Karl Schlicht, executive vice president of Toyota Europe, has told us to “expect more risky designs” and has promised more “emotional surprises like the FT-1 concept,” as Toyota continues to morph its image from a producer of bland, sensible cars to a more aspirational brand.
“Toyota has really changed under Akio Toyoda [Toyota CEO] – he really doesn’t care about selling more cars than anyone else, in fact he’s paranoid about growing too quickly,” Schlicht told us. “He’s told everyone in the company not to chase the number one spot, but to do things right, make the best cars and the money will come.”
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