Why 'genba' is at the heart of Toyota's esports strategy


By Shawn Lim | Reporter, Asia Pacific

October 13, 2021 | 1 min read

Toyota has entered esports after frontline learning, or 'genba', helped it understand that the virtual experience and community around driving can augment its 'real-life' activities. The Drum finds out how Toyota shows spectators and racers its passion by experiencing its vehicles in a virtual environment.


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