Toyota’s Top Job Gets a Numbers Guy
Toyota is set to appoint Kenta Kon as its new CEO, a move that has left some enthusiasts cautious, given his background in the company’s finance division. That concern was underscored after Kon admitted during a recent press conference that he was not aware of any current development surrounding the Celica project.
The incoming CEO did acknowledge admiring the nameplate for a long time, particularly after seeing the sports car in 1987’s Watashi no Ski ni Tsuretette (Take Me Out to the Snowland). What he told the fan who asked the question, however, was that he assumes development is progressing (skip to 1:11:45).
Not a Newcomer to Toyota’s Inner Circle
To be fair, Kon served as Chairman Akio Toyoda’s secretary from 2009 before moving into senior accounting and finance leadership roles in 2017. While his focus may lean toward the financial side, Toyoda and outgoing CEO Koji Sato continue to spearhead the development of enthusiast-focused performance models under the Gazoo Racing (GR) banner.
But now that he’s set to represent Toyota – a brand closely associated with enthusiast models like the GR Corolla – he will likely become more directly involved in vehicle development, especially as the company has positioned itself as enthusiast-friendly. Toyota has even committed to keeping internal-combustion models alive, at a time when other automakers, such as Volvo, have made significant shifts toward electric vehicles.
Kon will officially take office on April 1, with Sato transitioning to a vice chairman role, where he will oversee broader industry trends.
Toyota
What the Next Celica Might Actually Be
As for early rumors about the Celica, the model could return as an all-wheel-drive (AWD) coupe, setting it apart from the rear-wheel-drive (RWD) GR86 and GR Supra. Given Toyota’s aggressive push toward hybridization – which has seen the RAV4 become exclusively hybrid in the U.S. – it wouldn’t be surprising if the Celica, or perhaps a GR Celica, uses electric motors as part of its powertrain.
As long as new directives at Toyota don’t conflict with its enthusiast-focused programs like motorsports, the Celica project should remain on track. Some argue that Toyota may begin tightening costs as competition intensifies from Chinese automakers, such as BYD, which have built a reputation for affordable vehicles. That sounds like an area that aligns closely with Kon’s finance-first background.
But if all goes to plan, reports suggest the Celica nameplate could return within the next year or two.
Toyota
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