Impossible Dream (Or Nightmare)?

How autonomous vehicles will impact advertising and marketing, car designers, brand loyalty and the COE system.

LAST November, Toyota Motor announced to the world that it wants to be known as a mobility company, and not just a car company. It did so with the launch of its Start Your Impossible campaign, partnering the International Olympic Committee and the International Paralympic Committee to tell the world that it makes more than just cars.

In September this year, the Start Your Impossible campaign was introduced to Singapore at a huge event underscored by Toyota agent Borneo Motors naming local Olympics gold medallist Joseph Schooling as its brand ambassador.

Toyota is not the only one heading in this new direction. Mercedes-Benz, BMW and Volkswagen have gone into the car-sharing space. Audi has rolled out its on-demand business, where consumers can rent an A3 hatchback or TT coupe for as short a term as four hours. Renault has partnered Ikea to offer its vehicles for furniture delivery.

We have seen this coming for a while now. With the biggest automotive markets reaching maturity and saturation, car companies have had to look for new growth avenues.

But this time, the quest to becoming a “mobility” provider hinges on the promise of autonomous technology. Yes, driverless cars.