|
When most people hear the name Toyota, they think of
cars and trucks. That association is changing as Toyota pursues its
goal of generating 10 percent of its sales outside the car and truck
business by year's end.
Toyota's new V-Drive S22 ski boat is an example of the company's entry
into the marine world.
To meet that goal, Toyota is diversifying its business
into such industries as marine, aviation, industrial equipment,
telecommunications, housing and financial services.
Applying Toyota's automotive technology to other
industries is a natural transition. Toyota Marine Sports Epic line of
tournament-class water-ski boats, joined this year by the a
recreational V-drive S22 model, are prime examples of the
diversification effort.
Powered by a marine version of Toyota's V8 engine,
these boats will help create a new image for Toyota in the minds of
boating fans.
In addition to the boats being sold in the U.S.,
Toyota is marketing a 28-foot cabin cruiser exclusively in Japan. The
boat was designed and engineered at Toyota and is manufactured by a
partner in New Zealand.
Toyota also has a presence in the aviation world
through its fixed-base operation at Long Beach Airport in California.
AirFlite is a $22-million facility offering aircraft service,
corporate jet storage and fueling operations. AirFlite also
specializes in worldwide corporate aircraft sales and aircraft
management.
Additionally, Toyota is one of the leading suppliers
of forklifts around the world. In the U.S., Toyota Industrial
Equipment (TIE) has been selling forklifts for 30 years. TIE is the
second-largest forklift company in the U.S. and more than 85 percent
of the forklifts it sells in this country are assembled at Toyota
Industrial Equipment Manufacturing in Columbus, Indiana.
In Japan, Toyota is placing long-range emphasis on
telecommunications. It is a stakeholder in three companies that
provide cellular, local and international telecommunications services.
In 1996, Toyota also established a subsidiary that provides Intranet
and Internet services to corporate and individual customers.
Some Japanese customers park their Toyota car at their
Toyota house. Toyota manufactures and markets prefabricated housing
through a national network of dealers.
And finally, Toyota's largest diversified business is
financial services. A global network of sales finance companies offers
support to Toyota dealers and customers around the world. Finance
companies are located in Japan, Thailand, Australia, New Zealand,
Finland, Germany, Canada and the United States.
Last September, Toyota Motor Corporation listed its
shares on the New York and London stock exchanges, making investing in
Toyota more accessible to investors worldwide. Toyota is the 13th
largest corporation listed on the New York Stock Exchange, the third
largest auto company in the world and America's fourth largest vehicle
manufacturer.
Toyota may have made its name by providing quality
automotive transportation, but the company's goal is to have its name
become synonymous with a variety of quality products and services
around the globe.
|
