Last week, Fab UK Magazine was in Paris during Paris Fashion Week for the Toyota Aygo X UNDERCOVER car launch party, where Toyota and the Japanese brand UNDERCOVER have come together to reimagine the Aygo X city car. The result is a remarkable showcase of the best of both brands and a new symbol of the subversive spirit that characterizes Jun Takahashi, head designer of the fashion brand.
Toyota’s collaboration with a fashion designer to create a car is a first for the company. With only 5,000 models set to be released, the vehicle is also the smallest SUV on the market.
Before the launch party at Sofitel Le Faubourg, we could interview Tadao Mori, Toyota Motor Europe’s Head of Styling Design. For him: “It’s a truly unique car that we are very proud of. It’s a playful blend of urban design with a touch of punk, evident in the colour scheme and use of diverse materials.”
“Our primary audience consists of sophisticated tech innovators, typically aged between 30-40. They are a younger audience than those interested in other Toyota vehicles, as our offering is smaller and features a touch of Fashion. By collaborating with Fashion, we aim to attract individuals interested in Fashion and cars. Even the smallest details, such as the colour of the vehicle, make a significant impression on our target audience. Therefore, we are targeting individuals passionate about Fashion or seeking technology-based mobility for city life. Our approach is similar yet distinct from other offerings in the market.”
The project aimed to cater to the needs of the end consumer, despite facing challenges in merging fashion and technology. “Our primary focus is the customer’s perspective, not solely our own. Therefore, we strive to identify and investigate their preferences and requirements. In addition, we create mood boards or similar elements to enhance our visual appeal during the design process.”
To end the car launch day in grand style, Toyota and UNDERCOVER organized an after-party at The Bridge Club, where attendees could witness the fruits of their collaboration for the first time.
By Even Grazielly Escocio