Toyota Design Boss Says "Pump That Up," But the Company's Ads Say, "It’s a Car"

As we reported earlier this week, raffish-haired Akihiro Dezi Nagaya, Toyota’s global design chief, plans to implement a more aggressive design theme for the brand. “We have eliminated emotion. We need to pump that up” he said in an interview at the Frankfurt Auto Show.

Changing Toyota’s “quiet and non-offensive” image won’t be easy. Nagaya will be faced with challenges both from within Toyota, a company known for consensus-driven conservatism, and with the brand's consumer base. Nagaya recognizes that Camry buyers, for example, “don't want something too aggressive.”

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