If You Were In Charge Of Toyota, What Would You Do To Shake That Boring Image?

Um, let's see ... maybe design something that isn't ultra hideous?

The problem is that many Toyota cars are sold in their Home market - Japan - where the styling is considered to be far more agreeable than we consider it to be. And if you style the cars to be more acceptable to the USA - they are less acceptable to the Japanese/oriental buyer.

Now - Toyota COULD style the cars they produce for this market more to the American Taste - but the current rage is to sell to China - which will surpass the USA as the largest car market - and if they style to the Chinese market - the American market will not fall into place.

1. Hire a competent stylist.
2. Consolidate all overlapping models worldwide.
3. Hire a suspension tuning engineer
4. Double the GT86's power by putting in a Toyota engine with a Turbo
5. Price the Supra like a Mustang.
6. Do a Corolla hatch GTI

As at Q1 2017, Toyota sold more cars worldwide than anyone else in the world.

Fault them all you want, but I believe they're doing an awful lot of stuff right! Aside from the flattering unit sales, they also have very respectable defect numbers, respectable TCO, respectable MPG, and strong customer loyalty. Does this sound like someone who needs your help?

If you want a good, solid, reliable, affordable, practical vehicle, Toyota has a lot of variety to offer. If you want sexier styling, or a more exciting driving experience, then there are other brands that are more suitable.

Think the answer is known and lies directly within Toyota. Supra, GT-86 investment/convertible, take risks and push for vehicle innovation like the mid-engined Previa from ages ago.

They need to build a Celica that is aimed at the Mustang in every way. A Corolla "WRX" would be a delight. The Previa was a total disaster as is the GT86.

Toyota made its reputation years ago - by producing basic cars - 4 cylinder, crank windows, AM/FM mono radio, and little else. ANd with almost nothing to go wrong - little did. Toyota had traditionally also been late to add the latest features to their cars - until all the bugs are gone - and reliability continued.

However - Toyota told us- with the Scion (Failure) that they appeal to an older - mature but not tech savvy buyer - and they need some way to appeal to a younger audience. Unfortunately - Scion failed due to lack of interest by both Toyota and Buyers as well. Once you are associated with older buyers (Ask Buick) - it is really really hard to break that reputation. (A Buick powered Indy car holds the lap record at INDY who knew?) I would suggest not a separate "brand" - but a sub-brand (Like AMG or M/class) would be a better direction. Still - today - kids simply do not want to be associated with the next Toyota Corolla.