The Rise Of Toyota
Summary
TLDRトヨタは、2019年7月に2つの座席のスポーツカー「スープラ」を発売し、ブランドへの興奮を再燃させています。1970年代に登場し、1990年代にハイパフォーマンスカーとして知名度を高めたこの車は、映画『ファスト&ファーIOUS』で名を馳せました。トヨタは、信頼性と安全性を犠牲にすることなく、車に情熱と刺激を注入し、高品質とリーズナブルさを守る戦略を展開しています。1937年に設立され、世界最大の自動車メーカーの一つに成長しましたが、退屈と見なされるようになりました。トヨタは、スピード、冒険、および先端技術に力を入れ、グローバル自動車メーカーが未来について大きな不確実性を持つ時代で生き残り成功を目指しています。また、自動運転車や他種の交通手段からの競争など、トヨタに直面している脅威にも対処し、新しい移動技術を研究し、多様な移動ビジネスへと移行を目指しています。
Takeaways
- 🏎️ 「Supra」は、1970年代に登場し、1990年代にハイパフォーマンスカーとして有名になり、特に「Fast and Furious」映画シリーズで名を馳せる日本のスポーツカーです。
- 🚗 トヨタは、信頼性と安全性が高い車を製造することで知られており、世界的に大きな自動車メーカーになりましたが、退屈だと思われることもあります。
- 🚀 トヨタは、スピードと冒険、そして最新の技術を強化することで、グローバルな自動車メーカーが未来について懸念している時代で生き残り成功を目指しています。
- 🛠️ トヨタは、1937年に設立され、自動織機製造から自動車製造へ移行しました。
- 🌐 第二次世界大戦後、トヨタはトラックの製造に力を入れ、その後アメリカ市場への進出を決意しました。
- 📈 トヨタは、1950年代にアメリカ市場に進出し、コンパクトカーの需要を見つけ、Toyopet Crownを販売しましたが、当初は失敗しました。
- 🏆 トヨタは、品質と信頼性の高い車を低価格で提供することで、特に1970年代のオイル危機の際には、市場での地位を確立しました。
- 🔧 トヨタ生産方式は、製造業全体で高く評価されており、効率性と無駄の排除を重視するアプローチが独自です。
- 🤝 トヨタは、人々を尊重し、現場の作業員に製品の品質に関する重要な決定を委ねることで、生産ラインの質を向上させています。
- 🚘 トヨタは、自動車メーカーとして長い歴史を持ち、多くの革新をもたらしましたが、現在は新しい移動手段のビジネスへと転身を目指しています。
- 🛴 トヨタは、新しい移動技術に投資し、自動運転車やシェアリングサービスなどへの関心を高めています。
- 💡 トヨタは、伝統的な自動車メーカーから多様な移動性ビジネスへと移行し、新しいラインナップを展開しています。
Q & A
トヨタ・スープラはどのような特徴を持っていますか?
-トヨタ・スープラは2人乗りスポーツカーで、BMWの部品が使用されており、静止から60マイル/時までの加速は4.1秒程度です。また、1970年代に最初に作られた名車であり、1990年代にハイパフォーマンスカーとして有名になりました。
トヨタはどのようにして世界最大の自動車メーカーの一つになったのですか?
-トヨタは、手頃な価格で信頼性と安全性の高い車、トラック、SUVを大量生産することで、世界最大の自動車メーカーの一つになりました。また、品質と手頃な価格を保ちながら、情熱と刺激を注入しようとしています。
トヨタの創業者であるトヨタ自動車は、どのような経緯で自動車製造に参入しましたか?
-トヨタ自動車は、1937年に設立され、創業者であるトヨタ喜一郎が、フォード、雪弗兰、クライスラーから車両を購入して分解し、自分の設計をベースにしました。また、日本の自動車会社やGMなどのアメリカ自動車メーカーの子会社からエンジニアを招聘しました。
トヨタはどのようにしてアメリカ市場に参入しましたか?
-トヨタは、1950年代にアメリカ市場に参入し、当初はトヨペット・クラウンを販売しましたが、アメリカの道路には合わなかったため失敗しました。その後、アメリカ市場を理解するために努力し、1967年にアメリカで3番目に売れる輸入ブランドとなりました。
トヨタの製造手法はどのようにして世界で有名になりましたか?
