Toyota elects new design chief, hopes to bring ’emotion’ to Toyota’s design language

Dezi Nagaya

Toyota is a buy word for complete anonymity and has along history of making cars that are quite boring to look at. However, after Toyota had announced that they’ll be producing a cheap rear-wheel drive sports car, it was not wrong for some to think that Toyota may actually be catering to enthusiasts once again. But it also wasn’t wrong for skeptics to continue being skeptical. And, that’s about to complete change.

A new design boss is in charge of the design department and he says that he wants to put an end to Toyota’s long tradition of conservative design. Never would I have thought to hear those words!

This man is Dezi Nagaya and when you first look at him, you can tell that he’s a walking example of radicalism with his crazy long hair and designer clothing—something he hopes to bring to the styling department at Toyota Motor Company.

“Toyota has been criticized for being quiet and nonoffensive, of having too friendly an image while lacking emotion. We are going to be more dynamic, more masculine, sportier, with a more obvious design theme and a face to represent the company and the brand,” he said. “We have eliminated emotion. We need to pump that up.”

At the same time however, Nagaya also pointed out that he has to maintain Toyota’s sense of “rational value” in their design. But either way, he knows Toyota’s design language is in desperate need of change.

It will definitely be interesting to see what Nagaya has in store for Japan’s largest automaker.

– By: Chris Chin

Source: Automotive News


Chris Chin

Chris Chin is the Editor-In-Chief of egmCarTech and is a regular contributor to Automobile Magazine.

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