Toyota held its annual financial results conference on May 8. While most of the conference covered boring things like sales projections and the potential effects of US tariffs on Japan, president Koji Sato spoke briefly about the new direction Toyota will be taking with its products. Namely, he wants all Toyotas to conjure a “kodoka!” (Japanese for “This is it!”) feeling of excitement.
Sato is an AE86 owner and has stated that his life’s dream is to revive the Celica. He seems like a solid car guy. During the conference’s Q&A session Sato was asked by Japanese automotive journalist, “Don’t you feel that there’s not much talk these days about cars that are enjoyable and exciting? What are your thoughts on this?”
“I completely agree with you,” Sato replied. “I believe that a car is not a car unless it is fun, and I am determined not to turn them into a commodities (something that can be replaced).”
“We are no longer in an era where cars sell as long as the catalog specs are improved,” Sato continued. “We do not live in an age where a simple model change, slightly better fuel efficiency, or a small update in design is enough to sell a car.”
Sato clarified that this philosophy didn’t just apply to performance cars. “Of course, I think sports cars should be sharp,” Sato clarified, “But even in cars that aren’t sports cars, if you don’t have that passion, you won’t reach customers.”
Sato then laid out his directive. “That’s why I’m pushing each project team to create that kind of “This is it!” feeling. I want Toyota to be this kind of company, and I’d like to continue into this fiscal year with that in mind.”
The president declined to get into details about specific models or even the types of cars that are coming down the pipeline. He closed the topic by saying, “I’m sure that when the time comes, we’ll have more to say about the cars that Mr. Yamamoto has in mind.
It wasn’t that long ago that Toyota was widely considered to be the most “beige” car company in the world. Now they’re one of the few bastions of internal combustion engines and a multi-performance car lineup. It’s remarkable how quickly brand perception can shift.
I hope Toyota can pull this off. For way too long, Toyota, at least in North America, as pretty much been the Buick of Japan. Stodgy, reliable cars that didn’t offend, but didn’t make people want to rush to the dealership to check out the new models. Boring sedans for people who just wanted a transport pod that would get them from A to B without bits falling off.
I hope they can pull this off, especially now that Honda has completely lost the narrative of reliable yet fun cars.
So, Toyota borrows a bit from Mazda, then? It was a given when Toyota sought alliances with the people of Hiroshima. And it’s not a bad thing at all. Besides, having a Corolla with a sportier configuration is, to say the least, unthinkable for some. And without giant spoilers (hello Civic! hello Subaru!)
Even Jay Leno, I think, recognizes this a little.
https://www.youtube.com/watch?v=Um5QxwqoTL0
It’s a bit like Robin Williams said, “a Volvo with a gun rack.”
Exactly, a Corolla “SR6” to compete directly with the Civic SI (NOT the Type R).
The Corolla Hatchback with the suspension to make it very tossable and fun, but with a non crazy boosted, over stressed engine that would make it better for every day, and less expensive to insure.
The Corolla FX that came out this week should have been this. Sadly, it wasn’t much more than an appearance package.
Hopefully it’s just the beginning and the thrown-together nature reflects the base Corolla’s age, it’s due for a full model refresh in the next year or so.
… Didn’t saw this article until now, but since (like most articles I have read in recent periods) it even mentions the impact of Trump’s White House return and the tarrifs he’ve imposed afterwards, then as given with this as well, I suspect that with Toyota and Honda (as well as their fellow homegrown carmakers like Nissan, Mazda etc) are deeply US-centric just as they are Asia-centric – exceptions are South Korea (where every Japanese car manufacturer are absent there) and Australia (neither Honda nor Nissan are appreciated and selling a lot vehicles there which is still Holden Commodore and Ford Falcon country) – therefore as examined that Europe is much the only place in the world where car manufacturing takes pride in it even after events since 2022, mostly not because its (Europe) where anything automotive had started from there. but also despite the existence and actions of the European Union (which was why Australia’s former colonizer Britain voted to leave EU), its because there’s more to appreciate from carmakers hailing from other European countries (except Germany, Swedish Volvo and not the other Swede Saab) like Stellantis (formerly PSA Peugeot Citroen), Renault Group and as well as Ferrari and Iveco since the latter two are owned by Exor. (The same company that owns Stellantis.)
Therefore, I think as given that there’s a likewise uncomfortable feeling about the term “(Blank) in Japan” like “Made in Japan” and “Big in Japan”, especially since it has to do with its (Japan’s) next-door neighbor South Korea already making progress with itself and their treasures even as of today – Hyundai / Kia, Samsung, LG, BTS, BLACKPINK, Squid Game, Parasite etc., then I think what Toyota and its people had said recently (as shown here in this post) may have been rooted from the fact that Japanese autos and their makers in the European market are deeply treated with disdain even today, as if had only few people in United States / Trump United States (but even had more people in Japan) learn about history and others about European automakers and carmaking, then the only thing Toyota would have been that less bloated (means that humbled) for example were having it (Toyota) to load off Hino, Daihatsu, Subaru, Mazda, Suzuki and Isuzu (as well as non-carmaking Yamaha) to Stellantis just as the latter would have instead acquire and liquidate Honda and the Renault-Nissan-Mitsubishi alliance for good. (Likewise, Stellantis may turn Japan into a launchpad for expanding its presence in Asia-Pacifc along with Malaysia, as well as Jeep’s parent company already has Leapmotor too and that’s why it would’ve been fine to take decades for PSA’s successor to dethrone the Autobahn three.)
I think since General Motors (GM) had experience of working with Toyota (NUMMI, Pontiac Vibe, Toyota Cavalier), Honda (use of its V6 in the first-generation Saturn Vue, Cruise), Fiat SpA (the Premium platform used in the Alfa Romeo 159, the similar SCCS platform used in Fiat’s Punto, Opel / Vauxhall Corsa etc.), among others at the same time – which is why its due to the fact that GM (like most carmakers hailing from both sides of the Atlantic Ocean) is still well-known for cars with none of the reliability for ex., Stellantis of today would even follow GM’s footsteps on working with both Toyota, Honda and even Renault (since it has Nissan) at the same time – thus likewise have Stellantis would install a mix of Toyota and Honda powertrains in its brands’ cars (ex: Peugeot 408) which would even increase the PSA and FCA successor’s marketing presence in rest of Asia and Oceania…
Kind of ironic coming from the company that literally made the car a commodity. Also, the last generation Celica was a pretty ho-hum driving experience, definitely not what I would describe as a “this is it” feeling.
The Celica needs to return to a real wheel drive platform, with an emphasis on balanced good handling, a fastback/hatchback body, and straight line performance
at least on par with the GR86. Oh, and a six speed manual as the base transmission.
And no skinny tired, commuter car trim level. One model to rule them all.
I guess to each their own, but I like the last gen Celica perfectly fine. It has pretty good handling from the factory, but with a little tweaking handles quite well. I also can appreciate that the 2zz-ge allows me to drive nice & tame for fuel economy, or I can rev up to 8k and have a little more fun.
But I’ve never really had “high horsepower” cars, so I don’t really need much to be reasonably happy. That said, in general, I enjoy it about as much as I enjoyed my FR-S, I think the concept is similar, even if the drive wheels are different.
I’ll also mention – while my “true” nostalgic is a Celica All-Trac st165. It may be AWD and turbocharged, but you can feel those extra 6-700 lbs it has on the 7th gen GT-S. (But I’d still keep the st165 if I had to part with one or the other)