After the VW debacle because of the Emissions fiasco and the subsequent handling of bad press and pending investigations from the US and EU authorities, a new winner has emerged: Toyota.
Although general sales have declined for both automotive giants, at a rate of 1.5 percent, Toyota reported sales of 7.49 Million vehicles through September, while VW was able to report 7.43 Million.
VW had been leading Toyota in all global sales for the first six months of the year. However, after the scandal, it has prioritized readying a system to repair approximately 11 Million vehicles worldwide and has had to stop the sale of diesel models in many important markets, while it works hard in bringing those engines into emission controls' compliance.
Additionally, VW is feeling the slowdown of demand from China, which happens to be it’s largest market and in which a lot had been invested.
According to Koji Endo, Auto Analyst at Advanced Research Japan, “Toyota will be the No. 1 for this year… (with) VW [facing] sales difficulties due to the scandal towards next year in Europe and the US [plus] I do not see the Chinese market coming back anytime soon.”
And thus, Toyota has taken the bull by the horns and is plowing forward. Toyota is right now preparing deliveries of the updated Prius model, while VW stumbles in a sea of regulations, and repairs, worldwide. Seven years have passed since a complete re-design of Toyota’s No.1 top selling hybrid and the automaker is promising a sportier ride, and a greater fuel economy improvement of about 10%. It is estimated that Toyota will be able to start selling the new upgraded model by the end of the year in Japan, before moving to wider markets.
Because of the above mentioned issues, Toyota is ramping up production of the new Prius and thus, it will be adding almost 1500 workers to its Japan factories. It has also been mentioned that there might be the chance of Toyota pushing also for the increase of production for the updated Land Cruiser SUV.
With production pushed to the max on its No.1 Hybrid and betting on increased demand on its Flagship SUV Toyota is expecting to help boost Japan exports and secure the #1 spot for a long time, again.
