TOYOTA to become a Mobility Company
Bringing the Joy and Freedom of Movement to All
Interbrand, a brand consultancy firm has ranked Toyota as the best automotive brand in the Best Global Brands report for 2019 that was announced recently.
Considering Interbrand’s unparalleled wealth of 20 years of brand valuation data, this year’s report examines the world’s most successful brands through the lens of Iconic Moves, focusing on the end of a traditional approach to brand positioning and industry leaders’ navigation of the rapid ongoing change among consumers and competitive landscapes.
Toyota believes that mobility goes beyond cars; it is about overcoming challenges and making dreams come true. The ‘Start Your Impossible’ initiative reflects these values and highlights the company’s goal to provide freedom of mobility for all. As a worldwide partner of the Olympic Games and the Paralympic Games, Toyota aims to encourage creating a peaceful society without discrimination through sports and a commitment to building a sustainable society through mobility.
Over its long history, the company has grown into an innovative leader that has enabled vehicle electrification on a mass scale with the development of the Prius hybrid electric car 20 years ago and more recently, the Mirai hydrogen fuel cell electric vehicle.
As a Mobility Company, Toyota is Committed to Freedom of Movement for All
Toyota will provide a total of around 3,700 mobility products and/or vehicles for Tokyo 2020. The majority, or nearly 90 percent, of the official vehicle fleet will be electrified. Electrified vehicles include Hybrid Electric Vehicles (HEV), Fuel Cell Electric Vehicles (FCEV), such as the hydrogen-powered Mirai, Plug-in Hybrid Electric Vehicles (PHEV), the Prius PHV, and Battery Electric Vehicles (BEV), including the "APM" (Accessible People Mover) and the e-Palette as well as TOYOTA LQ Concept, which will provide a unique and wide-range of diverse mobility. Among the electrified vehicles provided, Toyota will include approximately 500 FCEVs and approximately 850 BEVs, the largest of any fleet for a Games to date.
Interbrand’s ranking of the brands is based on three main factors: brand strength currently, which is how positive is the perception of the brand across the world; what value does the brand itself add to the company; and, what plans does the brand have for the future.
The firm then calculated "overall financial return to an organization's investors, or its economic profit," as well as "the ability of the brand to create loyalty and, therefore, sustainable demand and profit into the future.
The efforts to improve and increase the diversity of electrified powertrain options is tied directly to Toyota's ‘Environmental Challenge 2050,’ wherein the company aims to achieve annual electrified vehicle sales of 5.5 million units by 2030. To achieve its goal, Toyota unveiled plans to have 10 Battery Electric Vehicle (BEV) models available worldwide by the early 2020s, and from around 2025, the company aims to have an electrified version available for all vehicle models across its global lineup.