Toyota has used the unveiling of its new 86 sports coupe to declare its commitment to producing more ‘fun-to-drive’ cars.
Global president Akio Toyoda said cars must have an emotional presence that inspires drivers.
Go deeper with GlobalData
“Personally, I love the smell of petrol and the sound of an engine, so I hope that this type of vehicle never disappears,” Toyoda said.
“I hope that motor vehicles will continue to provide dreams and inspiration to people for all eras.
“I believe that if it is not fun, it is not a car.”
Toyoda said that, no matter how advanced cars become, it was important to retain the anticipation of buying a new car and the excitement of gripping the steering wheel and driving.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData“Today it is said that young people have little interest in cars as there are much more interesting things.
“As an automobile maker, I find this quite frustrating.
“It is for this reason that we are committed to making cars that will evoke this feeling of ‘fun to drive, again’ in as many people as possible.
“This is Toyota’s declaration.”
