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"Being challenged by dramatic implosion of sales Toyota has no alternative but to reduce the production capacity on a global scale."

Thomas Göttle, AUTOMOTIVE EXPERT,
PA CONSULTING GROUP

Toyota reduces Japanese output

Toyota plans to reduce output by around 220,000 vehicles by closing a plant in Aichi – the first time the Japanese manufacturer will suspend operations at one of its domestic factories. Reports from Japan have suggested the auto maker could cut its overall capacity by up to one million cars a year and there have been suggestions of production in the UK coming to a stop too.

In America, the top selling car as part of the cash for clunkers programme was the Toyota Corolla. Second most popular was from another Japanese manufacturer, the Honda Civic. The BBC suggested Honda was able to achieve more competitive results during the second quarter of 2009 than Toyota due to cost-cutting. In the UK, 17.9 per cent fewer cars were produced in July compared to the same month in 2008 – this decline is the smallest drop of the year so far.

Chancellor Alistair Darling asserted it was no surprise production had fallen year-on-year because of the economic downturn. "What we are now seeing though is an increase in production over the previous month and that is due to a significant extent to the introduction of the scrappage scheme," he stated. The differing reports in the media about car manufacturing could suggest to many that although some messages are positive, it is still too early to forecast how successfully auto makers will it out of the recession.

PA automotive expert Thomas Göttle comments: "The reaction of Toyota is surprising and clear at the same time - not further allowing overcapacity in manufacturing footprint. Being challenged by dramatic implosion of sales Toyota has no alternative but to reduce the production capacity on a global scale. Happening now this demonstrates that the new management with leadership of Toyoda san is effective and takes problems very serious. Cutting capacity in the home market can be seen as a signal that Toyota is willing and able to master the crisis. They will come back stronger than before the crisis - and the rest of the industry should prepare for an even stronger competitor out of Japan."