Toyota CEO Akio Toyoda has, for the first time, officially made clear that the automaker is in fact working on a joint project with Subaru to build an affordable sports car. Toyoda made the statements at the Center for Automotive Research’s Management Briefing Seminars in Traverse City, Michigan
The new car will be stylish, yet fuel-efficient and affordable – a vehicle that customers (U.S. customers in particular) can get passionate about.
“You’re going to have to have passion in your products,” said Jim Lentz, president of Toyota Motor Sales, USA, adding that obviously any Toyota would also be representative of the company’s focus on quality and value.
The project is an unconventional one for the Japanese automaker, but is part of a new direction that its new CEO, a self-proclaimed ‘car nut’, wants to take the company in. “I want to see Toyota build cars that are fun and exciting to drive,” he said, adding that the Toyobaru will be fast-tracked to market.