Is Becoming "Sporty" Going To Save Toyota?

Is Becoming
Maurizio Raffone bought a Toyota Prius hybrid for its top-of-the-line fuel efficiency. In his current search for a new sports car, he said the Japanese carmaker hadn't sprung to mind.

"Would I consider buying a Toyota high-end sports car?" said Raffone, a London-based director at Commerzbank AG. "I might think about it, but ultimately I'd choose something with a trident, a prancing horse or a bull on its hood," he said, referring to cars made by Fiat SpA's Maserati and Ferrari marques, and Volkswagen AG's Lamborghini.

As the world's largest carmaker tries to rebuild its reputation for quality following record recalls, President Akio Toyoda, a racing fan, has said he wants to add more fun to his cars. Under Toyoda, who became president in June 2009, Toyota Motor Corp. has taken orders for the Lexus LFA $375,000 supercar, is readying an "affordable" rear-wheel drive coupe and may even add a sporty version of the Prius.




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theoptimisticpessimisttheoptimisticpessimist - 9/16/2010 3:30:32 PM
+9 Boost
Does Toyota need saving?


B7FANB7FAN - 9/16/2010 4:09:00 PM
+8 Boost
my words exactly i never knew they needed to be saved. but becoming sporty will help them in the 30 and above crowd...and not the 50 and above crowd. I think that toyobaru is on the right track of the kind of sportiness they need.


thetruth01thetruth01 - 9/16/2010 4:45:45 PM
+9 Boost
O, you beat me to it. Toyota is the largest car company in the world, hardly in need of saving.

The original, non-flame-baiting headline is "Toyota accelerates plans to expand sporty offerings." Gotta love 009. :)


LexSucksLexSucks - 9/17/2010 10:22:58 AM
-1 Boost
"Does Toyota need saving?"

- They do if they want to be seen as more than just an appliance builder.


trymeetrymee - 9/16/2010 3:33:55 PM
-2 Boost
I want to see the car first. Then i will tell you!


thstonethstone - 9/16/2010 4:04:14 PM
+3 Boost
I think that a line of affordable sports cars would be received very well from Toyota and help their image along with the bottom line.

Start with a new MR2 and then something to take on the Nissan 370Z. This could be done using existing 4 and 6 cyl engines. Piece of cake.


LexusLexus - 9/16/2010 4:31:18 PM
+4 Boost
Toyota make to bring back the Toyota Supra and make a 370z Fighter and price just below the $30k for the base model like the 370z. They have money, technology and experience to make an exciting sportscar.

Just use the technology and experience that they learn from making the Lexus LF-A to create an exciting sportscar.


Joe_LimonJoe_Limon - 9/16/2010 5:37:18 PM
-4 Boost
New "sporty" cars isn't going to get public trust back. You'll attract different buyers, not the conventional conservative buyers who hate being lied to.


izfuneyizfuney - 9/16/2010 8:44:09 PM
+3 Boost
Flame bait headline aside.... why would somebody who is considering an exotic (Ferrari/Lamborghini) even start with a Toyota .. ?
Exotics typically are bought by collectors or as a very expensive weekend toy .. and apart from the high purchase price typically run $2 to $4 per mile in maintenance cost (not incl fuel/depreciation or appreciation)

While i understand everybody clamoring for a Supra ...even Toyota is aware that nobody BOUGHT it in sufficient numbers for it to be successful. The 370z shares its platform /engine with a range of products and still is doing very mediocre numbers. Outside of core enthusiasts nobody wants to pay the maintenance price ( aggressive high wear tyres, more frequent service )
So ..."sporty" is a good midline to go after. where there is enough performance while a very moderate increase in maintenance costs...



uaw_laxuaw_lax - 9/16/2010 11:17:37 PM
+1 Boost
Toyota has to go sporty to gain new buyers, in the next decade or so their base customers the Boomers will be holding on to the car they have much longer or buying used because they will be retiring left and right. The best thing to do right now is go after the boomers kids as a new source of customers with sporty cars.


pepito66pepito66 - 9/17/2010 8:38:22 AM
0 Boost
Who care..


mini22mini22 - 9/18/2010 7:51:52 PM
+1 Boost
Well the've lost a little credibility with the "boomers" and therefore some market share. Further Ford and GM are now starting to catch up on vehicle desirability. The new Ford Focus and Chevy Cruz should take a chunk of Corolla sales. And when Chryslers C-Evo platform hits the US market in the small and midsize Chryslers I beleive that Toyota's market share will take a further hit on their "bread and butter" sedans
(Corolla and Camry).So Toyota needs to reinject the exitment back in their product line up to pick things back up again. Toyota has certainly done the sports car thing in the past. It has certainly been useful in getting new buyers to the brand. So bring on the FT86,the new "Supra" etc. This will help people forget black box unintended acceleration,power steering issues,chassis rust issues etc.
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