Image of Illustration of car charging in front of house

Futurecasting Mobility.

Toyota | Mobility 2030

Industries

Automotive & Autonomy

Deliverables

Futurecasting
Market Research Report
Storytelling Video

We partnered with Toyota to develop a vision of mobility in the United States in 2030, helping them frame and communicate fundamental ideas for realizing that future.

Challenge

The future of mobility.

A future driven by connected mobility is coming, and for both automobile manufacturers and consumers alike, this new reality will fundamentally change our neighborhoods, our cities, and our world. But how can car companies comprehend and prepare themselves for a future where technological advances and the impact they have on our society will be increasingly transformative?

Toyota partnered with Teague to answer questions critical to the future of mobility, including:

What will urban transportation look like as digital technologies advance?
How will it feel for people, and how will they make transportation decisions?
What aspects of foreseeable change will have the greatest impact on people’s mobility choices?

Together, we developed a vision of mobility in the United States in 2030, to frame and communicate fundamental ideas for realizing Toyota’s preferred future.

Image of Worksheets from a brainstorm laying on a table with colored markers

Approach

Charting a North Star.

Predicting the future is not easy. To create an informed vision of urban mobility and determine how Toyota might realize that future, our team began by immersing ourselves in industry trends and insights to develop clarity about how shifts in technology, transportation, and society might evolve personal mobility in the U.S.From there, we brought together Toyota stakeholders for an intensive and immersive two-day workshop.

This hands-on experience brought together key representatives from across the company, as well as external subject matter experts who contributed unique knowledge, perspective, and understanding of looming changes in the environmental, cultural, and technological landscape.

Over the course of the workshop, Toyota, Teague, and third-party experts collaborated to create scenarios and storylines from the future of mobility, working together to anticipate disruptions and challenge the status quo. A narrow focus was placed on extracting not only how this future would affect cities and mobility in positive ways, but also what tangible steps Toyota could take as a global citizen to help realize that vision.

Distilling and refining the narrative around the practical concerns of a wide range of people, our design team crafted a compelling video that touches on the future mobility needs of the individual, family, neighborhoods, aging populations, shoppers, and even outdoor enthusiasts.

The goal was to envision a future landscape that compels not only Toyota leadership, but their employees, external partners, suppliers, and regulators to join them in creating a better future, together.

Solution

Twenty years. Three steps. One goal.

In a world of dramatically changing urban environments governed by people and policy, mobility will be regulated. It will be transformed by services and it will reward those who develop new business models with greater market relevance. Armed with such a road map depicting what the future of mobility will look like in 2030, Toyota’s vision boldly illuminates strategies for today, to ready the company and begin bringing its vision to life.

So, what steps Toyota will take? First, the company will have to forge new partnerships that broaden the reach of its brand into entirely new categories including healthcare, restaurants, and retail. Second, Toyota will need to enable mobility experiences that offer new revenue streams to a range of industry partners. From micro-leasing to experience-based subscriptions, all-new mobility-based economies will be created that benefit everyone. Finally, Toyota will need to integrate solar energy and other technologies to deliver zero-emission vehicles into city infrastructure and the everyday lives of its owners.

Image of 3D vignette of restaurant inside an autonomous car with two people having dinner

Image of 3D illustration of Toyota-branded taxi pods

Image of 3D Illustration of figure standing in front of UPS autonomous car with three coins floating above it

Image of 3D vignette of autonomous bus full of people outside a market

Image of 3D vignette of doctors office inside an autonomous car with doctor conducting an exam

Image of 3D vignette of retail shop inside an autonomous car with two people shopping

Image of 3D illustration of three people in a green car with a drone overhead

Result

Bringing the future to life.

Since the creation of its North Star vision, Toyota has followed through on its promise to prepare for the future of mobility with initiatives not only in the United States but across the globe. Most notably, the team debuted its e-Palette concept at CES 2018, in addition to announcing investments from SoftBank and a slew of partnerships including Amazon, Mazda, Pizza Hut, and Uber. Together, they’ll work to bring these ideas to life, some of which will be in place by the 2020 Tokyo Olympic Games.