'To You, Toyota': Mobility with a human face

At Japan Mobility Show, world's largest automaker presents the vehicles designed for a specific 'you'

- By PINKY CONCHA COLMENARES

The words "To You Toyota" which glowed softly above the sprawling Toyota booth at the Japan Mobility Show 2025 presented a simple slogan. Yet, it is one that carries a profound shift in thinking for the world's largest automaker.

For decades, Toyota has championed the idea of "Mobility for All," a call to make movement possible for everyone, everywhere. But, as Koji Sato, Toyota's president and CEO, told the crowd at the Tokyo Big Sight, that vision is evolving.

"We often say 'for all,'" he admitted, "but in truth, there isn't a single product that perfectly suits everyone in the same way. What we think when we're making something is: We want to help someone. We want to make someone smile. We always picture the face of a certain singular 'you' and keep that face in mind as we make things."

That idea — of designing mobility for a specific "you" — shaped every vehicle Toyota displayed at the Japan mobility show which ran from Oct 30 to Nov. 9, recording over one million visitors. A record 522 companies and organizations participated in the show held under the concept "Aunique opportunity to explore the future of mobility."

Toyota's exhibit told stories of people and their needs: farmers, healthcare workers, delivery drivers, seniors, and city dwellers — each represented in a concept vehicle built around their everyday realities.

IMV Origin: For 'You' who builds and sustains communities