Toyota and Honda Stay Positive on Profits
Tight supply and lower production helps the companies sell vehicles with fewer financial incentives than they traditionally offer.

Profits per vehicle soar for Toyota and Honda.
Creative Commons
Toyota Motor and Honda Motor were positive about their full-year profit prospects as tight vehicle supplies caused supply shortages allowed the Japanese automakers to charge more for their vehicles.
The companies also benefit from a weaker yen that raised the yen value of overseas earnings.
Toyota and Honda have cut output because of the ongoing semiconductor chip shortage and competition for the key component from the electronics industry.
Tight supply and lower production helps the companies sell vehicles to customers with fewer financial incentives than they traditionally offer.
"We are seeing a further 10% reduction in incentives in North America during the second half of the business year after they halved to $1,000 earlier," said Kohei Takeuchi, Honda's senior managing executive officer in a news briefing.
Toyota stayed with its full-year profit forecast of 2.8 trillion yen ($24.25 billion), while Honda upgraded operating profit forecast by 21% to 800 billion yen for the year to March 31.
The automakers said supply chain disruptions and chip shortages will continue to affect operations, prompting them to cut costs to increase profit per vehicle.
"We don't expect the imbalance in chip supplies to resolve quickly and the course of coronavirus pandemic is unclear," a Toyota official told reporters. "We think that uncertainty will continue into the next business year.”
Toyota, Japan’s No. 1 automaker, cut its annual production target to 8.5 million vehicles, while Honda kept its 4.2 million target, which is below the 4.85 million it planned for the year.
Refinitiv data shows that Toyota's 784.4 billion yen operating profit for the three months to Dec. 31 was higher than an average forecast of 716.8 billion.
Honda, Japan’s No. 2 automaker, reported 229 billion yen in operating profit for the quarter, also above an average forecast of 166.2 billion yen based on estimates from nine analysts, Refinitive reported.
Japan's No. 3 automaker Nissan Motor almost doubled third quarter profit of 52.2 billion yen.
Originally posted on Auto Dealer Today
More Sales

Nissan Reports Significant Sales Growth
Following the release of Nissan’s 2025 fiscal year report, the automaker announced that its retail-first approach has led to a significant jump in dealer sales.
Read More →
Inventory of New Units Stable
Auto brands spent April clearing out most of their 2025 supply with incentives while holding firm on 2026 prices, striking a balance to meet demand and protect their bottom lines.
Read More →
The Hidden Edge
Reflections from the 2026 Agent Summit: gratitude, gut decisions, and the power of the first contact
Read More →
March New-Vehicle Sales Don’t Reflect War
Cox Automotive data shows Americans doubled down on big-is-better despite price increases. Slightly higher incentives helped fuel the demand.
Read More →
Service Drives Gen Z Loyalty
The dealership profit center plays an important role in customer retention, and generation Z customers are showing the highest loyalty rates, based on recent CDK Global data.
Read More →
EV Sales Slide While Hybrids Climb
California, as usual, led the country in EV registrations in the fourth quarter, but the U.S. as a whole saw a 43% year-over-year volume decrease.
Read More →
Lease Buyouts Deemed Favorable
Better financing conditions and the potential to save money on monthly payments could drive more consumers to buy out their vehicle leases instead of opting for a new lease payment.
Read More →
Black Book: Weekly Market Update
Both vehicle values and conversion rates sped up last week as two segments outperformed in the pre-spring burst of buying.
Read More →
Used-Vehicle Program Aims to Draw More Buyers
GM says more than 750 dealers across the U.S. are enrolled in CarBravo and that in January CarBravo dealers sold over two times the certified volume of Chevrolet, Buick and GMC dealers using traditional CPO.
Read More →
Creating Agency Loyalty
There are tried and true ways to instill it while also protecting your agency from competitors and other roadblocks.
Read More →