- Toyota defends its daring new Hilux design, calling it a modern evolution.
- Cyber Sumo look adds sharp lines and an upright, aggressive front fascia.
- Local designers believe the new Hilux will appeal to loyal customers.
The new Toyota Hilux was launched earlier this week, and despite having largely the same underpinnings as its predecessor, it has adopted a radical new design. The transformation is dramatic enough to set comment sections ablaze, even among long-time Hilux loyalists.
Still, at least one senior Toyota executive isn’t losing any sleep over the debate. He’s convinced the new look will win over customers just as effortlessly as every generation before it.
What Defines Cyber Sumo?
Toyota has referred to the Hilux’s new design theme as ‘Cyber Sumo,’ and it’s easy to see why. The design has far more sharp lines than the old model and really catches the eye with an upright front fascia that wouldn’t look out of place on a full-size pickup, never mind a mid-size one like this.
Read: New Toyota Hilux Brings Sumo-Inspired Looks And EV Option
The design was developed by Toyota Australia, and local sales and marketing chief Sean Hanley insists there’s nothing to fear in its boldness.
“It’s not going to alienate at all. I’m very confident in this product. I’m very confident,” he told Australia’s Drive.
“You talk about polarizing designs. My goodness, there’s plenty of them out there right now in BEVs [electric vehicles]. But, you know, things move. I love this design. I think it’ll be fine.”
When quizzed on why he’d describe the Hilux as merely “fine,” Hanley said, “Well, I love it! What do you want me to say? It is fine. It’s good. It’s a ute,” adding that the two most important attributes truck buyers look for are reliability and practicality.
Toyota’s Designer Weighs In
Toyota Australia senior design manager Nic Hogios is equally as confident: “There are some carry-over sections in the cabin, but we believe that this design has, overall, taken HiLux into the modern era,” he said. “Particularly around the front, the new iconic face, and definitely the rear.”
He admits the redesign marks a significant step forward: “The car… is quite a big departure from the current model. It is wrapped around the tried and tested HiLux hard points, but we feel that this is a design that our customers will love for years to come.”
Whether the Hilux’s edgy new face wins everyone over remains to be seen, but Toyota’s confidence is clear. So, what do you think, has the Cyber Sumo look earned its place in the lineup, or does the old-school styling still rule the roost?
