Roots & DNA
In the 1960s, America was the market that mattered most to Toyota. “If you can make it there, you can make it everywhere.” The challenge was to appeal to American buyers, give them the comfort and practicality they expected, and fill a gap the Big Three had left open. Toyota got the size, price and quality right. American buyers took notice.
Today, Toyota goes toe to toe with General Motors in the US and ranks alongside Volkswagen and GM among the world’s three largest automakers. It’s highly profitable and has an enviable reputation for customer satisfaction. You can already see that DNA in the Toyotas of the 1960s.
DE 
EN