TOKYO: Toyota said yesterday its group sales in 2010 rose, enabling the firm to narrowly retain its title as the world's biggest carmaker despite a global safety crisis that damaged its brand image.
But analysts warn that after a year that saw the recall of millions of vehicles, a wave of lawsuits and record fines, the company is likely to soon surrender that lead as it battles to regain consumer trust overseas.
In 2008 Toyota ended General Motors' 77-year reign as the world's largest carmaker but the road has been a bumpy one for the Japanese giant, facing the impact of the economic crisis, recalls and recently a strong yen.
Despite such challenges Toyota's global sales rose 8 per cent year-on-year to 8.418 million vehicles, narrowly beating the 8.39 million sold by a resurgent GM in 2010.
"Being number one in terms of sales is not important for us," said Toyota spokesman Paul Nolasco.
"Our objective is to become number one with the customer, in terms of service and customer satisfaction."
The Toyota group, including small car producer Daihatsu Motor and truckmaker Hino Motors, saw its Japanese sales jump 10 per cent while foreign sales rose 7 per cent.
Toyota Motor alone sold 7.528 million vehicles, up 8 per cent from the previous year.
The firm's Prius hybrid broke the Japanese sales record for a single car model in 2010, helped by a popular government subsidy for green vehicles.
Analysts say the iconic Japanese firm is likely to soon surrender the crown of top carmaker back to GM, as the US giant improves its business at a time when Toyota is exposed to declining domestic demand. - AFP
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