by Toyota wants to create more emotional cars
Toyota President and CEO Koji Sato stated that a car cannot be just a means of transportation—it must bring joy. He believes that minor model updates, improved fuel efficiency, or new designs are no longer enough for modern buyers. Instead, the company must create products that evoke emotions and passion.
“A car is not a car if it doesn’t bring pleasure. That’s why we will never allow our vehicles to become mere commodities,” said Sato.
Traditionally, Toyota has been associated with reliable but somewhat dull cars like the Camry or Corolla. However, in recent years, the brand has expanded its lineup by adding sports models such as the GR86, Supra, and special GRMN versions, as well as off-roaders like the Land Cruiser.
The future of Toyota’s sports cars
Sato emphasized that modern buyers are driven not only by logic but also by emotions. Therefore, the company plans to focus on more emotional design and driving dynamics, even in regular models. However, this strategy comes at a strange time—for example, the Supra, one of Toyota’s most sporty models, will soon disappear from the market. Last year, only 2,652 units of this model were sold in the U.S.
This is not the first time the Supra has disappeared from Toyota’s lineup—the model was absent for 17 years before returning in 2019. Despite this, the company seems serious about giving its future cars a more vibrant character, even if it doesn’t apply only to sports models.
