The automobile has played an important role in American history and is often described as a symbol of the American Dream itself – and for good reason. They represent liquidity. However, no machine can capture every aspect of our culture. Nor should it be. Our history is as varied as our society today.
However, there are definitely some cars that stand out over the years, rising above the rest and serving as time capsules of their era. There’s a story behind every make and model: one in which a design studio helped transform a concept into a cultural icon; another in which a time and place serve as the backdrop. So let’s take a step back in time and see how one design studio – CALTY Design Research (Calty for short) – created vehicles that not only defined their era, but also stood the test of time.
70s Celica
In the 1970s, the Ramones roared at high voltage in speakeasies, while the Bee Gees led dancers in nightclubs. Film fans discovered a galaxy far, far away, where the world saw a sporting legend flutter like a butterfly and sting like a bee. With baggy trousers and cropped tops, a new multi-faceted culture was taking shape.
It was around this time that Toyota and Calty brought together some of their best minds and established a design studio, where American and Japanese designers worked together on a cutting-edge new concept: the Celica (A40).
This second-generation model breaks the mold of traditional Japanese automotive styling. The design abandons the sedan theme in favor of an aerodynamic fastback shape. After a brief stint with experimental models, the Celica was officially launched in 1978. In its first year, it quickly became Toyota’s best-selling model in the United States, with more than 167,000 units sold. Critics were also enthusiastic: in 1978 the car won Motor Trend magazine’s Import Car of the Year award. Celica’s success not only demonstrated the power of collaboration, but also laid the foundation for subsequent innovation.
80s Above
In the 1980s, pop culture was booming and MTV dominated television screens. Music by Michael Jackson and Madonna roared from the speakers and people walked the streets wearing neon light suits. At home, people wonder whether it is worth investing in a personal computer.
For the second generation of the Celica coupe (later known as the Celica Supra), the model featured a unique look with automatically pop-up headlights, giving it an exuberant style.
By the third generation, the Supra had transformed into a brand in its own right, powered by a powerful twin-turbo front engine paired with rear-wheel drive. The longer hood and linear bulge allow the engine compartment to accommodate a large inline 6-cylinder engine. The strong shoulder line, surfaces and fully contoured wheel arches create a distinct sports car style. In keeping with the fashion of the time, the vehicle’s functional elements such as the wheels, door handles and mirror brackets were enlarged, underlining the Supra’s already unique DNA.
In the late 1980s, Calty designers began exploring the idea of creating a performance variant of the popular Celica coupe. Little did they know that they were building the company’s flagship sports car: the Supra (A80). Calty created an advanced concept design to influence the look of the next-generation Supra. The overall design theme of the Calty A80 can be described as simple, clean and fluid, with a ‘pure sports car’ quality.
90’s Tacoma
In the ’90s, radio stations played everything from Nirvana to Wu Tang Clan to the Backstreet Boys. In the same venue, it’s common to see people wearing oversized plaid jackets, baggy jeans and crop tops. At the same time, the Internet has begun to play an increasingly important role in people’s lives, paving the way for the connected digital age.
This is a period of significant growth for Calty. One of Calty’s first projects during this period was the design of the Toyota Tacoma. Before putting pen to paper, the design team studied trends among pickup customers across the country. What did they learn? Toyota customers are more lifestyle-oriented than typical domestic pickup truck buyers. They often use their vehicles not only for work but also for enjoyable personal activities.
After gaining this insight, the design team worked to express the agility and capability of the Tacoma 4×4 by modifying the front fenders to make them stronger. This helps to reflect the vehicle’s superiority for extreme off-roading, whilst retaining the unmistakable hallmarks of Toyota pick-ups, namely the raised, streamlined body, large wheel arches and large tyres: the perfect combination of ease and robustness.
2000s FJ Cruiser
Moving into the 21st century, the popularity of social media platforms and online culture has made the 2000s an age of the Internet.
For Calty, the question is: how to attract new millennium buyers? This was a request the studio received to design a rugged off-road concept vehicle that would appeal to young people. Designers selected vehicles inspired by different eras of the Land Cruiser series, but ultimately the model based on the FJ40 was chosen. This decision would lead to the birth of the FJ Cruiser.
Designers borrowed many design elements from the original FJ40 model, including the narrow grille, round headlights and staggered integrated headlights. However, it was a serendipitous moment that made the FJ Cruiser truly a product of its time.
While working on the computer-aided design, the designers noticed that the program’s default color, a medium-dark blue, made various parts of the vehicle stand out, making it more eye-catching. They were struck by the youthful and energetic vibe the color gave off, which was exactly what the designers were looking for in their concept car. Ultimately, they settled on this “default blue” color, which was introduced at the 2003 North American International Auto Show and immediately resonated with young off-road enthusiasts.
2024-01-10 19:00:59
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