"We'd like to differentiate ourselves from others in terms of the value-added technology," Mizushima said of the tech blitz. "We will further evolve the engine and transmission."
The campaign intends to reduce the number of engines in Toyota's global lineup by 40 percent, as part of a massive commonization campaign.
That push centers around a group of modular vehicle platforms dubbed the Toyota New Global Architecture, or TNGA. Toyota wants to create more standardized vehicle platforms that cost less to build but deliver better performance.
So far, the only TNGA vehicle on the market is the fourth-generation Prius, which debuted last fall. Last week's announcement outlines the TGNA powertrain strategy going forward.
Toyota is under the same pressure as its competitors to improve fuel efficiency to meet increasingly strict emissions standards.
But President Akio Toyoda wants to transform the automaker's reputation for boring, if reliable, products into something more aspirational.
The new engines aim to deliver on both fronts, Mizushima said.
Previewing what's in store, Toyota unveiled a 2.5-liter four-cylinder gasoline engine, an eight-speed automatic transmission for front-wheel-drive vehicles, a 10-speed automatic transmission for rear-wheel-drive vehicles and a hybrid system for rwd vehicles.
Those technologies, to be deployed starting in 2017, deliver 10 percent better acceleration and 20 percent better fuel economy than their predecessors, according to the company.
Toyota said the powertrains previewed last week would be geared toward mid- to large-size vehicles and premium entries. But it did not identify what nameplates were in line.
The 2.5-liter four-cylinder, direct-injection engine is part of a new engine line Toyota calls Dynamic Force Engines. It is expected to appear in the redesigned Camry sedan to be unveiled at next month's Detroit auto show.
Meanwhile, the new rwd hybrid system, which Toyota calls a multistage hybrid, is expected to debut in the Lexus LC sports coupe.
Toyota wants to eke more mpg out of conventional internal combustion engines because it expects that technology to remain relevant for many more years, even as new competitors such as Tesla and traditional rivals such as Volkswagen offer more electric vehicles.
The new 2.5-liter engine, for example, achieves a heat-loss efficiency rate of 40 percent, up from 35 percent in the preceding engine. A higher ratio means more of the engine's power is being captured to turn the wheels of the vehicle, and less is escaping in the form of heat.
But hybrid technology will remain a long-term laser focus of Toyota, Mizushima pledged.
Global sales of the company's gasoline-electric drivetrains, which it pioneered with the launch of the Prius hybrid in 1997, have plateaued since 2013 as cheap fuel prices eat into demand.
But the company expects tightening fuel economy standards to change that.
Mizushima estimates that for Toyota to meet regulations, hybrid vehicles will need to account for about 20 percent of the company's global sales volume by 2025, about double today's share.
Leaning on conventional hybrids will allow Toyota to avoid deploying large numbers of pricier plug-in hybrids and costly pure EVs, he added. But it won't get Toyota completely off the hook. Last month, the company established an in-house unit, headed by Toyoda himself, to spearhead development of EVs. The longtime electric car skeptic said this fall that it needs EVs to meet emissions rules in certain markets.