Toyota re-engineers its appeal to stay atop car industry

Japan

TOYOTA Motor is looking to cast off a reputation for making reliable, but often dull, cars in a wide-ranging review of its designs, technologies, factories and supply deals - a full makeover aimed at staying on top in a cut-throat industry.

For decades, the Japanese carmaker carved out global leadership by using common parts across many of its models. This was efficient, but made for uniform styling. A one-size-fits-all layout for the engine's surrounding parts, for example, gave its cars a boxy front end.