-トヨタは工場の効率性を強調し、無駄を減らすためのジャストインタイム生産方式を導入しました。また、工場で欠陥品が見つかるとすぐに対処できるように、ライン上の作業員に重要な決定権を与えるなど、品質の確保に努めました。
トヨタはどのようにして自動車業界の他のメーカーから尊敬を受けていますか?
-トヨタの製造手法は、自動車業界だけでなく、広範な製造業で高く評価されており、他の自動車メーカーもトヨタの技術を学びたいとしています。例えば、General Motorsはトヨタと共同製造事業を設立し、Porscheはトヨタの製造技術を学ぶために引退した経営者を招待しました。
トヨタはどのようにして安全に対する信頼を回復しましたか?
-2009年に加速問題とエアバッグのrecall問題を経験しましたが、トヨタはその後recallされた車両の数百万台を回収し、アメリカ政府との和解金として10億ドル以上を支払いました。その後、トヨタは製品の安全性と信頼性を再確立しました。
トヨタはどのようにして乗車の感動を提供しようとしていますか?
-トヨタは、伝統的な車メーカーから多様な移動ビジネスに転身しようとしており、新しい技術を研究し、ride hailingアプリや自動運転車の研究に力を入れています。また、トヨタはRav-4などのCUVを導入し、新しい車種を提供しています。
トヨタはどのようにして新しい車のラインナップに感動を注入しようとしていますか?
-トヨタは、伝統的な車種に感動を提供するために、Garzaレーシングサブブランドの下で新しい車種を発表し、Akio Toyoda社長の「退屈な車はもういらない」という宣言を実現しています。
トヨタはどのようにしてレース開発の影響を拡大していますか?
-トヨタは、Toyota Racing Development (TRD)サブブランドを拡大し、pickuptruckだけでなく、AvalonやCamryなどのセダンにもTRDバッジをつけています。これは自動車報道界に衝撃を与えました。
トヨタはどのようにして将来の自動車業界の変革に対処する予定ですか?
-トヨタは、イノベーションと規律を用いてアメリカおよびヨーロッパの競合他社を抜きにち、今後数十年でそれがまだ重要であるかどうかを明らかにする予定です。また、新しい移動技術の研究に力を入れ、将来の自動車業界の変革に対処する準備をしています。
トヨタはどのようにして顧客の関心を維持する予定ですか?
-トヨタは、他社と同様の激しい競争と新しい移動オプションの中で、ドライバーがトヨタの所有権に興味を持ち続けるよう、感動を提供し続ける予定です。これには、新しい車種の導入や、既存の車種に感動を注入することが含まれます。
Outlines
🏎️ 豊田・スープラの復活とブランドイメージの刷新
豊田は、2019年に2人乗りスポーツカー「スープラ」を復活させ、そのハイパフォーマンスとBMWの部品を使用した特徴で注目を集めています。この車は、1970年代に最初に生産され、1990年代に人気を博し、日本のスポーツカーの象徴的な存在として知られています。また、映画「ファスト&フurious」シリーズにも登場し、その名を高めました。豊田は、この車を通じてブランドに興奮をもたらし、品質とリーズナブルさを守りながらも、パッションと感動を提供することを目指しています。
🚗 豊田のアメリカ進出とコンパクトカー市場での成功
豊田は、アメリカ市場に進出し、コンパクトカーの需要増加を見逃さず、独自の小型車を販売しました。トヨペットクラウンは失敗しましたが、豊田は市場を理解し、アメリカ向けの車を設計することで成功しました。1970年代の石油危機の影響で、燃費の良い車が求められるようになり、豊田はそのニーズに応え、輸入ブランドの中でトップを獲得しました。また、豊田の製造手法は、世界的に高く評価され、効率性と品質の高さがその強みとなりました。
🚘 豊田のイノベーションと、新しい移動手段への対応
豊田は、自社の製品が安全ではないというイメージではないですが、あまり感動を与えないというイメージを持つことが多いとされています。自動車業界は、自動運転車や新しい移動手段の台頭によって挑戦に直面しています。豊田は、そのような状況にもかかわらず、ハイブリッド車やカrossoverの分野で先駆的な役割を果たし、新しい技術を研究し、多様な移動手段ビジネスへと移行を目指しています。また、豊田は、レースブランド「Garza」を通じて、情熱をもってスポーツカーを展開し、ブランドイメージを刷新しています。
Mindmap
Keywords
💡Supra
💡Toyota Corolla
💡Akio Toyoda
💡トヨタ生産方式
💡トヨタの歴史
💡ハイブリッド車
💡クラシックスポーツカー
💡グローバル競争
💡トヨタの多様性
💡トヨタのブランディング
💡自動車業界の将来
Highlights
The Supra is a two-seat sports car that can accelerate from 0 to 60 miles per hour in an estimated 4.1 seconds and is manufactured by Toyota.
