Toyota replants itself near emerging markets, by Norihiko Shirouzu
Saturday, May 14, 2005
Mr. Drasko says he has tried Ford Ranger and Chevy S10 pickups and a Brazilian-built Nissan truck, but no vehicle has proved more reliable than Toyota Motor Corp.’s Hilux model. “If you break down in remote oil fields, and it’s winter, you’re cooked,” he says.
Now, Toyota is banking on a new version of this sturdy workhorse and a couple of related models it will sell mostly in the developing world as a key part of its strategy to overtake General Motors Corp. as the world’s No. 1 car maker. The retooled pickup is Toyota’s 21st-century answer to the Ford model T, a vehicle for the masses that is versatile, inexpensive and highly reliable.
But Toyota is also taking a big gamble on its reputation for quality with its new emerging-market strategy: It is dumping its high-cost plants in Japan as a source of critical components.
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Source: Detroit News - Autos Insider