Toyota keeps rolling. What else is new?
Tuesday in Japan the company reported it's quarterly profits and posted a 7.3% increase. Impressive given the company's home market of Japan is going through a slowdown. But Europe and North America more than made up for the sluggish market in Japan. Toyota'ssurge in Europe has long been one of the most under appreciated aspects of the automakers recent run. Just five years ago, Toyota was struggling in Europe and considered an also-ran. But since then, Toyota's focus and execution in a brutally competitive continent have put the automaker on a path to becoming a leading player. Toyota still has a ways to go in Europe, but with it's momentum and execution, I would be surprised if the automaker's business over there remains strong.
Meanwhile, Toyota is rolling in the U.S. where the company's biggest roll out ever starts this week. The new Tundra full size pick-up goes on sale this week. Toyota has spent more money pushing the Tundra than it's ever spent rolling out a new car. From sponsoring events at State fairs to saturating the TV with "in your face" commercials touting the performance of the new Tundra, Toyota is serious about cutting in to the Detroit 3's dominance in trucks.