Akio Toyoda savors flavor of excitement

[got-rice]

I think Toyota's president agrees with many of us here about the current state of its lineup (Boring). I think he's on the same page as a lot of us

http://www.autonews.com/article/2009...911139985/1289

Toyota's chief tester? The boss
Hans Greimel
Automotive News
November 16, 2009 - 12:01 am ET

TOKYO -- Akio Toyoda has appointed himself supreme automotive taste tester for Toyota Motor Corp., a kind of master chef overseeing ingredients that go into the automaker's vehicles. But what seasonings will he be pulling from the spice rack to zest up his cars?

His favorite buzz words: "fun to drive."

From a personal point of view, Toyoda the car guy clearly favors high-performance, responsive, sporty cars. Look no further than the Lexus IS-F sedan and LFA sports car, two of the new president's pet projects.

"Cars are not a mere means of mobility," Toyoda blogs under his pseudonym, Morizo, on the company's Japanese-language marketing Web site www.gazoo.com. "They respond to the driver's will; they turn, speed up, slow down. Naturally, there's a need for excitement."

The fuel-efficient, dependable cars that made Toyota famous don't tingle all his taste buds. Blogging about the plethora of environmentally friendly cars at last month's Tokyo Motor Show, Morizo complained: "It was all green. But I wonder how many inspired people to get excited."

He added: "Of course, eco-friendly cars are a prerequisite for the future, but there must be more than that."

One car that set Toyoda's heart revving was the latest Volkswagen Scirocco.

"I'm jealous!" he blogged in July after test driving one. Besides having "cool styling," Toyoda wrote, "It runs incredibly well, to the extent I can't believe it is a 2000cc engine."

Toyoda's conclusion: "Morizo cannot afford to lose. I will tackle the challenge of creating a car with even more splendid flavor than the Scirocco."

Toyoda's quest to inject excitement, style and emotion into his company's lineup adds a new flavoring to the company's long-successful recipe of delivering sensible, reliable, affordable - though sometimes boring - automobiles. It may be a tough balancing act.

"For a lot of people, their first priority is not having a fun-to-drive car," says Chris Richter, an auto analyst at CLSA Asia-Pacific Markets in Tokyo. "It's simply getting from A to B."

Chieko Tsuneoka contributed to this report

Morizo on motoring
Here are some blog comments from Morizo, Akio Toyoda's online alter ego.

On the Volkswagen Scirocco: "The steering wheel doesn't look good, but once you swing it, it feels good. I also wondered if the A-pillar was too thick, but once I started driving, it didn't bother me."

On fun-to-drive cars: "In order to have cars that inspire dreams and admiration in everyone from children to adults, it is important to appeal to people's sensitivities through the 'flavor' of a car."

On his penchant for racing: "An escape from reality? A hobby? I, Morizo, know many things have been said about my racing. But I have simply loved cars since I was little."

On the value of driving at Nürburgring: "I want more people to understand that cars are forged in racing, and, at the same time, it's a wonderful environment to nurture people."

[TrailDust]

For me, reliability will trump all other considerations any day.

[Sulu]

If it means giving up reliability and durability and means that form continues to greatly trump function -- like (or worse than) the current Gen6 Camry, with its high beltline/sitting-in-a-bathtub feeling, its huge-blindspot A-pillar and trunk opening that is the size of a postage stamp -- then I may have to start looking at other makes, perhaps even Starship Hondas.

[the_professional]

I dig Akio.

Just revert to lost tradition, solidly built cars that were much more fun to drive than todays sedated line-up & reliability was first.

wheres the old school all-trac camry?

[Jegan_V]

I like driving...therefore making driving fun is my highest priority even higher than reliability. If I can't enjoy driving my car and have to settle for an appliance like a Honda Civic...I might as well do the most economical thing and just take a public transport. Accomplishes the same things as a boring car would for me, other than being slower but on the plus side encounters with beautiful girls increases.

[PhatRoyale]

I don't blame them.... I drove the MKV GTI (which shares the same chassis as the Scirocco) and even that was a hoot to drive for a 4-cylinder car. Toyota needs a car to be able to compete in the hot hatch segment at the same pricing point.

[Frozentide]

I think he will show that he knows what enthusiasts want, and he will deliver. I think there will be much to come in the next few years, to follow the FT-86.

[TrailDust]

Originally Posted by Frozentide

I think there will be much to come in the next few years, to follow the FT-86.

You mean the Shiryo.

[the_professional]

Originally Posted by TrailDust

You mean the Shiryo.

pushing the tab.

btw, its Celica.

[Camread]

Originally Posted by Sulu

If it means giving up reliability and durability and means that form continues to greatly trump function -- like (or worse than) the current Gen6 Camry, with its high beltline/sitting-in-a-bathtub feeling, its huge-blindspot A-pillar and trunk opening that is the size of a postage stamp.

you're right, that's why it sells so poorly...

