Can This Minivan Dent Detroit?
Toyota isn't accustomed to playing the laggard. Its small cars, family sedans, and luxury models virtually define their market segments. But when it comes to the $28 billion U.S. minivan market, mighty Toyota Motor Corp. has been a nonstarter. Sales of its Previa minivan peaked just above 50,000 units in 1991, shortly after it hit the market. As more appealing competitors crowded in and Previa's base sticker price soared above $25,000, Toyota's minivan sales slumped to 8,500 last year.
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