Three months ago, Toyota launched its new business division "Toyota Mobility Service" in Argentina.It is a project that was created to provide mobility services to customers: vehicle rental, with home delivery and availability to hire any model of the range -even some special ones- per hour or per day.This initiative is not an isolated case of the company: it is related to a global change in its strategic vision. From Toyota confirm to iProUP that its mission will not focus solely on manufacturing and selling cars, but will focus on solving mobility problems.With this objective in mind, the company developed different proposals that are adapted to the characteristics and demands of each market, such as the fleet, traffic, drivers' habits and level of development, among other issues.In this way, each country has its own strategy but with a common goal: to make the displacement of people something faster, cheaper and more comfortable.The Argentine strategyToyota Mobility Service was designed exclusively for Argentina and began operating in the largest and most congested cities in the country, such as Buenos Aires, Buenos Aires, Mar del Plata, Bariloche, Mendoza, Salta and Córdoba.However, the company's intention is to expand progressively throughout the country.The interested party can withdraw any model from an official dealer (little by little more points are added) and use it by the day or by the hour. Then you can return it in that same place or another center."Is it a renting car?" Is the typical question that the firm receives. "No", responds flatly and clarifies: "It is a service tailored to the demand."Another feature is that it offers a full range of vehicles for every need, including some equipped with cranes, special adaptations for the disabled, equipment that does not have a standard car and models that are not even for sale in the country.But the latest innovation, which completes the offer and makes a difference, is the incorporation of Lexus models as part of the service.It is the high-end division of Toyota, which began to be marketed in the country in December.They are premium models with a great positioning in developed markets (such as the United States) and which have just arrived in Argentina.The decision to add Mobility Service aims to open the range of customers who can approach the brand to use this system. Or fulfill the dream of many, at least for a few hours.The Lexus offer is available with two models: the GS, a large sedan; and the NX, a medium SUV. The most interesting, in addition, is that both can be contracted in hybrid versions, since all vehicles that Lexus markets in the country have a combustion engine or combined.Who would demand these cars for a few hours or per day?From Toyota say they are very clear what model is for each customer and why they can demand a Lexus."The options are many," explains a company source to iProUP."You can use it for a wedding and give yourself the pleasure of being the car that takes the bride to the altar, or if a company reaches a senior manager and you have to move it from one place to another, it is very good to do it in a Lexus", arguesThe prices to use a car of the brand vary according to the term, but are the same for both models:- For one hour, the cost is $ 3,391.- For one day, the amount amounts to $ 10,194.This includes full insurance coverage and a full fuel tank, which must be returned under the same conditions. In case of not doing so, they charge $ 53 for each liter that is missing to complete it.Door to door service costs $ 550 and covers a distance of 10km. For longer deliveries, an additional fee may be charged.Another fact to keep in mind: the hours of operation are from 8 to 20.Finally, if someone wants the vehicle to cross the border, you must request it 72 hours in advance.Users of the Mobility ServiceThe second key question that Toyota managers must answer is: "Who uses this service?"According to Toyota, there are two types of customers that are reached by this business model."On the one hand, there is the user who has a car, but needs another vehicle for a specific use," explains Gustavo Salinas, Commercial Director of Toyota, to iProUP."A second profile is young people who understand that it is not profitable to have a vehicle parked in a garage, with the expenses it generates, so it pays when it needs it," he adds.That is why the company offers many options and decided to incorporate all its models in the list to choose a car.The offer starts at $ 402 per hour, which is for the cheapest of the range, the Etios, while per day the value climbs to $ 1,609.In the case of preferring a pickup, the option is the Hilux double cabin, with manual or automatic box, but only in 4x4 version.It is understood that, in most cases, whoever uses this vehicle is eventually for a vacation in the dunes or jobs for a short period on surfaces that need double traction.In this case, the price starts at $ 899 per hour and reaches $ 3,397 per day.Also for special occasions, a large family or groups that come together may require the Innova of eight seats. This alternative is cheaper than renting two cars.In this case, per hour you have to pay $ 684, while per day the value is 2,742 pesos.Another Toyota option that includes new technologies is the Prius, whose hourly price is $ 730, while per day it amounts to $ 2,919.The most expensive car in Japan is the 86, the sports car: $ 1,540 per hour and $ 6,160 per day.While the LC 200, its top-of-the-range SUV, is offered for a value ranging from $ 2,177 per hour to $ 8,707 per day.So far, the company offers only these vehicles under this modality in the country, but do not rule out incorporating other models."The concept of mobility is very broad, which is why we analyze other formats continuously to continue adding services to the client", concludes Salinas.