As we knock this thread back and forth over what we think Toyota should be doing and what we want, I think it's important for us to consider their recent history.
Toyota is a conservative Japanese company that has long upheld the concept of "kaizen" or "continuous improvement" as one of it's most esteemed core values. As a result, the company has been more iterative than innovative and the result has been a long history of building reliable, low-defect, although perhaps less exciting, vehicles. Because of this Toyota had a long tradition of building their vehicles on the three pillars of reliability, durability and quality. This focus remained consistent until the 2000s when things changed significantly.
In 1995, Hiroshi Okuda was appointed the company’s new president. Aggressive in his desire to transform Toyota, Okuda created a “2005 vision” for the company that called for rapid growth in global market share over the next decade. In 2000, as part of this, Toyota initiated a radically new purchasing strategy called “Construction of Cost Competitiveness for the 21st Century.” This plan called for selecting suppliers on the basis of globally competitive target prices. The goal was to reduce costs by 30% over three years.
Takahiro Fujimoto, a well-regarded Japanese researcher on Toyota, reported that in the wake of their rapid growth, Toyota increasingly failed to properly evaluate and approve components designed by outside overseas suppliers.
In 2007, Consumer Reports noted that Toyota's overall vehicle quality, had declined. In 2008, they decided to no longer to give automatic “recommended” rating to all Toyota models based on their previous evaluations. David Champion, then senior director of Consumer Reports’ Auto Test Center, stated at the time that Toyota's vehicle quality had measurably decreased.
Here are some examples of what followed:
- In 2004 in Japan and later in 2005 in the US, Toyota recalled pickups and SUVs for steering defects.
- In 2009-10 Toyota faced an unprecedented crisis as it recalled 9 million US vehicles for "unintended acceleration," in what became the largest recall since that of Ford Motor Company in 1996.
- In 2012, Toyota recalled 7.43 million vehicles worldwide to fix malfunctioning power window switches.
- Throughout this period, Toyota also had a number of other recalls for issues such as faulty airbags, damaged trim panels, and even suspension components that were damaged during installation at the factory. They also brought back numerous vehicles for "warranty repairs" such as cracking dashboards on 4th Gen 4Runners.
All of this strained Toyota's stellar relationships with suppliers and significantly damaged people's perceptions about Toyota's quality. So in 2009, Akio Toyoda - grandson of the company's founder, took over as president with the goal of returning Toyota to it's roots. He has gone on record as stating that Okuda's plans for Toyota had worked so well that by 2003 sales were growing faster than the company could manage and that the all-out focus on growth had warped the “order of Toyota’s traditional priorities.”
Since then, Toyota may not have been the most exciting company, but they have made significant efforts to improve what they're building. Under Toyoda, the company has reorganized to deliberately slow down product development, established a team of about 1,000 quality engineers, and greatly expanded its rapid quality response teams across the globe.
During the efforts to remake the company, Toyota has been hampered by a number natural disasters in Japan such as the 2011 Tsunami which damaged their factories, two earthquakes in 2016 that halted automotive operations across the country and a Typhoon in 2018 that caused Toyota to close 11 of its factories early, cancelling evening shifts.
In light of this, the fact that the 5th Gen still doesn't have LEDs and the 6th Gen remains little more than an idea should be less surprising. Right now, Toyota is more focused on regaining their traditional three pillars than they are on adding the hottest new features.
The Bronco's launch will almost certainly serve as a reminder to Toyota that because time ever marches forward and people's interests continuously change, the 4Runner cannot stay the same forever. The Bronco is an example of how Americans often often prefer innovation to iteration. We enjoy pushing the envelope to extend the limits of what's possible. But as the owners of the last body-on-frame mid-size SUV being made, we should also be among the first to appreciate Toyota's reluctance to rapidly change.
So are forum members divided because we argue about what's important? Just like other humans, we are thrilled by the innovation and creativity of the latest gadgets and newest fashions. Yet we still having the capacity to appreciate the detail and craftsmanship that goes into creating things like ancient Japanese swords. The fact that the processes and mindsets that go into making each are vastly different and rarely compatible often force us to choose which beliefs should have the priority. But I don't think that makes us fickle. We are not complacent creatures and can still want 35" tires from the factory while taking pride in a drivetrain meticulously built to last hundreds of thousands of miles.