Imagine if Toyota had a near-monopoly on passenger cars. There would be other makers selling specialty trucks and busses, but most people would be driving Toyotas. On top of that, Toyota would be producing a single model every few years, like Corolla 95, Corolla 97, Corolla 2000 and people would feel like getting a new car is a requirement. Now suddenly some smaller maker Kawasaki releases a new model of a motorcycle that everyone enjoys driving and sales go through the roof. The controls are very different than those of Corolla – the shape of steering wheel, how you switch gears with your foot, several brakes, and it is a significantly more fuel efficient than any Toyota. New uses for the motorcycles are discovered – they can be driven on pedestrian walkways, or can even be taken into the offices. There are talks how everyone will be driving motorcycles in the future, how we are entering a post-car era, and how, if you want to be current, you need to make motorcycle-friendly roads.
At the same time Toyota remembers how it tried making motorcycle in the past with a round steering wheel and no one bought it, so it needs a new plan. It develops its own version of Corolla-Moto that has a new set of controls where you switch gears with your elbow. Some people saw a test model and had different opinions – some liked it, some hated it. Toyota plans to start producing motorcycles that mimic the Kawasaki, but it first needs to teach users how to shift gears with the elbow and other oddities of motorcycle controls. Since nearly everyone is driving Corollas, Toyota comes up with a plan to install motorcycle controls in the new version of Corolla alongside with the regular controls. And it allows switching controls while driving! Yes, the shape of the steering wheel changes, the gear shifter moves from the right hand to the left elbow, etc. All that while you drive!
Since everyone already knows how to drive Corollas, Toyota needs to make the existing car controls a little bit more inconvenient so that users are forced to use the motorcycle controls. For example, the only way to start Corolla-Moto is to rev up the engine by twisting the right handlebar. No one ever needed to twist anything on any car model before. So the plan is to beat Kawasaki, and has nothing to do with making the car better for the driver. Many start blogging that “motorcycle is the future” and if you don’t buy new Corolla-Moto (which gets renamed to Corolla-Toyota-Style in the last minute) you will be left in the past. Very few question true Toyota’s motives and quarrel about little details of the new interface and discuss how they intend to skip the Corolla-Toyota-Style and keep driving their existing Corolla-2007. Once enough people learn how to shift gears with their elbows, Toyota plans on introducing more motorcycles with similar controls and driving Kawasaki out of business. That’s the nature of business.