Toyota's CEO Has Announced a Battle Against Dull Cars | Carscoops

      Toyota is asserting that customers prefer emotional products over mundane, practical ones.

      Toyota President and CEO Koji Sato expressed that “a car is not a car if it’s not fun.” He argues that mere model updates, slight improvements in fuel efficiency, and new designs are insufficient. Instead, he seeks to create passionate and emotional products that resonate with consumers.

      While Toyota has established itself as a manufacturer of safe and dependable vehicles—often perceived as somewhat dull—there appears to be a division within the brand. The practical Camry and Corolla coexist with more spirited offerings like the GR86 and Supra, alongside a range of GRMN variants and rugged models like the Land Cruiser and 4Runner TRD Pro.

      During a recent financial presentation, Sato stated, “A car is not a car if it’s not fun. That’s why we will never allow our cars to become commodities.”

      Although some may challenge this perspective, Sato pointed out that modern buyers are no longer merely “logical left-brain thinking” individuals seeking better specifications and features. Consequently, he stated that Toyota can “no longer sell cars just with model updates, slightly better fuel efficiency, or new designs.”

      Sato believes the key to success lies in passion and emotion. He emphasized that “sports cars need to be sleek, but unless that same passion can be found in other types of cars, you won’t be able to reach customers.”

      How this philosophy will influence upcoming products remains uncertain, but Sato’s remarks indicate that future models may exhibit sportier aesthetics and offer a more engaging driving experience. This comes at an unusual time, as one of Toyota’s sportiest vehicles is nearing its end.

      The GR Supra MkV Final Edition, unveiled earlier this year, signals the conclusion of an era. The outlook for the future appears unclear, as Toyota sold only 2,652 units in the U.S. last year. Notably, this isn’t the first time the Supra has taken a break, having been absent for 17 years prior to its return in 2019.