Toyota opens 'Toyota Experience Center'

The new Toyota Experience Center is filled with relics of the automaker’s past. That, to some, gives it the moniker of a museum.

“Frankly, I don’t like that term,” said Toyota Motor North America (NYSE: TM) Chief Executive Jim Lentz on Wednesday morning at the company’s Plano headquarters.

Lentz argues the TEC is more than a museum because in addition to showcasing old cars, like a 1958 Toyopet parked near the entrance, it shows where the company is going as it tries to evolve from a car company to a mobility company. 

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