When did Toyota partner with JBL?
Toyota’s collaboration with JBL traces back to a broader alliance with Harman International Industries, the company that owns the JBL audio brand. The partnership was publicly announced in 2010 as a strategic effort to co-develop advanced in-car entertainment and connected-car technologies.
Origins of the collaboration
In 2010, Toyota and Harman International Industries revealed a strategic global alliance aimed at creating next-generation infotainment, telematics, and audio systems for vehicles. JBL, one of Harman’s flagship audio brands, became a key element of the collaboration, providing audio technology and branding for Toyota’s in-car systems. The arrangement signaled a shift toward integrating high-quality sound and connected services into Toyota and its luxury division, Lexus.
What JBL brings to Toyota
JBL’s involvement in the partnership centers on premium audio engineering, tuning, and brand recognition. The collaboration sought to pair Harman’s software and hardware capabilities with Toyota’s vehicle platforms to deliver immersive sound experiences and advanced multimedia interfaces across models.
Evolution after Harman’s acquisition
In 2017, Harman International was acquired by Samsung, bringing JBL and Harman’s other labels under a single corporate umbrella. Despite the change in ownership, Toyota’s collaboration with Harman continued, with JBL-branded audio and Harman’s infotainment technologies remaining available in Toyota and related brand vehicles. The partnership thus evolved from a standalone alliance into a long-running, enterprise-wide relationship that leverages Harman’s global reach and Samsung’s backing.
Samsung-era continuity and impact
Under Samsung’s ownership, Toyota maintained access to Harman’s portfolio—including JBL—within its vehicle platforms. This arrangement has supported ongoing improvements in in-car audio quality, software updates, and integration of connected-car features, reinforcing Toyota’s commitment to premium sound experiences in its mainstream and luxury lines.
Current status and impact
Today, Toyota continues to rely on Harman’s audio and infotainment technology as part of its broader strategy to deliver high-quality in-car experiences. JBL remains a recognized name within Harman’s portfolio, and its technology and tuning philosophies inform Toyota’s premium audio options in various models. The collaboration illustrates Toyota’s ongoing strategy to partner with established innovators in automotive electronics to enhance user experience, connectivity, and sound quality.
Summary
The partnership between Toyota and JBL originates from a 2010 strategic alliance with Harman International, the owner of JBL. While Harman was later acquired by Samsung in 2017, the collaboration persisted, with JBL-branded audio and Harman’s infotainment technology continuing to shape Toyota’s in-car experiences. The arrangement highlights Toyota’s approach to leveraging external audio and software expertise to raise the bar for vehicle entertainment and connectivity across its lineup.
