Redefining Auto Industry Innovation: The Mindset of an Automaker
In the heart of Japan, Toyota's Motomachi Plant has undergone significant changes, fostering a creative environment that has indirectly contributed to the development of the new Crown Sport. These improvements, focusing on ergonomics and on-site problem-solving, have enabled the production of vehicles with a better natural driving feel and enjoyment.
The development of the Crown Sport was driven by a team with a clear vision: to create a vehicle that offers an "instinctive" and "fun" driving experience. This vision was brought to life through changes at the Motomachi Plant, where high-mix production processes were improved, and worker ergonomics and efficiency were enhanced.
One of the key innovations was the introduction of user-friendly tools and work aids, such as the retractable step invented by a technician. This simple yet effective tool has made assembly work easier and more comfortable, regardless of the worker's height. Such genba innovations enhance build quality and consistency, allowing technicians to focus more on craftsmanship and detail, which can translate into a better driving experience in the final product.
The team behind the Crown Sport's development included young talents like Ryuhei Ito and Aoi Yamazaki, who joined Toyota in 2015 and 2017 respectively, and veterans like Masao Tsukada, who joined the company in 1986. Tsukada's expert-level qualifications and Tachi's nurturing of young talent were crucial in shaping the Crown Sport's development.
Yuji Honma led the development team, with a clear goal of creating an exhilarating car that would wow customers. The team, including Ito, Yamazaki, and Tachi, worked under Group Leader Ikuo Tachi. They decided that the Crown Sport must not compromise on ride quality and comfort, even as they sought to express the "sport" aspect.
To achieve this balance, the team used a preliminary development vehicle based on the Crown Crossover with a shortened wheelbase. Shinichiro Matsumiya, a member of the development team, was involved in developing the Sport's suspension, steering, and Dynamic Rear Steering (DRS).
The Crown Sport is a new form of sport SUV, offering a lineup of four body variations. The team's view of sportiness coalesced into these two keywords: "instinctive" and "fun." Ito and Yamazaki, in particular, brought valuable insights to the testing phase, with Ito playing a main role in the development of the Crown Sport and Crown Crossover. Yamazaki, as a female test driver, brought a unique perspective to the testing process.
In summary, the enhancements to Toyota's carmaking genba—especially ergonomic innovations and fostering on-site creativity—have contributed indirectly to the Crown Sport’s development. These improvements reflect Toyota’s approach to genba as not just a physical place for manufacturing but as a source of continuous improvement and creative problem-solving, driven by the workers themselves. Such changes in the manufacturing process help ensure that the vehicle’s design intentions—like the Crown Sport’s driving pleasure and intuitive responsiveness—are realized in the finished car.
- The new Crown Sport, a sporty SUV offering four different body variations, was designed to provide an "instinctive" and "fun" driving experience.
- The development of the Crown Sport was facilitated by improvements at Toyota's Motomachi Plant, which integrated high-mix production processes and enhanced worker ergonomics, ultimately leading to vehicles with a better natural driving feel and enjoyment.
- The team behind the Crown Sport's development, comprising experts like Masao Tsukada and young talents like Ryuhei Ito and Aoi Yamazaki, aimed to create a car that showcased advanced technology in the automotive industry, while maintaining ride quality and comfort associated with the lifestyle segment of the finance sector.
