How is Toyota Motor Asia evolving its marketing approach to stay relevant in today’s rapidly changing consumer landscape?
The pace of change in consumer behaviour across Asia has accelerated dramatically — driven by technology, urbanisation, and generational shifts. Across Asia, over 60% of consumers expect brands to take a stand on personal values and social issues.
In response to the shifting consumer demands, Toyota has moved beyond traditional marketing touchpoints to create connected experiences across the entire consumer journey. Our approach today is deeply rooted in insight-led storytelling and platform-based engagement — not just what we say, but where, how, and why we say it.
What role does digital innovation play in how Toyota connects with younger, digitally native consumers across Asia?
Digitalisation is no longer just a communication tool — it’s a lifestyle for audiences globally. In Southeast Asia alone, over 460 million people are now online, with millennials and Gen Z making up 75% of the digital population. These generations expect immersive, responsive, and personalised brand experiences.
Toyota Asia’s Move Your World launch at the 2025 Bangkok International Motor Show was designed to reflect the values and behaviours of a progressive audience. With millennials and Gen Z now making up 75% of Southeast Asia’s digital population, our focus has been on ensuring the campaign resonates across platforms where we can reach out to our target audiences most efficiently.
While the initial phase has centred on establishing a strong emotional narrative, upcoming plans include deeper integration with music creators and culturally relevant partners to expand our reach and engagement. This is part of a broader shift from one-way messaging to building brand experiences that feel authentic, inclusive, and personally meaningful — particularly for the next generation of drivers.
The automotive industry is traditionally product centric. How is Toyota redefining that through its brand communication?
Historically, the automotive category has focused on hardware — power, performance, efficiency. While those remain important, we believe what truly differentiates a brand today is how it makes people feel. We’re shifting the conversation from vehicles to values — asking not just what our cars can do, but what they help people become.
Move Your World reframes mobility as something deeply personal and empowering. It reflects our belief that every journey — whether physical, emotional, or societal — deserves support and enablement. Through this lens, a car becomes more than transportation; it becomes a tool for growth, connection, and freedom. That’s a powerful story, and it’s one we want to tell with sincerity and purpose.
How does Toyota tailor its messaging across the culturally diverse markets of Asia?
Asia is incredibly rich in its diversity — not just in languages and traditions, but in consumer mindsets and aspirations. What resonates in one market might not land the same way in another, which is why local relevance is core to our marketing strategy.
We work closely with our local markets and partners who understand the nuances of their markets, and we ensure our regional brand platforms like Move Your World provide the flexibility to adapt to local narratives. It’s not about one-size-fits-all — it’s about one vision expressed through many authentic voices. That’s how we build real emotional resonance across borders.
What inspired the Move Your World platform, and what does it aim to convey to consumers?
We noticed that people today are not just looking for products, they’re looking for progress, and progression is often deeply personal.
Move Your World was an invitation to reflect on the small and big movements that shape our lives — emotionally, physically, socially — and how Toyota has been a meaningful part of that journey. We want people to see Toyota not just as a carmaker, but as an enabler of possibility. It’s a brand promise grounded in empathy, purpose, and optimism — values we believe are more important than ever.
In a time when trust in brands can be fragile, how does Toyota build and maintain that trust?
Trust in brands today is more complex than ever. In today’s market, trust is a critical factor influencing consumer behaviour. Studies have shown that 81% of consumers need to trust a brand to consider purchasing from it. That tells us trust is no longer built through product quality alone — it’s earned through actions that reflect integrity, relevance, and long-term commitment.
At Toyota, we believe trust is earned through consistent actions — by innovating with purpose, transparent communication and creating value for people and communities. Through initiatives like Move Your World, we aim to show that innovation isn’t just about technology, but a combination of vision and reliability that helps us build lasting trust as a brand.
Beyond selling cars, how does Toyota see its role in shaping the future of mobility in Asia?
We see ourselves as enablers of better lives. That includes accessibility, environmental responsibility, and innovation. Our mobility vision is about creating opportunities for people — whether that’s through electrification, inclusive design, or community-based mobility solutions. That’s the bigger picture behind Move Your World.
