North America Auto Show

Our research representative attended North American International Auto Show 2022 in Detroit, the USA. One thing made him impressive was Toyota’s marketing. Peter Drucker was an Austrian-American management consultant, educator, and author. Also, his writings contributed to the philosophical and practical foundations of the modern business corporation. As a result, he has been described as “the founder of modern management”.

One of his famous quotes relating market is in the following. “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” Based on this quote, to know and understand customer is a very important step to realize marketing. This is because every customer is different.

We can see the example of Toyota’s marketing in New York Auto Show and reported it. Our research representative felt similar feelings or more impressive in the North America International Auto Show. He told us that Toyota’s presentation has a special story to show its mission.


In Toyota’s booth, the company prepared 15 minutes presentation every hour. During the presentation, the company explained why it sponsored US Paralympic athletes. He attended two presentations separately and listened to two athletes’ story. One is Oksana Masters and the other is Melissa Stockwell. Each presentation explained each one’s personal story and it inspired us a lot. Even though each one’s mobility is limited, she never gives up.

Then, presenter told us the phrase, which was “Mobility for All”. This phrase is what Toyota wants to achieve. The phrase means that Toyota wants to be not only a car maker but also a mobility company.

To be honest, it is very difficult to explain how this story was understandable for audience by sentences. If you were to attend the presentation, we think that you can understand what we want to tell you.

Anyway, we feel that Toyota has understood American customers very well. That is why the Japanese company has realized an amazing numbers in the US.

Amazing numbers

First of all, Toyota has been manufacturing vehicles for the US for 36 years. Next, the company has been operating 10 plants in the US. One of its major products, the Camry, has been the best-selling car in the US for 20 years. In addition, Toyota assembled more than 1.1 million vehicles in the US in 2021. What’s more, the Japanese company has helped create more than 470,000 jobs in the US.

If you are a management of a company and consider it enter a new country, you can understand how difficult to achieve these numbers. On the other hand, these numbers mean that Toyota is good at marketing in the US. Why is the Japanese automotive giant good at marketing?

This is because Toyota has understood and known American consumers. Also, it continues updating its knowledge. That is why the company came up with Lexus and it can be one of the most selling luxurious vehicles in the world. There are many things we can learn from Toyota about marketing.