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Wev2487 20a%20%2CM) Q A Company Case Toyota: Developing a Million New Product Ideas Every Year Toyota is one of the car industry's biggest success stories. Founded in 1918 as Toyota Spinning and Weaving company, it only started to produce automobiles in 1937, but since then the company has continued to grow to become one of the most important car manufacturers in the world. In this regard the company has been a global trailblazer in several areas related to product and product design, with some of its strategies, like the Toyota Product Development System (TPDS), becoming industry standards. From Concept to Decision Hall The new product development strategy at Toyota is realized mainly in five distinct steps: 1. Creation of Concept. This step is defined by the collection of idons, mainly from employees but also from the general public through programs such as Ideas for Good. Major points taken into consideration are customer profile and future car trends. Designers then create an initial sketch. 2. Development of the idea. After the initial sketches have been penciled out, a team of experienced designers create a complete 3D computer model with full details. Emphasis is on the realism of the project (how close it is to the final product) as well as creativity and visual appeal 3. Color Choice. Toyota takes great care with minor details, even color. Every color is analyzed based on its fit with the general product idea and concept. For example, red might fit a sports car like the Toyota GTR but not a Toyota Offroader . Moreover, special attention is given to how the colors of different car parts fit with each other. 4. Mock-Up. A realistic mockup is created using clay, which the designers and engineers analyze to find errors. 5. Decision Hall. A few models are built and taken to a hall where they are analyzed in realistic environmental conditions. Light and rain are generated to see how the car looks in these settings. Toyota believes in co-creation value in which all stakeholders are involved, potential customers included. The company uses three main sources of product ideas: employees in the engineering and design departments, other employees across the whole company, and people from outside the company. Toyota also gathers new product ideas from dealerships worldwide, as this is where customers bring their cars in for repairs. Ideas from engineers and designers are generated through the TPDS.