Focus onBusiness1Materials H<strong>and</strong>ling EquipmentBr<strong>and</strong> PortfolioSubsequent to establishing TMHG, we will continue to fi rmlymaintain the TOYOTA, BT <strong>and</strong> Raymond br<strong>and</strong>s, with TMHGcarrying out activities globally utilizing the strong powerof each of these br<strong>and</strong>s. The BT <strong>and</strong> Raymond br<strong>and</strong>sboast strong recognition in Europe <strong>and</strong> the United States,respectively, while the TOYOTA br<strong>and</strong> is solidly positioned inJapan <strong>and</strong> the United States. TMHG seeks to fully executeits business utilizing these br<strong>and</strong> assets. Although not a partof the TMHG organization, Aichi <strong>Corporation</strong> (Aichi) alsopossesses its own strong br<strong>and</strong> <strong>and</strong> is promoting its businessglobally.TOYOTA Br<strong>and</strong>TOYOTA-br<strong>and</strong> lift trucks <strong>and</strong> other industrial vehiclesare sold in Japan under the br<strong>and</strong> name of TOYOTAL&F (Logistics <strong>and</strong> Forklifts). Outside Japan, the TOYOTAINDUSTRIAL EQUIPMENT br<strong>and</strong>/emblem is used.BT Br<strong>and</strong>BT-br<strong>and</strong> warehouse trucks enjoy strong recognition inEurope <strong>and</strong> other regions.Raymond Br<strong>and</strong>The Raymond br<strong>and</strong> is well recognized in North America.Aichi Br<strong>and</strong>Aichi, a leading manufacturer of aerial work platforms inJapan, uses the AICHI br<strong>and</strong> throughout the world. Visitwww.aichi-corp.jp for further information.Other Br<strong>and</strong>sThe CESAB <strong>and</strong> Lift-Rite br<strong>and</strong> names are also used indesignated markets.18 <strong>Toyota</strong> <strong>Industries</strong> <strong>Corporation</strong> Annual Report 2006
Business Activities in Fiscal 2006Japanese MarketAmid a strong recovery in the Japanese economy, totaldem<strong>and</strong> in the domestic market for lift trucks in calendar year2005 increased 9% from 2004 to 82.0 thous<strong>and</strong> units.Responding to brisk dem<strong>and</strong>, aggressive sales activitiesimplemented within <strong>Toyota</strong> <strong>Industries</strong>’ Materials H<strong>and</strong>lingEquipment Business included promoting proposal-basedmarketing <strong>and</strong> fortifying response to large-scale <strong>and</strong>wide-ranging customers. Mirroring the rising environmentalawareness of companies, we achieved a particularly largeincrease in sales of electric counterbalanced lift trucks. As aresult, the Materials H<strong>and</strong>ling Equipment Business recorded an11% increase in sales to 35.6 thous<strong>and</strong> units.For calendar year 2005, <strong>Toyota</strong> Material H<strong>and</strong>ling Japan(TMHJ) garnered a record-high market share of 43.4% for salesof lift trucks in Japan, marking the seventh year running thatits market share has topped 40% <strong>and</strong> the 40th consecutiveyear that it has maintained the top-ranked position in theJapanese lift truck industry.<strong>Toyota</strong>’s Growing Share in theJapanese Lift Truck Market(%)504040.6 41.242.6 42.6 43.4position in this critical segment of the materials h<strong>and</strong>lingmarket. The combination of these industry-leading br<strong>and</strong>sfi rmly establishes TMHNA as the number-one supplier ofmaterials h<strong>and</strong>ling equipment in North America.Calendar year 2005 was not only a record sales year forTMHNA but also one of signifi cant milestones. The Raymondbr<strong>and</strong> introduced two new models featuring its exclusiveACR System: the AC-powered 5000 Series orderpickers <strong>and</strong>8000 Series pallet trucks. In addition, the TOYOTA br<strong>and</strong> wasrecently honored by Reed Research Group as the leadingsupplier of lift trucks in terms of quality <strong>and</strong> value in theUnited States for the second consecutive year. Additionally,the 5,000-pound capacity TOYOTA internal combustion,cushion tire lift truck was named the most fuel effi cient <strong>and</strong>productive lift truck by USAC Properties, Inc., a subsidiary ofthe United States Auto Club.Year-to-date 2006 has already provided some signifi cantmilestones. <strong>Toyota</strong> built <strong>and</strong> celebrated the production of its250,000th lift truck at the <strong>Toyota</strong> Industrial Equipment Mfg.,Inc. (TIEM) facility in Columbus, Indiana. TIEM, home to thestate-of-the-art National Customer Center (NCC), builds 99%of the TOYOTA-br<strong>and</strong> lift trucks sold in North America. Duringits fi rst year of operation, the NCC welcomed more than 340guests representing nearly 100 companies.3020100CY01020304 05Aichi recorded a sharp rise in sales from the previousfi scal year, supported by solid replacement dem<strong>and</strong>from such principal customers as the electric power <strong>and</strong>telecommunications industries.North American MarketThe North American market for lift trucks showed continuedstrong growth in 2005. <strong>Toyota</strong> Material H<strong>and</strong>ling NorthAmerica (TMHNA) took advantage of the sustained growth,with the TOYOTA br<strong>and</strong> recording its highest sales volumeto date, <strong>and</strong> solidifi ed its position as the top-selling lift truckbr<strong>and</strong> in North America for the fourth consecutive year,improving its position relative to other industry players. Sales ofRaymond-br<strong>and</strong> electric lift trucks were also at record levels,exhibiting particularly strong sales growth in the warehousing<strong>and</strong> distribution segment to maintain Raymond’s top-sellingSonny Toyoda, president of TIEM; Al Rawson, president of Atlas<strong>Toyota</strong> Material H<strong>and</strong>ling <strong>and</strong> chairman of <strong>Toyota</strong>’s NationalDealer Advisory Council; Shankar Basu, president <strong>and</strong> CEOof <strong>Toyota</strong> Material H<strong>and</strong>ling USA, Inc.; <strong>and</strong> Tatsuo Matsuura,president of <strong>Toyota</strong> Material H<strong>and</strong>ling Group, celebrate theproduction of the 250,000th lift truck, a four-wheel internalcombustion cushion tire model.TOYOTA-br<strong>and</strong> lift trucks are sold <strong>and</strong> supported by anetwork of 69 dealers through 187 locations. Raymond-br<strong>and</strong>trucks are sold <strong>and</strong> supported by an international networkof Raymond dealers who provide comprehensive materialsh<strong>and</strong>ling solutions. In North America, 39 dealers serve theUnited States, Canada <strong>and</strong> Mexico, selling <strong>and</strong> servicingRaymond trucks through 108 locations.<strong>Toyota</strong> <strong>Industries</strong> <strong>Corporation</strong> Annual Report 200619