Case Study

Toyota: Repositioning the brand in Europe (D): Growing step-by-step

6 pages
February 2006
Reference: IMD-5-0701

This is a follow-up case to the Toyota series (IMD-5-0564, 0565, 0567). The case adresses the issues faced by Toyota’s European managers in early 2006. Toyota registered its ninth consecutive year of record sales in Europe and managers were getting edgy. The region was becoming more important strategically. In order for Toyota to reach its ambitious growth target of 15% global market share by 2010, the growth in Europe had to continue. But the market was mature and still dominated by local players. Korean competitors were catching up quickly and Toyota’s perceived quality was not where it should be. This raises various questions: What were the next steps for moving the brand forward? How should Toyota leverage its hybrid technology? How to improve on the brand awareness?

Lexus (Brand), Brand, Positioning, Hybrid Technology, Automotive
Toyota, Automotive
Published Sources
© 2006
Available Languages
Related material
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics