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Wednesday, June 22nd, 2011

Toyota will be Number One with an Extra Dash and Pinch of Style and Optimism mixed in.


The U.S. economy is in one of it’s worst hours at the moment. Almost 20% of the work force are unable to find full time employment to support themselves. There is a shortage of private sector jobs and far to many people are employed by the government. Private sector jobs fuel the economy where government jobs produce nothing. The government prints money and pays employees. That adds to government debt way into the trillions, only to end up in the hands of citizens as major tax burden. Americans are unable to buy and sell homes so the housing market is almost disfunctional. the American system can over come all of this. A change in government officials and policies in the coming 24 months can put America on the road to restoration of vitality and optimism.


When that happens we believe that American car buyers are going to be looking for not only the expected reliability, but also bright fresh dynamic styling cues that emote that vitality and optimism. This is not unlike what happened in the early 1950’s after World War II. During those years after the war vitality and optimism flourished, particularly by the mid 1950’s. Looking back, there appears to have been a dramatic change that took place between 1954 and 1955. It’s like the world suddenly changed from black and white visually to technicolor. This was distinctively reflected in the change in car styling and colors between 1954 and 1955 through 1960.

Check out the pictures of two mid fifties American cars below. These are actually professionally built scale models of a 1957 Dodge Royal Lancer and a 1956 Mercury Montclair Convertible in original color options. Notice how bright and optimistic the colors and trim are on these cars.

1957 Dodoge Scale Model1956 Mercury Convertible Scale Model

We have a similar stage being set for the near future and Toyota has a tremendous opportunity here. Looking around at new cars being introduced, there are many with exciting design elements. Toyota needs to pick up on this quickly. At the moment, the Toyota line-up is showing some age compared to many fresh new designs from other manufacturers. Fresh design definitely needs to be part of the new Toyota equation.


Here is a recent Toyota design sketch we found  for a two door coupe. We know that two door cars are not the big sellers at this time. But, the design cues on this model are striking compared to current Toyota design elements. We’d like to see this car, I don’t know that we will.

2012 Toyota Concept

Toyota’s opportunity to be Number One over the next couple of years is not only to bring to us the expected reliability but to also bring to us brighter fresher designs and colors that represent optimism that America needs and is ready for.

Toyota Will be Number One With An Added Pinch Of Style And An Extra Dash Of Color and Optimism!

These are our thoughts and observations at a critical point for both Toyota and America. What are your thoughts and comments?


Thursday, June 3rd, 2010

Toyota President Akio Toyoda is ordering engineers and designers to spice up the brand’s bland image with exciting new cars. “I want a car that shows what we are aiming for, toyota mr2 hybridsomething affordable, fun to drive and good for the environment,” Toyoda said. He references the MR2 hybrid sports car concept as the kind of product he expects from a new focus on exciting fun.

The 400-horsepower MR2 hybrid is based on the MR2 platform that was nixed from the U.S. market in 2005. When Toyota unveiled the MR2 Sports Hybrid Concept at the Tokyo Auto Salon in January, observers gave it a zero percent chance of being produced.

The MR2 Sports Hybrid Concept combines a 3.3-liter V6, used to drive the rear wheels through a continuously variable transmission, and an electric motor for the front wheels. The concept has an estimated zero-to-60 time under 4.5 seconds.


Mr. Toyoda’s desire for pizazz, excitement, and power, plus economy helps explain why he decided to team up with Tesla Motors. The partnership between Tesla and Toyota creates high-power excitement, but it’s too early to tell as to how product development will advance.

Putting resources into producing M2-like hybrid excitement or co-producing an EV with Tesla could represent a shift in direction, as Toyota reshapes its image after a season of global safety recalls. Creating exciting visionary new products can be great. But the company doesn’t need to throw out the baby with the bathwater. The auto market (and the world) needs mass-market high-efficiency vehicles that meet the needs of everyday drivers.  Their projected One million hybrids per year: Well, there’s nothing bland about that.