Toyota Aims to Restore 15% U.S. Market Share

Toyota Motor Corp., whose American market share peaked at 17% in 2009, expects its share to surpass 15% next year as new models debut, says Bob Carter, senior vice president of American auto operations.

U.S. share for the Toyota, Lexus and Scion brands slid to 15.2% in 2010 amid a massive wave of recalls. It tumbled to 12.9% last year after natural disasters in Asia crippled output. The company has attained 14.4% of the market in the first 10 months of this year.

Carter tells an investor conference in New York City that Toyota sales will be boosted by new vehicles, starting with the latest version of the Avalon fullsize sedan next month. In 2013, Toyota will introduce the next generation of Corolla compact sedans, Tundra big pickup trucks and RAV4 and Highlander crossover vehicles.

The company's transaction prices are rising as volume rebounds, according to Carter. He says customers who put off buying cars when they were in short supply are now purchasing models laden with options.