Word Smithing 101
When Toyota announced their Star Safety System, we started to scratch our heads like, “Gosh, what makes that so special?” I put together lists of what Volvo had, when we had it, when it was fitted, to what models, if there were any markets we didn’t have something fitted … and it became overwhelming.
So I called Toyota’s customer service line to have them explain exactly what systems were installed and when. Seems that starting model year 2011 they will have things fitted across their model line, but not all cars right now. Interesting.
Trying to get that list going again, I asked Bruno in Regulations and Compliance if he could help. So he started his own list. About one week later, I learned that Mike in Product Planning was putting a list together, too. As easy as it seemed, it was impossible to pin it all down. We know in the last four to five years we already have everything that Toyota’s Star Safety System has, and in one form or another those systems have been in our cars for many years.
Much like we do today, our most advanced systems – like City Safety and the upcoming Pedestrian Detection with Full Auto Brake – need progressively higher levels of electronics than prior generations. In fact, the XC60 has City Safety, yet it can not initially be fitted with Pedestrian Detection since its electronics are like version 9.00.01.01 and the S60 is 9.00.01.02 (made up numbers, but you get the idea).
So here’s what NY Times Blogger Dexter Ford said about Star Safety System:
“Toyota is the first full-line manufacturer to make the Star Safety System standard on all vehicles.”
Not certain what a “full-line” means. I guess if that means pick-up trucks, okay, you got us.
“Toyota Motor Sales is not aware of any Toyota patents on the five safety technologies, but we were innovative in combining these systems economically in non-luxury vehicles … ” states their advertising manager.
I wonder what luxury means? Guess that’s us. They never considered Volvo luxury in prior years. It’s good to know we’re now considered an upscale competitor to them, but we’re excluded from their definition of a car company that offers safety.
You know, safety isn’t a surface condition, it’s not something that is touted one year and dismissed the next. It is a constant target for improving quality of life for people in and around cars. Safety is not a marketing slogan, it’s not even a DNA issue. It’s more like an unseen bit of our Swedish soul. We’re very pleased that Toyota is finally adding safety to their cars that we have had in ours for years. Welcome to the party!
Dan
