Toyota Motor Sales, U.S.A. (TMS) is the US sales, distribution, and marketing unit for Toyota Motor's Toyota, Lexus, and Scion brands. A majority of Toyotas sold in the US are also made in the US. Those models include the Avalon, Camry (the US's top-selling vehicle), Highlander, Sequoia, Sienna, Tacoma, Tundra, and Venza. TMS is in charge of sales, marketing, and service of its cars, light trucks, hybrids, and SUVs in 49 states. Sales are conducted through about 1,500 dealerships throughout the US. The company's TRD (Toyota Racing Development) U.S.A. division designs and assembles engines and develops chassis and other technology for Toyota-sponsored race cars.
Toyota is focused on assuming a leadership position in hybrid technology. It 2013 it announced that by 2015 if plans to introduce more than a dozen new or redesigned hybrid vehicles worldwide, including the next-generation Prius. Hybrid cars currently make up more than 15% of Toyota's global sales mix.
With most of its dealerships located in major metropolitan markets, TMS has begun a new strategy of establishing dealerships located in rural areas. Toyota's full-sized Tundra trucks appeal to the non-urban market and have opened up that sector, which was previously difficult to penetrate.
In the US, the Camry has been the top-selling car in the midsize sedan market (the largest segment in the industry) for more than 10 straight years. Amid intense competitive pressure from the Honda Accord and Ford Fusion, among others, TMS offered discounts in 2013 to keep the Camry at the top of that list.