Akio is pushing Toyota to make "always better cars," and Uchiyamada is the point man. For years enthusiasts have complained that Toyota treats cars like transportation appliances and allows companies such as Hyundai to seize design leadership. Uchiyamada says the critics were right. He told me: "Basically, Toyota's growth had been underpinned by QDR [quality, dependability, reliability] that was very high compared with competitors'. However, since the Lehman shock [in 2008], large-scale sales of Toyota vehicles have decelerated. Compared with past practices, we need to make products that are even more attractive. We have stepped up our efforts emphasizing design, high quality of the interiors."
Appearances count, but Uchiyamada has no intention of allowing Toyota to lose its green credentials either. This spring Toyota will launch the plug-in Prius, a $32,000 car that he believes is the best short-term solution to freeing the automobile from gasoline. Unlike conventional hybrids, the plug-in has a large battery that can power the car for up to 15 miles on electricity alone and be recharged at home. "I think the plug-in is the most practical technology of the future that will see great potential for mass dissemination. It can be recognized as an electric vehicle without having to worry about running out of battery. If the battery runs out, the car can.
