Toyota, Channeling James Bond, Makes Big Play For Sports Car Market

08/19/2010 09:22 am ET | Updated May 25, 2011
  • Makiko Kitamura and Yuki Hagiwara Bloomberg

As the world's largest carmaker tries to rebuild its reputation for quality following record recalls, President Akio Toyoda, a racing fan, has said he wants to add more fun to his cars. Under Toyoda, who became president in June 2009, the company has taken orders for the Lexus LFA $375,000 supercar, is readying an "affordable" rear-wheel drive coupe and may even add a sporty version of the Prius.

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