The All-American - Roots & THEN
The US was Toyota's target market in the 60s: "If you can make it there, you can make it everywhere." Meeting American tastes, fulfilling their demands for comfort and functionality, and occupying a niche the Big Three didn't cater to... dimensions, price, and quality: It worked. Today, Toyota competes with General Motors (GM) in the US and ranks among the top three manufacturers globally, alongside Volkswagen and GM. It is highly profitable and has a shining reputation for customer satisfaction. The DNA is clearly visible here.
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