But the most important reason that Toyota became America's most prestigious
> automaker is that this quintessentially Japanese company has been better
> than Detroit at reading the American car psyche. Toyota has never been a
> style leader. It has never created a car as iconic as, say, the Ford
> Mustang. But it discerned correctly that many car buyers don't need the next
> hot thing. They just want a trouble-free product that looks fine - and they
> will pay a premium for it.
>
> One way Toyota reads the public mind is the think tank at Toyota Motor Sales
> in Torrance, Calif., where a research department staffed by 116 people
> monitors the industry and keeps tabs on demographic and economic
> developments. Its mission: to predict consumer trends and create a lineup of
> cars and trucks to capitalize on them. Each professional is expected to
> spend time out in the field talking to car buyers. The Japanese have a name
> for it: genchi genbutsu - go to the scene and confirm the actual happenings.
How amazing that they try to determine what the buyers want! Obviously that's better than building something different that may be successful for only a few years.