
The 2010s were marked by both natural disasters and significant strategic shifts for Toyota. In 2011, the company faced production setbacks due to the Tōhoku earthquake and tsunami, which severely disrupted its supplier base, resulting in an estimated loss of 150,000 units. Later that year, severe flooding in Thailand, where Toyota had significant production facilities, caused an additional 240,000 units of lost production.
In 2014, Toyota announced it would cease manufacturing vehicles and engines in Australia by the end of 2017, citing the unfavorable Australian dollar, high local manufacturing costs, and intense competition in a small market. The move reduced Toyota’s Australian workforce from 3,900 to 1,300 and marked the end of Australian automotive production, as Ford and General Motors (Holden) also exited by 2017.
Toyota maintained strong global sales in the 2010s, narrowly topping Volkswagen AG in the first half of 2014 with sales of 5.1 million vehicles, a 3.8% increase over the previous year. However, in China, Toyota faced regulatory scrutiny over its Lexus spare-parts pricing, prompting the company to reduce spare-parts prices by up to 35% in August 2014.
The decade also saw Toyota make significant investments in technology and innovation:
- In 2015, Toyota announced a $1 billion investment in artificial intelligence and robotics research over five years.
- In 2016, Toyota invested in Uber, and by 2020, it owned 10.25 million shares of the company, valued at approximately $292.46 million.
- In March 2016, Toyota partnered with Yanmar to create a fiberglass pleasure boat featuring marine diesel or inboard engines.
- In August 2016, Toyota acquired all remaining shares of Daihatsu, making it a wholly owned subsidiary.
Toyota also pursued autonomous vehicle development, investing $500 million in Uber’s self-driving car program in 2018.
In October 2019, Toyota faced backlash for supporting the Trump Administration’s proposal to override California’s ability to set its own emissions standards, which reduced the 2025 fuel efficiency target from 54.5 MPG to 37 MPG. This stance hurt Toyota’s reputation as a leader in green technology and sustainability.
The decade demonstrated Toyota’s resilience in overcoming significant challenges, including natural disasters and shifting markets, while embracing new technologies and adapting its business model to the evolving automotive landscape. However, some decisions, such as its stance on emissions, showed the complexity of balancing market strategies with brand values.