Toyota Doubts It Will Regain Peak U.S. Market Share

Toyota Motor Corp. is unlikely to recapture the record 17% share of the American auto market it reached in 2009, according to Jim Lentz, CEO of the company's North American unit.

Lentz tells reporters that Toyota's U.S. share is likely grow from its current 14.2% to something less than its former high. He notes that the company had some "unique" tailwinds that year, when Chrysler Group and General Motors filed for bankruptcy.

Toyota's sales were hurt in 2010 by massive recalls that damaged its quality reputation. Share dropped to 12.9% the next year as natural disasters in Japan and Thailand curtailed vehicle supplies. The company struggled back to 14.4% last year under pressure from the strong yen.

But Lenz says sales of the Prius family of hybrids are back on track to meet their sales goal of 250,000 vehicles this year, up from 236,700 units in 2012. The company warned in April that the Prius might miss its target. Sales of the models fell 12% to 75,600 units in the first four months of 2013 but climbed 10% to 23,500 units last month.