CEO of Japanese automaker says the brand must find the fun factor to win over customers.

Speaking at the Tokyo Motor Show, Toyota president and CEO Akio Toyoda unveiled the Japanese automaker's new slogans - 'Reborn' and 'Fun to drive, again'.

Toyoda said the brand must emphasize the enjoyment factor of its products as Toyota unveiled several concepts at the show, such as the aptly-named Fun Vii, that played on that theme.

"I belive if it is not fun then it is not a car. There are many different ways of travelling from A to B, but a car must have an emotional presence that inspires drivers to enjoy the feeling of driving," said Toyoda.

Toyoda also stated that measures taken to make cars more fuel-efficient should not detract from their fun factor.

"I believe that no matter how advanced we can become, it is important to keep the feeling of excitement," said Toyoda.

On a less environmentally-correct note, he also said that he hopes the gasoline-powered car isn't going to become obsolete.

"Personally I like the smell of gasoline and sound of an engine, so I hope this type of vehicle won't disappear," he said, as quoted in the Autocar story.

Gallery: Toyota: 'Reborn' and 'Fun to drive, again' slogans announced [video]