Concept Cars

Formerly limited to unveils at motor shows and exhibition throughout the world, Toyota is happy to now publicly share detailed information about its concept cars, including photographs and videos.

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Pushing the Boundaries of Design For a smile from our customers

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Inside Toyota

Design Awards

Explore the archive of Toyota's many national and international design awards.

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Design Philosophy


The role of design is not merely to create something stylish. New value should be created while satisfying the social considerations and responsibilities for our environment and safety. It is important to convey the background concept as well as the originalities expressed through the design process.

Rather than a “conflicting” or “compromising”, “synergizing” various contradictory elements in harmony to create new values - this is based on uniquely Japanese values and aesthetics. We call it “j-factor” which is positioned as a fundamental element of the DNA of TOYOTA DESIGN.
Unique Japanese values and aesthetics became global values. TOYOTA DESIGN will search for further possibilities of “j-factor” in creating new design values with our global network.

Synergy of Contradicting Elements

The concept of “j-factor” is to create new values by “synergizing” various contradictory elements in harmony.
For example, the hybrid vehicle was born by “synergizing” the powers of the engine and electric motor.
The birth and the concept of the hybrid vehicle symbolize the concept of “j-factor”. Rather than “conflicting” or “compromising”, “synergizing” two contradictory elements in harmony creates new values.
image 1: lkura pasta - a popular Japanese combination of spaghetti and marinated pollock roe resulting man entirely new dish.
image 2: Toyota Hybrid Synergy Drive.

Structure of Nature

Japanese people love all things that exist in nature and have been incorporating its beauty in their craftsmanship through their unique way of conception.
For example. the design of the Prius dashboard is based on the patterns found in leaf veins. Design elements found in nature are based on precise mathematics combined with energy. As a result. they are fresh and eternal. image 1: Detail of a leaf.
image 2: detail of the Prius dashboard.


Japanese craftsmanship allows us to see a sense of infinity in a tiny pottery bowl or it can express the universe in a small garden. “Miniaturization” is another concept of “j-factor” and is accepted globally as Japanese sensitivity.
For example. “iQ” is less than 3 meters long but can carry up to four passengers. The vehicle actualized new values - it's small but premium; an ultra-high efficiency package vehicle with ample cabin space, an iconic exterior and premium interior realized through innovative technology. “iQ” overturned stereotypes of the compact car. image 1: Toyota iQ.
image 2: Tiny pottery bowl.

Vibrant Clarity

Vibrant Clarity design,
a unique fusion of both emotional and rational factors.
New value is obtained through integration of contradictory elements in harmony. We do not compromise, nor give up the opposing elements.

We are striving for exciting designs that makes customers say: "I want this! I want to drive this!"

We've prepared an exciting line-up of cars by anticipating each customer needs and by appealing to their heart and mind.

Global Network

Competing then Collaborating on a global scale
Designs that appeal to peoples’ hearts and minds around the world.
At TOYOTA DESIGN, it all begins with a competition amongst designers based in our satellite design studios across the globe. These designs reflect their diverse cultural backgrounds, distinctive creativity and unique tastes.
Once a design is selected from a wide variety of ideas, our designers across the globe then collaborate to improve and refine it from a global perspective.

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