Toyota addresses HiLux styling criticism

TOYOTA has defended the Cyber Sumo frontal styling of its ninth generation HiLux at the model’s Australian media launch in Canberra this week saying the “menacing” fascia is part of a future proof design that will ensure the model range remains relevant into the decade ahead.

Penned to ensure commonality across BEV and ICE model offerings, the narrow headlights and flat central grille represent a significant departure from the Keen Look design language of the outgoing HiLux range.

The new design closely mimics the appearance of segment rivals including the LDV T60 and JAC T9, starkly contrasting the look of other Toyota passenger and models – including the recently launched LandCruiser Prado and Tundra pick-up.

Speaking with GoAuto in Canberra this week, Toyota Australia senior product planning specialist Rod Lyons said the design was intentionally penned to ensure the styling of the HiLux would remain relevant well into the next decade.

“Our intention was to make the front-end and the face of this car very imposing and taller, get it up higher, and give it a more menacing expressions,” he said.

“It’s got that starting pose of a Sumo wrestler, which was part of the inspiration. But it also has to look advanced – that’s very important for us – we wanted to make a point of difference.

“I believe (this design) will offer longevity in the marketplace and it will look futuristic and advanced for years to come. If everyone was comfortable with the design at this stage, I think we’d be a bit disappointed.

Mr Lyons said that the negative commentary surrounding the styling of the latest HiLux would likely be short-lived, reiterating the need to take risks to ensure the Cyber Sumo look will hold its own in the longer term.

“With this (new design), we deliberately chose to take that risk. When the design process began three or four years ago, there was a feeling that a lot of entrants in the market were very similar … and as a team we decided to go in a different direction,” he continued.

“The HiLux has a longer product life, and this vehicle has to look good in three- to five years time as well. I think it will stand up to scrutiny.

Visiting from Toyota Motor Asia, regional chief engineer Anyarat Sutthibenjakul told GoAuto that customer feedback had helped shape the look of the all-new HiLux, and that the model should have its own identity separate to that of Toyota’s other light commercial offerings.

“The new Hilux represents years of listening, learning, and developing vehicles that truly serve real-world needs,” she said.

“What is important to the customer, other that the QDR (quality, durability, and reliability) and the performance of the HiLux is about its look. It should be futuristic, rugged, and tough. These are the kinds of design key words we focused upon.

“We didn’t want to go big, like the Tacoma and Tundra. We wanted to keep the HiLux where it should be, and there are some elements we wanted to keep. But we are talking about the longevity of our product … I am talking about a full generation (up to 10 years).

“We needed to make it look different at the beginning. We wanted to take that next challenging step.

Ms Sutthibenjakul said that while pre-launch commentary in the Thai market suggested Toyota had overstepped the bounds of what a HiLux customer expected, the meeting of the vehicle “in the metal” drew an altogether different response from customers – something she expects will also happen in Australia.

“As an example, I can tell you we had similar responses (to the look of the HiLux) ahead of the launch in Thailand,” she explained.

“At first, Thai media and customers said the car was too modern and that the styling is not so good, etcetera. But when they came to see the car, at the launch or at the dealership, most of them said the styling was better in the metal.

“But it’s not just about the exterior (styling). The feedback from TMT, our Thai distributor, is that the suspension, the performance, the interior, and the technology is of high priority to our customers.

“Everyone in Toyota engineering put their heart into this package, and we have made the best possible package for our customer – and I believe the Australian customer will see that too.

Adding his weight to the argument, Toyota Australia vice president of sales, marketing, and franchise operations Sean Hanley said he believes HiLux buyers will judge the vehicle’s many merits, and not solely looks alone.

“Whenever you change a design, it will always be polarising. But that is what makes it both incredibly exciting and challenging,” he said.

“The reality is, you’re never going to please everyone, and sometimes you have to live with a car in the market before you start to say, ‘hey, that’s really alright’.

“Granted, it is a departure from the previous two generations (of HiLux). But personally, I see a very good design that has a lot of longevity to it; and I think HiLux customers will see that too.