Toyota will use Twitter to show how it builds the Auris hybrid compact car at its UK factory.
The company says it expects to reach hundred of thousands of potential customers in what it says is a world-first social media project.
On Wednesday, the automaker will broadcast hundreds of tweets that will follow the production of an Auris gasoline-electric hybrid from raw steel to a vehicle ready for customer delivery at the Toyota plant in Burnaston, central England.
Toyota says the Twitter site will demonstrate the "built-in quality" of its production processes, as well as appealing to people interested in learning how cars are built.
"We want to convey the quality of our cars to those who are not involved in car production and this campaign is a good way to do that," Scott Brownlee, head of social media for Toyota Great Britain, told Automotive News Europe. "We are also trying to engage with customers beyond the buying process at dealerships."
As part of the Twitter campaign, Toyota will post links to photos, video and blog content in the Tweets it plans to send. The Tweets will detail 325 production processes for chart panel stamping, welding, painting, plastics, assembly and quality control.