Toyota’s CEO Akio Toyoda has already promised more fun-to-drive cars, and now a company executive promises design is becoming a greater priority, as well.
At the WardsAuto Interiors Conference last week, Kevin Hunter, president of Toyota’s CALTY Design Research unit, said “we’re going to act more instinctively. We’ll continue listening to the customer, but we can’t do creative design only listening to the consumer. They don’t know what they want five years from now. We’re going to make some predictions.”
The bold statement is similar to one of Steve Jobs’ most notable quotes: “A lot of times, people don’t know what they want until you show it to them.” Hunter says future car design will be more confident and optimistic, rather than cute or surprised. He notes that Toyota has recently unveiled bold designs including the new 2013 Toyota Avalon and the NS4 concept car, which debuted in Detroit.
“We’re moving to more unexpected designs; that’s our big message,” Hunter said to WardsAuto. “In the past, let’s face it, we had boring design.”
We should expect bolder designs from Lexus, too, as more models continue to adopt the spindle-styled grille currently used for the refreshed RX crossover and new GS sedan. Lexus showed off the stunning LF-LC hybrid concept at this year’s Detroit auto show, yet another hint of the brand's future design language.