| The United States auto market is known for the | | | | enjoying much success in the U.S. auto market. The |
| demand for larger vehicles like sport utility vehicles and | | | | Japanese company's success is mainly due to strong |
| even full-size sedans. In fact, American motorists are | | | | sales of their efficient cars like the Toyota Corolla and |
| still looking for larger cars to drive even with the | | | | the Toyota Camry. Add to that the fast selling fuel |
| increasing price of gasoline. This makes the auto | | | | miser that is the Prius. These vehicles are seen as |
| market even more competitive. Since consumers are | | | | more fuel efficient that the sedans manufactured by |
| also looking for fuel efficient cars, they still want bigger | | | | General Motors, Ford, and Chrysler, the U.S.' Big Three. |
| sized cars and vehicles. | | | | The current challenge for them is to develop a large |
| Car manufacturers need to focus their attention to | | | | vehicle with an incredibly high gas mileage rating for its |
| developing and producing large vehicles with good fuel | | | | class. The Toyota Avalon, Toyota's entry to the |
| efficiency. This is already addressed by different car | | | | full-size sedan market, is also considered as one of the |
| manufacturers. In fact, a top official for the surging | | | | most fuel efficient vehicles in its class. The Toyota |
| Toyota Motor Corporation said that the pressure will | | | | Avalon was designed at Toyota's technical center |
| be on automotive engineers to come up with a vehicle | | | | where Baxter is currently the administrator. |
| that will both address the size of the vehicle and the | | | | While Toyota recently release a hybrid version of the |
| fuel economy issue. | | | | mid-size Camry sedan, Baxter did not divulge at the |
| David Baxter, a Senior Executive Administrator of the | | | | convention whether Toyota will be offering a hybrid |
| Toyota Technical Center located in Ann Arbor, | | | | version of the Avalon. Instead, Baxter has this to say |
| Michigan, said and emphasized on the demand of the | | | | about the issue: "It's likely there will be more hybrid |
| auto market particularly in the North America. He said | | | | vehicles or more hybrid powertrains available in our |
| that consumers are looking for bigger sized vehicles | | | | models in the future." |
| and it would be the job of automotive engineers to | | | | In connection with the challenge posed on automotive |
| come up with a vehicle that will satisfy their needs | | | | engineers, Toyota will be expanding their technical |
| while meeting stricter emission regulations and support | | | | center at Ann Arbor. This is to help the company |
| the United State's energy independence goal. | | | | design more fuel efficient and bigger sized cars, which |
| During the Society of Automotive Engineers annual | | | | according to Baxter, are what the public is looking for. |
| convention, Baxter said: "Especially in North America, | | | | Baxter also furthermore reported that the technical |
| people like the size of their vehicles, and there's going | | | | center has already hired 780 persons and Toyota is |
| to be a lot of pressure to maintain the size for safety | | | | planning to add 500 more engineers to assist in the |
| and improve fuel economy." | | | | whole development process. |
| Aside from the size, Baxter also pointed out that | | | | The planned new technical center will be tasked to |
| consumers will also be looking for vehicles loaded with | | | | design vehicles that will meet the demand of North |
| safety features to go along with size and fuel | | | | American consumers meaning larger cars with good |
| economy. But he stressed that that does not mean | | | | fuel economy and a Toyota logo just above the |
| that the vehicles of the near future will not be all | | | | Toyota bumper. He said that the new plant is |
| hybrids or small cars. | | | | expected to help the company as their U.S. business |
| Baxter is of course part of Toyota which is known for | | | | expands more in the next several years. |
| their vehicles' fuel efficiency. The company is currently | | | | |