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http://www.detroitnews.com/apps/pbcs.dll/article?AID=/20070901/AUTO01/709010404/1148
TOYOTA, Japan -- Steadily, relentlessly, quietly. Toyota is closing in on dethroning General Motors Corp., the longtime king of the world's automakers.
On Friday, Toyota set a global sales target of 10.4 million vehicles for 2009 -- a number that would put the Japanese company far ahead of the current industry record of 9.55 million vehicles that GM sold in 1978.
And it may not even take that long for the Japanese automaker to take the industry crown Detroit-based General Motors has worn for 76 years.
But there are no signs of celebration here in the namesake automaker's headquarters.
No banners proclaiming victory, no buzz in the air, no champagne -- just the quiet business-as-usual bustle.
Toyota Motor Corp. has already beaten GM in global vehicle sales for the first half of this year, selling 4.72 million vehicles compared with GM's 4.67 million vehicles.
GM declined to comment Friday on Toyota's sales forecast and has not issued forecasts for 2008 or 2009.
Toyota executives aren't gloating. They say repeatedly that it's not necessarily good to be No. 1.
Arrogance may seep in, they say, and quality could slip, management could grow less vigilant, technological innovations could stall -- all possible pitfalls for a manufacturer that has painstakingly built its reputation since it was founded in 1937.
In announcing the ambitious plan in Tokyo, President Katsuaki Watanabe denied the company was going after numbers, or "quantity," and was instead focusing on "quality," building on each and every car.
"All I can say is that I am truly grateful for every customer who bought our cars," he said, brushing off a reporter's question about beating GM.
Toyota's 2009 sales forecast is an 11.3 percent increase from the 9.34 million vehicles Toyota plans to sell this year.
It has benefited from the popularity of its Camry sedans, Prius gas-electric hybrids and other models reputed for good mileage at a time when gasoline prices are soaring.
GM has been forced to scale back production amid intensifying competition from Toyota and other rivals.
Far from basking in glory, Toyota officials appear more worried about a U.S. political backlash if, or when, Toyota should unseat GM.
Lawmakers from U.S. manufacturing states say the Japanese government has kept the yen artificially low.
That has given Japanese automakers an advantage -- an allegation that Toyota executives deny.