Humiliation Overseas Was Shot In Arm For Toyota's Design Revolution [Forbes]
Toyota Motor Corporation (TM)
US:NYSE Investor Relations:
toyota-global.com/investors
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Source: Forbes
At Toyota's futuristic Woven City Complex near Mt Fuji today, the company's Chief Branding Officer, Simon Humphries, appeared on stage to introduce three all-new sleek sports cars—the LFA Concept, GR GT and the GR GT3 race car. The cars were all spectacular to be sure, with the latter two arriving slowly on stage under their own engine power, only to be revved loudly showing off the roar of their V8 engines. The LFA Concept, which was already on stage, is fully electric so could not be revved—although rumor has it that Lexus will add a synthetic ‘sound' when the car is finally launched. Humiliation was the turning point During his presentation, Humphries spoke of the pain of being told “your designs are boring” and the humiliation that caused. "Fourteen years ago at Pebble Beach in America, that is exactly what happened when Akio [Toyoda] was told on his visit there, Lexus is boring,” he explained. “That feeling of humiliation was a turning point, and it became a source of determ
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