Director Customer First & Innovation Group – Toyota Motor Italia S.p.A

“A new service design approach to conceive an innovative car sharing experience”

Toyota has always been a “Customer First” company with the customer at the center of its business model, aiming at offering the Best Mobility Experience through spasmodic attention to consumer habits and market evolution.
Toyota Yuko was born in this context, from the Mobility Provider concept and the Sharing Mobility idea. Yuko is an innovative Car Sharing service with a completely hybrid fleet, a unique Opti-channel User Experience and flexible service models (station based and free floating).

In his speech, Moroni will show how Toyota’s strategies have embraced the User Centered Design (UCD) approach, creating a User Experience based on pillars such as zero navigation, real time data, conversational and predictive experience.
Conceiving a new mobility, convenient and available to all, is at the basis of Toyota’s path towards breaking the boundary between private vehicle, car sharing fleet and company vehicle, giving life to a new community of customers who can share their car, even temporarily, and use sharing income to make mobility more and more sustainable.


Paolo Moroni, Director Customer First & Innovation Group at Toyota Motor Italia (TMI) since 2013, is responsible for the development of all Customer Centricity activities. He is an expert in breaking organizational silos to create a persistent “Customer First” approach in all the online and offline processes, and he is in charge of innovation projects related to mobility, connected cars, retail experience, as well as Customer Journey, Customer Experience & Relation and CRM in general. He is also responsible of the Toyota Training Institute Italia and member of the Steering Committee.
Paolo, always in Toyota Italia, held the role of General Manager – A / S Business Development for ten years.
Previously, he had leading roles as Mechanical Design Manager, in R&D, Project Leader in well-known Italian companies: Merloni Elettrodomestici, Aprilia, Fiat Avio.
Moroni graduated in Aeronautical Engineering at La Sapienza University in Rome.