Toyota launches KINTO, a single brand for mobility services in Europe

  • Part of strategy to grow Toyota from car-making to mobility company
  • KINTO will provide mobility services to cities, corporate and individual customers
  • Brand aims to be “inclusive and trustworthy,” “simple and effortless,” and “sustainable”

Brussels, 14 January 2020 – Toyota announced today that it is launching a new brand, KINTO, dedicated to offering mobility services to users across Europe. This is part of Toyota’s global vision to evolve into a mobility company by providing all kinds of services related to transportation to people around the world.

Toyota aims to grow its mobility services offer in addition to traditional private and fleet vehicle sales through a strategy organised around four pillars:

  • Use a distinct and dedicated brand to appeal to new categories of mobility users, from individuals to corporate clients as well as cities;
  • Increase its share of the full service leasing (FSL) market, which consists of providing multi-brand all-in-one vehicle and services offers to corporate and individual customers;
  • Use the power of data and vehicle connectivity to develop and launch services like car sharing, carpooling, or subscription where viable;
  • Prepare to integrate future advances in automated driving to market-test automated mobility-as-a-service transport, for example using the e-Palette concept currently under development at global level.
KINTO is part of our strategy to grow our total European business. In markets where it can be viable and sustainable, adding mobility services to our traditional business model will allow us to respond to new customer needs and support cities and regions’ emerging mobility requirements.
Dr Johan van Zyl, President and CEO of Toyota Motor Europe

In 2018, Toyota started building the foundations necessary to prepare the European organisation to integrate new mobility services into its existing business of making and selling cars. Toyota established two entities, respectively a fleet management company (Toyota Fleet Mobility, based in Cologne, Germany) and a digital platform company (Toyota Connected Europe, based in London, UK).

  • Toyota Fleet Mobility focuses on growing its Full-Service Leasing in the European market. TFM is growing organically (with current affiliates present in Spain, France and Italy) and through acquisitions. It recently acquired Inchcape Fleet Solutions (IFS) to grow its business in the UK market. TFM is a joint-venture between Toyota Financial Services Corporation and Toyota Motor Europe.
  • Toyota Connected Europe is the European subsidiary of Toyota’s technological enabler and data company. It develops and implements a range of products and services associated with connected vehicle systems, such as Toyota Big Data Centre, as well as services within Toyota’s proprietary Mobility Services Platform (MSPF).

The KINTO brand will be used to clearly position the offer as dedicated to new ways to consume mobility, and will stand for “inclusive and trustworthy,” “simple and effortless,” and “sustainable.”


Our new mobility brand KINTO signals that the company is more than ever determined to meet the evolving mobility needs of the customer. Toyota and Lexus are well-established automotive brands, built around reliable quality cars. With KINTO, our ambition is to create an equally strong brand for mobility services – a brand that consistently delivers exceptional customer experiences, whether moving close to home or travelling in other markets. KINTO epitomizes Toyota’s ambition to deliver Ever Better Mobility for All.
Matthew Harrison, Executive Vice President Toyota Motor Europe

The new brand’s name is derived from the Japanese word Kintoun or Flying nimbus, a cloud which provides on-demand transportation for a famous animated character in Japan. Just like Kintoun, KINTO wants to be available every time a customer looks for easy and clever ways to move around, whenever, wherever.

KINTO-branded services will be deployed market by market based on viability and sustainability of the business case. The initial services to be introduced in some European markets include:

  • KINTO One: a Full Service Lease offer, providing ease of ownership combining vehicle, service, insurance in one monthly payment.
  • KINTO Share: a car sharing service based on a large hybrid vehicle line-up available via a self-service concept, without the running costs. Toyota’s existing car sharing service Yuko which is already operational in several cities in Europe (Dublin; Venice; Copenhagen; and Madrid), will be re-branded under KINTO.
  • KINTO Join: Carpooling, connecting employees who wish to share their daily commute to work, benefitting both employees and companies who can reduce their CO2 footprint.
  • KINTO Flex: Subscription based car leasing, offering increased flexibility and providing premium experience.

Other services are being evaluated, such as ride-hailing or a multi-modal app. The services would feature easy access via mobile apps and integrated payments.



Notes to the editors:

Toyota Motor Europe

Toyota Motor Europe NV/SA (TME) oversees the wholesale sales and marketing of Toyota and Lexus vehicles, parts and accessories, and Toyota’s European manufacturing and engineering operations. Toyota directly employs around 20,000 people in Europe and has invested over EUR 9 billion since 1990. Toyota’s operations in Europe are supported by a network of 29 National Marketing and Sales Companies across 53 countries, a total of around 3,000 sales outlets, and nine manufacturing plants. In 2019, Toyota sold 1,089,422 Toyota and Lexus vehicles in Europe.

Toyota believes that when people are free to move, anything is possible. In the pursuit of "Ever Better Mobility for All", Toyota aims to create more inclusive and sustainable mobility, a society in which everyone can challenge their impossible. With the aim of contributing to global environmental sustainability, Toyota has developed the Toyota Environmental Challenge 2050 to address key global environmental issues. For more information, visit www.toyota-europe.com

Toyota Financial Services

Wherever we operate, we conduct business with the highest ethical standards and a fair and sincere attitude. We aim to have a positive impact in the communities in which we operate. Our products and services differ from country to country to meet market conditions and regulatory requirements, but around the world we are a company focused on delivering quality products that meet our customers’ needs. Our vision is to create value by enabling freedom of movement and our mission is to provide sound financial services that contribute to a prosperous life for Toyota customers and others.

Toyota Insurance Management

TIM is a joint venture between Aioi Nissay Dowa Europe, Headquartered in London, with underwriting hubs in London and Luxemburg, and Toyota Financial Services. TIM was established in 1999 as Toyota’s insurance competence centre with the objective of leading the way in Connected Mobility. TIM has operations across Europe including MM5 countries, Poland, Nordics, Adria, Russia, Turkey and also South Africa.

Toyota Fleet Mobility

TFM is a joint venture between Toyota Financial Services Corporation, headquartered in Nagoya, Japan, and Toyota Motor Europe, based in Brussels, Belgium. The company was established in 2018 with the aim of developing a European base for providing full service leasing products and mobility services. TFM is headquartered in Cologne, Germany, and has subsidiaries in France, Italy and Spain.

Toyota Connected Europe

TCEU is the European arm of Toyota Connected, which is Toyota’s global strategic business unit leading the development of Telematics, Big Data and Mobility Services. Toyota Connected develops and operates a range of businesses and services associated with connected vehicle systems, including cloud data management services. Based in London, United Kingdom, TCEU partners with TME and the network of European distributors to support the growing adoption of new mobility businesses in Europe with products and services tailored to the unique needs of the market.