13 September 2007

Can the Toyota Way Be Transplanted?

A longtime Toyota executive explains the world's best selling car manufacturer's methodology -- and how it creates loyalty

A GMJ Q&A with Bryan Bergsteinsson, former group vice president, University of Toyota, Toyota Motor Sales, U.S.A.
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In the second of a two-part interview, a longtime Toyota executive explains the world's best selling car manufacturer's methodology -- and how it creates loyalty. He also discusses matters such as why all the new cars look alike and why the market for luxury cars is expanding.
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Reader Comments
CHARLES PHILLIPS Posted On 9/14/2007 8:24:55 AM

NOW THAT'S THE REASON I KEEP COMING BACK TO TOYOTA WHEN I FEEL MY CAMRY NEEDS TO BE REPLACED WITH A NEWER MODEL. NOT BECAUSE THERE IS ANYTHING REALLY WRONG WITH THE OLD ONE, JUST THAT MY CLIENTS EXPECT ME TO BE DRIVING A RELATIVELY LATE MODEL CAR.

CONTRAST THAT TO THE 2002 SATURN I RECENTLY BOUGHT MY 17 YEAR OLD DAUGHTER. CAN YOU BELIEVE IT - THE PAINT IS ALREADY DETERIORATING! AND THAT CAR IS NEWER THAN THE CAMRY I AM DRIVING! I THINK TOYOTA WOULD BE VERY CONCERNED AT THAT POOR QUALITY, EVEN AFTER THE NORMAL WARRANTY HAD RUN OUT. MY EXPECTATION IS THAT GM IS GOING TO SAY "TOUGH". I'LL GIVE THEM A SHOT BUT, IF MY EXPECTATIONS ARE REALIZED - GUESS WHAT TYPE OF CAR I AM GOING TO BUY MY DAUGHTER FOR GRADUATION AND COLLEGE!

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David L. Morgan, Jr. Posted On 9/14/2007 12:17:14 PM

Hey, there's more to it than that. I've owned a '97 Ford Taurus station wagon for 10 years and 115,000 miles. It has those luxury features mentioned, except for navigation, it suits my needs very well, but mainly it has had nothing major go wrong with it. That's what I like, I have had to put so little effort into keeping it in shape. When it finally goes, I would sure like to be able to buy nearly the same thing!

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See also
What Price Car Customer Loyalty?
Why Satisfaction Isn't Satisfying
Why Car Buyers Buy
Toyota Applies Quality Management to People
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