Behind the Design: Toyota’s creativity ethos

The Toyota iQ vehicle is less than 3 meters long but can carry up to four passengers. Photo: Toyota UK

Toyota is a motoring giant, not only the largest automobile manufacturer in Japan, and the second-largest in the world behind Volkswagen.  

It was the world's first automobile manufacturer to produce more than 10 million vehicles per year, and has won multiple design awards over the years for such vehicles as the Prius, Yaris, Land Cruiser and i-Q.

So what is the ethos behind Toyota Motor Corp’s design?  Toyota's design concept is called j-factor. Through unique Japanese values and aesthetics, the brand aims to create “new value through harmoniously synergising various elements, rather than positioning them in conflict or compromise”.

“Unique Japanese values and aesthetics have become global values. j-factor, through our global network, seeks to create new value in this way,” it says.

Here are some of the inspirations for the design teams, according to Toyota.

The Toyota Prius has award design awards. Photo: Toyota UK

Synergy of Contradicting Elements

The concept behind j-factor is to create new value by synergising various contradictory elements to be in harmony. For example, the hybrid vehicle was born by synergising the powers of the engine and electric motor. The birth of and concept behind the hybrid vehicle are emblematic of j-factor. Rather than conflicting or compromising, melding the good points of two elements symbolises the dynamism and fixed sense of Japanese values that create new value.

The Materialisation of Nature's Beauty

Japan loves all things that exist in nature, and has been incorporating such beauty in local craftsmanship through a unique way of thinking and making things. For example, the design of the Prius dashboard is based on the patterns found in leaf veins. Design elements found in nature are based on precise mathematics combined with natural energy, making things that are fresh and eternal.

The dash of the Prius is based on leaf veins. Photo: Toyota UK

Miniaturisation

Japanese craftsmanship allows us to see a sense of infinity in a tiny pottery bowl or express the universe in a small garden. Miniaturisation is another element of j-factor and resonates globally as a Japanese specialism. For example, our iQ vehicle is less than 3 meters long but can carry up to four passengers. This brings about new value - it's small but premium; an ultra-high efficiency package vehicle with ample cabin space, a memorable exterior, and premium interior realised through innovative technology. The iQ has overturned stereotypes of the compact car.

Vibrant Clarity

Vibrant Clarity design fuses both the emotional and the rational, reverberating in both the "heart and the head." New value is obtained through integration of contradictory elements in harmony; we do not compromise, nor give up, the opposing elements.

Article courtesy of Toyota Media