Toyota Declares New Design Philosophy for Future Vehicles

Filed in archive Design , Toyota on July 27, 2010

It may be a bit unfair but the word that crops up most often in journalist's reviews of Toyota vehicles is "bland." Not that the company's designers aren't capable of producing really attractive vehicles but Toyota's philosophy has been that the road to success when selling mainstream automobiles is to avoid anything that might upset the average buyer's sensitivities.

Within the last year, however, the company has unintentionally found itself with a reputation for shaky quality and safety. Aside from correcting those deficiencies as quickly as possible, Toyota's chairman Akio Toyoda has declared a change in global design philosophy, in which new products must have a more emotional appeal. As part of this it is expected that all Toyotas will acquire a commonality rooted in visual excitement. And this, I think, is good. If Toyota can restore its quality reputation and at the same time be admired for vehicle styling, it can not only survive the current difficulties, it will come out stronger. As an example of what could be, compare the uninspiring Camry with Hyundai's new Sonata, an absolutely stunning sedan (Chevrolet might pay attention, too).

According to Edmunds Inside Line, the emphasis will be on creating designs, both inside and outside, to European tastes. Apparently Toyota feels that cars that work for Europeans will please the rest of the world, as well. Once again I'm in agreement, as a glance through the 2010-2011 catalogs of Peugeot, Fiat, Opel, Volkswagen,Volvo and others will confirm. Indeed, the European design studios of Toyota and Honda have consistently provided more interesting vehicles than what we in North America are offered.

At this point Mr. Toyoda hasn't given us a peek at what he has in mind, probably because it is too soon, even for concepts. You can bet, though, that designers in Toyota studios around the world are ecstatic with this declaration and already dramatic new ideas are on their drawing boards and computer screens. Don't expect that the next generation family sedans will look anything like the F-86 concept above (although some of the design cues may) but the coupe, due out in 2011, clearly shows what those talented Toyota designers can create when given an opportunity.