Toyota U.S.A. Back To 100 Percent In September
Yesterday, we reported that the Japanese auto industry is recovering faster than previously assumed from the effects of the March 11 tsunami. Overseas factories were expected to be affected for several more months while the problems work themselves through the long supply pipeline from Japan. Much to everybody’s surprise, the situation is improving at a faster clip at transplant factories as well. Toyota said today that North American vehicle production is expected to return to 100 percent in September.
Eight of Toyota’s 12 North American-built models returned to 100 percent production on June 6. The only models where missing parts are slowing down production are the Tacoma, the Tundra, the RAV4, and the Lexus RX 350, explained Toyota U.S.A. spokesperson Tania Saldana. Production of these vehicles will be back at full capacity in September, which puts Toyota’s recovery well ahead of prior estimates. The attentive observer will note that all 4 are trucks. Toyota most likely practiced a little triage and helped those cars first that are needed the most.
“After September we will focus on making-up lost production as much as possible,” said Steve St. Angelo, executive vice president of Toyota Motor Engineering & Manufacturing, North America.
The second half of the year, and especially Q4 should become very interesting when Japanese manufacturers come out swinging to make tsunami-induced losses go away. Toyota U.S.A. chief Bob Carter is already in full sales mode: “Our dealers have a healthy supply of cars and trucks available to sell, with more arriving every day, along with competitive lease and APR programs for our customers.”
Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.
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Too bad that September is the end of the big summer peak sales season. The key point is that they will have missed the meat of the 2011 summer sales period in which the most cars are sold. Those buyers didn't buy Toyota, so they went elsewhere. They won't be back looking again for another 3 years. In the mean time, the Koreans and Americans got the shot.