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03/05/2012 1086

Toyota - Catalyst Concept


A group of young Toyota employees has produced a concept vehicle that proved to be an eye-catcher at the recent Sydney Motor Show.

Toyota Australia created the "RAW" group to give voice to the company's younger workers and to ensure that the company keeps in touch with today's youth.

The striking Catalyst concept vehicle is first graphic illustration of the RAW group's creative thinking.

It is based on a Toyota HiLux Xtra Cab utility, but looks more like a sports car than a working ute.

The gleaming black paintwork is complemented by swirling graphics, chrome bumpers, grille and mirrors, underbody neon lights and big polished alloy wheels.

A turbocharged 2.7-litre petrol engine producing 200kW of power ensures that the lowered Catalyst has the performance to match its looks.

A full leather accented interior and a Eclipse mega sound system (approximately $10,000 r.r.p.) sit behind tinted glass.

The RAW group evolved from Toyota Australia's graduate program and consists of 20 members who meet regularly to bounce around ideas about Toyota vehicles and the way the company operates.

"RAW is so named because it's all about raw thinking and raw ideas," said group co-ordinator Carlie Hardey.

"The main idea is for younger members of Toyota's workforce to generate new ideas or alternative ways of thinking - the more extreme and unconventional the better!

"It is a think tank where people are encouraged to think outside the square.

"Our objective is to challenge, change and create. We want to challenge existing thought processes, change existing practices and create excitement - both inside and outside Toyota."

The Catalyst show car enabled the group to tackle a project that illustrates the youthful enthusiasm within Toyota.

It also gave the RAW members a greater understanding of the car business by making decisions usually made by senior managers.

"We chose to work with a Toyota HiLux Xtra Cab because there's a lot of interest in the Ute market in the under-35 age bracket," said Ms Hardey.

The Catalyst will be taken to various youth events around Australia where a kiosk will be set up to get feedback from young people on the features they like.

SOURCE: Toyota


2003  Sydney
2004  Brisbane



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