Driving Good Design


To pick up some design tips for its Prius range of cars, Toyota turned to those most likely to know the vehicles and have strong opinions about them: taxi drivers. The car maker invited New York’s cabbies to suggest how it could refine its products. This was all part of Toyota’s ‘ever better’ initiative which aims to connect designers with customers around the world

What We Like

Toyota has taken the idea of the focus group and run with it. Not only will it pick up some useful design tips, it will also generate a huge amount of goodwill in the process


A wise man once said: ‘the customer is always right’. Communications campaigns that are based on this sensible principle stand to do very well indeed