Toyoda Wants Product Passion

The Lexus LF-A Supercar is on, Says Toyota Motor Corp. President and CEO Akio Toyoda, who also reveals an “affordable” sports car is on tap for the auto maker.

Speaking at the Center for Automotive Research Management Briefing Seminars in Traverse City, MI, Toyoda reveals the auto maker “will soon bring to market” the LF-A, although he doesn't say what countries will retail the model.

The LF-A has appeared in concept form at various auto shows in recent years. It also grabbed attention during testing at Germany's famed Nurburgring track, which is where Toyoda, a race driver, says he drove it.

“I recently took a turn behind the wheel of the Lexus LF-A supercar during a 24-hour endurance competition in Germany on one of the world's toughest tracks. It was a great test for me and a good way to improve an exceptional car that we will soon bring to market.”

Toyoda appears anxious to inject some passion into Toyota's products, often criticized for being appliance-like.

“My hope is I can transfer some enthusiasm from the race track to our vehicles and make driving fun for our customers around the world.”

While the LF-A's estimated $200,000 starting price will be out of reach for most consumers, Toyoda says he plans to “fast-track” an affordable sports car for market in the “next few years.”

The car will be branded either a Toyota or Scion, says Jim Lentz, president-Toyota Motor Sales U.S.A. Inc. The sports car is the famed “Toyobaru” rear-wheel-drive model Toyota is co-developing with Subaru-maker Fuji Heavy Industries Ltd., Lentz tells journalists at the conference.

Lentz says the model has been on a short-list for production.

Toyoda says despite current struggles U.S. new-car sales “will not only recover but come back stronger than ever.”

Lexus Studying Small Cars for the U.S.
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