Can Toyota have too much of a good thing in the US?
Chicago, February 18:
Fifty years after entering the US market, Japan’s Toyota has set its sights on the last stronghold of its struggling US competitors: the full-si-zed pickup truck market and NASCAR stock-car racing.
The challenge comes at a delicate time. Chrysler join-ed GM and Ford last week in plans to shutter plants and slash thousands of jobs amid massive financial losses. Local media is bristling at the fact that Toyota has surpassed Ford to take the number two spot in the US in recent months and is expected to overtake GM in global sal-es this year.
The reports have related a backlash among the ‘good ole boys’ of the National Association for Stock Car Auto Racing (NASCAR) against the appearance of a Toyota at the Daytona 500 racetrack in Florida today.
Racing team owner Jack Roush said, “Americans sho-uldn’t buy Japanese cars.” And Detroit is fueling the fire with patriotic ad campaigns.