Toyota’s “To You” Concept puts people back at the center

KUALA LUMPUR: At this year’s Japan Mobility Show, Toyota’s presentation wasn’t just about new metal or futuristic powertrains. It was about a shift in thinking, a move from “Mobility for All” to “Mobility for You.”

In his opening remarks, Toyota president Koji Sato talked about how the brand’s philosophy has evolved. For decades, Toyota aimed to build cars that served everyone, but the reality, he said, is that no single product can fit all lives perfectly.

Instead, Toyota wants to build with someone specific in mind — a farmer, a shop owner, a delivery driver, a small business. Someone real.

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That’s where the “To You” concept comes in. It’s Toyota’s way of reminding itself that good manufacturing starts with empathy. The Toyota Hiace “To You” Concept represents that idea perfectly.

More than just a van, it’s a flexible mobility platform designed to fit many roles, from last-mile delivery and medical transport to mobile retail and community use. In short, it’s a Hiace reimagined to serve people first, business second.

IMV Origin – mobility made local

Then there’s the IMV Origin, a project that takes the same idea and applies it to developing markets. It’s Toyota’s new spin on the “Innovative International Multi-purpose Vehicle” line, the family that gave us the Hilux, Fortuner and Innova , but this time with a bigger social purpose.

The IMV Origin is intentionally shipped incomplete. Final assembly happens locally, creating jobs and letting communities participate in the vehicle’s production. Once finished, owners can configure it however they like, a people mover, a farm truck, a food van, or anything else that suits their daily life.

By doing less at the factory, Toyota is giving more freedom to the people who use it. It’s an experiment in what Toyota calls “deliberate incompleteness,” and it could change how we think about affordable, practical mobility in emerging regions.

Both the Hiace “To You” and IMV Origin show how Toyota is reinterpreting its approach to manufacturing. Instead of creating one-size-fits-all vehicles, the brand is building platforms that adapt to people’s needs and environments.

It’s a softer, more human approach, one that doesn’t chase trends but responds to reality. In a world where many brands are focused on software, screens and speed, Toyota’s new message feels refreshingly simple: mobility starts with understanding.

Because in the end, Toyota says, it’s not about building cars for everyone. It’s about building them for you, if that makes sense!

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