What’s the best way to get the attention of a car-starved customer base clamoring for an infusion of new life to a struggling car brand?

Why sports cars, of course.

That’s the running thought going on in the mind of Toyota these days and the company’s president, Akio Toyoda, is hell bent on re-introducing sports cars among the fleet of models Toyota is set to release in the future.
If you recall, the Japanese automakers have long been proponents of sports cars but in recent years, they’ve failed to pull the trigger on any one of them.

Apparently, the company is ready to hit the road with new ‘fun-to-drive’ and affordable sports cars that would cater to the desires of sports car enthusiasts.

According to Toyoda: "The severe drop in the economy and auto market has created some of the most challenging times Toyota has ever faced. I aim to take us back to what made Toyota successful for many years – making high-quality products at an affordable price."

Continued after the jump.

It seems like a sound strategy for Toyota, one that a lot of people believed they should have done years before. But so they say; better late than never.

Toyota’s intention of bringing back sports cars comes a few months before they’re set to release two cars that have been high on everyone’s ‘highly-anticipate list’.

One of these two is the Lexus LF-A sports car, a car that has many Lexus fans already drooling. The other one, as we can expect is the jointly-created sportscar by Toyota and Subaru, which both say is on its way to being released in the coming months.

The release of these two sports cars is a step in the right direction for Toyota, but by no means should they be content. It seems that if they can recapture the hearts and wallets of consumers they’d have to dig deeper to come out with new sports cars that could draw the attention of anyone who sees it.

Source: Wall Street Journal

What do you think?
Show Comments


AK47  (1024) posted on 08.12.2009

I always did say that sportscars will sell. Glad to see that Toyota is thinking along the same lines.

Uncia  (868) posted on 08.10.2009

As far as I’m concerned, the 93-98 Supra is the greatest all-around sportscar ever built, and if they’ll bring it back, I think it could do them a lot of good.

Car Finder:
Related Manufacturers