Tuesday, April 8, 2008

The Toyota Way


Given a question - "what car would you like to have: a Ferrari 599 Fiorano or a Toyota Altis?"

I'd automatically choose the 599. Heck I'd choose any Ferrari over a Toyota any day. Ferrari cars drive much faster, are equipped with Formula 1 technology, and most of the time look cooler compared to most other cars. In addition, a Ferrari heightens one's status because of all that image of exclusivity.

An acquaintance of mine however altered the question a little bit: "who would you want to be: Enzo Ferrari or Kiichiro Toyoda?"

I still chose Enzo because he founded what is still the most exclusive car brand out there. Having a Ferrari is a privilege reserved for the select few. Not to mention that Enzo met motor racing's most memorable figures like Tazio Nuvolari, Juan Manuel Fangio,Phil Hill, John Surtees, and Gilles Villeneuve to name a few. That honor would have been a blast for a Formula 1 fanatic like me.

My acquaintance however gave a much simpler answer. He said "I choose Kiichiro Toyoda, because his Toyota empire is WAY richer than Ferrari"

He told me that I could have all the exclusivity and glamor I wanted if I was Enzo. But he told me that he would have way more money as Kiichiro Toyoda.

Of course, no one can contest Toyota as one of the World's largest car manufacterers. It currently ranks number two, overtaking Ford in the process. But what is even more impressive is that analysts believe Toyota will eventually surpass GM as the largest car manufacturer in the world; sooner or later. It seems people always have a reason for buying a Toyota

Ferrari, on the other hand, isn't anywhere near that status. And that is not surprising

Just look around the free way and count how many cars have that Toyota emblem. You'll notice quite a lot. Then try counting how many Ferrari cars are there. You get the picture.

Of course, the image of exclusivity comes only when something is not common. Hence, seeing a Ferrari is not common. When you do see one, it becomes a special occassion. And that is the whole point of owning a Ferrari: the chance to feel special.

But then again, fewer cars on the road also means less inflow of cash. It is true that the value of just one Ferrari sale is worth a lot more than one Toyota sale. But Toyota sales are just way more than Ferrari sales day in and day out.

Toyota is not about exclusivity. It's about practicality. Toyota cars answer everyday needs more than any other car brand out there. They may not be exceptionally quick, or have all the high tech stuff equipped in a Ferrari, but Toyota cars are ultra reliable for everyday driving.

Seriously, you wouldn't drive your Ferrari over bad roads would you? Despite being eqipped with the best technology to improve car-handling, grip and what not, you still would go out of your way to choose a route that has the best roads out there. The car is just too precious. The slightest bumb is magnified because you naturally want your Ferrari to remain immaculate.

In the grinding everyday life, a Ferrari may just be not driveable. It's there parked in your garage for your friends to drool over. Can you drive it? You could if you wanted to. But you won't: only on really special occassions. You don't want subjecting a Ferrari to the risk of getting bumped, dented and dirtied up. You need it to look good all the time.
It's there to make you feel special.

Toyota bears none of that 'exclusive brand imaging'. Their cars are bought to be driven straight away. Their cars are basically usefull. Toyotas are reasonably priced and, more importantly, very dependable.

Ferrari answers the want, Toyota services the need. And in a world where practicality is a virtue, the Toyota is the one that is purchased more often than not (compared to all other vehicles).

An average person may look out the window and continue to dream of owning a Ferrari or any other exclusive car for that matter. But chances are, it is a Toyota that is parked in that person's garage used to go to the office and used to take the kids to school and back home.

In the real world, Toyota beats just about everyone else.

I still want a Ferrari though!

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