Toyota 2006 Annual Report Download - page 22

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while adding a new V6 engine and a
newly developed six-speed auto-
matic transmission for overseas
models. We also used a vehicle body
with a Multi-load-path construction*
that dissipates the energy of side
collisions. Regarding environmental
technology, we introduced the Camry
Hybrid in the United States, where
the Camry has its strongest sales.
Thanks to such customer-centered
product development, the new Camry
is selling briskly. However, before
reaching that stage we had to clear a
major hurdle. We had to discover how
to make the Camry an even more
desirable car.
* Multi-load-path construction: not only the
side members but also the roof, front seat
frames and center cross member have been
reinforced, compared to previous models,
thus increasing the side strength to reduce
the amount of cabin deformation.
Team Camry Enters the Fray
Toyota has an Obeya, or large-room,
system that dates back to its early
days. When developing a new vehicle,
Simultaneous Worldwide
Start-Up I
managers responsible for decision
making in a range of departments,
such as design and production engi-
neering, gather in one place and
create task teams. We created a
framework for the new Camry project
that enabled coordination between a
global Obeya, located at the head
office development hub in Toyota
City, Aichi Prefecture, and local
Obeya, established at production
bases in the United States, Australia,
and Asia. Then, Team Camry began
grappling in earnest with the difficult
task of realizing the simultaneous
worldwide start-up of production.
The challenge was to orchestrate
the system without any hitches. CE
Fuse recalls, “Fostering a common
vision for the new Camry and strictly
maintaining timely information shar-
ing were vital. And, the best way to
do that was through face-to-face
communication.” At least every three
months, managers from production
bases around the world gathered in
Japan to share issues and report on
progress at Milestone Meetings.
Also, Mr. Fuse visited local develop-
ment teams to communicate his
vision as CE, making more than 20
The Quest for a Challenging and Exciting Vehicle
Above: The reborn Camry sports sleek
lines, upgraded driving performance, and
outstanding safety and environmental
performance. Below: By introducing the
hybrid model in the United States, we
increased the attractiveness of the new
Camry.
Andrew Coetzee
Vice President, Product Planning Department, Toyota Motor Sales, U.S.A., Inc.
My job was to reflect feedback from U.S. Camry drivers and our dealers in the development process of the
new-model Camry. The Camry is an outstanding vehicle, much-loved by many customers in the States.
However, there were many issues that we had to overcome to further evolve the Camry. We worked to
make the Camry more than simply a highly useful car. We aimed to reinvent it as a more exciting car that
customers would feel truly passionate about. For example, we introduced a passion to the Camry through
a bold redesign of the basic body proportions, a visually and dynamically expressive SE grade.