The marketing efforts underway at Toyota and Honda aren't just about the horse race or bragging rights. They're about keeping these titans of the midsize car segment — both of them just redesigned for the 2018 model year — relevant in a marketplace where crossovers are king.
Akio Toyoda is keeping his eyes on the future, the far, far future, as the Toyota Motor Corp. president pilots his company through a rapidly changing automotive landscape. The biggest risk, he says, is thinking 2050 is too far away and doing nothing.
Toyota's quarterly operating profit rose 10 percent as gains from favorable foreign exchange rates offset weakening business in the U.S. market, where rising incentives and falling wholesale volume dented regional profitability.