MEWE embodies the transition from the culture of ‘more’ to the culture of ‘better’ with a sustainable, multi-purpose vehicle.

Car companies mostly use concept cars to test new styling directions and preview advanced technology features. Toyota's ME.WE concept aims offer a mobility vision that responds to the social and environmental issues of today, in essence substance with style. To develop the ME.WE, Toyota's European Design & Development (ED 2) studio partnered with Jean-Marie Massaud, an independent product designer and architect.

The design team targeted three goals:

1. Pertinence – A passionate but considered vision of the car, rather than simply an intellectualised concept that Jean-Marie Massaud is creating with Toyota. The quest is to deliver an absorbing sensory experience that is adaptable to a wide variety of lifestyles, alongside the essential need for high quality and innovation.

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