A: Ford has a “One Ford” strategy to sell one product globally, but Toyota keeps the Hilux and Tacoma pickup trucks separate. Why?
S: The Toyota Hilux itself would work. The size is different, it's not as wide as the Tacoma. The other side of it is that it doesn't fit the [U.S.] customer's image of what a Toyota truck should look like. It's a world truck, designed for countries outside North America. It's a great truck, it's a very durable truck, but it doesn't have all the creature comforts of the Tacoma. [The Hilux buyer is] a different customer, it's different demographics, and it's a different product.
A: So, people use the Toyota Tacoma more as a regular daily vehicle versus the Hilux's work focus?
S: Yes, but we pride ourselves on our off-road heritage and capability. The Tacoma is built to do it. We have no qualms saying that the Hilux and Tacoma are brothers as far as the platform. The basic frame design is similar. We [the Tacoma] have a little bit more compliancy in our frame compared to a Hilux. That's mainly to satisfy the ride requirements for the North American customer. The Hilux is a great truck, a great durable truck. Out of that family, we have the 4Runner [SUV]. That's more refined than the Hilux. The essence of our trucks, the roots of our trucks, comes out of Land Cruiser [SUV]. That sets the standards for all our trucks.