That’s quite a bold statement but then again the new Auris’ interior is quite a bold step 180-degrees from the right direction. It’s unfortunate that here in Paris the new model sits opposite the superb new Golf that sets new benchmarks in perceived quality. Or maybe I should say it’s unfortunate that the Auris just isn’t better.
Step from the Golf to the Auris (as many potential customers will) and the gulf between them is so wide you have to wonder who would sign on the dotted line in a Toyota dealer.
The cacophony of hideous, hard plastics and vinyls don’t even have the decency to arrange themselves in a pleasant manner – the IP feeling like a vertical wall that plays host to yet more dreadful materials that form the dire switchgear. And don’t get me started on the Quartz digital clock. Or the nylon fabrics. Or the airbag warning lights. Or the…
You make cars of excellent mechanical integrity, Toyota, but you need to start communicating this quality through design. Until you do I’m afraid customers are going to take those short steps over to the VW (or indeed any number of brands) showroom on the other side of the street.