CALTY Design Research: Designing Icons That Defined Eras
The automobile has long been an important symbol of American culture and society, from representing the American Dream to embodying the ever-changing styles and trends of different eras. Throughout history, there have been certain cars that have stood out above the rest, serving as time capsules of their respective time periods. These vehicles have not only defined their eras, but they have also stood the test of time. Let’s take a closer look at how one design studio, CALTY Design Research (Calty for short), created vehicles that not only captured the essence of their era but also left a lasting impact on automotive history.
1970s Celica
In the 1970s, the cultural landscape was undergoing a significant shift, with new music, fashion, and movies shaping the era. It was during this time that Toyota and Calty collaborated to bring the Celica (A40) to life. Breaking away from traditional Japanese car styling, the Celica featured a streamlined fastback shape that defied convention. It quickly became Toyota’s best-selling model in the United States and garnered critical acclaim, winning Motor Trend magazine’s 1978 Import Car of the Year award.
1980s Supra
The 1980s were defined by vibrant pop culture and technological advancements. This was also the era when the Celica Supra, later known as the Supra, began to take shape. With its unique design, self-raising headlights, and powerful twin-turbo engine, the Supra caught the attention of sports car enthusiasts and became an icon of the decade.
1990s Tacoma
As the ’90s rolled around, the Internet began to play a more significant role in people’s lives, and music and fashion trends continued to evolve. During this period, Calty was tasked with designing the Toyota Tacoma. The design team took into account the lifestyle-oriented nature of Toyota’s customers, incorporating agility, capability, and off-road superiority into the vehicle’s design. The result was a rugged and versatile pickup truck that appealed to a new generation of buyers.
2000s FJ Cruiser
Entering the 21st century, the rise of social media and online culture transformed the consumer landscape. Calty was challenged to design a rugged off-road concept vehicle that would resonate with young buyers. Drawing inspiration from the Land Cruiser series, the FJ Cruiser was born, featuring design elements borrowed from the original FJ40 model. The vehicle’s “default blue” color, discovered by chance during the design process, added a youthful and energetic vibe that immediately resonated with the target audience.
In conclusion, CALTY Design Research has been instrumental in creating iconic vehicles that have not only defined their respective eras but have also left a lasting impact on automotive history. From the Celica to the Supra, Tacoma, and FJ Cruiser, each vehicle created by Calty tells a unique story of collaboration, innovation, and cultural significance. These timeless icons continue to embody the spirit of their eras and stand as testaments to the power of automotive design in capturing the essence of our society.