Toyota will unveil a new design studio to produce interior graphics and interior technology that will bolster the automakers luxury lineup, its chief executive officer said Wednesday.
Toyota unveiled the new design firm, called Interior Logic Group, at a ceremony to announce its new name.
The company said the new company will help it build a luxury line of high-end products and services, including a line of interior design products and solutions.
Interior Logic will also help Toyota develop new features for its luxury vehicles, Toyota spokesman Paul Hoch said.
The move comes as Toyota continues to struggle to build on the success of its luxury line with the new Toyota Corolla, which is now the company’s most successful vehicle.
In the U.S., Toyota sold about 1.5 million Corollas in 2015, and Toyota is looking to add an additional 500,000 vehicles this year.
The new company, which will be headquartered in Los Angeles, will work on a wide range of luxury products and will help Toyota create a new luxury line, Toyota chief executive Takahiro Masuda said.
“We are proud to announce that the new Interior Logic group will be a key component of Toyota’s future luxury line,” Masuda wrote in a statement.
Toyota said the Interior Logic brand is expected to be a leader in luxury products in the United States, Europe and Japan.
The brand will help the company build new products and introduce new products to its luxury lineup.
The name Interior Logic was also a reference to the Japanese name for a high-performance, luxury sedan.
Toyota has already developed luxury cars in Europe, including the luxury Camry and Lexus.
The Toyota Corolla is one of Toyotas luxury vehicles.
Toyota is also working on a new line of sporty luxury cars.
The Japanese automaker recently launched a luxury sedan, the Lexus NX.