Toyota’s target population is towards the car lovers, and the younger generation do not seem to have slight interest in car. Akio Toyoda, the president of Toyota, is confused that value of the car in teenager’s eyes has worth less than the past. The incentive of purchasing a car has driven by their financial situation, which is the largest barrier in their age. The competitors of Toyota is not other car industry, but cell phone company. Even though the price of car worth more than phones, in teenagers’ perspective, the value of phone is greater than car because phone is considered relatively practical while car is not a necessity. Another problems is the design. The plain and moderate design has no longer intrigue the expectation from the teenagers. In this circumstance, buyer’s power has enforced Toyota to change its design in order to satisfy young generation’s self-esteem.  The introduction of FRS, the new sport car for Toyota, is not enough to reach most of young generation’s standard since there are no more varieties for them to choose. The experience of driving car has devalued; will Toyota able to resurrect its sale in the market?

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