Auto Extremist's view on Toyota

[got-rice]

With the big news of the Toyota Recall, I found some interesting articles on Auto Extremist. I am definitely not a hater of Toyota, but has the company become TOO American even for the loyalist? Thoughts and comments?

Et tu, Toyota?

By Peter M. De Lorenzo

(Posted 9/30, 7:30am) Detroit. At one point it was the most dominant automotive enterprise on earth, a monolithic juggernaut that swallowed markets whole. So dominant in fact that it could dictate the tempo of this business with impunity, right down to taking over any segment it chose to compete in with a cunning mix of marketing guile, laser-focused pricing, remarkable product content and a rock-solid reputation for nearly flawless quality that preceded itself with legions of customers across the country.

Specializing in terrifically competent but relentlessly bland machines that never offended, never broke down - and never failed to elicit yawns from the enthusiast community - this car company was nevertheless on an upward trajectory that was undeniable and unstoppable, a brash rocket soaring into the stratosphere unimpeded by capable rivals or even the whiff of real competition.

Oh, how times have changed.

A funny thing happened to Toyota and its overlords on their way to world domination of the automobile business. They got greedy, pure and simple. They became obsessed with surpassing GM as the No. 1 global automobile manufacturer, and in doing so they took their eye off of the proverbial ball. While they added new factories at a dizzying rate in their quest for more capacity, their heretofore unimpeachable quality ratings slipped, and recalls mounted (another 3.8 million U.S. Toyota vehicles were recalled late Tuesday afternoon for driver's side floor mat entanglements with the pedals that could cause unintended acceleration, but in Toyota's defense, more on that in this week's "On The Table").

All of a sudden dealers that were used to being on cruise control while busily filling orders had to get back in the actual business of selling again, something they hadn’t had to do for the better part of a decade at least.

And the final blow? In the midst of a global recession Toyota’s mojo disappeared, leaving its formerly glowing image flat-broke and busted by the side of the road. So much so that even the squeaky green, holier-than-thou Prius couldn’t make up for the dramatic swoon in the company’s rapidly declining fortunes.

And the most amazing thing about all of this? It all happened in just the last 30 months.

Toyota now finds itself scrambling in an intense effort to extricate itself from this swirling maelstrom of mediocrity that has seemingly swallowed the company whole overnight.

Akio Toyoda, the 52-year-old grandson of the company’s founder, has taken over a company that suffered its first operating loss in 70 years for the fiscal year ending last March. His task is huge because he not only has to get Toyota refocused and reenergized, he has to decide what Toyota will be in the future.

Will it be the benevolent Jolly Green Giant of a car company that will spread its goodness around the world like the touchy-feely, Shiny Happy minions worshiping the sun in the TV spots for the Prius?

Or will it be the “back-to-basics” car company that returns to its roots and humbly goes about the business of restoring its reputation in the automotive world through hard work, diligence and attention to detail?

I don’t envy Mr. Toyoda, because the landscape has changed considerably for Toyota, especially here in the U.S. market. Yes, Chrysler is a non-entity and GM is still reeling from its bankruptcy hangover – despite its stellar product lineup – which should give Toyota a running start back to its leadership role here. But all of a sudden Ford is a serious player, complete with something Toyota used to take for granted, and that is big-time momentum.

Whereas before Toyota could just blithely count on delivering its usual gangbusters sales numbers in the U.S., now it’s a real battle, and Ford is very capable of giving Toyota all it can handle, and on several market segment fronts too.

But the real obstacle standing in the way of Toyota returning to its position of dominance?

Hyundai.

The Korean manufacturer is Toyota’s biggest threat in the U.S. market, hands down. Boasting the quality numbers that Toyota used to deliver on a regular basis, and a rapidly expanding lineup of ever more impressive models, Hyundai is more than yapping at the heels of Toyota, it’s about to take a nice big chomp out of its reputation and market standing.

Hyundai is the new force, while Toyota is out to recapture the magic. Hyundai bristles with new model after new model - each more impressive than the one before it - while Toyota struggles to find its sense of self once again.

Needless to say it has been fascinating to watch as Toyota dances about the rim of mediocrity and Hyundai cranks it up.

Is Toyota going to shrivel up and shrink from the challenge from Hyundai or anybody else? Of course not. Toyota will be a formidable player for the foreseeable future.

But there is a pronounced difference now that wasn’t there before. Toyota isn’t the invincible, infallible player that it once was. Everything Toyota management touches doesn’t necessarily turn to gold, like the old days. As a matter of fact Toyota has become so frighteningly ordinary that it’s threatening to become – heaven forbid – just another car company, a dreaded fate previously reserved for only the most mundane and mediocre car companies that exist in the world.

Yes, Toyota, even you are susceptible to mediocrity and turmoil.

Even you can be caught wildly flailing away hoping that something, anything sticks.

If this was a horse race, it would be easy to place a bet on Toyota to place or to show.

But the days of picking Toyota to win automatically are long gone.

