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Toyota: A story driven by innovation [Saudi Gazette, The](Saudi Gazette, The Via Acquire Media NewsEdge) While Toyota always has its view set firmly on the future and people's need for mobility, it's time look back at the company's long history of innovation in the automobile industry. The Land Cruiser was the first model to be introduced in the Gulf region by Toyota back in the 1950's and became one of the most successful Toyota models. Currently over 50 percent of Land Cruisers sold worldwide are sold in the region due its quality and reliability. The success of the Land Cruiser is just one of example of how Toyota combined innovative technology and in depth market knowledge to become one of the leading car companies in the world. Toyota continues to pave the way for more innovation by making huge investments in research and development worldwide. The introduction of the second-generation Yaris in Saudi Arabia in late 2013 is a milestone in a development process that began some fifty years ago with the production of Toyota's first "people's car" - the Publica. It was in the 1950s that Toyota first turned its attention towards developing compact cars. The company was established on the idea of producing a "people's car," an affordably priced, mass-produced compact, but it wasn't until after World War II that it finally had the chance to turn this dream into a reality. It took six years of hard work and numerous prototypes until the product finally debuted at the 1960 All-Japan Motor Show (now the Tokyo Motor Show). Reliability has always been of paramount importance and still today 80 percent of all Corollas made between 1986 and 2006 are on the road. Each Toyota model is tested by travelling two and a half times around the world (minimum 100,000 km) or 14 times around Saudi Arabia before it goes into mass production. The Toyota vehicle testing program recreates global temperatures and geographical conditions to ensure your Toyota performs at its best, to fit the conditions in different markets. All Toyota models are tested under conditions that recreate the intense heat of Saudi Arabia. Toyota vehicles are exposed to external temperatures of 50 degrees centigrade, road surface temperatures of 75 degrees centigrade, and internal temperatures of 80 degrees centigrade to confirm the effects on the vehicle, its components and materials. In the 1970s, Toyota began researching drivers' preferences in various markets and their exports accordingly. For example, in emerging markets such as Southeast Asia, where passenger cars were not common, Toyota recognized the need for a heavy-duty vehicle for both cargo and family use that could be driven on unpaved surfaces. The result was the Kijang minivan in 1977. The Kijang satisfied local preferences for an "Asian Car," but was quite affordable in comparison to competing vehicles in the market. In the 1970s energy conservation was on the front burner of the world's largest economy. Car manufacturers followed suit by introducing smaller, more fuel efficient cars, often known as Front-engine Front-drive (FF) vehicles. Toyota's Tercel, an economical FF, was already on the market, but emphasis was put on developing a "high-class small FF passenger vehicle" for export. The result was the Camry, whose name was derived from the Japanese word "kanmuri," which means "crown." The first Camry left the production line in March 1982 and exports to the US began in January 1983. The Camry instantly became one of Toyota's best-selling models. Ultimately, the Camry went on to become Toyota's third vehicle to sell 10 million units, joining the Corolla and the Hilux in reaching this milestone. Sales have since gone far past that number. With the arrival of the 1990s came heavy demand for big-body, four-wheel drive (4WD) vehicles. Toyota was already marketing the Land Cruiser as an RV (recreational vehicle) when its engineers set their sights on an innovative, sporty and compact RV that could be driven comfortably both on-road and off. The result was the RAV4 (Recreational Activity Vehicle), a stylishly rugged vehicle that was also city-friendly. The introduction of the RAV4 Toyota created a whole new class of vehicle - the passenger car-based compact SUV. In the early 90s, "going green" was becoming both a concern and a marketing tool. Responding to the public demand for environmentally friendly vehicles, Toyota set out to develop a car that would offer more than twice the fuel economy of cars in the same class, reduce CO2 emissions, seat five adults and provide maximum cabin space in a compact design. In 1992, Toyota decided the solution was to combine technology and adopt a combustion engine and electric motor hybrid. Five years later, Toyota launched the world's first mass-produced hybrid passenger car, the Prius. With its name derived from the Latin for "prior to," the first-generation Prius was conceived as a predecessor to future vehicles, incorporating innovative hybrid technology capable of being used with gasoline as well as other fuels, such as diesel, biofuel or hydrogen fuel cells. Toyota has over 1000 new patents on the 2010 Prius, leading the way in developing new technologies and bringing these to the market. In fact, Toyota creates approximately 7,000 prototypes vehicles each year. In 1995, Toyota initiated a "new compact, concept car development project" aimed at replacing the aging Toyota Starlet and responding to the emerging issues of fuel consumption and CO2 emissions. By linking people, cars, and communities, Toyota is working toward a society where everyone can feel safe, secure, and happy as they move through each day of their life. Toyota adopts the newest technologies and delivers them to as many people as possible. Toyota's success in putting 5,000,000 hybrid cars on the road is a realization of this ambition. Now, Toyota is forging forward toward an integrated world where cars and information technology are one, linking telematics, intelligent transport systems, "Ha:mo", a next-generation urban transport system that has been under trial in Japan since last year and energy management. Toyota aims to meet the needs of its customers through the integration of its vehicles with state of the art information technology solutions. Toyota is already working to make it a reality. Abdul Latif Jameel Company is proud of its long-term relationship with Toyota on its journey of innovation and success. With a history of more than half a century of stability and outstanding achievements, the partnership between Toyota Motor Corporation and Abdul Latif Jameel Company (ALJ) has grown into one of the leading automotive dealership in the world. Now, ALJ looks forward to the next half century. - SG (c) 2014 The Saudi Gazette. All Rights Reserved. Provided by SyndiGate Media Inc. (Syndigate.info). |