Title: 2009 Tokyo Motor Show Address By Tmc President
Description: 22 October 2009
Description: 22 October 2009
Stephen - October 22, 2009 12:22 PM (GMT)
2009 TOKYO MOTOR SHOW ADDRESS BY TMC PRESIDENT AKIO TOYODA
Good morning. I am Akio Toyoda, president of Toyota Motor Corporation. Thank you for taking the time to visit the Toyota and Lexus booths and for attending today's briefing.
As you have just sent, our Toyota and Lexus booth here is tied in with a virtual venue in Toyota Metapolis, a digital world that forms part of GAZOO.com. Transmitting in real time what is going on at our booth is one of the ways we are making it possible for people who cannot actually be here at the show to still enjoy it.
Today, my avatar - much better looking than the real thing - is conversing live with the Net generation across Japan. And for the duration of the show, people can take virtual test rides and test-drives of the vehicles on display here. So I would be most grateful if everyone would take the time to have a peep at Toyota Metapolis.
During the past 100 years, automobiles have bought prosperity to people's lives and to society.
I want automobiles to always be a form of transportation that can be a source of dreams and aspirations to all people, young or old. For this to happen, no matter how next-generation cars may be different, there is one thing that we absolutely must not forget.
Among all the different ways in which people can get about, why is it that automobiles are necessary, and why do automobiles, at times, serve as a source of dreams and aspirations? I believe it is because they allow us to move forward, turn, speed up, slow down or take side trips as we please.
To achieve this sense of freedom and comfort, it is important to appeal to people's senses. In short, the "flavor" of an automobile become important.
Like foods, automobiles have three flavors: the "anticipatory flavor", the "real flavor" and then the "lingering flavor". This starts with "Wow, how cool! I sure want to try it out!" and then, when in the vehicle, "This is such a good car. Feels great!" and, finally, after getting out, "I want to try that some more!"
These flavors are not limited to a few high-end vehicles. Just as there are many different flavors in cooking, minivans, environmentally friendly cars and sports cars all have their own unique flavors preferred by different people. This applies not only to cruising performance, but also to sytling, riding comfort, the feel of the seats, and so on. In this sense, the flavors of automobiles have a depth equal to that of cooking.
Today, I will introduce to you vehicles created in response to a future era and that even anticipate that era. But more than that, I will introduce to you vehicles that people will want to drive or simply want outright.
I will start with hybrid vehicles. Twelve years have passed since the launch of the first-generation Prius. This year, we have launched the third-generation Prius as well as the RX and HS from Lexus. Yesterday, we unveiled the Sai, a dedicated-hybrid, luxury Toyota-brand vehicle that follows the Prius. Thanks to the support of many people, more than 2 million of our hybrid vehicles have gained favorable acceptance from customers in more than 50 countries and regions. I would like to take this opportunity to express my deep and sincere appreciation for that patronage.
Today, we will be unveiling the LF-Ch concept car, the first Lexus five-door hatchback hybrid vehicle.
Recently, eco-driving has been a topic of considerable discussion. Eco-driving refers to paying close attention to the fuel-efficiency gauge and skillfully using the accelerator and brakes. After an eco-drive, people can feel unexpected happiness and even surprise. Not only does this represent another authentic automobile flavor, I believe I am not alone in thinking that eco-driving can be exciting for drivers.
Talking about eco-driving, there are some who talk as though hybrid vehicles and electric vehicles are completely different. TMC hybrid vehicles, exemplified by the Prius, however, are capable of operation in electric-only mode-without need of the gasoline ending-and so are already "half-electric vehicles".
At present, hybrids are the only vehicles able to provide both outstanding fuel efficiency and low cost while maintaining the basic performance of cars at a high level. TMC is committed to enhancing its lineup of hybrid vehicles, the automobiles likely to form the core of the auto market in the future, and to making them available to people the world over.
The said, TMC is not limiting itself to gasoline-electric hybrid vehicles. For the future, for Earth, for society - the era of reinvention of the automobile is nearly upon us. TMC is steadily preparing for the future, so that, in 100 years, our customers and society on the whole will still want TMC to be here and will view our existence as necessary.
In that vein, the three vehicles I would like to introduce next are the Prius Plug-in Hybrid Concept, the FT-EV II compact electric vehicle suited for urban and other forms of short-distance transport, and the FCHV-advanced fuel-cell vehicle, which only emits water when used.
The plug-in hybrid vehicle can be charged from a household power source and is suitable for use as an electric vehicle for short-distance trips and as a conventional hybrid vehicle for longer trips. This means the vehicle can be driven without anxiety about how much power might remain in the battery or whether there may not be charging facilities nearby.
I believe the day will come in which the world will see automobiles with different power sources, including gasoline, coexisting. In such as world, electric vehicles for short distances and fuel cell hybrid vehicles for long distances will come to take specific roles.
When it comes to either of these technologies, I believe the technology cultivated by TMC regarding the use of electricity in its hybrid vehicles will, as base technology, be put to great use.
