Toyota Next



Where should Toyota be 15 years from now?

The famous “Toyota Way” has propelled the brand to be the world’s largest automobile company. But it may also have been a burden in adapting to the rapidly changing automotive landscape.

Accelerating the speed of innovation

Establishing a recurring way of working with external —  and often nimbler startups would provide new avenues of innovation.

Practical Future

An open innovation program aimed at investing in and inventing next-generation mobility services.

From 500 to 5 

Starting with a public announcement of the program, it solicited over 500 companies to apply. Over the course of eight months, we selected five companies as winners of Toyota Next.

RideNow: A New Venture

One of the winners, ShareNori, a C2C car sharing startup was acquired by Toyota.

I&CO worked with Toyota on the new positioning, renaming and branding of the new service, RideNow.


Startups and companies that applied to Toyota Next


An 1.5% increase in Toyota’s stock price after Toyota Next’s announcement, equalling $3.8B in value

Our Role


  • Primary Research
  • Business & Market Intelligence
  • Go-to-Market Strategy

Digital Product

  • Product Design
  • User Experience Design
  • Interface Design


  • Naming
  • Brand & Identity Design
  • Messaging & Content Strategy


  • Corporate Ventures

Next Up

Audible Sleep

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