Jan. 12, 1981

TOYOTA: 1980 in Review and Outlook for 1981

 

  1. Summary
A―1
The Japanese Automobile Industry―Results in 1980 (estimated) and Outlook for 1981
  • The Japanese automobile industry produced about 11 million vehicles in 1980, a substantial increase over the 9.7 million vehicles it produced in 1979.

vehicle units

* Including vehicles of 550 cc or less displacement.
** Knocked-down (KD) components shipped from plants in Japan for assembly overseas which are under 60% completed per vehicle (total cost base) are designated as KD sets.
KD sets are not included in the unit count for production and export vehicles.
A―2
Toyota's Results in 1980 and Outlook for 1981
  • In 1980, Toyota sold 1.49 million units domestically and exported 1.79 million units, for a total of 3.28 million units. (In addition, it sold 90,000 KD sets.) These figures represent not only achievement of the 3.22 million unit goal set at the first of the year, but also a new record, topping the previous record of 2.99 million units reached in 1979.
  • Sales targets for 1981 have been set at 1.6 million units for domestic sales and 1.7 million units for export, for a total of 3.3 million units, plus 100,000 KD sets.

vehicle units

  1. 1980 in Review
B―1
Domestic Sales
Outline
  • Although domestic demand has been stagnant since the fall of 1980 due to sinking personal demand, domestic sales for the entire industry totaled 5 million vehicles, a figure second only to the record set in 1979.
  • Toyota recorded sales of 1.49 million vehicles, fewer sales, unfortunately, than in 1979, but maintained its No. 1 position in the domestic market.
1979/80 Domestic Sales
vehicle units
1979/80 Domestic Sales
B―2
Exports
Outline
  • Because of growing demand worldwide for small cars, Japan's automobile industry was able to export about 6 million vehicles, a 32 percent increase over 1979. (In addition, 450,000 KD sets were exported.)
  • Toyota's exports for 1980 totaled 1.79 million vehicles (plus 90,000 KD sets), a 400,000 unit increase over 1979.
1979/80 Exports
vehicle units
1979/80 Exports
  1. Outlook for 1981
C―1
Domestic Sales
Outline
  • The 1981 market in Japan is forecast to be about 5.1 million vehicles, a slight increase over 1980. The following factors are expected to affect this market
    1. Inflation should level off sometime after the spring of 1981, and real income is expected to grow, stimulating a recovery in personal demand.
    2. Business conditions in general are expected to pick up (at about the same time) due to the effects of lower interest rates and other factors.
    3. New products, especially new small cars, should also stimulate the market.
  • Toyota has set its goal for domestic sales at 1.6 million vehicles, a 7 percent increase over 1980, not only because of increases in sales which are expected to result from these general factors but also because the Vista Chain of dealerships, which was inaugurated in 1981, will be bringing new strength to Toyota's sales organization.
Results in 1980 and Outlook for 1981
vehicle units
Results in 1980 and Outlook for 1981
C―2
Exports
Outline
  • The export results of Japan's automobile industry for 1980 were highly gratifying, but it will probably be all the industry can do to maintain 1980 levels in 1981 due to trends in the export environment as a whole, including the intensification of international competition―especially from U.S. produced small cars―declining price competitiveness due to the strength of the yen, and other factors.
  • For these reasons, Toyota has set its 1981 export goal at 1.7 million vehicles, 90,000 units less than 1980 exports.
1980 Export Results and Outlook for 1981
vehicle units
1980 Export Results and Outlook for 1981