KINTO: Toyota's New Mobility Services Platform
Case Study

KINTO: Toyota's New Mobility Services Platform

18 pages
January 2022
Reference: IMD-7-2320

In 2019, Toyota launched KINTO, its new mobility services brand, in Europe – to address the increasing shift in consumer preferences from ownership to on-demand usership. KINTO was only the third brand to be launched by Toyota in its history (after Toyota and Lexus). This signaled to the market that the world’s largest automaker was serious about transforming from a car manufacturer to a mobility company. The case describes how, under the leadership of Tom Fux, the fledgling company grew through market-by-market deployment of KINTO-branded services across Europe. To build a robust foundation and spur progress, KINTO leveraged the strengths of various Toyota enterprises, including Toyota Financial Services, Toyota Insurance Services, and technological partner Toyota Connected Europe. Toyota’s retailer network also played a crucial role. KINTO enabled the retailers to go beyond their traditional sales and maintenance role to offer new mobility services to give customers access to their preferred vehicles when and where they want, for as long as they like. Over time, KINTO’s services expanded into car subscriptions, car sharing, carpooling and multi-modal solutions tailored to private individuals, businesses and cities. By 2021, KINTO was well placed to address the demand for smart, innovative and flexible mobility services depending on the maturity of different markets. As Tom Fux moved to his next role in Toyota, Miguel Fonseca took charge as the new CEO of KINTO Europe. He pondered how he could launch the company on its next growth trajectory. • How could KINTO become a one-stop-shop for future mobility solutions? • How could the company scale up its services in different countries? • How could the leadership balance organic and inorganic growth to secure new business opportunities?

Learning Objective
  • Identifying the imperative for strategic business transformation
  • Rethinking the business model to transform a traditional business; implications for production, marketing, distribution and service
  • Understanding the challenges in 1) establishing a new business, and 2) scaling up fast to capture new opportunities
  • Managing complexity in balancing organic and inorganic growth across markets with different levels of maturity
  • Assessing the key success factors for building a new brand
Settings
Global, Europe
KINTO Europe Gmbh
2018-2021
Type
Field Research
Copyright
© IMD 2022
Language
English
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre, UK Office

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Fax +44 (0)1234 751125
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

The Case Centre, US office

Babson College

Babson Park, Wellesley MA 02457, USA
Tel +1 781 239 5884
Fax +1 781 239 5885
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]

Contact

Research Information & Knowledge Hub for additional information on IMD publications

2022 John Molson MBA Case Writing Competition (2nd prize)
Looking for something specific?
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics