What the 2019 Toyota Corolla sales numbers tell us about Toyota’s mid-life crisis
When Toyota announced its 2019 mid-cycle sales numbers in January, they made headlines for showing a record number of mid-year sales, with just shy of 60,000 vehicles sold in the first quarter alone.
That’s a massive number for a midsize car, but that number is down from the first half of the year, when Toyota made about 50,000 deliveries in that time frame.
What’s going on?
Toyota has been struggling for years to keep up with the market.
In 2018, the automaker reported an operating loss of $9.2 billion, which was about a quarter of what it lost in the same year a year earlier.
While Toyota had been able to increase its quarterly profit by about 6 percent, it had to make a huge investment in its vehicles to do so.
The automaker had invested $20 billion to build new vehicles, which it used to fund research and development.
In addition, Toyota also spent $30 billion to expand its factory in Mexico and hire a third of its workforce.
But as the company has struggled to keep pace with the demand for its new cars, Toyota has had to find new ways to reduce production costs.
That has led to more costly upgrades for existing vehicles.
Toyota’s CEO, Akio Toyoda, has been critical of the company’s current supply chain.
“Toyota has to have a vision,” he said at a recent investor conference.
“Its the most important thing.
If you’re going to have an ambitious vision, you have to have it in front of you.”
Toyota has tried a number of strategies to cut costs and improve performance in recent years.
In 2016, Toyota rolled out a suite of new, more fuel-efficient cars called the 3.5-liter EcoDiesel, which is expected to have similar performance to the new mid-size Toyota Corollas, but at a much lower price.
Toyota also increased the price of its most popular sedan, the 2.0-liter four-cylinder turbo, which had been priced at around $37,000 for the 2018 model year.
But the cost-cutting measures haven’t worked.
In 2020, Toyota introduced the next generation of the EcoDys, which are expected to be significantly better than the previous models.
That car, the 2018 4Runner, has already sold more than 30,000 units, and Toyota expects to sell another 10,000.
Toyota is also planning to roll out new hybrid vehicles, including the Toyota Camry Hybrid and the Toyota Prius Plug-in Hybrid.
The company has also been trying to increase the number of cars it sells in a certain time period.
In 2019, Toyota plans to roll-out the next-generation Highlander SUV, which will replace the existing Highlander, and the Tacoma pickup truck.
Toyota hopes to introduce more vehicles in that timeframe, as well as the Toyota Highlander and the Corolla.
The new cars are expected for 2019 and 2020, respectively, and they are expected not only to have improved performance, but also lower fuel costs.
Toyota has made a lot of progress in the past couple of years, but it still hasn’t figured out how to keep its cars competitive with the competition.
The Toyota Corolls are still selling well, but they are also selling at a price that makes them not as appealing as the other new cars.
The Corollans are still cheaper than the Corollhas, but Toyota needs to find ways to keep that number growing.
Toyota hasn’t been able make a big change in the price range of the midsize vehicles, either.
While the midsizers are getting cheaper, the Prius is going up in price and the Camry is getting cheaper.
But Toyota needs some way to make the Priuses more appealing to buyers.
Toyota needs the new Corollis to have the same driving dynamics as the Corolls, and it needs to offer a lot more on-road capability than the midsizer cars.
That means the Priuz needs to be more expensive, too.
“We are working on a range of improvements to the Priuss,” Toyoda told the investors.
“Our goal is to have something that we can make as affordable as the current Priuss, but with the same level of performance, and that’s why we want to offer the Corallas and the Prices at a lower price point.”
Toyota’s goal is a price of $38,000 in 2019 and $35,000 next year, according to a Bloomberg article.
If Toyota can make that happen, then the mid-sized cars could make up a large part of the automakers new revenue stream.
It would be interesting to see how much Toyota can afford to spend on new cars and hybrids to help support that.