豐田不只賣車？橫濱數位藝術展揭示「體驗經濟」新藍圖
全球最大車廠豐田汽車在橫濱舉辦數位藝術展，目標超越單純的汽車製造，轉向提供獨特的「情感體驗」。本文深入解析豐田的多角化經營與未來移動服務新藍圖。
全球汽車龍頭如今賣的不再只是汽車，而是藝術體驗。日本豐田集團於2025年12月20日在東京西南方的橫濱市開幕了一場數位藝術展，這標誌著這家全球最大車廠的最新嘗試——超越單純製造和銷售平價汽車的框架，轉向提供豐田獨有的「情感體驗」。
橫濱的沉浸式藝術饗宴
在橫濱的「Moveum Yokohama」場館內，古斯塔夫·克林姆（Gustav Klimt）等奧地利藝術大師的作品，被以數位投影的方式投射在牆壁與地板上。據報導，此舉旨在為參觀者創造一種獨特的沉浸式藝術感受，顛覆外界對汽車製造商的傳統印象。
超越製造：豐田的深層盤算
這次展覽是豐田多角化經營的一環，可謂深謀遠慮。近年來，從實驗性智慧城市的建設、推出與保時捷（Porsche）、法拉利（Ferrari）競爭的頂級跑車，到重新定義旗艦品牌「Century」，豐田正積極突破傳統業務邊界。其核心目標是將品牌價值從硬體（汽車本身）延伸至軟體（移動過程中的生活體驗）。
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