Toyota is strongly associated with Japanese cars. However, delving into the design side revealed a lesser-known facet.
Let’s dive straight in with a 40-second quiz video.
Most people probably assume that Toyota cars are “designed by Japanese people in Japanese offices.” While this is largely true, the carmaker also has design offices around the world, with group companies helping bring a global perspective to design and development.
Toyota’s cars are driven in countries all over the world, each with its own climate, traffic conditions, and lifestyles. To create vehicles that address these wide-ranging features and needs, Toyota has set up design facilities in diverse regions.
In the past, these facilities would submit many design proposals, which were then whittled down to final selections. These days, however, concepts and directions are decided early on, with more time devoted to refining ideas upon a solid foundation.
For this article, we looked to Nice in southern France, with its idyllic beach resort scenery of crystal clear, Mediterranean blue seas and skies. This renowned holiday destination is also home to Toyota Europe Design Development, a design studio commonly referred to as ED².
The team consists of some 40 members from eight different countries, who draw on their unique backgrounds in the design process. With a flat structure unbound by job titles, a team large enough to swiftly incorporate new technologies and processes, and an environment that encourages people to take on challenges without fear of failure—these are the strengths of ED².
Beachwear packed, we were ready to fly to Nice! But instead had to settle for remote interviews.
(Maybe next time…)
Yet even without traveling to France, we made some surprising discoveries.
Inspired by Japanese cars
From what the local designers say, European kids think Japanese cars are cool. While many people in Japan are drawn to foreign makes, it appears that the reverse is also true.
Really? some of you may be thinking. Aren’t they just telling you what you want to hear? When we told a French designer that a certain slice of the Japanese population preferred imported cars over local models, here is how he responded.
Laurent Bouzige
Some people in Japan think foreign cars are better? I often see European kids saying how cool Japanese cars are, so the Japanese response is interesting!
While European cars have a reputation for performance and style, Japanese cars have their unique appeal, especially in terms of reliability, efficiency, and innovation. I think the different cultures are reflected in car designs.
Laurent previously oversaw the e-Palette project. He has recently led the advance development team for the Toyota IMV 0 Concept, unveiled at the 2023 Japan Mobility Show.
Laurent Bouzige
One of the things we had in mind during development was a business model that makes mobility more accessible, affordable, and adaptable for developing countries.
Creating attractive and affordable vehicles that meet the local needs of each region was a very rewarding challenge.