22 Years Ago, Toyota Dethroned an American Giant on Its Own Turf
This page is translated from the original post "Il y a 22 ans, Toyota détrônait un géant américain sur ses terres" in French.
- 05/09/2025 9:21
On September 5, 2003, Toyota reached a historic milestone by surpassing Chrysler in the American market.
Toyota thus became the third-largest automaker in the country, behind General Motors and Ford. A symbolic victory that marked the turning point of a market historically dominated by the Detroit trio.
The rise of Toyota is no accident. Since the 1950s, the Japanese automaker has made a name for itself with compact, reliable, and economical models. In the 1980s, the Corolla and Camry became essential references for robustness and longevity, appealing to a clientele tired of large American sedans. The local production of part of its range has also allowed Toyota to establish itself sustainably on American soil.
Toyota’s success also relies on a visionary technological strategy. As early as 1997, the Prius was launched, the first mass-produced hybrid car. At a time when American manufacturers focused on SUVs and pickup trucks, Toyota emphasized energy efficiency and ecology. This early approach reinforced its reputation and laid the groundwork for its lasting dominance.
Chrysler has never recovered
For Chrysler, the news is a shock. Relegated to fourth place, the brand struggles to regain its former glory. The successive mergers with Daimler in 1998 and then with Fiat, before joining Stellantis, illustrate a persistent instability that affects its commercial performance.
Twenty-two years later, the statement is clear. In 2025, Toyota maintains a strong position in the American market, with about 15% market share in the first half of the year. Its hybrid model sales, such as the Camry and the RAV4, remain dynamic, supporting demand without resorting to aggressive promotions.
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Chrysler, part of Stellantis, continues to face challenges. The group’s market share has declined since 2019 and struggles to regain momentum. Only a few isolated sales provide slight relief. Additionally, Stellantis must also manage significant recall campaigns, such as that of over 219,000 vehicles at the end of August 2025.
By surpassing Chrysler in 2003, Toyota opened a new era. More than two decades later, the hierarchy of the American market still reflects this historic turning point and the strength of a strategy focused on quality, innovation, and long-term vision.
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