Modern times

Toyota instituted a three year, 36,000 mile bumper to bumper warranty starting in 1988, the same year the first Toyota-owned American factory started producing Camrys in Kentucky, to join the Corollas built in California. In 1999, Toyota Motor Corporation started listing its shares under the symbol TM on the New York Stock Exchange.

Scion was begin in the early 2000s, starting with three cars based off the platform of the old Echo (but brought up to date and refined), with two engines - a small one for the xA and xB, and a 2.4 with an added 50 or so horsepower for the sporty tC. Scion sales were immediately strong in the early-introduction states, leading to a nationwide (United States) launch that, with very little advertising, was still remarkably successful. Like most cars aimed at younger people, the Scions did not attract the younger buyers Toyota was hoping for, at least not in as large numbers as they wanted; but it still brought in a more youthful mix than Toyota or Lexus. Analysts suggested that Scion was brought in mainly because Toyota buyers were growing older, on average, with new Toyotas meant to attract younger audiences (MR2, Celica, Matrix) largely failing to achieve the goal of transforming Toyota's image as a vendor of dull but reliable and comfortable Camrys and Corollas.

Toyota participates in community activities, sponsoring educational and cultural programs as well as research.

Today, Toyota is the world's third largest manufacturer of automobiles in both unit sales and in net sales. In the United States, Toyota has roughly double the sales of Honda, and is edging out Chrysler Group to be the #3 seller. It produces over 5.5 million vehicles per year, equivalent to one every six seconds

It is worth noting that, while German automakers tend to use symbols and numbers, and Americans tend to throw away names frequently, Toyota sticks by a name as long as a car is successful, and doesn't toss names onto cars that don't fit them. The Land Cruiser started in 1950; the Corolla in 1966; the Celica in 1970; the Camry in 1983; the 4Runner in 1984. Notable "dropped" names include the Corona (with its tendency to die from severe rust), Cressida (dropped for the introduction of Lexus in the US), unpopular pickups (T100, HiLux, Compact Pickup), and minivans (Van, Previa).