The Supra is a revival of a model first produced in the late 1970s and gained fame in the 1990s, particularly through its role in the Fast and Furious movie franchise.
The Supra's release in July 2019 is part of Toyota's strategy to rekindle excitement within its brand.
Toyota, known for producing reliable and safe vehicles like the Corolla, has a reputation for being somewhat boring.
Akio Toyoda, a Toyota family member and current president, has issued a directive to stop making boring cars and focus on speed, adventure, and cutting-edge technology.
Toyota Motor was founded in 1937 by Kiichiro Toyota, focusing on quality and affordability while facing numerous historical challenges.
The company's first production passenger car, the Model AA, was launched in 1936, and Toyota Motor was established the following year.
Toyota's post-World War II strategy included manufacturing trucks to aid in Japan's reconstruction and benefiting from a large U.S. Army order during the Korean War.
The Toyopet Crown's initial failure in the U.S. market led Toyota to design cars specifically for American buyers, which eventually contributed to its success.
The oil crisis of the 1970s played a significant role in Toyota's rise in the U.S. market due to the demand for fuel-efficient vehicles.
Toyota's manufacturing approach, emphasizing efficiency and the Toyota Production System, has been highly influential in the automotive industry.
The company's culture of continuous improvement and respect for people has been key to its manufacturing success.
Toyota has faced challenges, including a major recall scandal starting in 2009 and issues with faulty airbags supplied by Takata.
Despite competition and new transportation options, Toyota is focusing on innovation and diversifying into a mobility business with investments in ride-hailing apps and future technologies.
Toyota has been a leader in automotive innovation, launching the Prius in 1997 and pioneering the crossover market with the RAV4.
The Toyota Research Institute, founded in 2015, is working on advanced technologies like robotics and artificial intelligence, aiming to build a car that cannot crash.
Akio Toyoda's passion for cars and racing has influenced Toyota's recent direction, with the Supra being released under the Gazoo racing sub-brand.
Toyota is expanding its TRD sub-brand to include not just trucks and SUVs but also sedans like the Avalon and Camry, aiming to bring excitement to its entire lineup.
Transcripts
This little speed demon is called the Supra, the Supra is a two seat sports
car stuffed with BMW parts that can go from a complete standstill to 60
miles per hour in an estimated 4.1
seconds.
And it is, of all things, a Toyota.
The car just began rolling out to dealerships in July of 2019.
And it's another step in Toyota's strategy to inject excitement back into
its brand.
The Supra is a revival first produced in the late 1970s.
The nameplate gained fame as a high performance car in the 1990s and is
still regarded as something of an archetypal Japanese sports car.
It was made famous in part by its prominent role in the Fast and Furious
movie franchise.
The massive Japanese automaker brought back the classic super name for the
2020 model year and ended at fans around the world eager for a double dose
of sports car nostalgia and speed.
But while the Supra has generated a lot of attention, the truth is that
Toyota is far better known to most people as the maker of cars like this.
This is the Toyota Corolla, the best selling vehicle of all time.
Toyota has become one of the world's largest automakers by churning out
cars, trucks and sport utilities like this, affordable, reliable and safe.
But over the years, it has also grown a reputation for being kind of
boring. A scion of the Toyota family, Akio Toyoda, now has the reins at
the company founded by his ancestors.
And he gave a severe order, no more boring cars.
Now the Japanese giant is doubling down on speed, adventure and cutting
edge technology in a bid to survive and succeed in an era where global
automakers face tremendous uncertainty over the future.
Toyota is hoping it can imbue its vehicles with passion and excitement
while preserving the legacy of high quality and affordability.
It has spent the better part of a century perfecting.
Toyota Motor was founded in 1937 by key issue to Toyota, the son of the
famed Japanese inventor and industrialist Saki Toyota, who made his
fortune building looms for weaving fabric.
The business became especially successful after the outbreak of World War
1, which gave a boost to the Japanese cotton industry at the end of World
War One led to a downturn in the Japanese cotton and fabric businesses.
That was worsened by the Great Kanto Earthquake of 1923.
The Financial Panic of 1927 and the Worldwide Depression in 1929.
