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Toyota plans to trim trucks, focus on hybrids, improve quality
Stick with what you know. That seems to be Toyota's new mantra going forward, as the Japanese automaker has reportedly diverted its attention away from large trucks like the largely unsuccessful and slow-selling Tundra pickup and back on hybrid vehicles – possibly all wearing the Prius badge, including a minivan and something smaller than the current Prius – and returning to its previous levels of unquestionable quality.
Atsushi Niimi, executive vice president for North America and global manufacturing, tells Automotive News that Toyota will try to build more longevity into its current lineup, addressing issues such as excessive rust and corrosion and introducing new "fail-safe functions" designed to minimize the possibility of "tragic accidents." We suspect that means push-button ignitions that can more easily shut down the car and floor mats that can't bunch up under the accelerator pedal.
In addition, Toyota will focus on the North American market, giving U.S. engineers a larger say when it comes to new vehicle design and the choices of which models make the overseas trek. To speed up the new model renaissance, Toyota will hold back on mid-cycle refreshes, instead working to get more substantial updates ready in less time.
On the manufacturing side, Toyota believes that it expanded too rapidly over the last decade and will attempt to slow down and restore the trust that customers had in the brand. Apparently, that slowdown will indeed affect the recently-built and still-idle plant in Blue Springs, Mississippi.
[Source: Automotive News (products, manufacturing) (quality) - sub. req'd]
Reader Comments (Page 1 of 3)
Sea Urchin 4:33PM (11/02/2009)
About time too. While you guys at it try to improve interiors as well.
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Not THAT Matt 4:55PM (11/02/2009)
The one thing that has confused me about Toyota for a while now is why they have so many non-cars, particularly for a "fuel efficiency brand."
Also, it can't help that you have crossovers like the new Equinox get 4-5 MPG highway better than your (and every other non-hybrid) crossover when that's supposed to be your speciality.
It seems like the same thing that plagued GM and Ford (and to a lesser extent Chrysler) for years is now afflicting Toyota. Success can get to you, and can definately put a damper on innovation, or the perceived need to innovate. Look at Ford and the Vulcan engines in the Taurus - they basically used the same engine for what, 24 years? And as a result fuel economy was just horrible.
Being the underdog, or being "not as good" definately can force you to actually get better. Look at Ford and the new Fusion - 34 mpg highway is better than a lot of compact cars, for crying out loud.
I've never been a huge Toyota fan, but I hope they can focus more on their portfolio as a whole and not focus *as* much as on the Prius - it would help their overall gas mileage a bunch, I'm sure.
All I'm saying is if the Cruze can get 40+ miles per gallon highway, I don't see why the Corolla or Yaris couldn't acheive the same thing in a couple of years. And hopefully they can get less ugly, too. :)
John 5:29PM (11/02/2009)
I agree except about the Vulcan. The Vulcan happends to be an extreamly reliable, well designed engine, which is why it stayed in production for so long. Yes, its out of date now, but its been replaced. I've had many Ford products with it, almost everything it was put in except for a Probe. The fuel mileage wasnt that bad for the amount of power and torque you get, especially for an engine designed in the early 1980s. GM's 3.1L and Chrysler's 3.0L OHV V6s were worse in many respects.
zamafir 5:35PM (11/02/2009)
@Sea Urchin - thank you, easily the weakest link for toyota right now - because let's face it, their consumers don't care about excitement it's about point a to point b so at least give them something nice inside.
Alex 8:01PM (11/02/2009)
Don't want to just seem like I am trying to get my post near the top but have to agree 100% with you on the interiors part. I have a new 08 RAV4 Sport and the seats are the worst part of it; I usually don't get back pain unless I am sitting in any of the seats in the vehicle. Also the radio's quality and volume is pure crap, can hardly hear it when on the highway unless it is blasted all the way up. Am wondering if I made the wrong purchase, the other contender was a CRV.
Dan 8:13PM (11/02/2009)
Because Toyota isn't a "fuel efficiency brand", they're a "make as much money as possible brand".
