Toyota needs more than sports cars to regain its credibility

 

 

 

 

 

 

 

 

 

 

 

Arguably, the Toyota/Subaru sports car was the unmitigated hit of last week’s Tokyo Motor Show. Praise flowed freely from usually grumpy media types (yours truly included), for Toyota’s “back to basics” approach and general all-around courage for putting a car out there that is not primarily about making money. And, already, Toyota is looking at taking the momentum created by its GT 86 2+2 (to be sold in Canada as the Scion FR-S) and expanding its sports car offerings. The GT 86’s head engineer, Tetsuya Tada , told the Sydney Morning Herald there’s a future possibility of two more Toyota sports cars: one bigger than the compact GT 86, and one smaller.

 

''I would like to have one smaller and one larger. One would probably be a Supra follower. Nothing has been decided yet. It would [be] like a Supra successor.''

 

That’s cool. I mean, who can argue with more “fun” cars from a brand that’s trying to shake off its image as a maker of appliances with four wheels. But I have a better idea for Toyota. One that would help its struggling Lexus brand. Why not take GT 86’s compact rear-drive platform and make it into the spiritual successor to the 1982 to 1994 BMW E30 3 Series sedan, seen above.

 

That’s right: A compact, rear-drive sports sedan with the GT 86’s "light is might" design ethos, one that would fit five in pinch. Lexus is (or should be) looking to kill its current compact sedan, the virtually unsellable HS 250h hybrid. So let’s badge this new, rear-drive sedan as a Lexus, then price and size it under the next-gen IS.

 

Not only would Lexus have a car to compete against the flood of smaller luxury cars on the horizon (Audi A3 sedan, BMW 1 Series, Mercedes-Benz B-Class, Infiniti whatever, etc.), but the compact sports sedan would also give Lexus the type of street cred the GT 86 is currently blessing Toyota with influential enthusiasts and us in the motoring press.

 

And don’t think a type of car like the BMW E30 doesn't still resonate.

 

Britain’s respected Car magazine just went and and bought one, well, just for fun.

 

Do you think a Lexus compact rear-drive sports sedan would make you consider the brand over an Audi or BMW?

 

Sources: Sydney Morning Herald, Car

 

 

 

 

Comments

[RP]

I'd probably just buy a 1994 E30 3-series sedan and save myself $35,000 bucks.

Really.
The price gouging amongst the 'luxury' car brands in this country is just ridiculous.

[DJL]

Up until recently a significant chunk (certainly more than 50%) of the cars in the $35k - $55k range were sold to people who financed or leased. (in other words people who couldn't afford to pay cash). Unfortunately these days the economies of the western world are such that the middle class is shrinking, and even those that haven't seen a drop in their own income are far less likely to feel comfortable taking on significant debt/payments right now. Frankly, unless you're rich, in the current economic climate most people should be doing everything they can to reduce their debt load and increase their savings.

So while I'm a big fan of small, performance oriented, rear-drive lux sports sedans, I suspect that the existing market for smaller luxury cars (Audi A3 sedan, BMW 1 Series, Mercedes-Benz B-Class, Infiniti whatever, etc.), is going to start shrinking, if it hasn't already. The upper end of the market will likely keep chugging along as the rich keep on buying, but I'm not sure it would be wise right now for Toyota to spend a lot of money developing new cars for a shrinking luxury market.

[Dr. Shilpa]

The big companies make so much money, we much encourage small car manufacturers who make less costing cars, of same efficiency.

And pass a buck to the purchaser.

[Projector Headlights]

Toyota should not only focus on one thing trendy these days. They should focus on all aspects of the needs of its consumers to increase sales and customer satisfaction. It's not an easy task, but it is possible to do.

[Blake]

Good read! I've been thinking of buying a C-class or an A4 soon and feel german cars are much credible than japanese just coz it feel safer in a german car! I use an italian 159 sportwagon now and pretty happy with it.. but have a need for another car!

[Alan]

Doesn't Lexus already have a rear wheel drive IS series, 250, 350, etc? Or is that more 3 series type of car? The ISF can pretty much go against anything out there in its class.

Plus Lexus has the LFA..so it's not doing too bad to change its image.

[RX7heaven]

Toyota could increase showroom traffic with a retro GT2000 based on the Scion FR-S/Subaru BRS platform. Does anyone else see the resemblance between the back of the '60s GT2000 and the '70s 240Z? "Make things better".

[CGS cat back exhaust]

Indeed Toyota has been unheard for years now. I don't know, maybe it's just me. Never seen a Toyota in ages.

[Crystal Clear Headlights]

They should rise once again from the ashes. I miss the good old Toyota.