Toyota Aims for Bolder, More Exciting Interiors

DEL MAR, CA – You can still get beige or gray, but today’s Toyota buyers have more colorful options when it comes to selecting their interiors.

Reflecting the dynamism the brand is trying to bring to its exteriors, the cabins in Toyotas are “bolder, more dramatic, more exciting (and) more exotic” than they used to be, says Kevin Hunter, president of Toyota’s Calty design studios in California and Michigan.

“(We’re) just trying to do something interesting and fascinating and delightful, so visually when you enter the interior it’s very welcoming, but it also has some drama as well,” Hunter tells WardsAuto here at a recent media event for the new Avalon sedan and Corolla hatchback.

The redesigned Camry is an example of Toyota’s newfound aggressiveness. Whereas some automakers will use red only as an accent color for black, in the car’s XSE trim level bright red covers more than half the interior – leather seats are entirely scarlet as are door armrests, while a portion of the instrument panel also is red, most noticeably on the passenger side.

“It’s a lot of red, but that was part of the plan: to make that bold, dramatic statement,” the designer says. Hunter adds the automaker has had a “really good reaction” to the Camry XSE interior, which also has multiple lines and layers that haven’t been seen before in Toyota interiors. (For Camry interior image, see Related Media Wards 10 Best Interiors gallery.)

While it is relatively demure inside compared to the Camry, Toyota’s new Avalon flagship sedan also gets a more assertive passenger space.

The Limited premium grade of the Avalon has a new cognac-colored option. The light-brown leather covers the car’s front and rear seats, as well as a portion of its doors.

“We (still) have grays and beiges – those are the staples – but we are trying to push out in more character colors on the interiors…usually toward either sport grade or for a more premium grade,” Hunter says of Toyota’s emerging interior philosophy.

A specific perforation pattern on Avalon Limited seats, in this case random holes giving a starry-night effect, expresses “a soft, welcoming, luxurious interior,” he says.

Distinctive perforation patterns on ventilated leather seats are a relatively new way for automotive brands to put a unique stamp on their interiors. Patterns beyond the norm of evenly spaced horizontal and vertical holes do cost more as they require custom punch tooling, and need to be carefully considered so airflow is not impacted, Hunter says.

But, depending on the application and segment, perforation patterns can be worth it as they help add that drama Toyota is seeking inside and outside its vehicles.

Even when Toyota does more traditional color interiors these days, its designers try to add some standout flourishes.

In the forthcoming next-gen RAV4, orange or blue are used for contrast against black and/or gray materials.

New RAV4 uses orange as accent.

And in the Avalon’s sport grade, dubbed Touring, standard gray is spiced up via the use of multiple materials – in this case faux suede and leather on seats.

“Suede is symbolic of motorsports, so we try to implement it under those conditions,” Hunter says of its exclusivity on the Avalon Touring.

Meanwhile, hard trim still can be had with real-wood veneer, available in the Avalon Touring, but the Limited has a techno-graphic pattern silver trim.

Piano black is used minimally inside the Avalon, with Hunter saying it is on the verge of getting “played out” in American vehicle interiors. However, he still likes it for its reflective quality and premium appearance.

“We try not to overuse it and just use it strategically in the proper area where we think it can have the most benefit,” he says, adding Toyota must rely on interior suppliers’ manufacturing capabilities to determine what future interior hard trims will be feasible.

For in-vehicle controls, the design chief says Toyota always is studying how to simplify its interface and hard keys. Simplifying usually means eliminating a hard key, but he says the automaker is cognizant of impacting safety.

“The fact is, sometimes you need certain functions that are directly in sight and you can quickly access. We don’t want the customer having to go through menus deep to find something in an emergency situation.”

The new Avalon goes on sale in May in the U.S., while the RAV4 arrives later this year.

The ’18 Camry is on sale now.

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