Talking themselves up as the fuel efficiency car company is just marketing to leftists.
Not THAT Matt 10:19PM (11/02/2009)
The Vulcan was horribly out of date, which is the point - reliability is good, but so is new technology.
Also, I had a 96 Taurus, and several years later a 95 Taurus, both with the 3.0 Vulcan, and both with head gaskets that went. The 95 had it's gasket problem fixed, only to have it resurface less than a week later.
Sooooo reliable. :P
iijohn88ii 10:54PM (11/02/2009)
See ya Tundra, but the Tacoma's are one of the best trucks on the market.
Yea, I'm a Ford guy so I'm going to initially say "F-150" dominates (sells show), then the Silverado running #2.
BUT
The Tacoma is the BEST all around truck. No it can't tow/ haul as much as the bigger ones, but for the average guy that doesn't need a full sized truck or one that doesn't want one in V-6 (I couldn't blame him... full sized trucks to me MUST have at least 8 cylinders) the Tacoma is a PERFECT alternative.
Its not too big, not too small
Its not that fuel efficient, but certainly more than...
It looks DAMN good in 4 real doors with the longer bed like so...
http://media.photobucket.com/image/tacoma%204%20door/jvogler6/07Tacoma001.jpg
Its more practical and can be better suited for everyday use
&&&& YOU CANT KILL THEM!! Remember that Top Gear episode....
http://www.youtube.com/watch?v=Lrk6vsb77xk
PLEASE FORD!! REDO THE RANGER TO COMPETE WITH THIS TRUCK!!!
[[ Thank god there is no sport-trac after 2010 ]]
mapoftazifosho 4:33PM (11/02/2009)
Improve quality? I didn't think one could improve upon perfection. This must be a joke!
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George Skelley 4:42PM (11/02/2009)
I have been surprisingly disappointed with the Toyota products we have owned. We have owned 3 over 35 years the most recent 4 years ago, the Chevrolet replacement blows away the Toyota.
Pokey 4:43PM (11/02/2009)
Perfection? In a car? No car is perfect, especially not a new Toyota.
In case you haven't noticed, Toyota's quality has been sub-par lately. Not the worst, but it could certainly use some improvement.
Greg 4:57PM (11/02/2009)
Perfection is something you can aspire to, but never achieve. The frame rust recall on over 800,000 Tacoma pickups would be a case in point.
Yaroukh 5:25PM (11/02/2009)
@Pokey: I'm sure he has noticed, he was sarcastic (quite apparently IMO :)
Bob-omb 5:35PM (11/02/2009)
Hey George. Get back to us in 5 years.
Carlos 5:44PM (11/02/2009)
Maybe I'm the only one with my sarcasm meter on because I see everyone else missed that one.
Jim 9:20AM (11/21/2009)
Have you been living in a cage? Or is it that Consumers Report will always rate Toyota high grades and the domestic low grade no matter what!! Toyota has been making junk and the media don't seem to notice. Their day will come. What goes around comes around.
Tyler 4:35PM (11/02/2009)
That's fine with me. After all Toyota is a brand solely based on practical, fuel efficient cars with good quality but a sporty car wouldn't hurt either. You can't beat American companies when it comes to trucks and V8's so they shouldn't have bothered with the Tundra, same goes with Nissan's Titan. But I like the idea that Toyota is going to back to their normal ways instead of trying to be like someone else they're not which hurt their quality and reputation recently.
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Luis 4:37PM (11/02/2009)
Well this isn't a shocker. By returning to its roots, Toyota will again dominate where it dominates best: quality, efficiency and technology.
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ssrock64 4:38PM (11/02/2009)
All I can say is duh.
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Gruv 6:23PM (11/02/2009)
All I can say is Hon-DUH.
Seriously. They just realized they over-expanded!? Holy crap.
Meanwhile, Honda is sticking to what it's been good at... ( but is making too many large vehicles for fat people lately).