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November 25, 2021

Toyota Rebrands Safety Tech As "T-Mate"

Highlighting its commitment to providing the highest safety standard in its vehicles, Toyota is re-branding its safety and Advanced Driver Assist Systems or ADAS to T-Mate.

According to Toyota, the decision to go with T-Mate is down to Toyota being a partner or mate in always looking out for you on every journey. The carmaker said they went with a non-techie name intentionally because they wanted to communicate the real-world benefits of its safety technologies better.

T-Mate combines not just Toyota Safety Sense (TSS) but other active driving and parking assistance systems to not only make driving easier and safer, but also to protect all vehicle occupants as well as other road users in various scenarios.

Speaking of Toyota Safety Sense, the debut of T-Mate also brings added functionalities to TSS. The Pre-Collision System is now offering, for the first time, Acceleration Suppression at low speed and Intersection Cut-In Traffic Assist, as well as improved Oncoming Traffic detection and Intersection Turn Assist.

Other new TSS functions include an Emergency Driving Stop System (EDSS) and Over The Air (OTA) updates, which keep the functions up-to-date and add new ones during the model’s life.

As for marketing, Toyota T-Mate will be introduced first in Europe with a marketing campaign featuring an empathetic character in a group of friends, who always comes to the rescue in tricky situations. She’s smart, quick-thinking, and always there. Just like T-Mate.

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