Toyota found that many existing Sienna owners weren’t familiar with all the features of their Toyota Sienna, even after months of ownership. They also found that a bulk of education came during the sales process and the paper driver’s manual that is found in the car’s glove compartment. To speak to a new generation of digital natives who demand robust app experiences, and to build brand loyalty, Toyota set about to reinvest the user manual with the 2021 Sienna. The goal: to merge the human interaction of the sales process with the comprehensive information of the driver’s manual to create an always on assistant that can educate and respond to any consumer need.