New Toyota chief tech officer to radically ramp up r&d efficiency

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Toyota Aims For Efficiency Boost With "Better, Faster, Cheaper" Mantra

On the ninth of September in the year 2023, when the clock strikes midnight, a new day will begin.

Mike Sweers, who holds the position of chief technology officer at Toyota, recently asked a thought-provoking question: Is it possible for us to endure without embracing a different way of thinking?

Back in its time the Toyota Prius hybrid compact car revolutionized the automobile industry by introducing a unique fuel-efficient gasoline-electric drivetrain. This was about 25 years ago and today we see many automakers following suit to remain competitive.

By accomplishing this, the Prius also demonstrated that Toyota Motor Corp., a notable company recognized for producing secure and dependable, yet cautious, vehicles was capable of challenging the status quo with groundbreaking advancements in technology.

Toyota aims to revive its innovative drive by revamping its research and development procedures to ensure they become more efficient, speedier and cost-effective. They hope to instill a new culture to unlock their team of engineers' imaginative abilities.

Toyota aims to shift away from their conservative approach to minimize risks and instead strive to produce game-changing vehicles. This change is necessary to thrive in the highly competitive market of new mobility and offer consumers an unparalleled driving experience.

Taking charge in North America is the recently appointed Chief Technology Officer, Mike Sweers. He is an experienced Toyota professional who is passionate about trucks and assumed leadership of the region's research and development hub on July 3.

"We are not managing to adapt quickly. According to Sweers, Toyota's style of design is not revolutionary but rather it evolves over time," as conveyed to Automotive News during an interview at Toyota's biggest technical center near Detroit, which occurred on September 5th.

He asked whether it is possible for us to endure without altering our way of thinking.

Sweers points to the Prius as an excellent illustration of the correct method of handling risk: "We must have the courage to attempt something even if it may not succeed." Sweers pledges a rekindling of that pioneering attitude during his tenure.

According to him, there will be innovative products released soon.

The man in charge of developing cars and trucks, who is 60 years old and wears a goatee and cowboy boots, is now leading the largest technical center of a car company outside of Japan. This center is located in the most important market for the company. This man is well-known for leading the development of the Toyota Tundra pickup truck and other big vehicles that have a strong, sturdy frame.

He aims to enhance the effectiveness of R&D processes drastically, enabling the creation of a wider range of vehicles such as hybrid, electric, hydrogen fuel cell, and self-driving cars while staying within a budget amidst the increasing expenses associated with advanced technology.

According to Sweers from Toyota Motor North America Research and Development, their aim is to enhance work productivity by 20 to 50 percent. The company has set some internal objectives; however, Sweers refrained from sharing any specific timelines and financial targets, emphasizing that they are considering all aspects.

Sweers expressed the need for a different kind of thinking. He emphasized the importance of thinking creatively and outside the conventional boundaries. The challenge is to maintain profitability while exploring new ideas without compromising financial resources.

Toyota is not limiting its expenses and investments. For instance, in October, the company is set to commence the construction of a battery testing facility worth $50 million at its technical center situated in the outskirts of Detroit.

However, the goal is to bring innovative and cost-effective products to market at a faster pace.

According to Sweers, the requests originate directly from the Chairman, Akio Toyoda.

Sweers stated that he is not anticipating that there will be any modifications. Instead, he is insisting that there must be adjustments made.

Toyota's top management became motivated to rethink vehicle design as competitors like Tesla and Chinese giant BYD set a challenge to them. This competition ignited a drive within Toyota's leadership to reconsider their vehicle design approach completely.

Toyota had to quickly change its plans for electric vehicles due to the competitive tactics of new industry players. In response, the company's CEO, Koji Sato, announced that Toyota will create an electric vehicle platform to support its future vehicles starting in 2026. These cars will use innovative technologies that are inspired by Tesla, such as giga casting.

At the same time, it is essential for Toyota to enhance its operations in North America, which is its conventional source of revenue, in order to acquire the funds required to invest in these advanced technologies.

Despite the fact that the Japanese company's profits increased by almost 100% in the most recent quarter, their poor results in North America were a setback. The operating profit was only 3% in North America during that quarter, which was considerably lower than other regions. For instance, Japan had an operating profit of 14%, and Europe's profit was 6.3%.

A representative from Toyota declared that they are not content with the current operating profit margin of 3 percent in North America. They have to increase their earnings, as the company plans to invest in battery-related projects and the production of BEVs in that region. To achieve this, they need to get themselves ready for possible expenses that may arise from these ventures. Ultimately, the company requires more financial resources, as their current operating profit margin does not meet their expectations.

New technologies will play a role in the transformation of product development.

New developments in predictive engineering that utilize artificial intelligence will result in faster and more precise design processes that simulate real-world outcomes without requiring the production of physical prototypes. Additionally, tapping into the vast amount of data gathered from the numerous Toyota cars currently in use will provide valuable assistance.

Creating a space where new and inventive ideas can thrive is a crucial measure to take as well.

Toyota implemented a budget two years ago to encourage the development of advanced technology through innovation. This program allows inventive engineers to compete for funding by proposing fresh ideas for proofs of concept.

An outcome of that effort was the fresh arrangement of chairs in the modified Toyota Tacoma pickup of 2024.

The usual type of seat aims to keep the driver still by enclosing the entire body in a shell-like structure, similar to the cockpit of a race car that has extra support. However, the IsoDynamic Performance Seat in the Tacoma has a shock absorption mechanism of air on top of oil. This system allows both vertical and lateral movement of the seat simultaneously, lessening body motion and keeping the head stable.

According to Sweers, that chair goes against all rules for seating that exist. He explained that the idea for the chair was not originally manufactured but rather came out of a wild concept. However, after recognizing the seat's ability to absorb shocks, he found that he could drive a car 20 miles an hour faster on rough terrain than he could before.

Toyota has developed a new idea called "hitchless towing", which is a result of their innovative approach to thinking. This concept allows one car to trail behind another car, just like a trailer, but without the need for any physical link between the two. This is possible due to their advanced autonomous driving technology. Toyota is currently investigating how this can be used in the process of vehicle platooning.

When the concept was announced in September, Jack Hollis, Executive Vice President of Toyota North America, emphasized that it's not just about towing without a hitch. Instead, Toyota is focused on developing innovative approaches to stay at the forefront of the industry.

According to Sweers, North American R&D will concentrate on four areas in the coming days, namely, vehicle software, electrified drivetrains, lightweighting technologies, and aerodynamics. To assist with the shift to the digital age, Sweers' department has provided all its engineers with coding instruction.

Sweers recognizes that it takes a long time for large companies like Toyota to change their culture. As the company grew quickly in the past few years, its designers got stuck with too many rules and regulations while designing a range of cars that could be sold in different countries.

Giving them the freedom to spread their wings is a significant advancement towards the modern era.

According to Sweers, engineers have the responsibility to provide solutions to various obstacles. He believes that engineers should be given the means to effectively execute their tasks and duties.