Toyota Set To Unleash Huge Product Offensive

Industry News / Comments

The next 36 months will be a torrent of Toyota news.

At first glance, Toyota's product lineup appears complete. There are gaps, and some products, like the Sequoia, could do with more than an aesthetic refresh. Toyota seems to realize it could be even stronger as a brand, and, according to a report from CNET, is ready to pursue an aggressive product offensive. At Toyota's annual holiday party in Detroit, Roadshow quotes Bob Carter, executive vice president of sales at Toyota Motor North America, saying that, "You can expect 31 new announcements from us [over the next 36 months]." At almost one per month for three years, that's a heavy pace for any company.

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Of course, they won't all be new cars or meaningful refreshes, with extra trim levels on existing vehicles making up a portion of the upcoming announcements. It also likely includes some of the things we already know about, including all-wheel-drive versions of the Avalon and Camry sedans and a redesign of the Toyota Highlander. However, that still leaves plenty on the table. Toyota is understandably cagey about its future plans, but said "... What you can expect from us is ten new products, either refreshed products, derivative products or products that are currently not in either of the brands' lineups to be introduced over the next year."

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That's where things get interesting, as it suggests Toyota could be planning on sliding itself into new segments through 2020. That's also a bold strategy considering economic experts are warning of a possible recession looming on the horizon, and the brinksmanship that's going on with trade wars between countries could have a big effect yet.

Carter points out that 2019 has been a good year for the car industry, though, and it's heading to sell just under 17 million vehicles this year in total. A slight decline is predicted for next year after consistent sales for the past five years, and it looks like Toyota will be confronting that prediction head-on.

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Toyota
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