Volkswagen May Top Toyota for World Sales Leader

As the first quarter comes to a close for what is shaping up to be a dismal 2009 sales year, the Volkswagen Group’s success in a few key emerging markets may give it enough sales to surpass Toyota Motor Corporation as the new worldwide sales leader. Just a year after topping General Motors, Toyota is in jeopardy of losing the top spot due to slow sales in its key markets, while VW has improved in key emerging markets to challenge Toyota’s dominance. Last year, VW topped Ford Motor Company for the number three spot and then was forecast to top General Motors this year, but is estimated to have sold about 1.39 million vehicles so far this year compared to Toyota’s 1.23 million, according to Automotive News.

With 2010 models expected to hit showrooms this summer for both automakers, the race should get even tighter. Toyota is expecting the all-new 2010 Prius to invigorate sales for its iconic hybrid electric vehicle, while VW is getting ready for a worldwide launch of its sixth generation compact hatchback, the 2010 Golf. While North America stands as one of Toyota’s most important markets, this region is still a relatively small market for Volkswagen. For its part, Volkswagen of America (VWoA) is already preparing to up its share of the North American automotive market courtesy of its “Strategy 2018.” In addition to a new production and testing facility located in Chattanooga, Tenn., VWoA is planning two new cars designed specifically for North America with a target goal of selling 800,000 units in the lucrative market by 2018. Being one of the largest automotive markets in the world, tripling its units sold would definitely help VW hit its goal that just last year seemed may have seemed pretty hefty. If VW does manage to hold off Toyota for Q1 2009, it would be a huge step toward attaining its 2018 goals.

In the U.S. last month, Volkswagen and Audi combined for sales of just over 22,000 units, but only saw a percentage drop of around 20 percent. On the other hand, Toyota Motor sold over 132,000 vehicles, but saw a dramatic sales percentage drop of 39 percent. So far this year, the Japanese (excluding Subaru) and American automakers have seen a much larger percentage drop than the German and South Korean automakers. As a sign of how the worldwide automotive market is being affected, last year the Volkswagen Group sold 6.3 million vehicles worldwide, while Toyota Motor Corporation amassed impressive sales of 9 million units becoming the world’s largest automaker. In addition to Volkswagen and Toyota, General Motors is still in the running for top automaker (a position it held for the last 73 years) as a close number three, while Ford and the Hyundai Kia Automotive Group round off the top five.

The Volkswagen Group is mainly comprised of including Volkswagen, Audi, Lamborghini, Bentley, Bugatti, SEAT and Škoda. Toyota Motor Corporation is mainly comprised of Toyota, Lexus, Scion, Daihatsu and Hino.