Toyota boss wants low-cost car to be cheaper, production model arrives in 2009

After driving a prototype version of Toyota’s new minicar, the carmaker’s President Katsuaki Watanabe came away content with the design but sought more in terms of cost reduction. The new model is aimed at emerging markets such as India, China, Russia and Brazil and, despite its low-cost ambitions, the final car will still maintain the brand’s trademark image of reliability and quality.

Speaking with reporters from Automotive News at the Frankfurt Motor Show, Watanabe admitted “there was still room for quality improvement.” Japanese reports suggest the car will be priced below €5,000, but at that price Watanabe explained that it likely won’t “incorporate the safety and quality level Toyota wants to offer.”

Toyota is also reportedly planning a low-cost model for Europe to compete with a similar model expected from Volkswagen based on its new up! concept, but don't expect either of these to cost less than €5,000.