Toyota passes Ford for second spot in U.S. sales

Toyota Motor Corporation has broken Ford’s 75-year history to become the #2 auto sales leader in the United States for 2007, according to the Associated Press. This is the 12th consecutive year of record-breaking sales for Toyota.

According to 2007 manufacturer-supplied figures, General Motors retains the top position selling 3.87 million vehicles, down 6 percent from the previous year. Toyota sales were 2.62 million, up 2.7 percent over 2006. Ford sold 2.57 million vehicles, down 12 percent.

Toyota’s rise to the second seed in the United States was helped by a surge in sales of a number of popular models. The Prius hybrid, despite the fact that its design isn’t new (it was last redone in 2004), saw an increase of almost 69 percent amid rising fuel costs and increasing environmental awareness. The all-new Toyota Tundra boasted a 57 percent increase and, in our tests, ranked second only to the Chevrolet Avalanche. It’s clearly a strong competitor. The redesigned Lexus LS460/600h luxury sedans had an 80 percent boost in sales.

Even though Ford posted an overall decline in sales from last year, a few vehicles, such as the Ford Focus, Ford Fusion, and Mercury Milan, enjoyed an increase in sales over last year. The Ford F-150 was still the best-selling truck in America for the 31st year in a row.

Worldwide sales figures are due to come out later this month and the race is tight between GM and Toyota to win the coveted title of world’s largest automaker.

—Liza Barth

Comments

[Cale Johnson]

You have to admire the strength of Toyota's sales when you consider that they sell relatively few cars through low-margin fleet and rental car programs.

Ford has clearly stated that it is willing to concede sales volume targets so it can focus on being profitable and selling cars that enjoy strong consumer demand. Clearly Ford is following this strategy as fleet sales are down substantially (65% in 2006) and the new offerings (Taurus, Fusion, Focus and Edge) have been well received which is usually a precursor to strong sales and consumer loyalty.

My hat is off to Ford for having the nerve to implement a restructuring plan (which explicitly concedes this volume position) that is so ambitious.