Toyota and Honda to showcase new and redesign models at the North American International Auto Show – Part 1

Wednesday, January 11th, 2012 6:24:37 by

The two automotive giants, Honda and Toyota are experiencing the worst time in their corporate history. The year 2011 was one of the worst for both carmakers. However, both Toyota and Honda are eyeing the 2012 North American International Auto Show, staged in Detroit, to make a comeback in the American market.

For the last two years, these Japanese automotive companies have been fighting a fierce battle on all fronts. In the US and Canada, carmakers from Detroit have given them a hard time in the last two years. In Japan, the part-American-part-US based company Nissan had the best term last year, gouging a big market share from Honda and Toyota. In Asia-Pacific region, the money factor was been aptly managed and availed by Korean companies, Kia and Hyundai.

However, to make a comeback, the most optimal area is North America—a region full of prospects for automakers. The 2012 version of the Detroit auto show is the best opportunity for these companies.

Toyota, which showed the worst performance last year, were once the best automakers in the world. In 2007, their market share soared up to a whopping 17 percent, leaving behind the biggest competitors like General Motors, Mercedes-Benz and BMW. However, in 2011 the market share dropped to a disappointing 10 percent for the first time in Toyota’s history.

Moreover, the company was severely struck by call-backs of their models of Camrys and Corollas in the US in the last two years. The recovery process cost the company in a tune of billions of dollars.

Toyota is planning to bring the sales into full swing but according to James Lentz, president of Toyota’s North American operations, the target will not be achieved any time soon. “I don’t think 17 (percent) is in the cards in the near future,” he said.

However, the Detroit auto show offers an opportunity for the company to bring the sales into motion. Toyota will showcase its line of 2012 models at the event, out of which 40 percent will be new or restyled versions, including the flagship sedan Camry.

On first day of the event, the line-up was populated with hybrids ranging from Camry to their signature vehicle, Prius. The Camry line sports variants like coupes, hybrids and sedans. The Prius will be available in two versions, the normal hatchback and Prius V, a minivan.

The most eye-catching product of all was the concept sports car named LF-LC that is constructed as a hybrid as well. This was an innovation from the company in sports vehicles. Another renewed car, Toyota’s hottest selling product in the US, was Scion iQ, a micro sub-compact. Last year, Scion sold 250 units of the iQ in Los Angeles, Portland and San Francisco following its fall release.

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