Toyota Says Its Vehicles Aren’t “Boring” Amidst Falling Financials

The boss of Toyota says the company’s vehicles shouldn’t be considered boring anymore in what has proven to be a difficult year-to-date for the automaker.

“Until now, there were times when Toyota’s cars were called ‘boring’ or were said to be lacking in character,” Toyota chief executive Akio Toyoda told USA Today. “But I now feel that, in terms of driving and design, our customers have begun to favorably evaluate our cars.”

Although Toyoda believes that customers have started to view the brand’s offerings as more than “boring”, not everything has been going swimmingly. In fact, Toyota has had a surprisingly lackluster 12 months.

In the full fiscal year ending March 31, Toyota’s net income has fallen by 20.8 per cent to 1.831 trillion yen ($16.1 billion). In the same time period, operating income dropped by 30.1 per cent to $17.5 billion and revenue fell by 2.8 per cent to $242.2 billion.

Toyota has also revealed that it expects an 18 per cent fall in net income and a 2.5 per cent drop in revenue for the fiscal year ending in March 2018. It also says that fiscal-year sales will sit at around 10.25 million units.

The company’s falling income and revenue are being blamed on the stronger yen, higher research and development costs and decreasing U.S. sales.

Discussing the results, Toyoda said “It is my view that our latest financial results demonstrate Toyota’s desire to steadily and continuously advance our investment in the future, rather than place top priority on short-term profit.”


  • kachuks

    Liar. No one says they’re boring. They say they’re ugly.

    • Shobin Drogan

      Ugly to look at, boring to drive. No matter how much they wish to improve their looks, they are still nowhere near as good to drive as their rivals, Hyundai, Mazda and Honda with the civic is absolutely destroying them in sales.

      • Toronado_II

        I agree, but most of the Toyota buyers won’t make the difference…

    • SteersUright

      My 2015 Lexus GS350 was SO close, SOOOO close to being an amazing sports sedan, but just missed the mark with a lazy shifting automatic and an underpowered (but good sounding) V6 it borrows from a freakin Camry!
      Then, Lexus leaves me no choice. In order to jump up to the real sport sedan version I need to spend $90k on the GSF? Who the hell come up with their marketing strategies?
      In all fairness, Toyota, Honda, Nissan, Infiniti, Acura, Cadillac, etc., all look goofy as hell today. Lord knows whats going on with car design at the moment. Mazda, funny enough, seems to be the lone brand making beautiful machines.

  • Six_Tymes

    the new camry cant come soon enough

    • BGM

      All I care about in the new one is whether they’re going to have those high beam DRLs as seen in picture 5. I will never forgive Toyota for forcing that evil idea on the motoring public.

      • Matt

        I don’t think there is such a thing as ‘high beam DRLs’.

  • TheBelltower

    The cars are boring, now just wrapped in ugly. They are going through a really dumpy design phase.

  • Rocket

    When you have to tell people your cars aren’t boring, it’s a fair bet they are. But truthfully, they’ve always been boring. Loyalists are ok with that. The real problem is that now they’re homely, too. What you call “bold”, as you tend to do in your advertising, I call offensive. Offensive doesn’t sell.

  • pcurve

    He is right, they aren’t boring to look at anymore. But they went a little too far with new Prius.

    • Rocket

      And the Mirai. And the other Prius. And the 4Runner. And the C-HR. And the other Prius. And the Yaris. And the Corolla. And the other Yaris. And …

      • Bash


  • dude your cars wee boring. Now they’re damn ugly

  • carsmofo

    to change the stigma they need to change the nomenclatures as well. It’s going to be tough convincing the consumers that Camry and Corolla are “fun” and “sporty”.

  • Nordschleife

    I always been a fan of divisive design. I’d rather hate or love a car than to feel meh about it. Toyota does have some styling hits on their hands but they definitely have some misses. I still applaud Toyota for taking the chance.

    • Mike S

      If they’d only build their concept cars, we wouldn’t be saying what we’re saying.

  • RS6 Performance Wagon Lover

    The Aurion Sportivo needs a different body kit.

  • Warren Shaw

    They refuse to allow full smartphone (ios or android) integration in their cars. Most other manufacturers now provide this. Apple adds some features not available in the car systems and also provides a built in update path so that as new operating systems and features show up they become available in the car. Auto systems are dated when they are sold and become progressively more so as each year rolls by. This policy extends to Lexus.

  • Mike S

    I know that car manufacturers read comments made in reaction to stories like these, so I’ll say again what I’ve been saying for several years: People want convenience over LED headlights; they want the subtle touches of thoughtfulness once found in Toyotas which have since been taken away. It seems with every new “advancement” in engineering, a 12-volt outlet is removed; with new offerings in seat coverings, the clothes hook behind the driver is found missing; with a new dash design, we’re found without an upper glove box. Sure, I’ll be certain to receive derision for writing this, and understand the items I’ve mentioned are never to be seen again, but it’s all good: I never cussed or swore or anything!

  • john1168

    They’re not boring anymore but they’re weird looking. The styling of the white one above looks interesting with the black top but then the designers have to do stupid things like put those fake black vents off the side of the tail lights and make the front ugly with huge grilles and odd shapes. They’re just over styling for the sake of doing so. Personally, I think the best looking cars Toyota makes is the Corrola and the Highlander.

