Toyota Camry saw US lead shrank, but is set to retain sales crown

Article by Christian Andrei, on December 4, 2013

The Toyota Camry is almost sure to post its 12th straight year of dominance in the United States this year as 30,386 units of the sedan were sold in November and 378,520 units in the first 11 months of 2013. Its closest challenger, the Honda Accord, was behind by 44,163 units so far this year. In comparison, in the same point in 2012, Camry led the Accord by 71,035.

The figures indicate that the Camry is facing tougher and stiffer competition from rival units, who are doing everything they can to unseat Toyota’s best-selling product. In face of that, Toyota Motor Sales USA executives have said that they would also do everything needed to have the Camry retain its US crown – which has so far included what is said to be bigger-than-usual incentives and discounts.

While execs at Ford cited Toyota as aggressive in terms of incentives in the mid-sized segment in November, the Japanese carmaker says its offers were largely unchanged.

“Pretty much consistent to what we’ve been doing all year. We didn’t do anything out of the ordinary,” according to Bill Fay, Toyota division group vice president. He remarked that they continue to look at incentives as very tactical, noting that they have regionalized their incentive approach to maximize their efficiency.

According to Toyota, around a quarter of its November sales occurred in the last four days of the month, saying that sales over the long Thanksgiving weekend surged significantly from a year ago. Sales surged by 10 percent for the Toyota Motor Corp. and for the Toyota division in November while Lexus sales climbed 13 percent.

Toyota remarked that during the month, it logged more retail sales than all other carmakers and that the Toyota division was the top retail brand in the period. “Showroom traffic surged over the holiday weekend for Toyota, indicating good momentum that we expect to continue through the end of the year and into 2014,” Fay said in a statement. Toyota is expected to rely once again on the annual Toyotathon sale event and Lexus’ “December to Remember” ad campaign to boost sales during the holiday season this month.

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