When discussing Japanese saloons from the 90s, some models shine with character, while others, like the Toyota Progrès NC 250, fade into obscurity. Between bland design and unclear positioning, this car could have been a masterpiece but ended up resembling a bad joke. Put on your sunglasses, as we are about to explore this model with uncertain contours.
A lukewarm launch
Unveiled at the Tokyo Motor Show in 1997, the Toyota Progrès was a resounding flop, greeted with sighs rather than applause. Launched on the Japanese market in May 1998, it quickly established itself as the answer to a question no one was asking: how to create a saloon that is both ordinary and pretentious? The name “Progrès,” pronounced in a French manner, was perhaps meant to inspire a sense of elegance, but only added to its aura of banality.
A questionable design
The design of the Progrès evokes more of a cross between an old, worn-out sofa and an abandoned prototype than a modern saloon. Its front hesitates between round and square headlights, a visual cacophony that could make a low-budget horror film designer blush with envy. At the rear, there are lines reminiscent of the Crown Comfort, which is not exactly a compliment for a car aspiring to compete with Audi and BMW in the Japanese market.
It is true that Toyota attempted to incorporate some interesting technological elements, but how do you compete with the glamour of German rivals with such a bland body? It’s a bit like trying to face a lion with a water pistol: it’s just not impressive enough.
A lacklustre engine
Under its boring hood lies a not-so-spectacular engine. The NC 250 model is powered by a 2.5-litre inline six-cylinder engine, offering a power output of 160 horsepower. For those wanting a bit more punch, there was the NC 300 with its 3-litre engine. But to be honest, even if these figures are respectable for the time, they are not enough to make the hearts of enthusiasts race. In terms of road behaviour, it feels more like a leisurely stroll than a true thrill. It’s a bit like watching a romantic movie hoping it turns into a thriller.
An overly plain interior
The interior of the Progrès is just as disappointing as its exterior. Imagine sitting in a hospital waiting room: good quality materials but a cold, clinical atmosphere. Despite some efforts to add a touch of luxury with leather seats, the overall feel lacks warmth and personality. Passengers might well wonder if they got into the right car or if they’ve been trapped in an office elevator.
A commercial fiasco
Despite its pretensions to compete with major brands, the Progrès quickly found its place among the forgotten cars of the market. In 2007, after nearly ten years of production and stagnant sales, it was definitively removed from the catalogue. Buyers turned to more attractive models, leaving the Progrès like a fleeting shooting star in the Japanese automotive sky.
To complicate matters, Toyota’s “Neo Category” concept was poorly received. The absence of the Toyota logo on the vehicle only further alienated potential customers. It was like selling unbranded biscuits in a supermarket filled with well-known names – why take the risk?
A mixed legacy
Although the Progrès has faded into obscurity, it has not completely disappeared from the roads. Some units even found their way to export markets like East Africa, where they briefly enjoyed some success before their reputation was tarnished by prohibitive maintenance costs. It’s almost tragic: a car that could have had potential but lost its way.
In the end, the Toyota Progrès NC 250 is a perfect example of the dangers of poorly targeted marketing and a design that dares not stray from the beaten path. In an era where competition is fierce and every detail counts, this model reminds us that sometimes, it’s better to stay on the sidelines than risk a misstep on the field.
