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Toyota, Honda US Market Shares Slipping

In 2010, Hyundai, Nissan and a revived Ford Motor Co. have all increased their U.S. market share.

Published: 15-Nov-2010

For the past three decades, Japanese auto makers Toyota Motor Corp. and Honda Motor Co. have experienced almost uninterrupted success in the U.S., their market share rising as they built plants, expanded their model lines and were held up, usually in tandem, as the industry's benchmarks for quality.

Now, as a result of Toyota's recall crisis earlier this year and the narrowing quality gap by rival auto makers, their long run in the driver's seat appears ready to come to an end.

Barring a surge in sales in the last two months of this year, both Honda and Toyota are likely to suffer drops in their U.S. market share. Through the first 10 months of 2010, Toyota's share is down 1.5 percentage points at 15.2%, according to Autodata Corp. So far this year, Honda's U.S. share is down six-tenths of a point at 10.6%.

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