Design

Design Philosophy

"j-factor"

The role of design is not merely to create something stylish. Design should create new value through satisfying social responsibilities while offering consideration toward factors including the environment and safety. It is important to convey the background concept as well as the originality expressed through the design process.

Toyota's basic design concept is called j-factor. Through unique Japanese values and aesthetics, we aim to create new value through harmoniously synergizing various elements, rather than positioning them in conflict or compromise.

Unique Japanese values and aesthetics have become global values. j-factor, through our global network, seeks to create new value in this way.

Synergy of Contradicting Elements

The concept behind j-factor is to create new value by synergizing various contradictory elements to be in harmony. For example, the hybrid vehicle was born by synergizing the powers of the engine and electric motor. The birth of and concept behind the hybrid vehicle are emblematic of j-factor. Rather than conflicting or compromising, melding the good points of two elements symbolizes the dynamism and fixed sense of Japanese values that create new value.

Image 1: lkura pasta―a popular combination of spaghetti and marinated pollock roe resulting in an entirely new dish that embodies both Japanese and Italian cuisine.

Image 2: Toyota Hybrid Synergy Drive

The Materialization of Nature's Beauty

Japan loves all things that exist in nature, and has been incorporating such beauty in local craftsmanship through a unique way of thinking and making things. 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 natural energy, making things that are fresh and eternal.

Image 1: Leaf veins

Image 2: Prius dashboard

Miniaturization

Japanese craftsmanship allows us to see a sense of infinity in a tiny pottery bowl or express the universe in a small garden. Miniaturization is another element of j-factor and resonates globally as a Japanese specialism. For example, our iQ vehicle is less than 3 meters long but can carry up to four passengers. This brings about new value - it's small but premium; an ultra-high efficiency package vehicle with ample cabin space, a memorable exterior, and premium interior realized through innovative technology. The iQ has overturned stereotypes of the compact car.

Image 1: Toyota iQ

Image 2: Tiny pottery bowl

"Vibrant Clarity"

Vibrant Clarity design fuses both the emotional and the rational, reverberating in both the "heart and the head." New value is obtained through integration of contradictory elements in harmony; we do not compromise, nor give up, the opposing elements.

: We strive for exciting designs that make customers believe passionately: "I want this―I want to drive this!"

: We select and improve our lineup by anticipating each customer's needs, appealing to their hearts and heads.

Concept Cars

Previously exclusive to motor shows and exhibitions throughout the world, Toyota now publicly shares detailed information about its concept cars, including photographs and videos.

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Design Awards

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

View Design Awards

Global Network

Competing and collaborating on a global scale

We strive for designs that appeal to peoples' hearts and heads around the world.

At Toyota Design, we start with a competition for designers throughout our satellite design studios across the globe. These designs reflect diverse cultural backgrounds, distinctive creativity, and unique tastes. Once a design is selected, our designers across the globe then collaborate to improve and refine it for a truly global perspective.

CALTY DESIGN RESEARCH, Inc. TOYOTA Innovation HUB: Oakland, California

2012: Established in San Francisco, CA

2017: Relocated to Oakland, CA

CALTY DESIGN RESEARCH, Inc.: Newport Beach, California

1973: Established in Newport Beach, CA

CALTY DESIGN RESEARCH, Inc.: Ann Arbor, Michigan

2004: Established in Ann Arbor, MI

Toyota Europe Design Development S.A.R.L: Nice, France

1989: Established EPOC (Toyota Europe Office of Creation), Brussels

2000: Relocated to Nice, changed its name to TEDD (Toyota Europe Design Development)

Shanghai Design Center: (Toyota Motor Engineering & Manufacturing (China) Co., Ltd. Shanghai Branch) Shanghai, China

2006: Established a design division in China within Toyota Motor Technical Center Co., Ltd.

Tokyo Design Laboratory: Hachioji City, Tokyo

1963: Established in Hibiya, Tokyo

1996: Relocated to Hachioji, Tokyo

Toyota Design Headquarters: Toyota City, Aichi

1948: Established in Toyota City (formerly: Koromo-cho)
As the nucleus of Toyota's design, the Toyota Design headquarters brings together design development for mass-produced vehicles and global design.

Toyota Design Intersection: Shibuya ward, Tokyo

2008: Established in Shibuya, Tokyo
Bringing together the assimilation of creative information and exchange between various industries.

Tecno Art Research Co., Ltd.: Nagoya City, Aichi

1986: Established in Nagoya City
The first design company for the Toyota Group as part of a joint venture for Toyota.

URL: http://www.tar.co.jp/en/

Toyota do Brasil Ltda. Design Group: Sao Paulo

2014: Established in Brasil within TDB (Toyota do Brasil Ltda.)

Toyota Motor Asia Pacific Engineering & Manufacturing Co., Ltd.: Bang-Bo, Samutprakarn, Thailand

2015: Established a regional product planning division in Thailand within TMAP-EM (Toyota Motor Asia Pacific Engineering & Manufacturing Co., Ltd.)