Toyota delivered stunning financial results for the July to September quarter, blowing past investor expectations with an operating profit equivalent to $9.5 billion – more than General Motors earned in the past nine months.
The world’s No. 1 automaker by sales – though no longer by market value – appears to be back in black. That is bad news for Volkswagen and for the Detroit Three automakers, whose U.S. production cost disadvantage against Toyota is about to get even wider thanks to richer union contracts and the tumbling value of the Japanese currency – which makes dollar profits bigger when Toyota puts them in the bank back home.
One example of the threat a resurgent Toyota poses to the Detroit Three: Toyota’s announcement that it will invest $8 billion more to expand an EV/hybrid battery plant in North Carolina. This as GM and Ford are hitting the brakes on EV investments in response to slower sales and accelerating losses.
Just a year ago, Toyota and then-CEO Akio Toyoda were under fire for refusing to follow Tesla and legacy rivals such as Volkswagen and GM by going all in on EVs.
Inside the company, executives realized they had fallen behind Tesla’s advances in manufacturing technology – an alarming wake-up call for the automaker that invented modern “lean production” systems.
Toyoda kicked himself upstairs and appointed protégé Koji Sato to lead a reboot of the sputtering EV strategy. But Toyoda did not back down from his view that the industry’s high-cost rush to scrap combustion and hybrid vehicles was a mistake.
Now, Toyoda’s legacy rivals are coming around to his point of view – even if they would not say it exactly like that.
Volkswagen CEO Oliver Blume on Wednesday said the German automaker doesn’t need another battery giga-factory just now because of softening demand.
Ford CEO Jim Farley, a former Toyota executive, is reviving investment in hybrids as sales of the electric F-150 Lightning fall short of ambitious expectations.
Time for the disclaimers: Toyota still faces big challenges in China, where EV demand is strong and domestic EV companies such as BYD are powering ahead.
Toyota will have to offer more EVs to comply with climate regulations, and the results of its electrification strategy reboot won’t be clear for several years. Tesla and BYD remain formidable competitors. Volkswagen, Stellantis, GM and Ford could recover their footing – as they have in the past.
The blowout results of Nov. 1 could be the start of a long-term Toyota resurgence. They could also turn out to be a high-water mark.