  • Brian

    Take the new hilux for example styling dated fit and finish poor 2.8 diesel lack luster price too expensive and has 8 more years to go

  • notthistimecobber

    Now that the unstoppable VW group has surpassed Toyota as global most popular manufacturer it could be sometime before we see happy days again at Toyota.

  • thunder bolt

    only car journalists called it boring, customers just called it family sedan. good enough to be No.1 in sale.

  • ediotsavant

    Toyotas fault is that they misjudged the ongoing popularity of cuvs. Not counting the truck based 4Runner, Toyota has only 2 cuvs, the RAV4 and the Highlander. And it’s only because of the demise of Scion, did Toyota gained the CH-R.

  • Cobrajet

    It appears that Toyota is trying to copy Kia.

    • Liam Paul

      I know when I saw the new 2018 camry, I thought wait, carscoop made a huge opps and posted a kia optima but once you look closer, you can see the lines are not as well crafted and more disenchanted. Basically a bad clone of a Kia Optima that try to be as sporty as the Kia Optima but is not

  • mp412c

    Ugly boring to drive and from personal experience not so reliable as they claim. Service had to open the engine in my 4 year old 1.33 yaris. Thank god for the 6-year warranty

  • Socarboy

    The first thing to right the ship…fire your design staff starting with the idiot who did the current Prius

  • Infinite1

    If Toyota wants to not be boring, then the Supra should pave the way for future cars to come. The Camry and Corolla has always blended into the background since they were cars made for families and to drive from one spot to another. They haven’t had anything great going since they Supra was killed off. Making fun cars is making what consumers want like the Supra, MR2, Celica GT4,etc. and not grocery getters with bland or ugly designs. That’s why you’re cars are boring Toyota. We still think so and there’s isn’t anything you can do except bring back the fun cars. The BRX doesn’t cut it in 2017 with 1999 performance.

  • Infinite1

    If Toyota wants to not be boring, then the Supra should pave the way for future cars to come. The Camry and Corolla has always blended into the background since they were cars made for families and to drive from one spot to another. They haven’t had anything great going since they Supra was killed off. Making fun cars is making what consumers want like the Supra, MR2, Celica GT4,etc. and not grocery getters with bland or ugly designs. That’s why you’re cars are boring Toyota. We still think so and there’s isn’t anything you can do except bring back the fun cars. The BRX doesn’t cut it in 2017 with 1999 performance.

  • Trackhacker

    This is what happens when you remove CD players and not offer any high audio output capabilities. I.e. Lossless fles like Flac or Wav.

  • Belthronding Tinuviel

    They WERE boring,now getting better

  • SgtBeavis

    They most certainly WERE boring. However, now I think Toyota is trying to hard to not be boring. The Camry now OVERstyled. It looks cartoonish. The C-HR comes a lot closer to a stylish vehicle that isn’t over styled (though I know some will disagree).

    But Toyota’s real issue right now isn’t styling. The problem is that they have eleven car models (counting the Mirai Hydrogen car) and only six SUV/Crossovers. It’s the same issue throughout the car industry right now.

  • Being boring has been a criticism of the Toyota line-up for a long time. The redesigns they’ve made just aren’t enough to keep up with more stylish competitors like Mazda and Honda.

  • Six Thousand Times

    The styling was boring but they’ve changed all that; now it’s grotesque.

  • Sage One

    Toyota, you are not boring. It’s not you, it me. I am just not that into you…anymore.

  • Liam Paul

    Toyota new models may not have a boring look now but have a long way to go to become desirable to a person’s heart and soul. Take the new Prius, that is the most ugly car riding around on the public roads now, The prius should be less flashy and more elegant but not boring. The new Camry is just a bad clone of the better looking Kia Optima. The corrole shape is decent but I think some creases(Like BMW) along the side would help. Make the seats more comfortable for americans who are not a clone of a asian person, give the cars some power. The GT86 is so underpowered it is really sad. That car is such a easy fix if they would give it 300 to 350 Hp. The minivan may be their best looking design . The 4 runner though is close to looking the same it has for the last 20 years and that new front is so ugly on the base model. I could go on and on but Toyota needs to find some soul and heart in their design. Going from Boring to crazy wild is not a win.

  • Camry can’t be fun and reliable. You can have one or the other. It’s a fucking Camry. Why does it have to be fun. It’s an economy car for christ sakes. Just let it be. What has that harmless ever done to anyone to deserve this.

  • Auto

    Just saying Toyota, I would rather have a boring car inside and out with bland styling than an ugly car on the exterior and boring on the inside.

  • Tumbi Mtika


  • KidRed

    No, they aren’t boring anymore. Now, they’re just ugly.

  • Nice Toyota!

  • Alexander Paulsen

    They are boring, snoozemobiles now they are hideously ugly snoozemobiles. The ones that don’t just look like bionic roaches all look like they were drawn by failed 22 year old anime cartoonists on crack. In 3 years you will not be able stand to look at one of these over styled messes, these will not age well at all.

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