'Fall in love with driving again' is a bold statement for a brand like Toyota, but can easily sound like marketing bullshit.
That's why we decided to crash-test the concept by partnering with the University of London and doing an experiment in the city with the worst traffic conditions in Europe: Rome. Our hypothesis: driving Toyota Hybrid cars makes drivers less stressed, less angry, happier.
For 2x weeks we had drivers who had a regular car try a Toyota Hybrid and even Toyota Hybrid drivers were given a regular car to check whether their stress levels would actually go up.
The results? 80% of drivers in a Toyota Hybrid reported feeling happier.