Friday, November 5, 2010
Big is not a benefit
To put this in perspective Honda increased its sales by 98,811 units in the US, even with largely invisible marketing and products that are the very definition of bland. Nissan sales also increased, Ford is on a tear with sales up 15% and even GM is reporting gains of 3.5%.
When leaders at Toyota shifted their focus from building the highest quality cars and trucks to becoming the largest car maker in the world, they almost guaranteed this outcome.
Consumers don't care if you're the biggest at something, only that you're the best at the thing that matters most to them.
When Toyota's reputation for quality came into question, they lost the one thing that mattered most. And now they're paying the price.