For Toyota Motor Europe, the biggest challenge is capturing reliable consumers feedback in the beginning of the car development process before prototypes are build. As the first moments of exposure to a new car in the showroom are very impactful on the purchase decision, new car makes have to feel right for consumers. The Gestalt of the new car has to fit and has to be relevant for consumers. Hence, the question is: how can you develop a new car that emotionally engages consumers and excites them to take it for a test drive and eventually buy it? And this before the real prototyping starts.