Looking at how automakers are improving the customer experience — not just the buying process, but the vehicle ownership experience — Toyota has developed an app that explains how to install different makes of child seats into different Toyota models.
Known as Toyota For Families, the app allows Toyota drivers to find video and written instructions about installing a child car seat in their vehicle. The solution speaks to the brand’s emphasis on safety and innovation, and may cater well to both current customers who are parents, and potential car buyers shopping the market.
“With all the different seat combinations that exist in many vehicles, people can use more assistance,” said Jennifer Pelky, a Toyota principal engineer of vehicle performance development for interior safety and vice chair-elect of the National Child Passenger Safety Board.
The app stems from a lunchtime conversation between Pelky and Lindsay Babian, a Toyota principal engineer of body design for seats. Both are mothers, and were discussing the confusion they have experienced when installing different types of child car seats in different vehicles.
“I designed the parts for securely attaching a car seat myself, yet there is still some confusion about proper car seat installation, which can become a real problem,” said Babian. “When Jen approached me with this, I saw the need for a solution. Now, parents, caregivers and grandparents who find it a challenge will have a tool to help them succeed.”
The OEM is eyeing several uses for the app, such as for prospective customers at home or in a showroom to learn about family safety and convenience features; dealerships can use it as an education tool to help their customers learn about safety and convenience features in newly purchased vehicles; and/or the dealership can use it to help answer questions from customers.
The app initially launched with the 2021 Sienna, but the OEM plans to expand video directions and written content to brand vehicles over the next few years. It is accessible through the Toyota Owners App and ToyotaOwners.com, and is available for iPhone or Android smartphones.
