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In its first venture into the U.S. market Toyota learned some valuable lessons; auto manufacturers must align their vehicles with customer needs and a high quality product does not always succeed in the market.
Toyota found an opportunity to re-enter the U.S. marketplace during the fuel shortage of the 1970's. For the first time, American consumers were looking for fuel efficient vehicles and Toyota had the answer. In 1965 foreign auto groups held just 5% of the U.S. auto market. This share has steadily been increasing with foreign auto manufacturers currently holding 40% of the market. With its foot in the door of the U...
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