UMW Toyota unveils tech-focused Toyota Synergised Mobility branding

Alongside the launch of the 2021 Toyota Fortuner and Innova facelift models, UMW Toyota yesterday also unveiled a new brand pillar and branding initiative, called Toyota Synergised Mobility (TSM).

UMW Toyota hopes to use the TSM branding to showcase its latest advanced technologies, while pushing awareness and making it easier to understand for the buying crowd. Two examples of the technologies that will now fall under the TSM branding are Toyota Safety Sense (TSS) and Toyota New Global Architecture (TNGA), both available in their latest models.

UMW Toyota Deputy Chairman, Akio Takeyama said, “Toyota is moving beyond being just a manufacturer of cars to other forms of mobility formodern lifestyles. In pursuit of this, it creates innovations featuring cutting-edge technologies with the potential for expanding the possibilities of future mobility for the wider community.

“With Toyota Synergised Mobility, the public will gain greater awareness of the new and available technologies – as well as what is to come in the future. There will be even greater synergy between man and machine,” said Akio Takeyama, Deputy Chairman of UMW Toyota Motor.

The new TSM branding will not replace the ‘All About The Drive’ theme, but rather fall under the wider umbrella, and will “complement the excitement that is already generated by Toyota Gazoo Racing initiative”. The company also says that the new TSM branding will pave way for new Toyota technologies to be introduced “very soon”.

UMW Toyota President, Ravindran K. said, “We believe that technology should be simple, yet intelligent. With Toyota Synergised Mobility, UMW Toyota Motor will present to Malaysians a new aspect of the brand which is advanced, cutting edge and innovative.

“Customers will understand and embrace ‘Smart Driving’ with Toyota where they will enjoy and experience seamless driving experience where technology is in perfect synergy – designed for and by humans.”

The company says that since the introduction of its All About The Drive umbrella theme in 2016, the brand has undergone a rapid transformation of its image, gaining a perception of being more sporty, youthful, and exciting.

A large part of this can be credited to the Toyota Gazoo Racing brand, which has been used for events such as the TGR Racing Festival, GR Velocity E-Sports Championships, GR Garage, and GR high-performance products such as the GR Supra and GR Yaris.

Alongside the new sporty appeal, the Toyota Synergised Mobility branding will help bring it down to earth a little, so to speak, by advancing an image of being advanced, innovative and cutting-edge. You can learn more about the TSM philosophy at the new microsite here.


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