Keywords
Citation
Welch, D. (2007), "Why Toyota is afraid of being number one", Strategic Direction, Vol. 23 No. 8. https://doi.org/10.1108/sd.2007.05623had.003
Publisher
:Emerald Group Publishing Limited
Copyright © 2007, Emerald Group Publishing Limited
Why Toyota is afraid of being number one
Why Toyota is afraid of being number one
Welch D. Business Week, 5 March, 2007, Issue no. 4024, Start page: 42, No. of pages: 5
Purpose - To investigate the challenges facing Toyota in its bid to penetrate the US heartlands. Design/methodology/approach - Reports on how Toyota is attempting to sell itself to the US public; puts forward that while it is performing more successfully than General Motors, Ford and Chrysler, it is concerned that it may suffer a backlash from sections of the US public that are known to be hostile to imports. Identifies the steps being taken by Toyota to project a pro-US image and outlines the public relations offensive mounted to blunt criticism and to develop goodwill with public and politicians. Draws attention to the company’s environmental record; spotlights how Toyota is selling the Prius based on it being the most environmentally friendly car; highlights how the company is coming under increasing scrutiny as it gets closer to beating GM and becoming the world’s number one automaker. Profiles Katsuaki Watanabe, president of Toyota; provides a breakdown of Toyota sales by US region. Originality/value - Examines the public relations exercise undertaken by Toyota to win over the US public.
Keywords: Automotive industry, Corporate image, Corporate strategy, Toyota, USA