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TOYOTA is launching a new mobility brand to meet what it sees as a growing demand for smart, flexible mobility with an increasing shift in emphasis from ownership to on-demand usership.

Kinto Europe plans to offer car subscriptions, car sharing, pooling and multi-modal solutions, tailored to suit businesses, organisations, cities and private individuals.

The new brand is a joint venture between Toyota Motor Europe (TME) and Toyota Financial Services (TFS), and will be based in Cologne, Germany. )perations will commence in April 2021, managing a range of mobility services and products across Europe.

Toyota said that thile the Covid-19 pandemic has presented automotive businesses and consumers with significant challenges, it has also prompted many people to reconsider their lifestyle priorities.

Tom Fux, Chief Executive of  Kinto Europe, said: “We cannot simply follow a defined approach like our competitors or any other mobility player in the market. Instead, we will find our own way, one that utilises our unique advantages and differentiates us in the mobility space.

“There is no defined roadmap for what we are proposing, we have to build our own strategy drawing on our particular business strengths and capabilities. Kinto is not a single service or product, bound by one location, it is genuinely diverse, so we are building a one-stop shop for mobility services, aiming to become the mobility provider of choice for all types of customers.”

Toyota’s European retailer network will continue to play a crucial role. It is Toyota’s ambition to extend its partnership with its retailers to transform them into Mobility Service Providers, building on the strength of its long-established business relationships.

Kinto will enable them to go beyond their traditional sales and maintenance of vehicles to offer new mobility services that give customers access to the vehicles they want, exactly when and for how long they require, from their existing premises or other locations to suit customer demand.