The classic line from any autojournalist is to complain that, if car companies listened to car enthusiasts, they’d all be broke. But that is lazy thinking. If car companies only listened to their biggest fans they’d all be broke, sure, but not listening to them at all is also a terrible strategy. It’s therefore gratifying to see that Toyota has not just listened to gearheads, but it’s also profited greatly by doing so.
People love to talk, and I love to quote them on The Morning Dump. But quoting someone doesn’t mean I necessarily believe them. Do I believe Toyota’s boss when he says a car has to be fun? Yeah, I do. Nissan’s North American boss says they’re going to need to cut to the bone to survive. Do I believe that? Yes, very much so. North American suppliers say they need the USMCA trade agreement to make it through the long trade winter. Does that sound right? Absolutely, yes.
Elon Musk yesterday told folks at an economic forum that he’ll stop giving money to political campaigns for a while and a bunch of other stuff. Some of those statements might require a bit more verification.
Koji Sato: We No Longer Sell Cars Just With Model Updates
Toyota has been on quite a journey lately. The company known for the Supra, AE86, and Celica suddenly faced a situation in the early 2000s where its fastest cars were trucks or, for a short period of time, the dullest RAV4 ever made. That turned around with the appointment of Akio Toyoda, the enthusiast, as CEO.
It’s not that Toyota is Porsche all of a sudden; it’s just that every current car looks and feels like something a little more special than the beige appliances they had become. Not only is the Supra back, the spirit of the AE86 lives on in the GR86. Americans even get a hot rally hatch in the Corolla GR. Times are good.
Simultaneously, Toyota as a brand faced a lot of heat for not fully electrifying fast enough. Few people feel that way anymore, as the company’s focus on hybrids has allowed it to reach record profits. Would that change, now that there’s a new CEO in the form of Koji Sato? Apparently not, at least according to the Toyota outlet, Toyota Times:
“Recently, it feels like we are seeing fewer cars of the kind that match President Sato’s tastes—exciting, fun to drive. What are your thoughts in this regard?” The venue’s rather tense atmosphere abruptly lightened, and even President Sato’s voice sounded brighter.
“Thank you for your question about making cars exciting.
I feel entirely the same way, which is to say, you’re exactly right. A car is not a car if it’s not fun. That’s why we will never allow our cars to become commodities.
Gone are the days when everything was determined by logical left-brain thinking, and cars sold by simply having better catalog specs.
We can no longer sell cars just with model updates, slightly better fuel efficiency, or new designs. It comes down to your passion for making products that move people’s hearts.”
The gulf between doing the right thing and saying the right thing is sometimes as wide as a Bosozoku Alphard, but in this case, I gave Sato credit. Even the Prius feels sporty and special this year. Last night, Toyota even added a GR trim level to its 2026 RAV4, with 320 horsepower and a couple of spoilers. We’ll see how much of this fun survives the tariffs, I suppose.
Christian Meunier: We Need To Take Pretty Tough Measures Right Now
Yeah, so, Nissan has had some issues as of late. The company is hurting in North America, which is the one place it really needs to get profits up. What’s the plan for that? Nissan Americas Chairman Christian Meunier is reportedly running around yelling ‘cut’ like he’s Greta Gerwig.
Meunier, who returned to the Japanese company in January, didn’t sugarcoat the challenge.
“We need to take pretty tough measures right now,” he said in a May 16 interview. “What doesn’t sell cars, what doesn’t take care of the customer and make money for the company, we‘re going to freeze, postpone or cancel.”
It’s not entirely bleak. Meunier also wants a new Xterra like yesterday, and also told Automotive News that “we need the U.S. to rock and roll again.”
Maybe move the HQ from Nashville to Memphis?
Auto Supplier President: We Need USMCA
MEMA, the industry group representing the auto suppliers, likes to point out to people that its members represent the largest portion of manufacturing in the United States. For them, one would assume, all of these tariffs are a net good thing as it’ll bring even more manufacturing here and, therefore, bring more work.
So why are they freaking out?
Per The Detroit News, it’s all about the United States-Mexico-Canada Agreement:
“For the U.S. to be globally competitive, we need USMCA,” Paul McCarthy, president-elect of MEMA and president of its aftermarket suppliers group, said before the Automotive Press Association.
[…]
“This is an industry under pressure, and our strategies, our investments are on hold, and that’s not a good thing for what is the largest manufacturing sector in the U.S.,” McCarthy said, noting suppliers contribute 2.5% of U.S. economic activity.
Suppliers make some of the thinnest margins in the automotive sector and, worse, are often the first ones squeezed when automakers need to save money. Worst of all, though, is that suppliers and both Republican and Democratic administrations have generally agreed on the underlying concept of trade in North America, which is for free trade for goods. This includes the first term of President Trump, when he negotiated the USMCA.
From that same article:
“We’ve all invested for the last 20 or 30 years into the North America supply chain,” said Collin Shaw, president of MEMA’s original equipment suppliers group, “and every country in USMCA offers something unique and has something to bring to the table to ensure that, from a competitiveness standpoint, we can compete with the rest of the world.”