Thanks for listening.

I also read some of the READER MAIL, and found some of these comments interesting:

This one is truthful of the fact that when you are #1, you are a bigger TARGET:

This latest Toyota recall is just the latest chapter that shows the automobile can't be made idiot-proof (Audi's unintended acceleration and the Explorer/Firestone underinflation issue - albeit to a lesser extent - readily spring to mind). A simple hook or snap button to hold the mats in place like other manufacturers use would have prevented this, but likely was nixed as too expensive by the corporate bean counters at some point.

While I shudder at this being the reason for a recall, I think it adds fuel to the "we've lost our mojo" argument about Toyota. Other manufacturers have had to suffer similar indignations over rediculous recall issues, Toyota seemed to always float above that type of corporate image soiling.

Every consumer product marketed today has had an army of lawyers go over fault matrices to insure the corporate butt was covered in kevlar and teflon so that when some idiot did their thing, they likely wouldn't get a rainmaker payday as a bonus for their ineptitude. You know Toyota has a formidable army of lawers and they are as Americanized as any company. Why did this happen? I think the glitter has been rubbed off the corporate logo and they find themselves in the same boat as GM, Ford and Chrysler - having to deal with the same regulatory crap without the golden boy free pass on such matters that they seemingly used to enjoy without giving it so much as a second thought.

Welcome to the top of the automotive heap - being Number 1 simply makes you an easier target; and now they will find out that staying No. 1 is much harder than knocking off No.1.

David Kozak
Cincinnati, OH

This one, unfortunately, does describe the majority of many who drive and buy Toyotas, but does not describe the majority here on TN.

When I was a kid, there was a joke asking, "What would you find at the head of any slow moving line of traffic?" Answer: "An old woman in a lime-green Valiant." Today however, the answer would be "a white-knuckled old man or woman in a silver-grey Corolla."

Toyota has worked for years to perfect their strategy of selling cars to people who hate cars. Really. Do car enthusiasts buy Toyotas? No way. The people who do buy them are those who know nothing about cars, don't want to know anything about cars, don't want to maintain or ever fix a car, but need a transportation device to move them from point A to point B. To them, a car is merely an appliance, and for them, we have Toyota. Through building competent vehicles and careful manipulation of the brand and image,(don't overlook this part), Toyota succeeded in cultivating a perception of their cars being superior in reliability and longevity, even though most of us know this is no longer true. As a result, flocks of people bought Toyotas as they expected them to be the least likely to be a problem. It certainly wasn't because they were inspiring.

I for one am delighted to see every scratch that is made in Toyota's carefully polished image, as with each we move a little closer to the truth under the shiny facade - they're just another car company and they're not perfect either.

I enjoyed the comment another reader made about the service manager saying that three weeks on the job had ruined his faith in humanity. A friend worked for several years at a major auto-parts retailer, and his eventual assessment was that, "80% of all people are stupid." I've found his tongue-in-cheek comment to be amazingly accurate.

D.G.
Calgary, Alberta

AND

As the brother to a Toyota Matrix driving woman, I can assure you that cars are the thing she is least interested in. She got the Matrix only because of the Toyota reputation and its utility. The car people on this site should take a step back and accept that their passion is the other gal's affliction.

Mike W.
Eastchester, NY

[TrailDust]

Toyota needs time to turn things around. Mr. Toyoda only just recently read out the corporate board and outlined a new course for Toyota's future, but making those changes will take time with a company so massive. The public, and especially Toyota enthusiasts, will just have to be patient.

[ECHOKnight2000]

When I was a kid, there was a joke asking, "What would you find at the head of any slow moving line of traffic?" Answer: "An old woman in a lime-green Valiant." Today however, the answer would be "a white-knuckled old man or woman in a silver-grey Corolla."

Toyota has worked for years to perfect their strategy of selling cars to people who hate cars. Really. Do car enthusiasts buy Toyotas? No way. The people who do buy them are those who know nothing about cars, don't want to know anything about cars, don't want to maintain or ever fix a car, but need a transportation device to move them from point A to point B. To them, a car is merely an appliance, and for them, we have Toyota. Through building competent vehicles and careful manipulation of the brand and image,(don't overlook this part), Toyota succeeded in cultivating a perception of their cars being superior in reliability and longevity, even though most of us know this is no longer true. As a result, flocks of people bought Toyotas as they expected them to be the least likely to be a problem. It certainly wasn't because they were inspiring.

I for one am delighted to see every scratch that is made in Toyota's carefully polished image, as with each we move a little closer to the truth under the shiny facade - they're just another car company and they're not perfect either.

I enjoyed the comment another reader made about the service manager saying that three weeks on the job had ruined his faith in humanity. A friend worked for several years at a major auto-parts retailer, and his eventual assessment was that, "80% of all people are stupid." I've found his tongue-in-cheek comment to be amazingly accurate.

