Toyota adapt flagship Camry model for Middle East

Toyota have announced that they are to adapt their flagship Camry model to make it better suited for Gulf based taxi fleets. The move was made after evaluating extensive customer feedback from drivers across the region.

'We realised that despite years of research being put into complex accelerator and braking technology, the results were essentially unnecessary and unwanted for the majority of taxi drivers,' explained Yamatasho Yamasaki, Toyota's Chief Engineer, at a recent press conference. 'Camrys purchased for use as taxis will now come with 'stop' and 'go' pedals in place of the current accelerator and brake pedals. When pressed, the 'go' button will accelerate the car as quickly as possible and the 'stop' pedal will apply the brakes fully'.

Yamasaki explained that the move matched the way drivers typically drove their vehicles. The simpler 'stop and go' mechanism would also lower the cost of the vehicle and be simpler to repair.

'Subtleties built into our current acceleration and braking mechanisms are designed to give drivers smooth and comfortable acceleration and safe, measured braking. Generations of Toyota engineers have contributed to these technologies,' he explained. 'It turns out the they are not needed and are routinely bypassed by heavy footed Gulf taxi drivers. We will remove them.'

Asked why it has taken so long to make this change, Yamasaki apologised for focusing more on passenger comfort in models that were popular as taxis and less on what matched the way taxi drivers liked to drive.

'Gulf taxi drivers like it full steam ahead or anchors on,' he said. 'The new 'stop and go' pedals reflect this. This move is overdue. For that we alone must take the brame.'

Drivers interviewed at a local mall's taxi rank welcomed the idea. Although none of them had personally been involved with the Toyota market research team, their views echoed Toyota's findings.

'A button for stop and go will save me time,' said Mr Khan, a taxi driver, originally from Peshawar. 'I drive anyway by pressing the accelerator all the way down or not at all, the same with the brakes. Customers like that as it's comfortable and fast'.

Other drives agreed with Mr Khan.

'A button saves time and we are always in a hurry,' said one driver. Asked how he would keep a steady speed on the motorway with only a stop and go option, the driver replied that he would do what he does today. 'I just press the accelerator down, then take my foot of, then down, then off. I do that anyway. Customers love it. I am driving 120Kms per hour and then dropping down to 105 and then going back up again, all the way down to the next city. Maintaining a steady speed is simply frustrating and boring for my passengers.'

This isn't the first time a Japanese manufacturer has adapted its product for the Gulf. In the mid 1990s Nissan released a new version of its leading 4x4, the Patrol. The previous model had accounted for 40% of new car sales in its class. The new model however, proved to be a disaster, accounting for only 5% of new sales in its class during its first three months.

The reason? A newly designed dashboard that had nowhere to place a box of tissues.

'Unlike older versions, the new model had nowhere to place tissues on the front dash,' explained David Pringle, Group Manager of Nissan's Gulf dealerships. 'Drivers here seem to need instant access to tissues in their cars at all time,' he added. 'We're not sure if people here create more mucus than in other countries, or why they need to wipe down their car interiors more often, but that's the way things are, it seems. Regardless, we have to cater to what customers want – tissues must be visible and easily accessible at all time.'

Nissan acted quickly. A modified design was quickly created, allowing tissue boxes to nestle happily on top of the dash, next to the windscreen. A special marketing campaign was launched, with new owners being offered a choice of gold trimmed tissue box holders, at no extra cost. Sales quickly returned to their original levels.

Toyota are also looking at other improvements for models targeted at the Gulf. A range of luridly coloured velour seat covers is expected to be offered directly from the vendor itself, as is a range of factory-fitted shag pile carpets for the top of drivers' dashboards. Most eagerly anticipated, according to Mr Yamasaki, are improved plastic covers for head rests and sun visors.

'We expect these plastic coverings to be a big hit,' he told reporters. 'New owners like resting their heads on plastic, particularly during the summer months. Plus, in twenty years' time, a Camry sold in the Gulf today will probably end up in Yemen, Nigeria or somewhere similar. When it does, its headrests will be completely pristine, as will the sun visors. This will mean a higher resale value, regardless of the condition of the rest of the car.'

Toyota's improvements are expected to increase their market dominance in the Gulf, with other manufacturers expected to follow suit with similar initiatives.