Toyota aims to attract young Asian American customers with original anime series
By Carl Samson
February 19, 2024
Toyota is taking its brand to the next level with an anime series aimed at showcasing its vehicles and engaging young audiences.
About the series: Produced by Long Beach, California-based Intertrend Communications, “Grip” consists of five episodes centered around Jae Kang and his team as they combat the dominance of automated driving in a futuristic city controlled by SynthCorp. In a world where driving excitement has waned, Kang, in his GR Corolla, races against time to thwart impending doom.
Driving the project: “Grip” reportedly aims to appeal to a young, Gen Z Asian American audience. Additionally, it is expected to excite fans of GR or Gazoo Racing, Toyota’s motorsport.
Matthew Choy, executive director of Strategy/Creative at Intertrend, told Variety that “Grip” was inspired by anime classics such as “Initial D,” which were “core to automotive culture.” He said the series intertwines themes such as manual control versus automation, digital versus analog and good versus evil, to attract not only anime lovers but “anyone interested in watching a thrilling story unfold.”
Where to watch: Toyota will release one episode each week beginning Feb. 26. “Grip” will be exclusive on the carmaker’s website at toyota.com/grip.
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