http://www.baldrige.com/sector/business/toyotas-strategic-challenge/

In 2009, Toyota was struggling through coming up with innovative design after succeeded setting a standard quality of automobiles. Although they were yielding tremendous amount of profits, they suggested the consumers the future of automobiles with environmental issues. Toyota is still one of the leading company in its industry with stable base of consumers and satisfying them with long term-planning.

http://www.businessinsider.com/dealers-cannot-keep-this-car-on-the-lots-2012-4

As the importance of environmental issue emerged, automobile companies realized the demands of creating hybrid cars-a type of cars that uses electricity and liquid fuel simultaneously-however, Toyota was the most active toward it which is becoming more significant while other companies focused on present sales. Toyota’s futuristic value positioning has been coming through with early development of hybrid cars.

http://www.hybridcars.com/news/september-2012-dashboard-53157.html

In hybrid cars market, Volkswagen is catching up with Toyota but it is obvious that Toyota is leading. This suggests that Toyota’s futuristic value proposition is the key to business rather than focusing on instant trends because the one who focuses on future will set the trend.