Toyota's "TO YOU. TOYOTA" campaign imagines a more inclusive future for mobility

What if your next mobility device looked more like a pair of trainers or a skateboard than a traditional wheelchair? And what if it could let wheelchair users and non-wheelchair users play basketball or tennis on an even footing?

That is the idea behind Toyota's "TO YOU. TOYOTA" brand concept.

The 60-second film features several futuristic mobility devices with bold, unconventional designs.

Toyota Chief Branding Officer Simon Humphries recently spoke about the thinking behind the campaign and the company's vision for a future where mobility is more accessible to everyone.

The "me" series

The concept devices featured in the film are part of Toyota's "me" series, which was first shown at last year's Japan Mobility Show.

The name "me" is about more than individuality. It also refers to "me to the power of X", reflecting Toyota's idea of helping people make the most of their own potential and making sure no one is left behind when it comes to mobility.

Humphries recalled how Toyota chairman Akio Toyoda announced back in 2018 that the company would become a "mobility company".

"How exactly do we define 'mobility company?'" Humphries asked.

He pointed out that a car is not necessarily the best solution for every situation. For people with limited mobility, Toyota sees a need for different ways to get around. That is where the "me" series comes in.

The campaign is also intended to show that Toyota has been working on these ideas for years and is continuing to explore what mobility could look like beyond the conventional car.

Putting everyone on the same level

One of the devices featured in the film is Boost me, which allows wheelchair users and non-wheelchair users to play sports such as tennis and basketball together.

Humphries recalled one particular experience that shaped the idea.

"When you have a match between two people in wheelchairs, their line of sight is the same, but what if one of them was not in a wheelchair? Then they're playing at different eye levels," he said.

"With the Boost me, everyone's eyes are at the same height. Wouldn't that make things more fun?"

The "me" series also includes two other concepts:

Walk me: Instead of wheels, Walk me uses four legs to keep itself balanced, allowing it to handle stairs and uneven surfaces. The seat height can also be adjusted, making it easier for users to transfer to another chair.

Challenge me: An electric wheelchair designed for off-road use, with strong water resistance that allows wheelchair users to go fishing or travel through wooded areas.

Humphries also revealed a comment from Akio Toyoda when he was shown the Walk me concept.

"Please make this happen by the time I turn 80."

The comment gives an idea of how seriously Toyota's top management views the project.

More than just a mobility device

Toyota also wants to move away from the clinical image traditionally associated with wheelchairs and give these mobility devices more character.

"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," Humphries said.

His personal favourite is the Boost me, "I think of it in the same vein as skateboards and similar equipment. That's why I find it so interesting."

With robotics, AI and mobility technology coming together, the "me" series explores a very different idea of what personal mobility could become.

TO YOU. TOYOTA

The film ends with the "TO YOU. TOYOTA" tagline.

Explaining the thinking behind it, Humphries said, "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'."

As a designer, Humphries said inspiration often comes from watching the people around him and listening to what they have to say.

"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."

The concepts are still some way from becoming production products, but Humphries sees the campaign as the beginning of a conversation with the public.

Toyota hopes to keep that conversation going around major international sporting events, including the Asian Games and Asian Para Games, while gathering feedback from the public.

If you could have a mobility device like one of these — whether it is the skateboard-inspired Boost me or the stair-climbing Walk me — where would you want it to take you?