"Akio's #03 Reminder: "Perseverance in Memory"
In the aftermath of the Great East Japan Earthquake in 2011, Akio Toyoda, President of Toyota Motor Corporation, vowed to build a bright future together with the people in Tohoku. The disaster, which claimed countless lives and homes, left an indelible mark on the region and the nation.
Toyota's Tohoku plant, now the frontlines for the company's electrification efforts, has been a beacon of hope and resilience. Since the disaster, the plant has been producing the Toyota Yaris, a hybrid car, a testament to Toyota's commitment to sustainable and eco-friendly transportation.
The Japanese automotive industry was grappling with a severe business environment known as the "Six Hardships" at the time. A strong yen forced many domestic manufacturers into a precarious situation, making continued operation in Japan economically unfeasible for some. Despite these challenges, Toyota remained steadfast in its decision to contribute to Tohoku's reconstruction.
Akio Toyoda's visits to the disaster-stricken area every year since 2011 have been a constant reminder of his dedication to the region. His plans for reconstruction involve creating employment, generating earnings, and paying taxes through the car manufacturing business. This approach aims to revitalise the Tohoku region, not just economically, but also socially and emotionally.
Toyota's efforts have not gone unnoticed. The number of employees at Toyota Motor East Japan in Tohoku has steadily increased since 2010, from 3,100 in 2010 to 4,500 in 2019. The shipment value of Toyota's products in Tohoku also saw a significant increase, rising from 30 billion yen in 2011 to 800 billion yen in 2019.
In a remarkable turn of events, the Toyota Yaris, produced in the Tohoku plant, won The Car of the Year 2021 in Europe. This recognition serves as a testament to the quality and resilience of Toyota's Tohoku-made vehicles.
Akio Toyoda's "Never forgetting" initiative underscores his commitment to staying close to the people in the Tohoku region. His visits and initiatives serve as a reminder that Toyota is not just a corporate entity, but a partner in the region's recovery efforts.
Ten years after the earthquake, the Tohoku plant continues to play a crucial role in the region's recovery. Akio Toyoda's words ring true: "I hope to stay close to the hearts of the victims by never forgetting about the disaster." Through its business, Toyota aims to help the Tohoku region rise from the ashes, together with the people and communities.