On the other hand, the earthquake created a massive demand for cars.
The disaster had devastated the Japanese rail system, and the country began
importing choices from Ford Motor Company to convert into buses for public
transport.
Toyota created the automotive production division of Toyota Automatic Loom
Works.
On September 1st, 1933, and soon after began plans to build a manufacturing
facility.
He had absolutely no experience making automobiles.
So he purchased vehicles from Ford, Chevrolet and Chrysler and took them
apart, looking for models on which he could base his own design.
He also recruited engineers from Japanese car companies and local
subsidiaries of American carmakers such as GM.
The company's first production passenger car, the Model AA, was launched
in 1936 and a separate company, Toyota Motor, was formed the next year.
Soon, though, Japan was embroiled in World War Two and the country's auto
industry shifted production to help with the war effort.
The war left Toyota a battered company.
Production was tightly restricted, materials were in short supply and one
of its factories had been bombed at the war's end.
In its aftermath, though, Toyota began making the trucks.
The company believed Japan would need to rebuild itself.
Toyota also got a big break in 1950 when the U.S.
Army placed a large order for trucks needed in the Korean War.
Toyota almost doubled monthly production from 650 vehicles to 1000
vehicles.
Slowly, Toyota remade itself, but it realized it had to expand beyond Japan
if it wanted to survive and grow over the long term.
And to do that.
The automaker looked to the massive and fast growing market in the United
States.
The cars 1950s America is best known for our massive vehicles, such as the
1957 Chevrolet Bel Air and the 1958 Ford Fairlane Skyliner.
But Toyota executives noticed sales of compact cars were growing and just
about all of them were European.
The company figured there was an opportunity for its own relatively small
vehicle.
The Toyopet Crown, a sales office, was opened in a former Rambler
dealership in Southern California.
But the Tokyopet crown was a flop, and Toyota's newly hired American staff
saw the disaster coming.
The first problem was that the crown was built to drive at low speeds over
Japan's shoddy roads.
But the car was ill suited to U.S.
roads, which were smooth and new, and where cars could reach highway
speeds of 60 miles per hour.
Toyota sold 287 Crowns in 1958.
Sales tripled in 1959, but the company soon pulled the car from the market
and regrouped.
Toyota was serious about understanding the U.S.
market, though, and began to design cars specifically for U.S.
buyers.
And it worked.
By 1967, Toyota was the third best selling import brand in the United
States.
In 1973, it set up a design studio in Southern California called Calty
Design Research to develop vehicles that best suited the tastes of the
American market.
Today, that group has two offices.
The Newport Beach, California studio focuses on concept designs and
advanced designs, while the Ann Arbor office does designs for production
vehicles.
Toyota also received a leg up in the U.S.
auto market thanks to the oil crisis of the mid 1970s, which left
customers scrambling to find fuel efficient vehicles.
In 1975, the company gained the top spot among import brands.
In 1986, it was the first import brand to sell one million vehicles in the
U.S.. And since then, it has remained among the top sellers.
So how did it get there?
Their cars did not have the flair or pedigree of their American and
European competitors.
But Toyota and other Japanese manufacturers offered something different
quality and reliability at low prices.
I mean, they hit the market at the perfect time because clearly we had the
oil crisis at that time.
The U.S.
automakers weren't producing really the small cars.
And here comes the Japanese with a high quality, reasonably priced product
with excellent fuel economy.
Crucial to achieving this was Toyota's approach to manufacturing, which has
become renowned throughout the automotive industry and the larger world of
manufacturing from the very beginning.
Toyota stressed the importance of efficiency in its factories.
Plants were set up to emit waste and inconsistency as much as possible.
One thing this does is reduce wasted parts by only keeping a small number
of parts on hand at any given time and only making what is needed.
The factory is liable to waste a lot less time, energy and materials if it
discovers a defect in something.
Consistency and reliability became the keys to Toyota's strength, and as
the automaker's sales grew, the Toyota production system became perhaps
the most respected in the world.
We never believe we're the best at anything.
You know, I appreciate our competitors and others thinking that we're
great. You know, it's nice to be thought of as great.
We constantly wake up in the morning and think, you know, we're
not that great, we need to get better.
Continuous improvement.
So that's that's a factor.
One factor, too, is respect for people.
And the reason why that plays into the current production system is when
you look at how we operated our players, we actually empowered the team
member on the wall to make critical decisions about the quality of the
products coming off that far.
