A new TV commercial began airing on September 11, showcasing Toyota's brand concept, "TO YOU. TOYOTA." This time, the focus is on "me." Chief Branding Officer Simon Humphries shares his goals and hopes for the TV commercial.
Products that pull at the heartstrings
Moving away from the idea of wheelchairs as the only solution for people with disabilities, Toyota is developing these mobility solutions with three distinct personalities. This approach has the potential to create something genuinely exciting and fun to ride.
CBO Humphries
I hope they will come to be viewed as partners, like companions. And I believe there will be an emotional attachment, in the same way that people feel a connection to their beloved cars.
So which me model has caught the CBO’s eye?
CBO Humphries
Boost me just looks like pure fun.
Think of something like inline skates, for example. I think mastering Boost me will allow people to move around freely. That’s what really fascinates me. Not just getting around but really doing something beautiful with it—though I won’t be the one putting on a show (laughs).
I think of it in the same vein as skateboards and similar equipment. That’s why I find it so interesting.
When Walk me was shown to Chairman Toyoda early in the development process, he reportedly said, “Please make this happen by the time I turn 80.”
“I think he’s putting a lot of stock in this seat,” says CBO Humphries with a laugh.
Designed with “you” in mind
As with the previous Corolla and IMV Origin commercials, the latest clip also ends with the “TO YOU. TOYOTA” logo. (“TO YOU. TOYOTA” is Toyota’s unique brand vision, distinct from the “Mobility for All” corporate vision that also guides Lexus, Century, and other related brands.)
Once again, we asked CBO Humphries to describe the future that Toyota is striving toward with this message, “TO YOU. TOYOTA.”
CBO Humphries
This is a very important point. Toyota makes a really broad range of products. We do so because it is a means of achieving our goals.
The reason we make all these products is that we want to provide goods which are perfectly suited to each individual.
In other words, “TO YOU.”
That’s why, when I’m talking about the Toyota brand, truly the most important words are “TO YOU.”
What I want everyone to know is that we are sincerely interested in all of you. We want to invent products that are perfectly suited to the kind of future you envision, and your idea of a better life, better cars, and better mobility. That’s what we mean by “TO YOU.”
That is why we want to have this conversation.
If we don’t understand our customers, we can’t come up with those ideas. People often ask where my inspiration comes from as a designer, and the answer is watching the people around me. Hearing what they have to say. These are tremendous sources.
This is a very important subject, and an area in which we are still learning. Please share your thoughts with us. We look forward to hearing from all of you.
Creating in earnest
Although the three models featured in the new commercial are still in the concept stage, Toyota has been developing assistive vehicles since the 1960s. This is a testament to how earnestly the company has worked to ensure that no one is left behind.
It therefore goes without saying that Toyota is serious about bringing these concepts to life. The new commercial can be viewed as a sign of that ongoing commitment.
To close, we’d like to share a message from CBO Humphries.
CBO Humphries
What we hope to do is engage in conversation. For those who see the commercial and want to purchase these products tomorrow, unfortunately we still haven’t gotten that far. However, we are serious about working together to one day make this a reality. That is the key point.
We ourselves are still learning. So please share your thoughts with us at the Asian Games and the Asian Para Games. Our staff will be there, along with product displays. Come take a look and add further fuel to our efforts.
If you have any ideas, we would love to hear them.
The me series development continues across various fields, driven by the desire to help everyone get where they want to go. For now, the new commercial, as well as the displays at the Asian Games and Asian Para Games, offer a glimpse into the future that awaits.
