Toyota not only distanced itself from the challenges of 2010 and 2011 this year, but also reclaimed its global sales leadership position. Although much of the rebound occurred in the US, there is a renewed sense of energy around the world. Design is playing a much bigger role, and its new tagline, “Let’s Go Places,” ties together the joy and adventure of physically going somewhere while infusing innovation with an optimistic outlook, crystallizing the brand’s direction. Toyota’s engagement with customers also continues to pay off, which is evident in a number of key category rankings and studies. The brand not only scored well with customers, but has led the entire automotive segment nearly every time. Adding to the list of achievements, Prius sales pushed boldly past the three million mark. The Prius continues to create a powerful halo effect for the brand while the flagship mid-cycle Camry can still drive sales, albeit with increasingly more incentives and support. Add in a sleeker Avalon and a completely redesigned Corolla, and Toyota should soar into 2014. The brand, which topped Interbrand’s Best Global Green Brands 2013, is a fuel economy leader and continues to demonstrate strength in driving customers to dealerships. For many brands, the challenges Toyota experienced could have been catastrophic, but the brand’s speedy recovery is a testament to its resilience, leadership position, and the enduring appeal of its offer.