In fact, other automotive manufacturers have tried to copy Toyota
techniques to improve their own vehicles.
General Motors set up a joint manufacturing venture with Toyota called New
United Motor Manufacturing, or NUMMI.
Even elite European carmakers have wanted to learn from Toyota.
Porsche brought retired Toyota executives in to teach the company's
manufacturing techniques.
When Porsche was trying to make its own lower cost Baxter car, however,
Toyota's reputation for durability has not always been flawless.
Beginning in 2009, the company suffered perhaps its worst recall scandal in
its history.
An off duty California highway patrolman was driving on a highway with his
family when the Lexus they were in unexpectedly accelerated, crashed into
another car, then tumbled off the highway and caught fire.
Everyone in the car was killed.
That was the beginning of a long drama that would result in the company
recalling millions of vehicles and paying out more than one billion
dollars in a settlement with the U.S.
government.
Like many automakers, Toyota was also swept up in the scandal over faulty
airbags installed by the Japanese supplier Takata.
But if Toyota faces an enduring challenge today, it is not a perception
that its products are unsafe.
It is a perception that its products don't particularly excite people.
At least in the U.S.,
auto sales have hovered near record levels in recent years.
But industry observers expect sales to turn downward in the future.
The other threat facing Toyota and indeed all automakers is the excitement
over self-driving cars and competition from other forms of transportation.
Cash rich tech companies have thrown their weight behind a plethora of new
transportation concepts, including ride hailing and apps that allow
customers to quickly rent electric scooters and bicycles.
Most of these concepts are still in their infancy, but they are rapidly
attracting investment.
Legacy automakers do not want to be left behind.
To be fair to Toyota, it has been responsible for more than a few
innovations in its long history.
In 1997, Toyota launched the hybrid car market with the Prius, the first
production hybrid vehicle.
Toyota is also credited with creating one of the earliest examples of what
we now think of as a crossover.
The Toyota Rav-4 for was one of the first SUV like vehicles built with a
unique body frame typically used for cars, crossovers and SUV.
Now make up 48 percent of the US new car market and smaller crossovers such
as the Rav-4 are some of the best selling and fastest growing segments.
But now, like its competitors, Toyota is trying to transition from a
traditional carmaker into a diverse mobility business.
The company invested six hundred million dollars in D.D.,
a Chinese ride hailing apps similar to Uber and Lyft in the United States
in early 2019.
About a year after making a 500 million dollar investment in Uber.
The company also has a number of organizations that are devoted to
researching new technologies.
Toyota Research Institute was founded in 2015.
It studies robotics and artificial intelligence and is, among other
things, trying to build a car that is incapable of crashing.
Toyota A.I.
Ventures, the venture arm of the institute, manages more than 200 million
dollars and invests in an array of mobility technologies in areas such as
robotics, artificial intelligence and aviation.
In the meantime, Toyota is trying to make old cars that are not just
practical, safe and reliable.
Current president Akio Toyoda is known to be passionate about cars in a way
that is distinct from his predecessors.
Akio is a driver and is fond of racing cars under a pseudonym.
Notably, he test drove the super himself.
The Supra is also the first car in the United States to be released under
Toyota's Garza racing sub brand.
A new line of vehicles meant to help fulfill Akio Toyoda is no more boring
car's mandate.
I think it all kind of starts with the no more boring cars mantra, really.
You know, it kind of embodies that award for Toyota.
And I think, you know, when you add that to some of the other things that
we're doing around adding some other models to our to our car lineup, it
really, really lifts up the Supra idea as something for all of us to look
at and say, wow, how can we how can we inject some more light into some of
our cars?
And so.
So I think overall what it does is it brings emotion back to our brand.
Apart from the Supra, Toyota is trying to infuse excitement into much of
its lineup, even in models typically known as family haulers or ride
hailing workhorses.
Notably, the automaker is expanding its Toyota racing development or TR D
sub brand.
Historically, Toyota has stuck the TRT badge mostly on its pickups such as
the Tacoma, the Tundra and the Forerunner SUV.
But in 2018, Toyota came out with TRT versions of the Avalon and Camry
sedans.
The move shocked the automotive press.
For now, moves like this may help keep drivers interested in owning a
Toyota, despite fierce competition from fellow automakers and a bevy of
new transportation options further made itself into one of the world's
biggest and most respected automakers.
Using innovation and discipline to leapfrog American and European rivals
the next several decades might reveal whether that will still matter.
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