| TOYOTA HISTORY | |
We struggled through History 101, Economics 101, and most other subjects, but Toyota History and Vehicles, we know very well. Anyway here is Toysport’s take on Toyota from the beginning and into the future.
Today, Toyota is the world's third largest manufacturer of automobiles in unit sales and in net sales. It is by far the largest Japanese automotive manufacturer, producing more than 4.5 million vehicles per year, equivalent to one every six seconds. In the time it has taken you to read this paragraph, at least another three or four TOYOTAs will have been produced!
Tracing the roots of Toyota is best appreciated by observing the product line of the different stages in Toyota history. There can be 5 distinct stages identified and also 5 main model lines that will define Toyota’s place in automobile history.
1st Stage
When Toyota started producing motor vehicles, the major automobile manufacturers were already well established. The initial attempts were interrupted by WW II, which also leveled most European automobile plants. Borrowing heavily from British based cars and American trucks, the early Toyotas featured heavy European packaging influence and American engine design. The Toyopet Crowns, Tiaras, and early trucks that were produced were in fact just exercises in building the most basic transportation and automotive investigations in manufacturing techniques. As an emerging Japanese manufacturer, the evolution of Toyota products started slowly, with an eye for detail improvements. Gradually innovations were introduced, that soon was rapidly advanced when experience and know-how reached the level of other industry leaders. The Japanese industry was superior in taking an existing product not uniquely their own and revising and developing the product until their products became the world standard. A very ominous beginning, the automobile world was not prepared for.
2nd Stage
With a growing manufacturing confidence, Toyota soon reached parity with European mass-market vehicles. In the early 60’s Toyotas compared well against European vehicles in the same class. By the mid 60’s all Toyota models easily matched the current European offerings in the mass-market models line-up. Established European technology was closely monitored and soon incorporated in the product line. Parallel development by the “other” Japanese auto manufacturer, led to a further acceleration of applied technologies that led to an explosion of Toyota and Japanese milestone models- from the sporty economy models to luxurious (European) full-size V8’s. The Japanese industry showed an obsession with matching specifications with the world’s best automobile manufacturers. Toyota’s encompassing commitment was shown in producing the Toyota 2000GT, a vehicle co-developed with Yamaha, from a design rejected by another Japanese manufacturer.
3rd Stage
Corollas were introduced with DOHC engines (Alfa-Romeo and Fiat), Crowns came with SOHC sixes (Mercedes and BMW), and Crown V8’s/Centurys were equipped with the most extensive and lavish specifications (Rolls Royce). The Celica and Supra (Camaro/Mustang) was a new interpretation of sporty cars. And of course, the Land Cruiser (Land Rover) as the basic, dependable off-road icon. The focus was still solidly European inspired. On paper, Toyota models were soon matching specifications with the most established and advanced European models. On actual comparison, the European manufacturer still carried an edge in execution. Toyota, however, was under rapid technological advance. With manufacturing mastered, the focus soon turned to marketing. Marketing demanded innovation, and Toyota handily upped the ante for all manufacturers. Product specification and refinement gave Toyota a strong basis to start and become a major world player.
The US auto market became the new field of expansion. Consumer input and market research became important product considerations. US and overseas manufacturing bases were strategically put in place. The Corolla (Volkswagen) became the world’s bestseller.
4th Stage
Milestone models, Toyota’s interpretation of world-class cars, started appearing. Worldwide the Corolla was “the family sedan”. In the U.S,. the Camry became the family sedan standard, and a best seller. The MR2 was the new 2 seater sporty car. Toyota Pick-Ups, Trucks, and SUVs cover the entire market spectrum. Prius is the future hybrid available today.
Have you taken a look lately at the Global diversification of the new Toyota models? Different Corollas in different markets. In Japan all the new Models and Names are outright confusing. Toyota is bursting with all sorts of Niche type offerings.
Lexus Division was the first authentic Japanese luxury brand launched on to the world market. Lexus has quickly established a reputation for the "relentless pursuit of perfection". Introduced in 1990, Lexus model's exquisite quietness, smooth handling, and opulent luxury gained an immediate following in a market long dominated by European brands. With its advanced technology, supreme craftsmanship, and distinctive sense of style- the Lexus brand is leader and contender among the top luxury brands. What Lexus lacks in heritage it makes by its growing collection of international awards and titles. The rapid ascent to the pinnacle of automotive status is now automotive legend.
5th Stage
The future Toyota models will continue to be evolutionary. Reliability, Quality, and Value will continue to rule. Hybrids and alternate fuel cars will power Toyota into the future. Toyota will continue to make a lot of cars and a lot of money. Like US manufacturers, on a good year.
The Lexus Division will remain focused on Prestige and Excellence. Rather than expanding volume or market share, Lexus will focus on Exclusivity and continue to pamper new and existing owners. Do not expect a true high performance model from Lexus.
You would think Toyota got the market well covered. No. There is this thing called Motorsports. Toyota has raced in all the major competitive events and……… you heard and read about it here first, OK?
Start saving money.
The 3RD Toyota Division is on the way ! A true high performance division will return to niche market the true performance models of Toyota. Models will range from entry level (pocket racers) to real high-end Gran Turismo. Remember in the mid 60’s- the Sports 800 and the 2000GT? You get the picture…….
Why do you think Toyota entered Formula 1?
What will it be called? How much is the TOYSPORT name worth?
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