We're hosting a live conversation with 40 Under 40 honorees
today at 3pm ET. Click here to save your seat.

Toyota's chief tester? The boss


I don't know how Toyoda's eye for design will work out for Toyota but I must say that I have seen more failed concepts come out of "over focus grouping" a vehicle in it's design stages. I like to think of designers as potentially great artists that create, through their work, cars that people want but NEVER KNEW they wanted! Could you imagine the great masters asking a group of art buyers how they should paint or sculpt their work? The artist given the subject expresses his vision. The same should follow for automobile designers they are given the subject, say a small fuel efficient Suv that can seat six, and then they apply their concept in the creation of a unique design. Their bosses either back it, scrap it or influence some changes or nuances. I'm tired of watching cars get botched up through focus groups and I think it's time for them to go. They are partially responsible for the crap that came out during the 80's and they got the idea from soap manufacturers who asked woman about how the product feels to them and how attractive the packaging is. If it works for soap God bless them, but let's let great designers create great cars!

ATTENTION COMMENTERS: Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.

Email Newsletters
  • General newsletters
  • (Weekdays)
  • (Mondays)
  • (As needed)
  • Video newscasts
  • (Weekdays)
  • (Weekdays)
  • (Saturdays)
  • Special interest newsletters
  • (Thursdays)
  • (Tuesdays)
  • (Monthly)
  • (Monthly)
  • (Wednesdays)
  • (Bimonthly)
  • Special reports
  • (As needed)
  • (As needed)
  • Communication preferences
  • You can unsubscribe at any time through links in these emails. For more information, see our Privacy Policy.