Toyota has finally decided to move forward with a new design direction that will see them introduce new models that look more sporty and exciting. They will do away with the old "boring" designs as instructed by the President himself Akio Toyoda. This has come very late but better late than never. It is clear that Toyota lost a lot of customer in the recent years due to their ultra conservative approach. The older generation who used to buy Toyota cars because they were made by Toyota are slowly dying off and sticking to boring traditional designs is a death wish for Toyota.
Honda, Nissan and Mazda took massive swipes at Toyota for being too conservative and it has paid dividends for these 3 cars companies. Many younger buyers jumped to better and fresher designed cars. Designing boring and conservative cars are no longer acceptable. Toyota realised this and engaged a non Japanese designer which has put a fresher look to it. Some of his designs have been questionable but he is trying to make a difference. Just like Chris Bangle made some controversial designs with BMW during his time but it allowed the brand to stand out. Love it or hate it designing a car is not easy but if it is able to stand out (without being too ugly) it will make a statement for the brand image.
Subaru in the past used to design very ugly cars but of late their car designs have improved and are less ugly and more acceptable with the wider audience. This has translated to better sales worldwide and improved its brand image.
Toyota will definitely stand to gain more from this upcoming new image and help it compete head on with Nissan, Mazda, and Honda. The design direction constantly change and in order to keep up one needs to be ahead of the game.
The soon to be launched Supra looks amazing and will be something Toyota to be proud of.
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