Toyoda Strives to Breathe Life into Lexus

Akio Toyoda Strives to Breathe Life into the Lexus Brand

Even though Lexus is currently well-known for their top-of-the-line vehicles, they don't have the same level of history or devotion that BMW, or Porsche does, and that is in large part because they aren't nearly as old as the other brands out there.

To give you a quick comparison BMW was established in 1917, Porsche in 1932, and Lexus wasn't established until 1989. Looking at those dates there is no wonder that Lexus doesn't have the legacy that these two other car brands do.

While this doesn't mean that they can't produce cars on the same level as these other vehicle manufacturers, it does mean that they have a harder time inspiring devotion in their fans, because many are already attached to the history and character of other luxury brands.

The Reorganization of Toyota

Akio Toyoda decided to restructure Toyota into four different groups to help manage the company a little more effectively. One of these groups was Lexus. Three of the groups have appointed executive vice presidents to oversee them, and to make important decisions about them, while Lexus has Toyoda himself overlooking it.

While the other three groups have to update Toyoda on a regular basis and get his input occasionally, Lexus is going to receive most of their orders from Toyoda, and he will be giving his input on the products on a regular basis to help shape the company in his image which shows how much dedication that he has to Lexus.

Thinking Creatively

Akio Toyoda wants to differentiate Lexus from the rest of the brands out there and breathe life into the luxury cars by giving creative input on the vehicles. He states that there are plenty of financial experts and engineers focusing on the technical details of the vehicle, and that someone needs to just focus on the actual design, and performance of the vehicle. He wants to be that someone, and control what the end products look like with his vehicles.

A Skilled Driver but No Engineer

Toyoda isn't bringing his engineering prowess to the company, and instead is playing on his strengths as an excellent car driver and someone who knows what he wants out of a performance vehicle. It is his belief that too often the style and performance are being lost to the ideal specifications and by making the style and performance of the vehicle the number one priority he plans on changing things around for the better.

This is certainly a lofty goal that he has set for himself, but it could be just the thing the brand needs to really take off and ingrain itself in the luxury car world as a solidified brand.

What remains to be seen is if Lexus fans are going to like the design choices made by Akio Toyoda as much as he does. If they don't he not only risks the well-being of his company, but he also risks his reputation in the process.