Toyota 2006 Annual Report Download - page 20

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18
China
(Guangzhou plant came
onstream in May 2006)
Japan United States
(Kentucky)
Australia
Thailand
Taiwan
Russia
(St. Petersburg: production
scheduled to begin in 2007)
United States
(Consignment production to
begin at North American plant of
Fuji Heavy Industries Ltd.
from spring 2007)
The New Camry Production Bases
The Challenge—Simultaneous
Worldwide Start-Up
“Global best, local best”—these
commitments rule the development
of Toyota’s mainstay global models.
By “global best” we mean building
cars with common value worldwide
while pursuing the world’s highest
levels of quality and performance.
The global best concept is funda-
mental to the Toyota mind-set. We
want to give superior quality and
outstanding cost performance to
customers buying Toyota vehicles
throughout the world.
On the other hand, “local best”
expresses a commitment to accurately
reflecting the needs and values of cus-
tomers in different regions. Toyota
enhances the value of its core global
models by marrying its commitments
to being global best and local best,
and this approach was pivotal in the
development of the new Camry. We
took on the double challenge of build-
ing a car that incorporates common
international value and local needs.
The New Camry’s Mission
Further, we set ourselves the addi-
tional task of achieving a simultaneous
worldwide start-up of production for
the new Camry. Conventionally, plants
in Japan had production up and run-
ning before overseas plants came
onstream in stages over a period of a
year or more. For the new Camry, we
sought to shorten that time lag and
initiate production at almost the same
time around the world. Not only does
simultaneous start-up significantly
heighten development and produc-
tion efficiency, it enables us to offer
customers worldwide the latest Camry
as an “in-season” car.
An Unexpected Comment
from a Camry Driver
At the beginning of 2002, chief engi-
neer (CE) Kenichiro Fuse was entrust-
ed with the development of the new
Camry. Failure was not an option
because of the model’s importance in
the rollout of Toyota’s worldwide
operations. The first thing our CE did
was visit customers. Although the
Camry is the best-selling passenger
car in the United States, he felt the
Product Development
Approach I
The New Camry’s Mission
Pursuit of Global Best,
Local Best
Realization of Worldwide
Simultaneous Production Start-Up