brand guide

Toyota

Toyota has been one of the world's largest automakers since its founding in Japan in 1937, and in the U.S. market it's built its reputation on reliability, resale value, and an early, sustained bet on hybrid technology dating back to the original Prius. The current lineup spans everything from compact hatchbacks to full-size trucks, but its highest-volume nameplates — the Camry sedan, RAV4 SUV, and Tacoma pickup — have each been through a significant powertrain shift recently: the Camry moved to an all-hybrid lineup, the RAV4 was redesigned for its sixth generation as hybrid- and plug-in-hybrid-only, and the Tacoma was rebuilt on a new truck platform with an available i-FORCE MAX hybrid option. Across the range, Toyota Safety Sense driver-assistance features come standard, and most models now share a common design and technology direction under the brand's newer Arene software platform.