Toyota wants more colorful interiors to make models stand out

Article by Anita Panait, on December 2, 2013

Toyota will not go 'European,' the brand's global design chief Simon Humphries told Automotive News at the Tokyo Motor Show, referring to the practice wherein carmakers have tendencies to make the vehicles have almost similar color palettes. Humphries remarked that Toyota will make its interiors more colorful to make individual nameplates stand out, noting that the carmaker has such a broad product portfolio.

He remarked that customers are seeking for something more expressive. "The way we approach branding is not by making everything a clone of the other models," Humphries said, noting they want to manage their huge lineup in a way that they essentially create a select shop.

Each of Toyota's cars will have its own color combos tailored to its looks. This means that within a nameplate, different palettes will be offered to create different auras. Humphries cited the next-generation Toyota Voxy, a Japan-market minivan, as an example of the new approach.

The Voxy features bright orange swaths of trim cutting through its black interior.  Humphries remarked that the use of color will be much "more dramatic and much bolder than it has been up until now." He said that they will try to balance consistency and change -- something that is actually very difficult, but is achievable considering the breadth of Toyota's lineup. [source: automotive news - sub. required]

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