Considering the majority of people in the U.S. know little to nothing about automobiles in general it is no surprise that Toyota has become the brand standard for quality.
Not that Toyota makes a bad vehicle, but it seems by casual observation that the average Toyota buyer knows and cares far less about the vehicle they drive than most any other brand. Why is this? An average Toyota driver seems content to use the vehicle as an appliance, trusted and reliable as a toaster, but completely devoid of passion about their vehicle or the joy that can be derived from it. The problem with this is that it will lead to Toyota’s eventual downfall. Cars are as much a piece of art and form as they are an appliance and function. Toyota has built and maintained the appliance portion of the equation but has let the passion die.
The last truly passionate or even interesting vehicle from Toyota must be the last generation Supra, sold in the US from 1993 to 1997. Nothing from Toyota since then has had any real appeal or interest beyond basic transportation. The company builds highly reliable machinery, unintended acceleration notwithstanding, but these days every manufacturer builds highly reliable machinery. If it were not for the longstanding reputation for quality Toyota deservedly earned through the 1970s and 1980s there would be nothing to separate Toyota from Kia, Hyundai, Chevy, Ford, or any other current high volume manufacturer. This is surely something on the minds of Toyota designers and executives as it is a path to mediocrity.
This divergence from excellence, and path to mediocrity, draws a certain type of buyer towards Toyota. People that are passionate about their cars do not choose a new Toyota. People that like to drive do not choose a new Toyota. People that have purchased Toyotas in the past and had a good experience with them as an appliance tend to buy Toyota again, but the reasons for this come back to utility and experience. As other brands continue to compete at the same or higher level of quality, and add additional measures of passion and character to their products, Toyota will find itself at a disadvantage. The reputation for quality has been dinged by the unintended acceleration scandal and only shortens the lifespan of the quality reputation in the marketplace, as a new generation of buyer comes online that only knows of Toyota quality by the words of their parents.
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