[TrailDust]

Originally Posted by the_professional

pushing the tab.

btw, its Celica.

If only Toyota paid royalties to the lucky SOB to come up with a marketable name....

[the_professional]

Originally Posted by TrailDust

If only Toyota paid royalties to the lucky SOB to come up with a marketable name....

It is creative & sounds great.
But, once a Celica driver, always a Celica driver, so I drive my Camry, as if it was the Celica... it doesnt quite work out all the time.

[RAV4EVR]

Originally Posted by Sulu

If it means giving up reliability and durability and means that form continues to greatly trump function -- like (or worse than) the current Gen6 Camry, with its high beltline/sitting-in-a-bathtub feeling,

I have driven the Taurus and the Accord. That is called a four door sedan. I think you are confusing the Camry with a Supra or a Corvette.

Originally Posted by Sulu

its huge-blindspot A-pillar and trunk opening that is the size of a postage stamp --

IF the trunk opening is an issue for you, then you need to design your own car. I travel a lot. Never have had issues with the trunk. I am sure if the "kind of opening" was on an Audi A4, you would not have a bit of issue with it and you would blindly accept.

The new Camry design is way better than any in its competition. Mazda is butt ugly - Ford is too plain - Honda is over done. Chevy Malibu -- Did somebody spend time designing that thing?

Originally Posted by Sulu

then I may have to start looking at other makes, perhaps even Starship Hondas.

I think that is a great idea..... Start today !!!!


Toyota's killing of Supra and Celica kind of vehicles now means that people who drive four door Toyotas think that now they are supposed to get Supra performance out of them.

I have driven the competition. Sorry.. Accord or the Ford's "midsize" cars.. don't drive as well.... Oh wait.. Ford makes Mustang.......... so then TAURUS must be a fun car to drive................ just because Ford has a sports car in thier line up.................... All bullshit.......




AVALON - Ford Five Hundred ---- Ford.. drives horrible..

Camry - (6 speed manual rocks) - I have driven the competition.. Camry is a way better built car......... Wanna talk about the trunk all day or the way the exhaust pipe is routed under the camry (how boring that is) ..... sure... whatever..
I have heard more rattles out of a brand new Accord than my daughter's 1 year old bike that I put together. LOL !!! Malibu does not even have a MANUAL transmission.

Corolla - No comments here.. Civic drives like a Toy --- Ford -- Nice try Mazda --- Do u still make a Corolla competitor..? Give it up...

SUVs --- Hmm.. Hummer could not make it..Now Hummer is sold with the fortune cookies in a Shanghai restaurant.. ... Explorers--- What is fun about them.. 4Runner... 4Runner suspension is rock solid - Drive one off road. Explorer....... PHLEASE !!!! No other Japanese makes a decent SUV.... Sorry... NISAN PATROL don't make it to USA.. but that is a nice now.. HONDA... u don't even know what an off-road suspension means...

FJ Cruiser - Land Cruiser -- PRADO --- There is no comparison.

OH WAIT.... Toyota does not have a sports car...... Sorry AVALON and CAMRY don't drive like a SUPRA ............ LOL !!!!!!!!!!!!

Only most people like to buy these cars.. they must all be crazy..


My almost 13 year old Land Cruiser with 130k miles on it as as rock solid as it was in 1997... will go around the Himalayas like it is going to Walmart - LAND ROVER -- will need a repair team following it around the mountain - Not to mention they are ugly -- Hummer can probably do a better job than a Land Rover... Not sure what Shanghai wants to do with them in the future. It does "LOOK" tough..

[Frozentide]

Originally Posted by the_professional

pushing the tab.

btw, its Celica.

I would love to make a bet that they don't call it a Celica. My money is on Toyota creating a new name for this car.

Oh btw, to whoever doesn't like the new Camrys.... ... THEY ARE AWESOME!! Not too mention gorgeous with factory bodykit!

[ECHOKnight2000]

Originally Posted by Jegan_V

I like driving...therefore making driving fun is my highest priority even higher than reliability. If I can't enjoy driving my car and have to settle for an appliance like a Honda Civic...I might as well do the most economical thing and just take a public transport. Accomplishes the same things as a boring car would for me, other than being slower but on the plus side encounters with beautiful girls increases.

I agree with ya.

Its nice to see the president of Boring Motors to actually say something refreshing and to love what we love. Exciting cars, that are engaging. Not that all have to be outright sports cars but inject some passion. That's where the "Japanese cars have no soul" comes from. Yes Toyota makes amazing off road cars but I'm talking about cars. yes Toyota should focus on quality but doesn't have to be just A to B transportation.

My point is, Toyota should be proud and inject passion into their cars. Design and driving. Not just to make a buck. Rant over