2009 Toyot iQ revealed (updated) by Hatchback
http://www.leftlanenews.com/toyota-iq.html
Summary: Toyota’s new car iQ which has been sold in Japan and some other countries already, is a small car that is good for 3 adults with a child or luggage in comfort. Engineering innovations enabled them to create a good space for such a small car.
I thought that the idea of iQ is such a “Japanese” one.
Japan is such a small country.
It is not too much to say that everything in Japan is smaller than the one in the U.S.
House is smaller, thus, appliances and furniture are smaller and that goes on.
Thus, naturally, we prefer small, compact things that has good ability and quality.
That’s a value for us.
Around my house, the road is so narrow that when two car passes each other going different direction, the drivers have to slow down and be careful not to fall to the edge of road. Smaller cars would make things easier.
However, in U.S., there are need for fuel efficient cars but not for small size cars since the land is big and road is always broad.
So Japanese people are always thinking making things smaller yet with good function.
I doubt americans think in this way. (sorry if I am little biased)
I thought, iQ represents a typical Japanese people’s mind.
and the concept happens to be a good for Europe as well.
iQ is targeting people live in urban area.
Europe is their major target, which is understandable because cities in Europe has narrow roads and a lot of traffic.
Toyota found that the Value that has been considered important in Japan works for Europe and is expanding its business, which I think is smart.
World is big. There are many different cultures. However, there are also commonalities.
It is curutial for companies that do business globally to utilize this commonalities and benefit from economies of scales.