Toyota not tooting its own horn for being No. 1

Toyota was officially crowned the world’s No. 1 automaker Monday when the Japanese company released its global sales figures for 2012.

And to promote this achievement, Toyota plans to do … nothing.

What may seem like a public relations coup will likely be downplayed by Toyota.

“Our focus has always been on building the best products and taking great care of our customers,” said Sona Iliffe-Moon, a spokeswoman at Toyota’s U.S. sales and marketing headquarters in Torrance. “Our goal has always been to be the No. 1 brand for the customer, not No. 1 in volume.”

Iliffe-Moon added: “We don’t intend to market this distinction but rather will focus on growing our relationships with our customers.”

Toyota Motor Corp. said Monday that its 2012 sales tally was a record 9.748 million vehicles, which is higher than an earlier estimate of about 9.7 million.

That put Toyota ahead of General Motors Co., which sold 9.29 million vehicles last year. GM fell to No. 2.

The first time Toyota surpassed GM was in 2008.

-Courtesy of the Daily Bulletin

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