TMC, directly addressing issues regarding the automobiles of tomorrow and working to create flavors suitable for such automobiles, is taking steps to provide customers in the near future with automobiles they will enjoy.
Finally, I would like to introduce two sports models that can be said to embody the fundamental joy of automobiles.
The first is the FT-86 Concept, TMC's compact rear-wheel-drive sports concept car. TMC launched many sports cars in the past including the Levin and Trueno "hachi roku" models, the Supra, the Altezza, and the MR-S. The fact that none of these vehicles is still being produced makes me, a serious car fan, really sad.
It is often said that young people today have drifted away from cars, but I feel that it may not be the customers who have drifted from cars, but us, the manufacturers. For this reason, I believe it is the mission of automakers to provide the fundamental excitement of automobiles to customers, regardless of the era. Doing so will attract people and serve as a driving force in cooperation with customers for the further development of the motorized society.
The FT-86 Concept was developed to give form to the intrinsic joy automobiles provide- things like the accelerator and steering exactly matching the driver's intentions and the feeling of wanting to drive more- and to provide it to customers as soon as possible.
The second is the Lexus LFA. The LFA is a supercar, the drivability of which was refined on the Nurburgring circuit in Germany, with a high degree of attention paid to every aspect of the vehicle, such as the sounds the driver hears, and incorporating the feeling of high quality that characterizes Lexus.
Delivery of the LFA will start at the end of 2010. we plan to limit sales to 500 units worldwide.
To have automobiles remain integral to people and society for the next 100 years, TMC will continue to pursue optimal automobiles that embody the dreams and desires of people and that people will come to want.
Now, I would like to present and overview of the vehicles on display beginning with the Toyota-brand concept cars.
I personally participated in the "flavoring" of the LFA from its earliest development stages. I believe that the ultimate Lexus provides the paramount flavor sought by people intimately familiar with real things, and once they experience that flavor, it stays with them the rest of their life.
This type of quality and appealing flavor has been built into the LFA. Tacking every challenge to the very limit in the development of the LFA ensures that technologies and skills will be handed down and incorporated-no matter how the times change. This is proper course for automobile manufacturing.
Lexus intends to provide customers vehicles that are fun to drive and that lead the times with advanced technology, as represented by the LFA and the LF-Ch.
So, what did you think? Today, I have discussed some of our thoughts concerning automobile manufacturing with a focus on concept cars.
In closing, I would like to emphasize that all of us here at TMC who are involved in the automobile industry will continue to make every possible effort-at times assisting in ways that go beyond the corporate framework - so that people who visit the Tokyo Motor Show can leave feeling that automobiles are exciting and will want to come again. We really hope people will come to like cars even more.
Thank you very much for coming today.
Good morning. I am Akio Toyoda, president of Toyota Motor Corporation. Thank you for taking the time to visit the Toyota and Lexus booths and for attending today's briefing.
As you have just sent, our Toyota and Lexus booth here is tied in with a virtual venue in Toyota Metapolis, a digital world that forms part of GAZOO.com. Transmitting in real time what is going on at our booth is one of the ways we are making it possible for people who cannot actually be here at the show to still enjoy it.
Today, my avatar - much better looking than the real thing - is conversing live with the Net generation across Japan. And for the duration of the show, people can take virtual test rides and test-drives of the vehicles on display here. So I would be most grateful if everyone would take the time to have a peep at Toyota Metapolis.
During the past 100 years, automobiles have bought prosperity to people's lives and to society.
I want automobiles to always be a form of transportation that can be a source of dreams and aspirations to all people, young or old. For this to happen, no matter how next-generation cars may be different, there is one thing that we absolutely must not forget.
Among all the different ways in which people can get about, why is it that automobiles are necessary, and why do automobiles, at times, serve as a source of dreams and aspirations? I believe it is because they allow us to move forward, turn, speed up, slow down or take side trips as we please.
To achieve this sense of freedom and comfort, it is important to appeal to people's senses. In short, the "flavor" of an automobile become important.
Like foods, automobiles have three flavors: the "anticipatory flavor", the "real flavor" and then the "lingering flavor". This starts with "Wow, how cool! I sure want to try it out!" and then, when in the vehicle, "This is such a good car. Feels great!" and, finally, after getting out, "I want to try that some more!"
These flavors are not limited to a few high-end vehicles. Just as there are many different flavors in cooking, minivans, environmentally friendly cars and sports cars all have their own unique flavors preferred by different people. This applies not only to cruising performance, but also to sytling, riding comfort, the feel of the seats, and so on. In this sense, the flavors of automobiles have a depth equal to that of cooking.
Today, I will introduce to you vehicles created in response to a future era and that even anticipate that era. But more than that, I will introduce to you vehicles that people will want to drive or simply want outright.
I will start with hybrid vehicles. Twelve years have passed since the launch of the first-generation Prius. This year, we have launched the third-generation Prius as well as the RX and HS from Lexus. Yesterday, we unveiled the Sai, a dedicated-hybrid, luxury Toyota-brand vehicle that follows the Prius. Thanks to the support of many people, more than 2 million of our hybrid vehicles have gained favorable acceptance from customers in more than 50 countries and regions. I would like to take this opportunity to express my deep and sincere appreciation for that patronage.
