- Customer Connection: Koji Sato, Toyota's top executive, emphasized the significance of fun in vehicles, asserting, "A car is not a car if it’s not fun."
- Beyond Updates: Sato pointed out that modern cars need more than mere updates—they need passionate design to truly engage drivers.
- Cross-Model Excitement: Sato believes that every Toyota model should capture the spirit of sportiness, not just the sports cars.
- Creating Impact: He encourages project teams to embrace this philosophy, aiming to produce cars that emotionally resonate with customers.
- GR Sport Enhancements: The new RAV4 now comes in a 300hp GR Sport variant, featuring performance upgrades like revised dampers, tailored for driving enjoyment.
- Gazoo Racing Legacy: With experience at Gazoo Racing, Sato continues Akio Toyoda’s quest to eliminate mundane cars, sparking interest in dynamic models like the GR Yaris.
Toyota's ambition is clear: make driving exciting again. By focusing on blending performance with passion, Toyota aims to redefine customer expectations and deliver cars that are anything but ordinary.
By making "fun" a priority, Toyota seeks to create a compelling driving experience, aligning with its long-standing commitment to innovation and quality.
