Masaaki Ishiko

A car is priced like chicken

The sixth generation had to improve its appeal while absorbing costs as the yen strengthened with every model change. When vehicle weight was cut by 30 kg, it was not done just by substituting materials; with the idea that a car is priced like chicken, at 100 yen per 100 g, weight reduction and cost reduction were pursued together. To reduce the number of parts, it was narrowed down to one grade and one interior color.