Toyota: The Brand is evolving, For Good?

In Image: The new TOYOTA SUPRA

丅oyota is one brand which has earned a very different image for itself. You think of Toyota & you think of Durable, Reliable & Low Maintenance Vehicles. It has developed a Loyal Fan base for itself. Examples of several lac (hassle free😃) kilometres driven Toyotas can be seen everywhere.

The Brand was positioned in such a way that it appealed to only "The Practical" (Pocket Friendly, Head over Heart Decision people) Buyers. Over the years, with vehicles like Camry, Corolla, Land Cruiser (A Legend for different Reason) & Fortuner in its line up even the hard Toyota fan boys have complained of the overall design being too simple & interiors being too basic.

In Image: TOYOTA LAND CRUISER PRADO

Their Cars lacked the Creature Comforts, Bold Design & Driving Dynamics of other German & American Brands. Hence, the Automaker was losing out on a big lucrative market of young automotive enthusiasts (Heart over Head Decision people) who wanted their cars to be fast, flashy & desirable. 

To cater to a bigger audience the automaker has since been on a "Brand Makeover." Their management has been stressing the fact that future Toyotas will be anything but BORING. Akio Toyoda, Current President Toyota Motor Corporation quoted a few years back, "TOYOTA will never be called BORING again."

In Image: Akio Toyoda, Current President, Toyota Motor Corporation)

In doing so Toyota has been shifting its focus from the very basic things that made them so durable, which in turn was the main selling point of their vehicle. One such car coming out of this ideology is the re-launched "Toyota SUPRA." 

Earlier SUPRA was a Legend. It was an affordable, Reliable SPORTS CAR 🚗 for the masses. It was loved by Automobile Tuners who could easily double it's horsepower just by strapping on a Turbo or Supercharged & the car would still be super reliable. No wonder it was the STAR ⭐⭐ Car in Fast & Furious Series. 

In Image: Late Paul Walker with his 1993 TOYOTA SUPRA 😍😍

The New SUPRA? 😡😡

Well, it's a rebadged BMW Z4. The rebadging is so poor that most of the parts in the engine compartment have BMW logos on it. A Japanese Logo outside but a German on the inside? Will the German (BMW) be as durable? 

In Image: A Pic of Toyota Supra engine bay with BMW branding

That's like liquefying a century old brand for the sake of saving Research & Development money 💰 that goes into making a Sports Car. 

It has disappointed  the die hard SUPRA fans. We just hope TOYOTA doesn't lose out on it's niche looking to lure new class of buyers. 

'Nuff Said.

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