Toyota: Focuses On Design
PRESS RELEASE
December 2008
Although Toyota Motor Corp. is on more solid footing than its Detroit counterparts, the Japanese automaker is dealing with many of the same challenges facing the domestic Big Three.
In fact, slumping sales forced Toyota to announce that it was delaying the start of production at its plant in Blue Springs, Miss., indefinitely.
Toyota, undeniably one of the most successful car companies in the world, is trying to spark interest in its products by addressing what many believe is the company's Achilles' heel, boring and muddled designs.
Styling and product identity are more important than ever since most cars and trucks from competing brands now share Toyota's high quality, good value and brand loyalty.
Thus, if Toyota is to make the most of a competitive market, it has to emphasize styling and be clearer about its product identities, industry analysts say.
"A few years ago, our designers realized there was no 'family look' to Toyotas. Each model was different," said company spokesman Wade Hoyt.
"So a design theme called 'vibrant clarity' was instituted companywide, which includes a sweeping hood-nose-grille design that is instantly recognizable as a Toyota."
"Vibrant clarity is the philosophy of how to create vehicles that are both energized and dynamic, but also rational and ingenious," said Joo H. Lee, media relations communications coordinator at Calty Design Research, Toyota's Newport Beach, Calif.-based design center.
"Vibrant refers to the emotional and energized aspect of the design, while clarity refers to the rational and easily understood side of design," he added.
Venza, Toyota's newest product, expresses that through its grille, which carries the new corporate theme, and a sleek, muscled, aerodynamic look that has been rarely seen on Toyotas before.
"Venza grew out of the FT-SX concept car designed by Calty for the 2005 Detroit auto show," said Hoyt.
He said the designers wanted to provide the usefulness of a sport utility vehicle but shift away from boxy SUV themes toward a sleeker sedan-like exterior. They wanted to retain ample cargo capacity, towing capability and an all-wheel drive option.
Future Toyota models also will express something called the "J-factor," according to the company's designers.
"J-factor refers to aspects of Japanese originality and quality, which when seen through the eyes of non-Japanese, are considered to be modern, attractive and globally appealing," Lee said.
December 2008
Although Toyota Motor Corp. is on more solid footing than its Detroit counterparts, the Japanese automaker is dealing with many of the same challenges facing the domestic Big Three.
In fact, slumping sales forced Toyota to announce that it was delaying the start of production at its plant in Blue Springs, Miss., indefinitely.
Toyota, undeniably one of the most successful car companies in the world, is trying to spark interest in its products by addressing what many believe is the company's Achilles' heel, boring and muddled designs.
Styling and product identity are more important than ever since most cars and trucks from competing brands now share Toyota's high quality, good value and brand loyalty.
Thus, if Toyota is to make the most of a competitive market, it has to emphasize styling and be clearer about its product identities, industry analysts say.
"A few years ago, our designers realized there was no 'family look' to Toyotas. Each model was different," said company spokesman Wade Hoyt.
"So a design theme called 'vibrant clarity' was instituted companywide, which includes a sweeping hood-nose-grille design that is instantly recognizable as a Toyota."
"Vibrant clarity is the philosophy of how to create vehicles that are both energized and dynamic, but also rational and ingenious," said Joo H. Lee, media relations communications coordinator at Calty Design Research, Toyota's Newport Beach, Calif.-based design center.
"Vibrant refers to the emotional and energized aspect of the design, while clarity refers to the rational and easily understood side of design," he added.
Venza, Toyota's newest product, expresses that through its grille, which carries the new corporate theme, and a sleek, muscled, aerodynamic look that has been rarely seen on Toyotas before.
"Venza grew out of the FT-SX concept car designed by Calty for the 2005 Detroit auto show," said Hoyt.
He said the designers wanted to provide the usefulness of a sport utility vehicle but shift away from boxy SUV themes toward a sleeker sedan-like exterior. They wanted to retain ample cargo capacity, towing capability and an all-wheel drive option.
Future Toyota models also will express something called the "J-factor," according to the company's designers.
"J-factor refers to aspects of Japanese originality and quality, which when seen through the eyes of non-Japanese, are considered to be modern, attractive and globally appealing," Lee said.
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