Past Designs 'Boring' Admits Toyota Design Boss, Turnaround Coming

Malcolm Flynn | May 24, 2012

Toyota boss Akio Toyoda has spoken before of plans for more excitement in the brand's future models, as part of the new TNGA (Toyota New Global Architecture) corporate strategy.

Now, the head of Toyota’s California CALTY design studio, Kevin Hunter has added his two cents to the promise.

Speaking at a conference in the US last week, Hunter said: “In the past, let’s face it, we had boring design.”

“We’re going to act more instinctively. We’ll continue listening to the customer, but we can’t do creative design only listening to the consumer. They don’t know what they want five years from now. We’re going to make some predictions,” Hunter said.

Toyoda has been promising a style and emotion-driven turnaround since taking over the company in 2009.

These latest comments come after the Toyota Group fell behind General Motors and Volkswagen in total worldwide sales in 2011.

Last week brought the news that Toyota Group has returned to top-seller status year-to-date in 2012, but the Japanese giant will not be resting on these laurels.

Filed under: Toyota, News

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  • DMR says,
    3 years ago
    1 like
    Yes previous design has been boring, but how about bringing the bread and butter cars into the 21st century. That means no 30 year old 4 speed autosand independant suspension rather han torsion beam rear. Pointless having a cutting edge look when underneath is a 90's relic.
    • Dave says,
      3 years ago
      I agree with 4 speed auto being a relic, but torsion beam is still being widely used these days.
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