Innovation is key concept for Newport design firm

Many people dream of the day they can zip along the road in a brand new sports car. But designers at Calty Design Research firm in Newport Beach dream of creating that sports car.

The dream was realized in December when Calty's designers announced Toyota's first hybrid sports car concept, the FT-HS.

"We started looking at our hybrid technology — Toyota being a leader in that area — and how we could optimize that. We also wanted what we would call an improved sports car driving experience that's not only eco-friendly but has enhanced performance as well," said Kevin Hunter, Calty vice president of design and studio operations. "We were trying to determine what a suitable sports car would be for the 21st century, and we really think that a hybrid is linked to that equation."

Calty Design Research was started in 1973 as a design studio for the Japanese carmaker — one of the first Southern California car design studios. Since then, the firm has contributed designs to almost 20 concept and production cars.

But the Newport Beach studio — Calty also has a studio in Ann Arbor, Mich. — mainly works on concept cars.

"We work for a company that really craves innovation, and I think this is again the reason that a lot of designers enter this field," Hunter said. "They have a passion for creativity and generating something new that hasn't been seen before. This is a great place to work in that respect."

The Toyota brand hasn't released a new sports car in almost 10 years, and with the success of its hybrid cars, making a sports car that appeals to young and old using the green technology is something they predict will be popular among car buyers.

"I think anything that's hybrid will sell well," said Mike Moran, Costa Mesa's South Coast Toyota sales manager, who has only briefly seen a drawing of the new concept car. "My experience is that people are totally frustrated with gas prices. I have people coming in with Suburbans trying to buy a Prius. People are just burned out with gas prices, and if Toyota had something that was as beneficial as far as fuel economy … anything would sell."

About 25 designers work at Calty and work closely with Toyota's Torrance-based advanced product strategy and product planning department.