Inside the 2017 Tokyo Motor Show

Toyota: Start your impossible

Toyota Executive Vice President Didier Leroy opens their press conference with a fitting joke—“Some of you may be looking at me and thinking ‘Wow a French guy representing Toyota in Tokyo? Impossible!’ Let me tell you, you came to the right place.”

“Start your impossible” is a powerful theme that shows Toyota’s ability to raise the concept of cars beyond machines. To that extent, Toyota could have been the perfect image model for Tokyo Motor Show 2017’s Theme “Beyond Motor.” 

Even Toyota’s opening video evokes powerful emotions as images of athletes show how people (including those with physical disabilities) can achieve the impossible. Toyota then poses a challenge: “Inspire the world with powerful stories…. We want everyone to embrace the impossible.”

“Start your impossible” is Toyota’s new brand tagline and corporate initiative inspired by its partnership with the 2020 Olympic and Paralympic Games. Mr. Leroy explains: “For us, it’s much more than a few words. It is about taking the responsibility to make “Mobility for All” a reality. We are challenging our own impossible to contribute to a society in which everyone can participate and push boundaries?their own boundaries and those imposed by physical or social forces.”

Toyota’s mission to achieve the impossible by giving “mobility for all” was evident in their range of concept mobility solutions, among them the Concept-i series, Fuel Cell Bus concept, and i-Walk. Mr. Leroy’s statement resonates in everything on display at Toyota’s exhibit: “Yes... the love of cars can be timeless. But the passion for mobility goes beyond cars.”

Lexus: Experience amazing

It had just been a week since Lexus released its new flagship LS model. It seemed the continuity of events was intentional, as Lexus started its press conference at the Tokyo Motor Show with the unveiling of the new LS+ concept. Lexus International President Yoshihiro Sawa declared: “Lexus will not stop at the new LS model released last week equipped with the latest safety technology, and will continue to take on challenges with an eye towards 2020….  The LS+ Concept is a model that represents the future direction of Lexus.”

The LS+ Concept showcases the potentials of Lexus design and the latest automated-driving technologies consistent with Lexus’s new tagline “Experience Amazing.” Extending the lifestyle brand experience beyond cars, Lexus also introduced the Lexus Sport Yacht Concept.

Having the LS+ concept in the centerpiece of the Lexus exhibit indicates what people can expect from Lexus cars in the future. “Experience Amazing” is more than about luxury and lifestyle. Lexus is eyeing a new level of safety and efficiency through artificial intelligence. As Mr. Sawa confesses, Lexus takes on a more ambitious goal of achieving “a society in which ‘everyone can enjoy safe, smooth, and efficient mobility,” particularly through automated-driving technology.”

The concept car is equipped with “Highway Teammate” which will bring automated driving on expressways in 2020. The car has the capacity to make proposals about driving on junctions, overtaking preceding vehicles, and changing lanes. Lexus is also striving to implement “Urban Teammate” in the early 2020s to achieve automated driving on ordinary roads.

Porsche: Classic and classy

While most automobile brands razzled and dazzled at the Tokyo Motor Show 2017 with their concept cars and futuristic designs, Porsche exhibited vehicles that were unmistakably and immediately recognizable as “Porsche.” With no radical changes on exterior bodies, Porsche seemed to favor retaining the classic look for their models and making most of the changes under the hood.                

Evoking nostalgia at the exhibit was a vintage Porsche 356 Speedster. Also on display were popular Porsche models with upgrades and modifications such as the new Cayenne, 911 GT3, 718 Cayman S, and Panamera e-hybrid.