Akio Toyoda, the chairman of Toyota, known for his racing alter ego 'Morizo,' has expressed a bold personal vision for the company's vehicle offerings. He candidly admitted that if given free rein, Toyota's entire production line would be dedicated exclusively to high-performance hot hatchbacks, specifically mentioning the GR Yaris and GR Corolla as prime examples of his ideal automotive creations. This perspective highlights his deep passion for driving dynamics and performance, a passion that has significantly influenced Toyota's recent ventures into more exciting and driver-focused cars through the Gazoo Racing division.
Beyond his personal preference for compact, powerful vehicles, Toyoda also demonstrated his commitment to fostering innovation within the company. He encouraged a budding engineer's aspiration to develop a hypercar, drawing parallels to the iconic V10-powered LFA. This support suggests a corporate environment at Toyota that values ambitious projects and empowers its engineers to pursue groundbreaking designs, even as the broader market shifts towards different automotive trends.
The Chairman's Performance Philosophy
Akio Toyoda, a figure synonymous with Toyota's renewed focus on enthusiast vehicles, champions a product strategy that, in his personal ideal, would prioritize hot hatchbacks. His active participation in motorsports under the alias 'Morizo' provides firsthand experience that informs his belief in the importance of engaging driving experiences. This philosophy is evident in the development of models like the GR Yaris and GR Corolla, which embody the excitement and performance he values. His advocacy has been instrumental in carving out a niche for these specialized vehicles within Toyota's extensive lineup, demonstrating a unique leadership approach that blends corporate responsibility with personal automotive passion.
Toyoda's candid remarks underscore a divergence between personal preference and market reality. While his heart lies with the thrill of hot hatchbacks and high-performance cars, he understands that a global automotive giant like Toyota cannot subsist on niche products alone. Mainstream models such as the RAV4 and Corolla are crucial for the company's financial stability, providing the necessary resources to fund more specialized projects and maintain its competitive edge. This strategic balance ensures that Toyota can cater to a broad customer base while still pursuing innovations and performance cars that excite enthusiasts and enhance the brand's image. The spin-off of Gazoo Racing into a dedicated performance sub-brand further solidifies Toyota's commitment to maintaining a robust and permanent presence in the sports car market, hinting at future high-performance offerings.
Fostering Future Innovation and Heritage
Toyoda's interaction with an aspiring engineer revealed his dedication to cultivating future automotive excellence within Toyota. He not only encouraged the young talent to pursue the ambitious goal of creating a new hypercar, reminiscent of the legendary LFA, but also assured him of the organizational freedom available to realize such visions. This supportive stance suggests a company culture that empowers its employees to push technological boundaries and conceptualize groundbreaking vehicles. The chairman's belief in the engineer's ability to "find people and colleagues who resonate" to make the car a reality illustrates a collaborative and innovative spirit at the core of Toyota's development process.
This forward-looking approach to innovation is also tempered by Toyoda's appreciation for traditional automotive experiences. Despite ongoing industry shifts towards electrification, he openly prefers gasoline-powered vehicles, famously stating that a true sports car must have "the smell of gasoline and a noisy engine." While acknowledging the necessity of electric performance vehicles, as evidenced by Lexus's upcoming electric supercar, his sentiments highlight a desire to preserve the visceral aspects of driving. This dual perspective allows Toyota to explore both cutting-edge electric technologies, like the FT-Se concept, and continue developing internal combustion engine (ICE) sports cars, catering to a diverse range of preferences and ensuring the brand's appeal to both modern consumers and traditional enthusiasts.
