Toyota ME:WE Concept makes its debut at Le Rendez-vous Toyota in
This facility is the Toyota brand experience centre on the Champs Elysées.
Toyota's youthful ME:WE concept
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26th April, 2013
Working with Toyota since 2011, French firm Massaud has sought to make
an “anti-crisis” car that addresses contemporary human, economic and environmental challenges, bringing his independent
vision and experience from outside the motor industry.
The thinking behind the concept
Massaud and Toyota defined three primary aims for the concept: -
Pertinence – their vision for the car is passionate but considered. The concept should be adaptable to a wide
variety of lifestyles as well as displaying high quality and innovation.
Synthesis – a move away from motor industry tradition to remove excess and suggest a new way of responding to
people’s behaviour and expectations. The concept should propose an alternative synthesis based on personal choices about
vehicle architecture, lower running costs and the way the vehicle will be used.
Modernity – challenge conventions and seek change in designing a car that goes beyond just looking good through
the experience it offers, its intelligent solutions and its ability to exceed the needs of the owner. This should be a
car that reflects the values of forward-thinking people rather than simply their social status.
The Toyota European Design Centre (sometimes known as ED2) and Massaud combined their expertise to produce a car that
reflects a quest for change in personal mobility. While cars have increasingly become subject to restrictions, they have
put road users – drivers and pedestrians – at the heart of their thinking. The focus is on the desire for freedom,
pleasure, emotion and the ability to travel free from constraints, while at the same time addressing people’s sense of
personal responsibility and commitment to good citizenship.
The result is car that takes a modern, global view of travel and forms part of a wider view on how to adapt to the
environmental challenges that will shape the future of personal mobility. It is a no-extras package, conceived as an
“anti-excess” vehicle. In short, the Toyota ME.WE represents the transition from the culture of “more” to the culture of
Toyota ME.WE seeks to resolve a number of real-life contradictions, not through reinvention of what a car is, but by
taking a different approach that is simpler, more appropriate and realistic – an alternative to cars that are about
“passion and status”. The goal was do more and create better while using less. By reducing the pool of resources and
constraints, it was possible to increase capability, quality and pleasure.
Light and resilient: ME.WE has a tubular aluminium structure, on to which light and hard-wearing polypropylene
panels are fitted.
Individual and standard: the moulded panels are made using a cost-efficient standard production system, but
they are easy to personalise.
Freedom and responsibility: ME.WE is a ute, convertible, off-roader and small city car in one. It appeals to a
wide range of users, and has a small eco-footprint thanks to its light weight and the materials used in its
ME and WE: the concept’s name expresses its simultaneous concern for personal well-being (ME) and that of
Toyota ME.WE is electric-powered, using the same in-wheel motors as the Toyota i-ROAD, with batteries located under
the floor, as in the iQ EV. With none of the traditional packaging restraints associated with conventional powertrains,
the entire interior could be devoted to the vehicle’s occupants and luggage.
The lightweight construction using aluminium and polypropylene panels helps keep the car’s weight down to a target
750kg, about 20 per cent less than a conventional steel-built super-mini. The body panels, which are 100 per cent
recyclable, weight just 14kg.
Bamboo is used in the construction of the floor and for the cabin’s horizontal surfaces, chosen both for being a
renewable resource and aesthetically pleasing. Toyota ME.WE is easy to keep clean with a simple wash, inside and out.
ME.WE is an intelligent response to the ecological threats posed by mass production and the increasing number of cars
on the world’s roads, as it is made from materials that help reduce the energy it consumes and the CO2 and
harmful emissions it produces.
The simplicity of its design is matched by it ease of use. The in-wheel motor system means it can be operated in two
or four-wheel drive, allowing it to tackle rougher terrain than a traditional car, and without the weight penalty of a
4×4 transmission system.
In the cabin priority is given to driver and passengers, so luggage can be carried on the roof beneath a fold-out,
weatherproof neoprene cover. However, the rear luggage space can be extended into a platform like that found in a ute.
The rear bench seat is mounted on floor rails and when not in use can be folded and stored beneath the front seat. It
can also be removed altogether and even used for ad-hoc picnic seating.
The simplicity of the design is also evident in the instrumentation, which comprises a single screen above the
steering wheel which displays vehicle speed, battery charge, journey information and navigation instructions, delivered
via a smartphone. The phone itself is mounted below the screen so the driver can personalise the cabin environment with
music and other apps, as well as controlling on-board temperature.
The heating and air conditioning are delivered by a low-energy air pump and electric seat heaters to minimise power
consumption. And to achieve a cabriolet-like open air feel, all the windows can be opened, even the windscreen.
Outline technical specifications
|CHASSIS & BODY
|Kerb weight (kg)
|ENGINE & TRANSMISSION
||4 x in-wheel electric motor|
||Low-consumption heat pump and electric seat heating|