AI Summary
Toyota president and CEO Koji Sato believes cars should be enjoyable, not mere commodities. He emphasizes that focusing solely on specifications is no longer sufficient; cars must evoke passion and excitement. Sato aims to instill this philosophy in Toyota's project teams, moving beyond incremental updates and prioritizing designs that resonate with customers. This driver-focused approach follows his predecessor, Akio Toyoda, a known racing enthusiast.
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