2003-12-05
TOYOTAS APAIXONAM-SE. Serão os automóveis objectos em que o motor, eficência, desempenho, consumo, e preço são a sua essência ou, serão, antes objectos com alma, paixão e estilo? Ao que parece a Toyota percebeu que a segunda parte da equação não é menos importante do que a primeira. De acordo com a American Marketing Association, a empresa japonesa percebeu isso e está a americanizar-se: "Although Toyota has long been recognized as the most proficient auto manufacturer--the one with the stingy cost base and the highly disciplined operations--its engineering-dominated culture has squeezed the creativity out of its car designs. Enthusiasts say that despite their vaunted efficiency, Toyota cars and trucks don't have soul. If the company can transform its design process to make the style of its vehicles as compelling as their value, life becomes immeasurably more difficult for every other automaker. This preoccupation with style is part of a broader change working its way through the world's third-largest automaker." Veja aqui o resto do argumento.
