26 August 2002: Clinicing' cars - the practice of showing car design to groups of 'ordinary people' and asking their opinion - can be dangerous, as a number of motor manufacturers have found out in the past. The results can result in cars that are bland and devoid of personality. But two Japanese companies have taken a direct route to having specific inputs into their products from key groups.

In one case, women. In the other, operators of their commercial vehicles.

Mazda in Japan produced a special edition MPV Sports F developed by a female project team of five women, who were involved in the entire development process from planning to mass production. The development team worked from a female perspective to incorporate a variety of easy-to-use, convenient features into the new model.

Examples include the sliding door assist grips, which are thinner in the lower sections so that children and the elderly can grip them firmly when they enter and exit. A small sliding section has also been added that slides down from the normal sun visor, so that shorter passengers can also shield their eyes from bright sunlight. The fuel lid opener was moved from the floor near the driver's seat to the instrument panel switch area, preventing hands and fingernails from getting dirty by touching the floor.

Meanwhile, Toyota in Japan has started a new marketing method that periodically collect opinions and comments from specified users who are chosen for evaluations and reflect them during development stage. With the new method, staff in the development division can directly understand what users want them to include in specifications. At the same time, they can improve product quality.

The new method was first adopted for the Probox and Succeed, commercial vehicles introduced to the home market in July of this year. They also plan to collect opinions even after introductions of products. For the Probox and Succeed, Toyota chose people for evaluations from shop owners and corporations who use the Corolla van and Cardina van. They held meetings with them and exchange opinions.

Toyota has also succeeded in shortening development period after design decision to less than 12 months. They plan to take advantage of a combination of the new marketing and development methods in order to quickly respond to user needs.