Toyota January Sales: Unintended Deaccelleration – Down 16%

Paul Niedermeyer
by Paul Niedermeyer
toyota january sales unintended deaccelleration down 16

First things first: TTAC reports gross monthly sales numbers, not adjusted for daily selling rate (DSR). That explains why (almost) everyone else is reporting Toyota as down 8.7%. Either way, it hurts. And it’s pretty obvious that the sales freeze and recall on certain products is a major contributor. Lexus cars, not affected, are up 11%. Toyota brand cars, hit hard by the affected Camry (down 24%) and Corolla (-11%) are down 12% overall. Toyota brand trucks took an even bigger hit, down overall by 28%, thanks in major part to a crash in Tundra sales, down a whopping 45%. Toyota managed to sell just 3,904 big Tundras in January.

The rebound in Lexus cars is the one bright spot in the dismal picture, since Lexus took a disproportionately hard hit during the worst of the Carpocalypse. Full pdf chart here.

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  • 86er 86er on Feb 02, 2010
    Toyota brand trucks took an even bigger hit, down overall by 28%, thanks in major part to a crash in Tundra sales, down a whopping 45%. Now that's a four-star crash!
  • Ttacfan Ttacfan on Feb 02, 2010

    How about 57% drop in the Sienna sales? And it is not even included into recall.

    • See 1 previous
    • Quentin Quentin on Feb 02, 2010

      Probably waning inventory of the old Sienna. There were probably no Siennas built for a month while they changed the production line for the new model.

  • Rob Finfrock Rob Finfrock on Feb 02, 2010

    Meanwhile, NHTSA is close to recommending over 900,000 Chevy Cobalts be recalled because, ah, the steering can fail. Curious to see whether the Obamamill makes as much hay out of this, as it has over Toyota's misfortunes. Regardless, I'll take unintended acceleration (easily controlled by shifting into neutral) any day.

    • See 4 previous
    • John Horner John Horner on Feb 02, 2010

      Gee, we finally have an NHTSA which is starting to hold manufacturers' feet to the fire. About time.

  • John Horner John Horner on Feb 02, 2010

    The Tundra is a complete, unmitigated business disaster. Toyota spent multiple billions of dollars and hasn't even put a dent in the Ford-GM dominance of that market. Meanwhile, Toyota has abandoned the cheap and cheerful small truck market they were once such a major player in. Think how inexpensive it would have been to keep the Hilux a player for the small truck market.

    • Rnc Rnc on Feb 03, 2010

      The Tundra (like the lexus division before it) was not planned to make money for many years, Toyota would cover the losses with it's immense profits from the camry and corolla (walmart mastered this strategy), while taking truck sales one at a time (every tundra sold is an F150/silverado not sold) and it would just wear down detroit's last profit center. (same for lexus vs. cadillac and lincoln). The problem is the landscape has changed, Ford went headstrong back into cars, GM went through BK, and the 16m/yr market this was all based on collapsed, yen appreciation, etc. So yes the tundra is a disaster, but when originally planned it was intended to put the final nail in detroit's coffin (another great case study some day)