Toyota says today’s consumers are seeking emotionally resonant vehicles rather than just practical transportation
Toyota has long been known for building safe, reliable vehicles—qualities that, while admirable, often come with the reputation of being a little dull. Models like the Camry and Corolla have earned their place as practical daily drivers, but in recent years, Toyota has started to show another side. The brand’s growing lineup includes excitement-inducing offerings like the GR86 and Supra, as well as performance-focused GRMN variants and rugged off-roaders such as the Land Cruiser and 4Runner TRD Pro.
During a recent financial presentation, Toyota President Koji Sato made it clear that the company doesn’t want to be seen as a maker of mundane machines. “A car is not a car if it’s not fun,” Sato said. “That’s why we will never allow our cars to become commodities.”
While some may debate what qualifies as “fun,” Sato emphasized that today’s consumers are no longer guided by purely logical, left-brain decision-making focused on specs and features. In his view, incremental improvements like slightly better fuel economy or updated styling aren’t enough to win over modern buyers.
Instead, Sato believes that passion and emotional appeal are the future of Toyota’s success. “Sports cars need to be sleek,” he explained, “but unless that same passion can be found in other types of cars, you won’t be able to reach customers.”
How this philosophy translates into future models remains to be seen, but the message is clear: Toyota wants its entire lineup—not just its GR-branded vehicles—to deliver excitement. That means sportier designs, more engaging driving experiences, and a deeper emotional connection with buyers.
Ironically, Sato’s vision comes as one of Toyota’s most iconic sports cars is nearing the end of its road. The GR Supra MkV Final Edition debuted earlier this year, marking the close of the current chapter. Sales in the U.S. totaled just 2,652 units last year, casting doubt on the model’s future. Still, it wouldn’t be the first time the Supra vanished from showrooms—it previously took a 17-year break before returning in 2019.
Whether the next wave of Toyotas lives up to Sato’s promise of passion and performance remains to be seen, but one thing is certain: boring is no longer part of the plan.
