Toyota is trialing the Mitigate Impact System, or M.I.S. for short. Of course it is better if the other car does MISS you, but if there is a crash this system mitigates - or lessens - the impact. Some say visually it isn't attractive, but as the manufacturer says "Do you want to protect your precious paintwork or not?"
If the trial is successful - and I cannot see how it wouldn't work - then they will gradually start appearing on new models in 2014. I applaud the initiative, but question whether the tyres should be colour matched to the car. Apparently au naturel means impacts won't require any touch up to the tyre. Smart thinking.