There is a new sheriff in town. And by town I mean automaker and by sheriff, well he is Akio Toyoda, President of Toyota. Even this auto giant has felt the crunch of the current economy. For the first time in history, Toyota Motors suffered a first quarter loss to the tune of $7.7B. So why the change? Toyoda has a different perspective. Japanese automakers are seen as stuffy and rigid (yet don't speak any German). Toyoda is those things, but he boasts an American education. He can see that Toyota needs a change, it's time to change , and he is the one to make it happen.
The grandson of Toyota's founder, he is a visionary overseeing joint ventures with GM. He is viewed as a mold-breaker and unconventional. He had earlier headed up Gazoo.com which encompassed online boutiques as well as an automotive culture. He is also an endurance racer and has an appreciation for automobiles, and not just Toyotas.
So what does his vision entail? He still preaches "customer first" and knows that in order to 
make gains in the industry, he must slow down some production and focus on continued quality. And the new market for Toyota to conquer? Think alternative fuel vehicles. Sure you can find that everyone owns a Prius in Los Angeles, but what about customers on the East coast. Toyoda wants to ensure that all people are able to enjoy vehicles with hybrid technology. He is pricing his vehicles aggressively against reinvented and reintroduced vehicles like the Honda Insight.
make gains in the industry, he must slow down some production and focus on continued quality. And the new market for Toyota to conquer? Think alternative fuel vehicles. Sure you can find that everyone owns a Prius in Los Angeles, but what about customers on the East coast. Toyoda wants to ensure that all people are able to enjoy vehicles with hybrid technology. He is pricing his vehicles aggressively against reinvented and reintroduced vehicles like the Honda Insight. This is a long road to travel, and even the giants have stumbled. But with a little ingenuity, quality products, and enamoured consumers, Toyoda is betting on the success that Toyota has achieved in just a few short decades.
5 comments:
This is exciting news that Toyoda is working to price "his vehicles aggressively" against the others out there. It was interesting to learn a little bit about Toyoda, his views on the company, and the company's history.
One thing I think all auto makers are starting to do when it comes to Hybrid cars is look at styling. Yeah, people in LA all have one, but did they buy it because it looks good or are they willing to buy anything they feel will help the environment. On the east coast and in the midwest, we still want cars that we will look good driving. That is why we still pack up our V-8 SUV's to drive 2 minutes to the supermarket. While I think car companies have made great strides in styling, the stigma from the old Insight (http://upload.wikimedia.org/wikipedia/commons/1/1b/Honda_Insight_Back.JPG) and Prius (http://www.johnandlileth.com/Portals/3/Blog/04_toyota_prius.jpg) carryover to today's bodystyles.
What I think is great is that Toyoda not only knows vehicles, he knows performance. As a driver of racing proportions, he just piloted the supercar, the Lexus LF-A. While this may be the replacement Toyota Supra, the Lexus GS F is back online, too! I see we may be trending away from some Lexus numbness that the brand was built on, in hopes of some true performance.
Jeff
I just leased a 2009 Hybrid Civic after my (standard) Civic got totaled in an accident. My new lease payment is actually about $100 less than it was on the previous Civic lease, because the dealer happened to be running a special on the '09s.
You make an interesting point re: styling on Hybrids. I've never liked the looks of the Prius, but I love my Civic (my husband owns one as well) and always wanted the Hybrid model.
However, the salesman I leased the new car from said that he's noticed a trend of people wanting to buy the Prius because it's the most recognizable hybrid and they want people to know they're driving a fuel-efficient vehicle.
Apparently there is a major status associated with the Prius for some people. Makes sense, I suppose, but I prefer having a car that looks good and is environmentally friendly.
Sarah
Sarah, I think you are right on. A vehicle is a reflection of your lifestyle, but some take it to the status symbol level by shouting, "Hey look at me, I am green!" It is amusing to think that the Hollywood crowd needs to shout the loudest as they require the most attention and "me time".
I like how both you and your husband recognize the true value in your vehicles, and you are helping the environment. You know what you like, you have trusted a sound brand, and they continue to earn your business. That is the true beauty of car ownership and a company that is committed to you.
Jeff
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