TOKYO (AFP) - after a year in the worst crisis of Toyota, which saw the recall of millions of vehicles, a wave of trials and end recording, the planet big car manufacturer disorders are far more, say analysts.
Sales are sliding to the United States market more affected by reminds us that Toyota is facing a battle to regain part of trust and market consumer despite efforts to strengthen the quality control.
"Before the crisis, Toyota was by far the largest automotive company globally. "Now the gap has decreased," said Tatsuya Mizuno, an analyst in the automobile industry with Mizuno Advisory credit.
"Toyota is now lower than in the past, due to the impact of callbacks on branding, reputation and profitability".
In 2008, the Toyota put end to 77 years reigned General Motors larger constructor automotive worldwide, but the road has been rough for the Japanese giant facing the impact of the economic crisis, callbacks, and recently a strong yen.
Already leased for security and reliability of its vehicles, a reminder of U.S. vehicles at the end of 2009 four million increased nearly nine million units in February on the accelerator and brake defects blamed for having dozens of dead.
Mounted critic of his slow response and bureaucratic inflexibility, Toyota narrowed its policy reminder in November had fired nearly $ 13 million vehicles on a range of issues.
"We have made mistakes," said the spokesman for Toyota Masami Doi. "As the relaxation we focus on the client does not conscious that our products were not fully in line with customer expectations." We must do more. This is without a doubt.
The crisis has prompted investigations of the Congress of the United States as Toyota was hit by a record $ 16.4 million fine to settle claims that he had hidden accelerator pedal defects blamed for fatal accidents.
He still faces prosecution for the United States, but Toyota lawyers argue most death nearly 90 made acceleration sudden were the result of an error the driver.
The United States sales are declining, with the automaker slip from second to third place this year behind reviving giant Ford and GM of market leader.
Toyota has reported a decrease in sales of 7.3% in November and its market share may fall by 17% to slightly more than 15% by 2010, according to automotive IHS.
"Sales of Toyota in North America fell drastically as a result of recalls", said Mamoru Kato, automotive Centre of Tokai Tokyo Research analyst. "It's biggest challenge Toyota in the coming year."
The automaker has added a four additional weeks for vehicle tests, sped the decision-making process and appointed officers of regional quality control.
Analysts say that it has become more aggressive in catching potential defects in a campaign to improve its image to consumers, but warn that damage frequent reminders as a manufacturer of quality.
"We intend to continue to make every effort to restore the confidence of our customers," said Toyota Doi.
But the company should adopt a more international, analysts say.
Akio Toyoda, publicity-shy grandson of the founder of the company, was thrust into the spotlight by reminds us in the middle of the criticism that there was sufficient, proactive step possibly appearing before us legislators in Washington.
"The company is very Japanese," says Mizuno. "Most of its leaders are Japanese and decision making continues to be central in the city of Toyota," where the seat of the undertaking near Nagoya is based.
"This is one of the reasons for which decisions have been delayed during the crisis."
Despite his misadventures and the impact of a strong yen making it less competitive than rivals overseas with weak currencies, Toyota returned black with $ 3.6 billion in the first half of fiscal benefits.
But it faces now rival is competing for a slice of market page China and upcoming races with the all-electric cars, analysts say.
China, which has surpassed the United States as the largest market in the world, automatic is a priority for the motor vehicle manufacturer whose market share is expected to decrease by 6.0% in 2009 to 5.5% in 2010, said IHS.
Toyota will have to "initiate low-cost models and vehicles tailored to the needs of Chinese customers" to push the local competitive challenges, says Masatoshi Nishimoto, Japan Korea vehicle analyst IHS.
It also plans to launch 11 new models hybrid gasoline-electric at the end of 2012, unlike the competitors such as with its all-electric Nissan leaf or Mitsubishi i-MiEV.
Despite for 2012 a fully electric version Sienna sport utility vehicle Toyota with Tesla Motors, an American company that Toyota holds a participation of 50 million, the company has been cautious by embracing these cars.
Toyoda recently cited as a major obstacle the creation of a convenient recharging system while Nissan established building its own network of recharge.
"Toyota is behind a company like Nissan when it comes to electric vehicles," says Mizuno. "If these cars become dominant, Toyota will remain still pleased behind."
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