# Innovation-Supporting Initiatives Toyota and 'ATAC' are Investing in Future-Facing Startups By Colin Smith | Published 2022-03-15 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/itap References: [global.toyota](https://global.toyota/en/newsroom/corporate/37000298.html)  [Toyota](https://www.trendhunter.com/trends/assistive-mobility-technologies) and the '[Advanced Technology Acceleration Corporation](https://www.trendhunter.com/trends/toyota-hilux)' (ATAC) have launched a new collaborative venture called the 'Innovative Technology Acceleration Platform' (ITAP). Through the ITAP, Toyota and ATAC aim to invest in businesses, startups, universities, and other entities that are creating forward-facing technologies. Toyota's mission as part of this venture is "producing happiness for all" which it hopes to achieve by partnering with a diverse range of startups and entities creating innovative technologies. ATAC on the other hand will handle the logistic challenges that face ITAP partners. ATAC will leverage its expertise to identify R&D, social implementation, and commercialization paths for the new technologies. Essentially, ATAC will work with the [startups and university-based entities](https://www.trendhunter.com/trends/ai-accelerator-program) in a hands-on way to guide the development of the innovative technologies. Image Credit: Toyota, ATAC ## Trend Insights (Trend Hunter) - Score: 0.8/10 - Popularity: 11% | Activity: 1% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [New Ventures](https://www.trendhunter.com/newventures) ## Key Themes ### What Makes This Trend Stand Out - **Innovative Technology Acceleration Platform:** The creation of the ITAP venture by Toyota and ATAC presents an opportunity for disruptive innovation in the technology investment space. - **Forward-facing Technologies:** The focus on investing in startups and other entities that are creating forward-facing technologies by ITAP presents an opportunity for disruptive innovation in various industries. - **R&D and Commercialization Paths:** The involvement of ATAC in guiding the development of innovative technologies and identifying R&D and commercialization paths presents an opportunity for disruptive innovation in research and development as well as commercialization. ### Sectors Adopting This - **Automotive Industry:** Toyota's involvement in the ITAP venture presents an opportunity for disruptive innovation in the automotive industry. - **Technology Industry:** The focus on investing in forward-facing technologies by ITAP presents an opportunity for disruptive innovation in the technology industry. - **Higher Education Industry:** The focus on investing in university-based entities by ITAP presents an opportunity for disruptive innovation in higher education and research. ## Related on Trend Hunter - [Assistive Mobility Technology Initiatives](https://www.trendhunter.com/trends/assistive-mobility-technologies.md) - [Autonomous Mobile Robotics Investments](https://www.trendhunter.com/trends/autonomous-mobile-robotics.md) - [Philanthropic Healthcare Initiatives](https://www.trendhunter.com/trends/way-forward-fund.md) - [Electric Vehicle Charging Stations](https://www.trendhunter.com/trends/ionna.md) - [Dynamic Australian Automobile Platforms](https://www.trendhunter.com/trends/toyota-go.md) - [AI-Empowered Vehicle Designs](https://www.trendhunter.com/trends/toyota-research-institute2.md) - [Music-Supporting Auto Brands](https://www.trendhunter.com/trends/music-will.md) - [Experimental Urban City Developments](https://www.trendhunter.com/trends/woven-city.md) - [Japanese Vehicle Restoration Services](https://www.trendhunter.com/trends/kinto-factory.md)