Toyota Closing in on GM in U.S. Sales Amid Hybrid Popularity
Written by Emily J. Thompson, Senior Investment Analyst
Updated: 1 hour ago
0mins
Source: CNBC
- Sales Comparison: Toyota is expected to see a nearly 1% increase in U.S. sales to 1.25 million vehicles in the first half of the year, while GM is projected to decline by 7.2% to 1.33 million, indicating Toyota's growing competitiveness in the market.
- Market Trends: The forecast from Cox Automotive suggests that the expected sales gap of 83,255 vehicles between Toyota and GM is the narrowest since Toyota first surpassed GM in 2021, indicating a potential for Toyota to overtake GM again by year-end.
- Hybrid Vehicle Advantage: Toyota continues to roll out new models and invest heavily in hybrids, with hybrid sales projected to rise by about 10%, while GM's focus on electric vehicles may threaten its market share.
- Industry Outlook: Cox anticipates a 3% overall decline in U.S. new vehicle sales, with EV sales expected to drop by 23.3%, while the growth in hybrid sales reflects ongoing consumer demand for traditional powertrains, potentially reshaping future market dynamics.
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About TM
Toyota Motor Corp is a Japan-based company mainly engaged in the automotive business, as well as financial services and other businesses. It operates through three business segments. The Automotive segment designs, manufactures, and sells automobiles, including sedans, minivans, compact cars, sport utility vehicles (SUVs), and trucks, as well as related parts and accessories. The Financial Services segment provides financing and vehicle leasing services to complement the sales of automobiles and other products manufactured by itself and its affiliates. The Other segment engages in information and communications services. It also oversees manufacturing and sales companies, conducts public relations and research activities, oversees financial companies, and develops various mobility products, primarily software.
About the author

Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
- Toyota Sales Growth: According to a forecast by Cox Automotive, Toyota is expected to see a nearly 1% increase in U.S. sales in the first half of 2023, reaching 1.25 million vehicles, reflecting its successful strategy in hybrid vehicles.
- GM Sales Decline: In stark contrast, General Motors is projected to experience a 7.2% decline in sales, dropping to 1.33 million vehicles, which could impact its market leadership position.
- Intensifying Market Competition: The expected sales gap between Toyota and GM is projected to narrow to 83,255 vehicles, marking the smallest difference since Toyota first surpassed GM in 2021, indicating Toyota's increasing competitiveness in the market.
- Electric Vehicle Market Challenges: Despite Toyota's ongoing efforts to launch new models, overall U.S. new vehicle sales are expected to decline by 3%, with EV sales projected to drop by 23.3%, highlighting lower-than-expected consumer adoption of electric vehicles.
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- Sales Comparison: Toyota is expected to see a nearly 1% increase in U.S. sales to 1.25 million vehicles in the first half of the year, while GM is projected to decline by 7.2% to 1.33 million, indicating Toyota's growing competitiveness in the market.
- Market Trends: The forecast from Cox Automotive suggests that the expected sales gap of 83,255 vehicles between Toyota and GM is the narrowest since Toyota first surpassed GM in 2021, indicating a potential for Toyota to overtake GM again by year-end.
- Hybrid Vehicle Advantage: Toyota continues to roll out new models and invest heavily in hybrids, with hybrid sales projected to rise by about 10%, while GM's focus on electric vehicles may threaten its market share.
- Industry Outlook: Cox anticipates a 3% overall decline in U.S. new vehicle sales, with EV sales expected to drop by 23.3%, while the growth in hybrid sales reflects ongoing consumer demand for traditional powertrains, potentially reshaping future market dynamics.
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- Production Reduction Plan: Toyota Motors plans to cut production by 100,000 vehicles outside Japan by February 2027, which represents less than 2% of its total manufacturing outside Japan, highlighting the ongoing impact of logistical challenges from the three-month closure of the Strait of Hormuz on demand.
- Adjusted Production Targets: The automaker had previously aimed to reduce overseas output by about 38,000 vehicles between May and November, later revising the reduction for June through November upward to approximately 83,000 vehicles, primarily affecting gas-powered models for the Middle Eastern and Asian markets.
- Stock Price Reaction: Following the production cut news, Toyota's shares have fallen for the second consecutive day, reaching a 14-month low, indicating market concerns about the company's future performance, while supplier Magna International's stock also dropped over 2%.
- Market Environment Impact: The decline in demand due to high gas prices and logistical issues not only affects Toyota's short-term performance but may also have long-term implications for its competitiveness in the global market, especially against the backdrop of rising electric vehicle demand.
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- Executive Retirements: Ellen Farrell, Vice President of Toyota Financial Services, will retire in August after 25 years, having significantly contributed to legal and compliance areas that bolstered Toyota's financial services growth, highlighting the company's commitment to compliance and legal affairs.
- Leadership Changes: Kerry Creech will retire in July after 36 years at Toyota, where his leadership in manufacturing and quality management drove investments in electrification and advanced manufacturing, reflecting Toyota's commitment to continuous innovation and community development.
- New Appointments and Role Adjustments: Stephen Brennan has been appointed as the head of production for the Advanced Technology Area at Toyota Motor Corporation, overseeing several key divisions, aiming to enhance Toyota's capabilities in advanced manufacturing and digital transformation to ensure competitiveness in future markets.
- Supply Chain Management Optimization: Kevin Austin will take on responsibility for quality management, further integrating supply chain strategy and operations, demonstrating Toyota's determination to enhance supply chain efficiency and product quality to support sustained growth and market adaptability.
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- Executive Retirements: Ellen Farrell, group vice president at Toyota Financial Services, will retire in August after over 25 years, having significantly contributed to the growth of the private label business, highlighting the company's commitment to legal compliance and business expansion.
- Leadership Changes: Kerry Creech, president of Toyota Motor Manufacturing Kentucky, will retire in July after 36 years, during which he drove investments in electrification and advanced manufacturing, reflecting Toyota's ongoing innovation in manufacturing and commitment to community development.
- New Appointments: Stephen Brennan is appointed as chief production leader for the Advanced Technology Area at Toyota Motor Corporation, overseeing multiple production engineering divisions, indicating Toyota's strategic focus on technological innovation and production efficiency.
- Supply Chain Integration: Kevin Austin will take on quality management responsibilities, further integrating supply chain strategy and operations, demonstrating Toyota's determination to enhance supply chain efficiency and product quality to support future business growth.
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