After a fantastic 2005, they are posed to do it again in 2006. They have recently announced the arrival of several new cars that are getting quite a bit of interest.
In the Toyota lineup there is the new retro FJ Cruiser, a mid-sized SUV that has panache. It seems to me that this sector hasn’t seen any new cars in a while--think of the Toyota RAV and Honda CRV, which have been around too long with no major changes. Although I think that most of the people who would consider the FJ Cruiser are looking for a SUV that they can take off road a bit more. Nissan’s Xterra or Honda’s Element will possibly see their numbers slip when this comes out.
They also have a new Yaris come out. The American Yaris doesn’t look too much like the European version. I especially think the sedan version will be very popular in the US. Its body calls to mind the new Lexus IS 350, a great comparison for an entry-level car.
In addition, they have covered the high and low end of the markets with some new cars in their Lexus and Scion brand that are getting a lot of attention. And to top things off, they are expanding their hybrids to include a new hybrid in the Toyota line, the Camry, and one more in the Lexus lineup, the GS 450h. Within two years, more than half of their cars will have hybrid versions available.
The Prius, to the chagrin of many Americans, will not have many more sold in the US because they are stretched to capacity already. This is a purely strategic move. First, they are hoping that if people can’t get a Prius, they will look at the Camry instead of looking at Honda. Second, I think the first car made in China that we are going to see on US soil is going to be a Prius. People want the car so badly, even if it is made in China, they will still be willing to buy it. A great move by Toyota, I think.
Toyota is sitting pretty. They have some exciting cars arriving early in spring that people are talking about, unlike the Chevrolet Cobalt or Malibu. In terms of simple financials, they had a huge run up in 2005. The question is can they keep that momentum going, can they have another 47% year in 2006? I think they can. My thoughts: at 102 a share, it is still a good price. Buy and hold at least until the end of 2006.