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Somewhere Over the Rainbow: Toyota and the consequences of the drive to be the world's No.1

Published online by Cambridge University Press:  07 May 2025

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An unexpected note of poignancy greets visitors to the museum of the world's largest car company. In the cavernous lobby, a lone trumpet plays the mournful opening bars to Over the Rainbow, a plea for escape from the dreary, difficult realities of the present. The song is performed by Partner Robot, Toyota's showcase humanoid robot, on a giant screen that hangs over a showroom full of the company's world-beating products, cars that have become household names: Prius, Lexus, Corolla.

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Research Article
Creative Commons
Creative Common License - CCCreative Common License - BYCreative Common License - NCCreative Common License - ND
This is an Open Access article, distributed under the terms of the Creative Commons Attribution-NonCommercial-No Derivatives licence (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is unaltered and is properly cited. The written permission of Cambridge University Press must be obtained for commercial re-use or in order to create a derivative work.
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Copyright © The Authors 2010