"We must make February 24, the day of U.S. congressional hearing, as the day of restart for Toyota," Akio Toyoda told a large group of Toyota employees today. "We should throw away all our past success and review our value of existence once more," Toyota's President & CEO said.How to do it? Well, I'm quite certain Toyota's board of directors has a plan. But... whisper it... so does The Good Car Guy. Whose plan is more likely to be adopted? Again, Toyota's executives have a plan. Surely, they do have a plan. Mr. Toyota, a plan? Can we see the plan, please?
Here's the problem. See, for the world's largest automaker to escape the Toyota Turmoil, a public relations war must be waged. Unfortunately, fighting a war when there is no direct combatant is difficult. Thus, Toyota is forced to battle against the warped mind of the consumer. Three months ago, that consumer felt strongly about the quality, durability, and reliability of Toyota automobiles. Today, says that consumer, Toyotas are junk.
Beyond the PR battle, Toyota Motor Corporation ought to consider steering down a slightly different philosophical course. Toyota has always been strong on efficiency (Just In Time Production), developing its workforce and treating its employees like royalty, and thinking deep into the distant future. Nothing about that should change. Yet over the course of the last couple decades, Toyota bosses have adopted a view that meant automobile manufacturing would be treated the same as manufacturing any other consumer product. Even amongst non-enthusiasts, the automobile should deliver up passionate reactions. Toyotas do not.
Here are the Top 5 changes required at Toyota Motor Corporation for the company to be successful in the long-term. And no, "fixing the acceleration problem" didn't make the cut because, uh... we all know Toyota needs to see to that issue.
-----
#5 - CELEBRATE CREATIVITY: Toyota, unbeknownst to casual automotive enthusiasts, is often at the forefront of new technology and safety advances. Unfortunately, Toyota is addicted to selling their cars to the kinds of people who don't care. The automotive media is addicted to aligning their articles in such a way as to make fun of that fact. So VVTi-L? Mostly ignored. Formula 1 connections? Set aside. Perusal of Consumer Reports studies, meanwhile, ended in parties at HQ.
#4 - BUILD EXCITEMENT: Toyota's FT-86 (Celica?) would be a great start. The F label at Lexus is owed some growth - there's just the one car for now. How about, let's say, a convertible for Scion? Building a 2-door version of the Toyota Corolla with a turbocharged 1.8L would be good, too. It's hard to imagine this stuff is necessary when Toyota surged ahead of its competitors without halo models. But while Toyota gained more customers, it also lost the most vocal section of the Marketplace: the enthusiast. Please don't try and convince me of the sporty merits of the new Toyota Sienna minivan.
#3 - BE TOYOTA OF THE 80s, NOT GM OF THE 90s: In business, the idea is to make more money. One way to make more money is to sell more product. You can also try selling more expensive products, a strategy adhered to by Toyota's Lexus division beginning in the 80s. Or, you could try collecting derelict brands from Sweden; starting up new brands in Tennessee; and selling the exact same cars at all your other brands, only with different badges. Regardless, rapid growth is a great way to kill quality control, prematurely introduce new products, and generally screw with the plan that made ya what ya'are.
#2 - BEING 'GREEN' NEEDS TO BE FUN: It remains to be seen whether the Honda CR-Z, a hybrid coupe from Toyota's compatriot, will be all that fun. However, the idea is a good'un. Make it sporty, fuel efficient, and attractive - a 'green' car for people who don't work for the Sierra Club. Yes, Lexus built the GS450h. But nobody wants a GS in the first place when they can have a BMW 550i or Mercedes-Benz E350. No, the hi-po Honda Accord Hybrid wasn't a success where the lo-po Toyota Camry Hybrid was. And Sales Stats show people taking a liking to the Toyota Prius, right? Still, selling cars is an image thing. So long as Toyota isn't cool, the danger of seeing its average U.S. buyer celebrate his 80th birthday is all too present.
#1 - MAKE CAMRY AND COROLLA DESIRABLE: In 2009, the Toyota Camry was the best-selling car in America. Indeed, the Toyota Corolla was the second best-selling car in America in 2009. February, the month just past, was supposed to be a riveting shock to Toyota's system. Yet the Corolla was still the second best-selling car in America and the Camry came in third. Sounds like plenty of people still yearn for a non-styled transportation device. "What's the point in delivering more than the customer requires?", Toyota has always seemed to ask.
Imagine a Toyota Camry with the style of a The Good 12-winning Mazda 6. Now apply the perceived quality from the Volkswagen Passat. Give the Camry a system like that of GM's OnStar, a service provided to owners of the Chevrolet Malibu and 2011 Buick Regal. Next, re-work the suspension of the Honda Accord to fit the Camry's wheelbase and track dimensions. Ta, and indeed, da. Now there's a desirable machine, a vehicle which could sell in significantly higher Numbers than Toyota ever imagined.
Related From GoodCarBadCar.net
3 Comments:
Please stay on topic. Feel free to argue and debate, but stay friendly and don't get personal. Comments signed as Anonymous may be rejected. Keep in mind, kids read this site.
If the post on which you are commenting is more than 40 days old, the comment will need to be moderated as a way to avoid spam.