Akio Toyoda’s “Humiliation”: How the “No More Boring Cars” Philosophy Was Born

This revelation, according to the brand itself, was the catalyst that led to the development of passionate models such as the GR GT and the Lexus LFA Concept.

In 2011, Toyoda should have been riding high when revealing the 2013 Lexus GS at Pebble Beach. It was the first official appearance of the Lexus Spindle Grille that the brand planned to use. At the time, Lexus sold “forgettable” cars like the CT and HS. Only the LFA (limited to 500 units) offered some excitement.

The direct comment that “Lexus is boring” was undeniably accurate. Toyoda admitted the manufacturer’s ego that thought: “If we make it, it will sell.” Following the criticism, Toyoda made a corporate promise: “No more boring cars.”

The Racing Lesson and the Naruse Spirit

Six years before the Pebble Beach incident, Toyoda was at the Nürburgring. He realized that other automakers were using racing to develop technology and people. Toyota, however, did not have a suitable racer. Its MR2 and Celica models had just been cut.

Driving an old Supra under a fake name, he was constantly passed by German prototypes. The message was clear: “You guys at Toyota there’s no way you could ever build a car like this!” This regret became the driving force to continue working tirelessly to make “ever-better cars.”

The Company’s Emotional Rebirth

Simon Humphries, Toyota’s chief branding officer and head of design, stated that the emotional side has come back to the company. Driving dynamics, engineering, and design led to a change in mindset for the whole company.

Toyoda describes that regret as the “secret sauce for car manufacturing” left to him by Hiromu Naruse. Naruse was the chief test driver for the original LFA and a company test driver for 47 years. Toyoda asserts that Naruse was key to what the car company has become. The change driven by regret has led to models like the GR86, GR Supra, GR Yaris, GR Corolla, and the new GR GT and Lexus LFA Concept.