I think this is true, and these tariffs can be specifically shortsighted, especially in North America. If energy is cheaper in Canada, then it makes sense to process certain materials like aluminum in Canada, just like it makes sense to mine that material in the United States, where it’s more abundant. If you want to go fast, go alone; if you want to go far, go together.
Elon Musk: I’ll Spend ‘A Lot Less’ On Politics In The Future
Tesla CEO Elon Musk paid a visit to the Qatar Economic Forum in Doha via a remote appearance; he said a lot of things, and I’m not going to cover them all in detail. The biggest statement is that he’ll stick around Tesla for at least another five years, and, given Musk’s famous tendency to let timing slip, I’ll just assume that means 10 years. He also got in a weird fight with former Microsoft Bill Gates that he wanted to litigate out in the open, according to Bloomberg:
Musk also fired back at Gates, who criticized him last week for the role he’s played in the Trump administration slashing tens of billions of dollars in assistance the US has provided to developing nations. The Microsoft Corp. co-founder told the Financial Times last week: “The picture of the world’s richest man killing the world’s poorest children is not a pretty one.”
“Who does Bill Gates think he is to make comments about the welfare of children?” Musk responded.
When asked whether he’d checked if Gates is right that cuts to USAID might cost millions of lives, Musk challenged his fellow billionaire to “show us any evidence whatsoever that that is true. It’s false.”
The biggest thing that stood out to me was that Musk said he didn’t think challenges related to his politics are a big deal and that, this year, there won’t be any meaningful sales shortfall. The company’s sales in Q1 were not great.
While he downplayed that impact, Musk did say he was going to pull back from spending on politics, saying, “I think I’ve done enough.”
What I’m Listening To While Writing TMD
It was this huge deal when I was about eight years old that Michael Jackson would be debuting a new video, live on television. There was even a strange lead-up skit, I guess, with McCauley Culkin loudly listening to music. His dad is the actor George Wendt, who gets blown away by Culkin playing a bad riff. It’s extremely silly, but it seemed like a good way to remember the late actors. NORM!
The Big Question
Who is the least fun automaker? Who is the most fun?
Top Photo: Toyota
For them, one would assume, all of these tariffs are a net good thing as it’ll bring even more manufacturing here and, therefore, bring more work.
That would be an incredibly, truly, terrible, and naive assumption.
Yeah, Bill Gates of the Bill Gates foundation, clearly has no idea about spending money to affect the outcomes on the welfare of children in need.
Sure, but how many of those children did he actually make?
Oh he was definitely referencing a conspiracy theory about Gates harming children. Basically “Who does that pedo guy think he is?”
That is basically his go-to comeback. Ironic for a guy who likely can’t name his own kids and has a step-mom who is also his step-sister.
When you give your kids names nobody can remember it’s less egregious when you can’t remember either.
Least fun Chrysler (saying that is like kicking a sick dog) Most fun is a hard one in a sea of cookie cutter boring crossovers. If I had to pick I would say the new Scout. but they have not delivered products yet.
Well it depends on your idea of “fun”
I mean some people pay big bucks to be tied up and inflicted with verbal abuse while subjected to various discomforts while running up a massive credit card tab. Other people buy Ferraris.
Most fun Porsche, well paying for one would be less fun, but the products are fun. Also Fiat, they may suck in many ways, but they bring a sense of whimsy to their products that no one else does right now. Least… I’m going to join the large group pointing at Chrysler.
Musk thinking his political activities aren’t a big deal is one of the most tone deaf statements I’ve heard in quite a while. The Tesla board is committing fiduciary malpractice by keeping him on.
Beyond the public backlash for his foray into “fixing” government for his own benefit, he’s got these gems on his CV:
Pet project Cybertruck has thousands of unsellable units rotting in fields.
FSD being promised years ago and still not ready for prime time (never mind the required hardware upgrades).
This new all-in commitment to robotic taxis and the end of personal car ownership. (I’m expecting pedestrian deaths and lawsuits – lots of lawsuits.)
The guy clearly doesn’t understand the current automotive market, and his “optimistic” timelines for the last two are off by a decade or two, at least.
Any of the four should be enough to get a CEO canned. But I guess when your dealing with a meme stock and a toady board, nothing matters.
Musk is an idiot, fascist, and MAGAt, but I repeat myself.
But seriously, Musk has never been anything other than a con man. While I would love to believe he is backing away from politics because he realized he got conned as well I doubt that is the case. He got what he wanted: everyone’s personal data from every corner of the government.
His flunkies have been able to access anything they want and provide it to Musk without any oversight. He now controls the most significant and valuable dataset in human history.
Remember the employees spying on owners. Oh yeah, we should be worried about China stealing data. I am sure he’s found a data buyer, probably in the arab world.
“Most fun” is easy, it’s Porsche, and it’s always been Porsche.
Least fun is a tough call. VW as a brand, maybe? Mitsubishi? Some overseas brand I have no access to? Most fun is probably Morgan.
