Toyota Aims to Alter Your Habits Through Technology

      Toyota Research Institute

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      Are you aware that Toyota has a research branch known as the Toyota Research Institute? This organization, with locations on both U.S. coasts, explores areas such as robotics, advanced materials, and, interestingly, social sciences. Currently, it is investigating methods to encourage individuals to charge their electric vehicles (EVs) more efficiently through a form of gamification.

      Referred to as TRI, the institute is testing an application called “ChargeMinder,” aimed at prompting EV owners to charge their vehicles at more suitable times, as well as ensuring plug-in hybrid electric vehicles (PHEVs) are charged as well. Essentially, it functions as a reminder app for charging your car. Researchers are looking to enhance its effectiveness by examining individual user psychology, vehicle usage patterns, driving data, app interactions, and additional sources.

      At last, here’s an instance of automakers utilizing your data for purposes beyond merely raising your insurance premiums.

      Toyota assures that the data collected by ChargeMinder is anonymized, which is reassuring.

      TRI presents this initiative as “behavioral science [that] can unlock more carbon reductions from electric vehicles.” A clearer formulation could be: “If users allow us to suggest optimal charging times for their EVs and PHEVs, they’ll consume less energy.” While I’m poking fun, I genuinely think this concept is excellent. My household faces a substantial energy bill, and I recognize there are ways to enhance energy efficiency by charging during off-peak hours, but I often forget to consider it.

      If I had an app on my phone that provided precise instructions on when to charge my car, along with insights on potential savings, I'd find that invaluable and would use it.

      Since Toyota can access your travel and charging data, they aim to utilize that information to create a smarter reminder app that surpasses a basic phone alert. However, I must confess, I’m also intrigued about the types of human behavioral studies that a car manufacturer might be funding.

      Are you aware of any other fascinating uses of behavioral science within the automotive sector? Feel free to contact me at [email protected].