16 Oct 06
Computer-controlled modelling in action at ED2
Once, when he was challenged about the inordinate length of time it was taking the Rolling Stones to record one of their albums, Keith Richards' pithy retort was to the effect that the Rolling Stones wrote the rule book, and if they took two years to record their 18th album, then that's how long 18th albums took to record.
You need to bear that in mind when you find yourself criticising the lack of excitement generated by Toyota's designers.
The Japanese executives would be rather more circumspect than the guitarist, but the essence of their reply could well be: if we can sell 10m vehicles a year without an ounce of flair between them, then what's the rush to change the way they look?
Toyota is hugely successful. It's sold 100m vehicles and it's thriving at a time when General Motors and Ford are having all sorts of problems. Nissan designers may have been hogging the applause recently and Hyundai and Kia are doing their best to nudge the Nissan team out of the limelight, but it's Toyota that builds the world's best-selling car (32m Corollas since 1966) and America's best-selling car (the Camry).
It's safe to say that not one of those 100m Toyotas has been sold on the strength of its looks. Some - like the Yaris - are neater and more appealing than others and some - like the Supra - have achieved iconic status, but that's despite the looks, not because of them. Lexus, Toyota's posh brand, is no less frumpy when it comes to lines and proportions.