Least fun is probably Chrysler, with a single minivan making up the lineup.
Morgan is probably the most fun. I can’t think of a single car they make that I wouldn’t want to drive around windy roads.
This is a car website RIP George Wendt from the car movie “Gung Ho”. https://www.imdb.com/title/tt0091159/?ref_=fn_all_ttl_1
Defect!
Rest in peace George Wendt.
He was great in that bean eating movie.
Uhh, I was EXPLICITLY told that the Camry is grounded to the ground, so I don’t know what he’s on about.
They may fall on their face in terms of reliability but in terms of fun, I’m thinking Ford… Between Explorer ST, the Mustang being one of the last 2 door V8 “muscle” cars, Bronco, Raptor versions of Bronco, F150, and Ranger, and love them or hate them but the power they get out of the Mustang Mach-E and F150 Lightning; that’d get my vote.
Least Fun: Chrysler.
I mean, it’s easy to use Chrysler as a punching bag with the Voyager/Pacifica being the only options…
(unless that was the joke)
The joke here is what’s left of the shell of a nameplate, but yes; slightly tongue in cheek in the same breath
If each Toyota should be fun then please offer manual transmissions in the base level models again. Having to pay 40kish to get a manual in a Corolla hatch is just pure BS. A manual in a 25K Corolla hatch is pure fun.
Least fun: Nissan or Mitsubishi.
Mitsubishi. Which is sad to say honestly.
Though driving the glorified lawnmower known as the Mirage on the highway must be exciting.
I thought I saw a fun car at my local Mitsu dealer, but it was just a Mirage.
That’s the altimat let down
They’ve made some Outlanderish claims about vehicle performance.
Their obsession with crossovers completely Eclipsed what made their sports car lineup special.
They’re overdue for an Evolution of their lineup.
No kidding, their financial situation is quite Delicate.
I actually had fun with a rental mirage on the highways around Troy ny. We had 4 people and were late which is how I found out the cvt WILL hold you near redline if you’re gunning it
I’d say Nissan is the least fun to work for right now.
I’d actually vote for Tesla in that category.
Equally valid, though these last few months have probably been better than usual since Elon has been busy firing people who don’t work for him.
Hmmm. Most fun on average? I have no idea. Everyone has so many models and trims and so few fucks to give about the driving experience, it’s all gray paste to me anymore. I can tell you I’d still love a Blackwing. I don’t trust BMW not to try to screw the fun out of my car for a subscription, I don’t trust an Audi to keep functioning, the only Mercedes-Benz I’ve seen lately are those ugly electric jellybeans.
I saw a 4 door Integra A-Spec yesterday, which I didn’t know existed. Is that any good? Are there any fun Japanese cars? Are there any fun cars at all?
Nissan is the least fun automaker. The Z feels like re-heated leftovers from 20 years ago and everything else is meh with a side order of Jatco CVT.
But then I remembered Chrysler still exists with their one vehicle, so maybe they’re the least fun automaker.
That side order of Jatco CVT is what makes the meh worth it at all, you mean?
> who gets blown by Culkin playing a bad riff
Are we still doing phrasing?
That’s an awful visual.
Absolutely.
Related:
> it seemed like a good way to remember the late actors
Who is/are the other deceased actor(s)?
Must’ve been referring to Culkin’s career, although there’s no denying Jackson was a bad actor, in the legal sense.
And an actor, in the movie sense (The Wiz).
Hard to say which the most fun is (for a mainstream brand)…
Toyota, Ford, and GM all have a bunch of fun products at the moment.
Nissan is probably the least fun.
Fun Toyota? Weren’t we promised a Celica at some point?
Shut up and eat your GR Corolla.
we have fun toyota at home!
This statement coming right after the IS500 discontinuation article is really something.
The most fun mainstream automaker is GM.
The least fun (especially compared to what they’re capable of) is Honda.
Besides the C8 and the Blackwing twins, what else fun does GM have? Nothing is coming to mind.
Setting aside that those three vehicles alone are more than most mainstream automakers offer, they also have the Escalade V and the Hummer.
Don’t forget that at one point, the Ciel could have been the greatest car ever made.
It was right there, lol.
I agree with the lack of “fun” models, but I’d also give them a bonus point for offering more real color options than any other mainstream automaker I can think of.
Least fun? Currently BMW, because they tried damn hard to strip out any actual fun from their whole lineup and replaced it with Tesla style gimmicks
Most fun? Morgan, because it’s always Morgan
Can’t disagree about Morgan, I think that the Morgan family is in it for fun.
Morgan for sure. It used to be Citroen, but they were swallowed whole by Peugeot and then StylelessAntlantis, so that leave Renault, and specifically the new R5 and all the Alpines.
“swallowed whole by Peugeot”
That reminds me, another fun company was Reliant who advertised cars as good load swallowers
https://www.theautopian.com/im-ashamed-of-how-juvenile-i-can-be-cold-start/
I mean, I agree with Sato, and I own a Toyota, but there’s a certain irony here for sure.