Does Toyota Get The Respect It Deserves For Innovation?

Respect is a hard commodity to come by these days. A lack of respect seems more common than admiration for a job well done. Consider Toyota.

In recent years, the company displaced General Motors from the perch it had occupied for decades as the world's largest automaker. But while Toyota's business acumen is held in high regard, their ability to build vehicles is derisively likened to that of an appliance manufacturer. The company rarely gets the credit it deserves for innovation and influence.

The thought occurred to me at the media introduction for the 2013 Toyota RAV4 crossover SUV. When Toyota officials mentioned that the RAV4 is now in its fourth generation, I was stunned. Have there really been four versions? Well, yes.

Agent009 - 3/18/2013 11:52:19 AM

-2 Boost

When the "choose" to innovate yes.

The bigger issue is many times they tend to hold back on other innovations until the price is right for them to add the feature.

Look at the DSG transmissions available in VW products since 2003. Toyota limits a similar choice (Direct Shift transmission) 10 years later only to the higher end.

Agent009 - 3/18/2013 2:47:14 PM

0 Boost

It is all about mindset my friend.

Many Eastern cultures look at what exists and build upon that and refine. To these cultures the improvements made through evolution is innovation.

In other parts of the world they throw this aside and create their own unique technology to address issues. To them this is innovation.

Look no further than Apple and Samsung.

Apple created the better way and Samsung duplicated it and improved the concept via evolution.

Now it is Apple's time to evolve or innovate to battle Samsung.

USNA1999 - 3/18/2013 7:11:34 PM

0 Boost

Since we are talking about TM I just wanted to state something that I just noticed on my third day here in China, TM and Lexus worldwide numbers are somewhat skewed. Here in Beijing like in some places in Europe and South America some Lexus models are sold as TM models (GS, GX are TMs), not really sure why. In the end, the profits still go to TM but I am not really sure what the strategy behind this is. Maybe if all these Lexus models were actually sold under the Lexus brand their worldwide figures will be more competitive against the Germans.

cidflekken - 3/19/2013 1:48:03 PM

+1 Boost

sportbike, Lexus is actually more global. They are now in 70+ markets, not as Toyota.

HighDesert - 3/18/2013 9:04:43 PM

+1 Boost

Toyota, at one time was quite innovative with the likes of the mr2, celica GT, etc. But, more recently, I am hard pressed to think of another company that produces more boring cars.

HughJass - 3/19/2013 5:29:21 AM

+3 Boost

RX was original luxury crossover, a segment people actually wanted, not made up segments like BMW tends to do.

LS was first to use magnetic ride suspension, the only other manufacturer I can think of that uses it now is Cadillac.

Imitating and discounting seems to be an Asian thing but I'd rather buy Japanese than some crappy Chinese/Korean product. Atleast the Japanese innovate every once in a while.

Fijian - 3/19/2013 3:33:57 PM

+1 Boost

Magnetic Shocks were developed by GM's Delphi division and were in Cadillacs and Corvettes. Now that GM has sold Delphi they are supplying shocks to Ferrari and Land Rover. The Magnetic suspension you are reffering to on the LS was just a test Dr Amar Bose was doing on Magnetic suspensions. He could have used any car. That system has not made it into production cars yet.They do not even supply stereos to Lexus.