Pursuing Continuous Automobile Improvement: The Mindset of an Auto Manufacturer
In the world of automotive manufacturing, Toyota has once again proven its dedication to crafting vehicles that offer an instinctive and fun driving experience. The latest example of this is the Crown Sport, a new form of sport SUV that has been met with acclaim.
The development of the Crown Sport was entrusted to Shinichiro Matsumiya, who gathered a talented team including Yuji Honma, the project's leader, and two new members, Ryuhei Ito and Aoi Yamazaki, who joined Toyota in 2015 and 2017 respectively. Masao Tsukada, a Toyota veteran, partnered with Matsumiya behind the wheel.
The team's success can be attributed to a cultural and process shift within Toyota's carmaking 'genba' (the "actual place" of work). This shift focused on deep root-cause analysis, practical improvement, and a genuine passion for driving. Chairman Akio Toyoda emphasized personally taking responsibility for problems to let the genba work calmly and effectively on real issues, fostering a culture where workers could do their jobs properly and innovate toward a better driving feel.
This approach allowed the development team to create a car that is not just fast, but also fun to drive. Honma sought to create an exhilarating car that wows customers, and the team coalesced around the keywords "instinctive" and "fun."
Yuji Honma led the development of the Crown Sport, with Shinichiro Matsumiya involved in developing the Sport's suspension, steering, and rear-wheel steering system. Ito was a main member of the development team for the Crown Sport and Crown Crossover. Yamazaki, a new member, brought a unique female perspective to testing the Crown Sport.
The preliminary development vehicle received feedback that it lacked the quality feel of a Crown. To address this, Ikuo Tachi, the group leader, organized the team with two junior staff as main members to bring the sensibilities of their generation. The team continued to discuss progress with Akihiro Sarada and Yuji Honma.
Tachi's leadership openly assumed responsibility to reduce external pressures, allowing workers to focus on identifying and fixing root causes effectively. This emphasis on practical improvement and driving passion enabled innovative, instinctive, and enjoyable driving characteristics in the Crown Sport.
The new Crown offers a lineup of four body variations, with the Crown Sport standing out as a testament to Toyota's ongoing pursuit of "ever-better cars." The development of the Crown Sport serves as a shining example of how genba improvements contribute to vehicle characteristics and underscores the importance of practical engagement and stakeholder protection for quality and driving enjoyment.
Yamazaki, who joined Toyota in 2017 and was involved in her first new model development with the Crown Sport, shared her initial struggles with fear during her circuit training at Toyota. However, her determination and the supportive environment at Toyota allowed her to grow and contribute to the success of the project.
In conclusion, the Crown Sport is more than just a new form of sport SUV. It is a testament to Toyota's commitment to innovation, passion, and the empowerment of its workers. The development of the Crown Sport serves as a reminder that with the right approach, even new members can make significant contributions to the automotive industry.
The development team's approach to the Crown Sport, led by Yuji Honma and Shinichiro Matsumiya, fostered an environment that prioritized practical improvement and a passion for driving, a key factor in the creation of a car that provides an instinctive and fun driving experience – a testament to Toyota's dedication to the automotive industry. This shift in cultural and process values within Toyota's genba, as emphasized by Chairman Akio Toyoda, played a crucial role in the financial success of the Crown Sport, appealing to customers seeking a lifestyle enhancement through their vehicles. The impact of this innovative approach extends beyond the automotive industry, demonstrating the power of a committed workforce in driving financial gains and enhancing customer satisfaction in various sectors, such as finance and transportation.
