Toyota skips mid-life cycle updates to save costs
11-02-09, 11:16 AM
#1
Toyota skips mid-life cycle updates to save costs
I really hope this isn't true. I don't have a subscription to Automotive News so I don't have access to the article itself, but here is a note from AutoSpies:
http://www.autonews.com/article/2009...311029921/1117
New models are the lifeblood of most any brand.
Just look at the sales figures for those that have aging lineups and you are almost guaranteed to see negative sales figure. Conversely, those with with newer models are reaping the rewards of their investments, typically with positive sales or at the very least holding their own.
So it came as some surprise that Automotive News is reporting today that Toyota has decided to cease all mid cycle refreshes as a cost cutting measure.
That means items such as grilles, headlamps, bumpers and interior colors will most likely cease to appear as a model ages. Basically this means a 5 to 6 year run on a model may actually go without any changes.
"So is that Camry a 2009, 2010, 2011, or even a 2012 you have there?"
Add to this fact that Toyota typically takes two to three years longer than many counterparts to refresh existing models, and we may have a recipe for disaster or brilliance. While admittedly expensive, this minor changes keep many models current until the next major revision and serve as a definition what model year is what at a glance.
By reducing minor face lifts Toyota is now banking on the original designs to be right on target with little chance of revision. Is this an added risk? Of course, But looking at the current revisions of Lexus and Toyota models right now, I bet most of us would be hard pressed to tell any differences between the model years anyway.
So is this a bold move, or one that is destine to backfire?
Just look at the sales figures for those that have aging lineups and you are almost guaranteed to see negative sales figure. Conversely, those with with newer models are reaping the rewards of their investments, typically with positive sales or at the very least holding their own.
So it came as some surprise that Automotive News is reporting today that Toyota has decided to cease all mid cycle refreshes as a cost cutting measure.
That means items such as grilles, headlamps, bumpers and interior colors will most likely cease to appear as a model ages. Basically this means a 5 to 6 year run on a model may actually go without any changes.
"So is that Camry a 2009, 2010, 2011, or even a 2012 you have there?"
Add to this fact that Toyota typically takes two to three years longer than many counterparts to refresh existing models, and we may have a recipe for disaster or brilliance. While admittedly expensive, this minor changes keep many models current until the next major revision and serve as a definition what model year is what at a glance.
By reducing minor face lifts Toyota is now banking on the original designs to be right on target with little chance of revision. Is this an added risk? Of course, But looking at the current revisions of Lexus and Toyota models right now, I bet most of us would be hard pressed to tell any differences between the model years anyway.
So is this a bold move, or one that is destine to backfire?
11-02-09, 11:19 AM
#2
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Hmm, lets see does Toyota acknowledge this. Crazy b/c the last Camry debuted after only 4.5 years with teh last model as they found ways to make generation changes 6 months faster. Didn't the last Accord go 6 years during a booming economy?
Personally I don't like constant changes, if the car is done right, subtle updates is all u need. Toyota has the luxury of being a "Toyota" so people will buy it.
Again, their biggest worry are the Korean companies.
Personally I don't like constant changes, if the car is done right, subtle updates is all u need. Toyota has the luxury of being a "Toyota" so people will buy it.
Again, their biggest worry are the Korean companies.
11-02-09, 11:29 AM
#3
executive matchup
i think the jdm aftermarket companies that make bodykits will be happy to hear this. take the 3GS for example. all kits that came out for the '06-07 model year GS don't fit the '08+ GS. talk about wasting R&D money on a model that lasts 2 years! with no refresh, aftermarket companies will not need to redesign new kits, hence being more profitable.
11-02-09, 11:45 AM
#4
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I cant find actual proof or link to this article yet, not an Automotive News subscriber either. Autospies often does not post news, sometimes they post merely opinions and rumors.
Anyways, if this is true, I'm not sure if this is good news or not. On the one hand, it is good because it will make resale values more stable and as stated will make it easier for the aftermarket to make appearance parts.
