Toyota has announced a new global corporate initiative called Start Your Impossible, which the automaker says seeks to inspire its employees, partners and customers and connect them with the company’s core beliefs, which is the creation of a more inclusive and sustainable society in which mobility isn’t viewed along traditional lines.

It’s doing so by taking a wider view of mobility beyond cars, approaching it from a broader, more holistic perspective, with the idea being to ultimately provide freedom of mobility for all. The company says that alternative powertrains, automated cars, mobility-as-a-service and robotics should be seen as significant opportunities to move people and transform the company.

“Today, the automobile industry is clearly amidst its most dramatic period of change and during this time Toyota remains committed to making ever better cars. Just as important, we are developing mobility solutions to help everyone enjoy their lives, and we are doing our part to create an ever better society for the next 100 years and beyond,” Toyota president Akio Toyoda said.

“For this to happen, we have to dream beyond conventional vehicles and create new forms of mobility that overcome the limits of today and solve the problems of tomorrow,” he added.

As it progresses, Start Your Impossible will explore transportation solutions, next-generation mobility and advanced technologies. It will also look to include a variety of programmes focused on employees, dealers and consumers, as well as collaborate with the Toyota Mobility Foundation – which was established to address urban transportation challenges and expand personal mobility for all people – in the hope of inspiring next-generation mobility solutions.

Toyota is launching a new website called with the introduction of the initiative. In consultation with the National Center for Accessible Media (NCAM) in the United States, the website – which will be rolled out in phases – is built to be accessible for users with various impairments and to allow all users to experience the site and all its content.