Theme : Japan – The Giant Finally Moves Forward

How Toyota finally put the horse before the cart in what was, in one sense at least, a bit of a Triumph.

Spot The Difference - image : japanclassic.ru
Spot The Difference – image : japanclassic.ru

Despite promises of Waku-Doki and its work with EVs, Toyota remains in many ways a cautious company. Once I might have said this with a tinge of contempt, but certainly not now. The motor industry is a dangerous business, yet Toyota has survived and prospered because, generally, they know exactly what they are doing.

By the end of the 1960s, it was clear that front wheel drive was no fad. Even GM had started dabbling with it in, of all things, the 7 litre Oldsmobile Toronado. In Japan, Subaru had produced its 1000 in 1966, Honda the N360 in 1967 and Nissan the E10 Cherry in 1970. But Toyota waited. And waited. Finally, in 1978, Toyota revealed its toe-in-the-water exercise in front wheel drive, the Tercel. Naturally they had been biding their time, assessing the various forays into FWD by other manufacturers.

Would they Continue reading “Theme : Japan – The Giant Finally Moves Forward”

Theme : Disappointment – Waku-Doki!

Did it lose something in translation, or was it ever there at all?

Tokuo Fukuichi 01Waku-Doki! Like many vernacular expressions, translation into another language is unlikely to give the same emphasis. Toyota translates it as the lame “heart-pumping excitement”, but the untranslated Japanese expression does have a certain satisfyingly onomatopoeic sound to anglophone ears

The first time I read the term, it was on a badge pinned to the jacket of Toyota design chief Tokuo Fukuichi. He’s the same age as me, so it’s always heartening to see an old fellow making an effort. Continue reading “Theme : Disappointment – Waku-Doki!”