On the other hand, this could make models look more dated in an increasingly competitive market.
IMHO, this could *only* work if as alluded to, the original design is right on target. That means Toyota would need designs that age very well, more-so than their current designs while still appealing to a broad spectrum of the market.
Overall, I have mixed feelings about this if true.
Anyways, if this is true, I'm not sure if this is good news or not. On the one hand, it is good because it will make resale values more stable and as stated will make it easier for the aftermarket to make appearance parts.
On the other hand, this could make models look more dated in an increasingly competitive market.
IMHO, this could *only* work if as alluded to, the original design is right on target. That means Toyota would need designs that age very well, more-so than their current designs while still appealing to a broad spectrum of the market.
Overall, I have mixed feelings about this if true.
11-02-09, 12:07 PM
#5
SF Examiner has a different take:
http://www.examiner.com/x-10697-SF-A...s-on-refreshes
http://www.examiner.com/x-10697-SF-A...s-on-refreshes
Toyota also wants to cut back on minor midcycle model changes. For example, you buy a 2009 Toyota and then your neighbor shows up a month later with a 2010 that is sporting a different grille and a better looking interior color which then causes you to exclaim "Darn it!" Instead of such minor tweaking, Toyota wants to concentrate on more substantive changes.
11-02-09, 12:10 PM
#6
Lexus Test Driver
Toyota's mid cycle re-designs are mostly cosmetic, thats the problem. How much of a increase in sales do they expect to generate from changing a grill, headlight and tail light. Sometimes the changes are actually for the worst. They need to make mechanical changes as well as cosmetic changes in their mid cycle redesigns. Kinds of like when what the 2008 GS460 and the 2009 Audi A6 did.
11-02-09, 12:19 PM
#7
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So the truth is that Toyota will make less minor mid cycle updates, and more substantial updates, which is a great move considering the strong competition.
Also this is a smart move as well:
The company also plans to make its plants more flexible, so that it can produce a larger percentage of its vehicles locally, saving the company from the whims of the dollar/yen exchange rates.
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11-02-09, 01:19 PM
#9
Lexus Test Driver
I dont havetime to do the research, but it will be interesting to see how much the sales number went up after a mid-cycle refresh of cars such as the GS and the IS. I bet it is not much if any at all.
11-02-09, 03:07 PM
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I really hope this isn't true. I don't have a subscription to Automotive News so I don't have access to the article itself, but here is a note from AutoSpies:
http://www.autonews.com/article/2009...311029921/1117
http://www.autonews.com/article/2009...311029921/1117
If you want to look at a mid-cycle refresh done right, look at the Ford Fusion and its siblings. Exterior changes (sheet metal, rims), new engines, new transmissions, new interior, practically a new car. Clearly not your typical mid cycle refresh, but one done very well by Ford.
11-02-09, 04:17 PM
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Toyota does need to focus on removing their very old 2.4L 4 cylinder from their lineup. I.e. Corolla, Camry hybrid, HS.
11-02-09, 05:56 PM
#14
I think mid-cycle refreshes were really just for the hardcore auto junkies who look into the subtle details of every car. Honestly, take a car like the 3 series, the last three generations have been more evolutionary than revolutionary, so to the average Joe on the road, they really couldn't tell a '99 from a '09 325 unless you put them side by side. Much can be said about the Corolla too.
Unless you're like Honda with their previous gen Accord and did a total front and rear refresh, doing little trims here and there, changing the grille shape slightly, won't matter much.
But just think of this, I remember the Chrysler minivans going through like 6 year cycles with NO CHANGE whatsoever... and look where they are now???
Unless you're like Honda with their previous gen Accord and did a total front and rear refresh, doing little trims here and there, changing the grille shape slightly, won't matter much.
But just think of this, I remember the Chrysler minivans going through like 6 year cycles with NO CHANGE whatsoever... and look where they are now???