D.G.
Calgary, Alberta


This guy is my hero!! I totally agree. He hit it on the nail. The old school Toyota was better but yes now its just another car company. Soon it will fade if it doesn't change. They know this especially trying to get new younger demographic. Lexus has the same problem. Get with the times Toyota. I don't wish for their demise and I know that won't happen soon. But I'm glad things are coming to light. Even Scion has suffered Toyotanization. Its become just and extension of Toyota cars but with a Scion badge. Okay they are but the point is to attract young buyers. They have gone off the beaten path. Making over blown cars that have no performance or even fun factor to them.

[the_professional]

I dont ever want to give up my early 90's camry. Once the 2000s rolled along, toyota only manufactures POS.

Sorry, to those who own late model toyotas, I'm very vocal about it. Theres no such thing as innovation at toyota, its run of the mill quality.

If i ever were to leave my 92 Camry, I would probably get a honda, or who knows maybe a domestic, cause buying a new toyota would be the worst mistake ever.

& for this to be fueled by a guy driving a car with little common sense over a floor mat, that wasnt Toyota's fault, no real design flaw, despite the crap they produce.

[TrailDust]

Originally Posted by ECHOKnight2000

When I was a kid, there was a joke asking, "What would you find at the head of any slow moving line of traffic?" Answer: "An old woman in a lime-green Valiant." Today however, the answer would be "a white-knuckled old man or woman in a silver-grey Corolla."

I'd change the Corolla for a Lexus RX330. Always some old fart holding up all the traffic driving in the fast lane.....

[the_professional]

^
i must of been in a pissy mood when I made my last post.
sorry guys, I usually dont hardcore rant, but I miss the celicas, MR2s, and supras of yesteryear.

[Jegan_V]

Originally Posted by the_professional

^
i must of been in a pissy mood when I made my last post.
sorry guys, I usually dont hardcore rant, but I miss the celicas, MR2s, and supras of yesteryear.

Don't worry, its called passion , something Toyota could use more of. In hindsight we could see this coming, back then I was more hopeful of a return of something I wanted to buy with a Toyota badge.

[ECHOKnight2000]

Originally Posted by the_professional

I dont ever want to give up my early 90's camry. Once the 2000s rolled along, toyota only manufactures POS.

Sorry, to those who own late model toyotas, I'm very vocal about it. Theres no such thing as innovation at toyota, its run of the mill quality.

If i ever were to leave my 92 Camry, I would probably get a honda, or who knows maybe a domestic, cause buying a new toyota would be the worst mistake ever.

& for this to be fueled by a guy driving a car with little common sense over a floor mat, that wasnt Toyota's fault, no real design flaw, despite the crap they produce.

Don't get a Honda. Maybe an earlier model but Honda is going the way of the Toyota But very ugly cars.

[PhatRoyale]

The problem with Toyota is that they don't build anything that stirs the soul or catches my interest anymore.

Those are interesting pieces of reading.... and unfortunately I do agree that Toyota is far from where it once stood in my mind as an automaker. I would definitely like for someone to forward these pieces to top-management officials as consumer feedback. They really need a shot in the arm right now.

[Camread]

wanna trade a 15-year old toyota for a new one with me?

[the_professional]

Originally Posted by Camread

wanna trade a 15-year old toyota for a new one with me?

Never!
The Camry never left me stranded. Prolly someone else would part theres.

[84Cressida]

I normally take everything Lorenzo says, especially about Toyota, with a grain of salt. While he's right that Toyota needs to get some things in order, they aren't in NEARLY as dire shape as GM or Chrysler. Let's see what Akio Toyoda has up his sleeve. Everything he's said about Toyota has been bluntly honest and I respect that. He knows what Toyota has to do and that is return to its roots and slow down. I admire that.

[silver04rollas]

Message to this fellow: You live in Calgary and I live in Calgary as well. I come across fellows like you who make it difficult for me to merge trying to out-run me until I kick down from 6th to 3rd and kick the revs over 8000+ rpm. I also drive a silver Corolla. If you find a silver Corolla merging on the highway, don't be so sure of your belief there and be courteous enough to yield since you will be in for a huge shock.

When I was a kid, there was a joke asking, "What would you find at the head of any slow moving line of traffic?" Answer: "An old woman in a lime-green Valiant." Today however, the answer would be "a white-knuckled old man or woman in a silver-grey Corolla."

D.G.
Calgary, Alberta

[IronNam]

I drive a turtle. but i know it'll outlive the rabbits of the road. it'll prevail in the end.

[nhcycle]

There is some truth to the article.....


I've been watching Hyundai for years - they used the Toyota model and playbook out of the gate when they entered the U.S. market..... low cost market entry product and continued to move upmarket and expand offering after establishing a customer base and focus on value and continuous quality gains...... as far as Toyota not buiding exciting vehicls.... as a new Venza owner, I can tell ya it is the first vehicle over many years that got my attention and anticipated delivery...... it's not the same as when I got my celicas..... but it's a step up at least...... Focus on market dominance relagated kaizen to the back set...... IMHO