TEQ is "To-yo-ta" spelled in Katakana, one of the Japanese phonetic alphabets. It was used as the Toyota logo starting in 1936 at the time when Toyoda Automatic Loom Works Ltd. launched its first car. The company came up with the TEQ logo and change in name from 'Toyoda' to 'Toyota'. One reason why TEQ was chosen as the logo was because the number of strokes in the Japanese word Toyota (eight) was considered to bring luck and prosperity.

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