Toyota accelerates beyond auto

What’s happened?
Whilst automakers are racing to develop electric and autonomous cars, Toyota is accelerating with a broad interpretation of the new age of mobility – evolving far beyond the asphalt. This month in the US, a different type of intelligent machinery developed by Toyota went from the lab to the home of paralyzed Army Veteran Romy Camargo. The prototype Human Support Robot (HSR) designed in Toyota’s vision to provide valuable assistance to people with limited mobility, successfully facilitated simple yet necessary tasks for Camargo which he has been unable to perform without human aid. In addition to the HSR, Toyota is developing a robotic leg brace to help paraplegics walk, Project BLAID, to give the blind greater environmental awareness, and a Care Assist Robot.

Our take

Purposeful marketing is being espoused by a growing number of brands to augment their business while contributing to the wider world. As automotive companies charge to innovate to adapt to the future wave of self-driving vehicles and hybrid/electric technology, Toyota is driving mobility innovation, pioneering a unique, altruistic, and visionary application of the term. See more of the HSR here.

What’s The Wrap?

The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

In a constantly evolving marketplace, we identify the best new technologies, campaigns and consumer behaviours and cast The Media Store lens over their practical application and efficacy, to ensure we and our clients remain at the forefront of the news.