Still the retail sales leader.
Toyota Motor Sales (TMS), U.S.A., Inc., today reported July sales of 169,224 units, a decrease of 6.8% compared to the same period last year on a daily selling rate (DSR) basis.
Overall the industry was up 5.1%, according to Autodata Corp.
On a volume basis, unadjusted for 27 selling days in July 2010 compared to 26 selling days in July 2009, TMS sales were down 3.2% compared to the same period last year.
Looked at either way the ailing Japanese giant is stumbling in a rising market.
Toyota’s Fleet sales remain low versus the Detroit Three, with Toyota at less than 7% of volume. This compares to four times that when compared with Detroit marketing practices. Moreover, Toyota incentives remain at levels of about 50% to 60% of the industry, which is now running well over $3000 a unit, depending whose numbers you cite.
By volume, Toyota Division sales were down 3.6% to 150,629 units, compared to last July. Lexus reported sales of 18,595, up a mere 0.4% compared to the year-ago month.
Passenger car sales – long Toyota’s strength – were weak, though still formidable. Toyota Division passenger cars recorded sales of 91,066 units, a decrease of 14.6% from last July when – to be fair – Toyota car sales under the taxpayer-financed “Cash for Clunkers” program were at their peak leading the industry for the last five days of July when the final rules were published.
This of course was well before its quality and recall problems became a daily staple for the media, a huge marketing problem, which still continues. (See Toyota’s June Sales Slide. The Japanese Big Three Tread Water as U.S. Auto Market Contracts)
Toyota sales were led by Camry and Camry Hybrid, which posted combined monthly sales of 35,058 units, making it the best selling car in the industry. Corolla recorded sales of 27,345 units, which gives it a strong shot at the number two spot in car sales. The Prius mid-size hybrid reported sales of 14,102 units, down almost 30% from a year ago. The all-new Avalon sedan posted sales of 2,815 units, up 42.1% over the year-ago month.
Toyota Division light trucks posted sales of 59,563 units in July, up 6.8% over the same period last year. Light truck sales were led by the RAV4 compact SUV, which recorded monthly sales of 15,979 units. Highlander and Highlander Hybrid posted combined sales of 7,811 units for the month. The Tundra full-size pickup recorded sales of 9,201 units, up 40.3% over the same period last year. The Tacoma mid-size pickup posted sales of 9,674 units for the month. The Sienna minivan reported sales of 10,381, up 41.5% over the year-ago month.
The “youth brand” Scion was hard hit, declining 31% compared to last year at 4,653 units. The xB utility vehicle led with sales of 2,299 units. The tC sports coupe posted July sales of 1,294 units. The xD reported sales of 1,060 units for the month. Lack of new products in a fickle market is taking its toll here, as is unemployment or underemployment among the young.
Lexus Division
Lexus reported passenger car sales of 8,972 units were down 12.8% from the year-ago month. Lexus passenger car sales were led by the ES entry luxury sedan which posted sales of 4,093 units. The IS line-up – Toyota’s BMW fighter – reported combined sales of 3,100 units, down 26%.
Lexus light trucks sales of 9,623 units were up 7.6% from last July, led by the RX 350 and RX 450h, which reported combined July sales of 8,162 units. With July sales of 1,175 units, the new GX luxury SUV posted a gain of 92.8% over the same period last year.
TMS Hybrids
TMS posted July sales of 17,504 hybrid vehicles. Toyota Division posted sales of 15,953 hybrids for the month. Lexus Division reported sales of 1,551 hybrids in July.