Toyota executives in Japan say the company has placed too much emphasis on big trucks and expensive cars in North America. They want to get back to Toyota's roots: value, high quality and fuel economy.
Toyota also wants to add an element: distinctive styling.
Last month, Yoshi Inaba, the new president of Toyota Motor North America Inc., said his mission is to create Lexus, Scion and Toyota vehicles that "people fall in love with."
A wider range of dual-mode hybrid models is planned, but a pure electric car is at least five years away.
Here are Toyota's vehicle plans for the 2010-12 model years.
Prius: The third-generation hybrid went on sale in May. The new Prius is lighter and has a new powertrain that pushes fuel economy to 51 mpg in the city and 48 on the highway. Each figure is up 3 mpg over the previous model.
Sources say Toyota is working on a two-door version of the Prius to compete with Honda's upcoming CR-Z hybrid coupe. The new Prius could debut as a 2012 or 2013 model.
Yaris: A redesign is scheduled for the 2012 model year. At that time, the compact car is likely to get a 1.8-liter four-cylinder engine, replacing the 106-hp, 1.5-liter four-cylinder engine. A continuously variable transmission may be offered. A hybrid version is being considered.
Corolla: A hybrid may be added when the sedan is redesigned for the 2013 model year.
Matrix: The Matrix hatchback likely will be dropped. It is built at NUMMI in Fremont, Calif., a plant owned jointly by Toyota and Motors Liquidation Co. -- the remnants of reorganized General Motors. This month GM discontinued the Pontiac Vibe, which is produced at NUMMI and shares the Matrix platform.
Camry: Toyota's best-selling model was freshened in March. A new 169-hp, 2.5-liter four-cylinder engine with variable valve timing was added. A redesign of the sedan is scheduled for the 2012 model year.
Avalon: The sedan will be redesigned for the 2012 model year, and a hybrid version may be added. The Avalon's interior will be freshened in January.
Sports car: Toyota executives recently announced plans to develop a sports car for the United States as either a Scion or Toyota. The timing was not revealed, but some sources say it will be around 2013.
Fuji Heavy Industries Ltd., which makes Subaru vehicles, is helping develop the rear-wheel-drive model. The car is expected to be powered by a four-cylinder engine making about 225 hp and sell for around $20,000. Toyota owns 16.8 percent of Fuji Heavy Industries.
RAV4: The crossover will be redesigned for the 2012 model year.
Highlander: A freshening of the crossover is expected for the 2011 model year.
Venza: The crossover was introduced in the 2009 model year. No major changes are expected for several years.
FJ Cruiser: With Toyota questioning the size of its lineup and the future of body-on-frame trucks, the FJ might be a one-generation vehicle.
4Runner: The SUV will be redesigned for the 2010 model year and is scheduled to go on sale late this year or early next. The 4Runner will remain a body-on-frame truck. Toyota's new 4.6-liter V-8 engine will replace the 4.7-liter V-8. The horsepower of the V-6 is expected to increase, as is towing capacity.
Sequoia: The 2010 Sequoia went on sale in April with Toyota's new 310-hp, 4.6-liter V-8 under the hood. The SUV is due for a freshening for the 2011 model year and a redesign for the 2014 model year.
Land Cruiser: No major changes are expected in the SUV for a few years.
Tacoma: A restyling and re-engineering of the small pickup is expected for the 2011 or 2012 model year.
Tundra: The full-sized pickup was freshened in April. Toyota's new 310-hp, 4.6-liter V-8 is available; a six-speed automatic replaces the five-speed. No major changes are expected until the 2014 model year redesign.
Sienna: Toyota wants its next-generation minivan to appeal to women and men. The redesigned Sienna debuts early next year as a 2011 model. A sporty model aimed at the male driver is planned, although no details have been revealed. A six-speed automatic transmission will replace the five-speed. A hybrid version will be available for the 2012 model year.