Faaez Samadi
Sep 14, 2018

Toyota launches mobility campaign

Asia launch event of global initiative involved a whole host of themes, including mobility, technology and the Olympic and Paralympic Games.

The Toyota i-Road vehicle
The Toyota i-Road vehicle

Toyota has rolled out the Asia part of its first global initiative ‘Start Your Impossible’ in Singapore, which encompasses various themes including mobility and supporting Olympic and Paralympic athletes across Asia.

In a statement following the launch event, the company said the new campaign seeks to reposition the carmaker as a mobility company, a common pivot in the automotive industry as technology brings new possibilities in personal transport, such as self-driving cars.

Susumu Matsuda, president of Toyota Motor Asia-Pacific, said the brand is committed to making ‘Mobility for All’—a separate campaign now seemingly tied into the ‘Start Your Impossible’ position—a reality, and unveiled two new Toyota vehicles and a robot as part of this.

Susumu Matsuda interacting with the Toyota Human Support Robot

In amongst all the technology and mobility talk, Toyota also revealed its continued Olympic and Paralympic support by partnering with 12 aspirational athletes in Singapore, Thailand, Indonesia, Malaysia, the Philippines, India, Pakistan and Vietnam.

Singaporean athletes Joseph Schooling and Toh Wei Soong joined the launch and were named ambassadors for projects to promote road safety and equality of opportunity in the Lion City, in partnership with Toyota and various related Singaporean organisations. 

Toyota said the athletes’ achievements reflect the spirit of ‘Start your Impossible’, and also apparently relate to mobility, and inspiring young people.

Dignitaries from Toyota, Singapore government and Borneo Motors Singapore with Joseph Schooling


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