Today, we will be unveiling the LF-Ch concept car, the first Lexus five-door hatchback hybrid vehicle.
Recently, eco-driving has been a topic of considerable discussion. Eco-driving refers to paying close attention to the fuel-efficiency gauge and skillfully using the accelerator and brakes. After an eco-drive, people can feel unexpected happiness and even surprise. Not only does this represent another authentic automobile flavor, I believe I am not alone in thinking that eco-driving can be exciting for drivers.
Talking about eco-driving, there are some who talk as though hybrid vehicles and electric vehicles are completely different. TMC hybrid vehicles, exemplified by the Prius, however, are capable of operation in electric-only mode-without need of the gasoline ending-and so are already "half-electric vehicles".
At present, hybrids are the only vehicles able to provide both outstanding fuel efficiency and low cost while maintaining the basic performance of cars at a high level. TMC is committed to enhancing its lineup of hybrid vehicles, the automobiles likely to form the core of the auto market in the future, and to making them available to people the world over.
The said, TMC is not limiting itself to gasoline-electric hybrid vehicles. For the future, for Earth, for society - the era of reinvention of the automobile is nearly upon us. TMC is steadily preparing for the future, so that, in 100 years, our customers and society on the whole will still want TMC to be here and will view our existence as necessary.
In that vein, the three vehicles I would like to introduce next are the Prius Plug-in Hybrid Concept, the FT-EV II compact electric vehicle suited for urban and other forms of short-distance transport, and the FCHV-advanced fuel-cell vehicle, which only emits water when used.
The plug-in hybrid vehicle can be charged from a household power source and is suitable for use as an electric vehicle for short-distance trips and as a conventional hybrid vehicle for longer trips. This means the vehicle can be driven without anxiety about how much power might remain in the battery or whether there may not be charging facilities nearby.
I believe the day will come in which the world will see automobiles with different power sources, including gasoline, coexisting. In such as world, electric vehicles for short distances and fuel cell hybrid vehicles for long distances will come to take specific roles.
When it comes to either of these technologies, I believe the technology cultivated by TMC regarding the use of electricity in its hybrid vehicles will, as base technology, be put to great use.
TMC, directly addressing issues regarding the automobiles of tomorrow and working to create flavors suitable for such automobiles, is taking steps to provide customers in the near future with automobiles they will enjoy.
Finally, I would like to introduce two sports models that can be said to embody the fundamental joy of automobiles.
The first is the FT-86 Concept, TMC's compact rear-wheel-drive sports concept car. TMC launched many sports cars in the past including the Levin and Trueno "hachi roku" models, the Supra, the Altezza, and the MR-S. The fact that none of these vehicles is still being produced makes me, a serious car fan, really sad.
It is often said that young people today have drifted away from cars, but I feel that it may not be the customers who have drifted from cars, but us, the manufacturers. For this reason, I believe it is the mission of automakers to provide the fundamental excitement of automobiles to customers, regardless of the era. Doing so will attract people and serve as a driving force in cooperation with customers for the further development of the motorized society.
The FT-86 Concept was developed to give form to the intrinsic joy automobiles provide- things like the accelerator and steering exactly matching the driver's intentions and the feeling of wanting to drive more- and to provide it to customers as soon as possible.
The second is the Lexus LFA. The LFA is a supercar, the drivability of which was refined on the Nurburgring circuit in Germany, with a high degree of attention paid to every aspect of the vehicle, such as the sounds the driver hears, and incorporating the feeling of high quality that characterizes Lexus.
Delivery of the LFA will start at the end of 2010. we plan to limit sales to 500 units worldwide.
To have automobiles remain integral to people and society for the next 100 years, TMC will continue to pursue optimal automobiles that embody the dreams and desires of people and that people will come to want.
Now, I would like to present and overview of the vehicles on display beginning with the Toyota-brand concept cars.
I personally participated in the "flavoring" of the LFA from its earliest development stages. I believe that the ultimate Lexus provides the paramount flavor sought by people intimately familiar with real things, and once they experience that flavor, it stays with them the rest of their life.
This type of quality and appealing flavor has been built into the LFA. Tacking every challenge to the very limit in the development of the LFA ensures that technologies and skills will be handed down and incorporated-no matter how the times change. This is proper course for automobile manufacturing.
Lexus intends to provide customers vehicles that are fun to drive and that lead the times with advanced technology, as represented by the LFA and the LF-Ch.
So, what did you think? Today, I have discussed some of our thoughts concerning automobile manufacturing with a focus on concept cars.
In closing, I would like to emphasize that all of us here at TMC who are involved in the automobile industry will continue to make every possible effort-at times assisting in ways that go beyond the corporate framework - so that people who visit the Tokyo Motor Show can leave feeling that automobiles are exciting and will want to come again. We really hope people will come to like cars even more.
Thank you very much for coming today.