"Aren't we seeing fewer exciting, fun-to-drive cars these days?" This question closed out Toyota's results briefing for fiscal 2025. How did President Sato respond?
On May 8, Toyota presented its results for fiscal 2025. Questions posed by reporters touched on a wide range of topics, from the U.S. government’s automotive tariffs to the company’s multi-pathway strategy.
The final question of the day, however, struck a different tone.
“Recently, it feels like we are seeing fewer cars of the kind that match President Sato’s tastes—exciting, fun to drive. What are your thoughts in this regard?”
The venue’s rather tense atmosphere abruptly lightened, and even President Sato’s voice sounded brighter.
Making products that move people’s hearts
President Sato
Thank you for your question about making cars exciting.
I feel entirely the same way, which is to say, you’re exactly right. A car is not a car if it's not fun. That’s why we will never allow our cars to become commodities*.
*Products that are difficult to differentiate from many similar offerings on the market, on account of the company or brand having lost its uniqueness and appeal.
Gone are the days when everything was determined by logical left-brain thinking, and cars sold by simply having better catalog specs.
We can no longer sell cars just with model updates, slightly better fuel efficiency, or new designs. It comes down to your passion for making products that move people’s hearts.
Of course, sports cars need to be sleek, but unless that same passion can be found in other types of cars, you won’t be able to reach customers.
I’m trying to instill this kind of mindset in each of our project teams. That is the Toyota I want to create, and I will continue working on that this year.
No doubt we will have more opportunities to talk about exciting cars when the time is right.
I am not sure that a results briefing is the best place to have that discussion, so let us leave it there for today.
Having spent most of his career at Toyota as an engineer, President Sato is a true lover of cars.
Even as he suggested leaving the discussion for another day, his passion for cars was written all over his face.