Planting Roots in Earthquake-Stricken Tohoku: A Look Back on a Decade (Part 1)
In a heartwarming display of dedication, plant workers in Tohoku sorted batteries by hand, separating those that got wet from those that did not. Their single-minded goal was to "never cause our customers any inconvenience," a testament to Toyota's unwavering commitment to quality and service.
This diligent effort did not go unnoticed by Akio Toyoda, the President of Toyota Motor Corporation. He placed his expectations on Toyota Times, hoping that it would help many people understand the importance of Toyota's work in Tohoku.
Toyota Motor East Japan (TMEJ), a major base for the production of compact cars, has seen significant growth since its formation in 2012. The number of TMEJ employees in the Tohoku region has increased from 3,100 in 2010 to 4,500 in 2019. Similarly, the shipment value of its products has grown from 30 billion yen in 2011 to 800 billion yen in 2019.
TMEJ's growth is particularly evident in the production of electrified vehicles. In fact, 80 percent of all vehicles made in Tohoku are electrified. This focus on electrification, driven by the Tohoku region, has been instrumental in Toyota's success in the global market.
One of the world's leading hybrid battery output facilities, PEVE's plant, was flooded in February due to an earthquake. However, recovery was completed in about one week, a testament to the resilience and quick response of Toyota's operations in the region.
Akio Toyoda made an enormous, long-span decision in July 2011 to support the reconstruction of the devastated Tohoku region. Every year, he visits disaster-stricken areas of Tohoku to assess the progress and offer his support.
During his recent visit on March 4, 2021, Akio Toyoda visited TMEJ's Miyagi Ohira Plant and Miyagi Plant of Primearth EV Energy (PEVE). He surveyed the damaged pipes, listened to stories about power outages and electrical leaks during recovery efforts, and expressed gratitude to the plant team members for their hard work during recovery.
Akio Toyoda values having an "old man" like Toyota Motor Executive Fellow Mitsuru Kawai by his side during inspections. Kawai, who knows the production worksite inside and out, provides valuable insights and guidance.
Toyota's efforts in Tohoku have not gone unrewarded. The Yaris, a compact car produced in Tohoku, won the European Car of the Year 2021 award. Akio Toyoda believes that the success of the Yaris is a result of the competitiveness that Tohoku has built up.
Toyota and one other company are the only companies in the world to produce batteries in-house. This self-reliance is a key factor in Toyota's ability to maintain high quality and efficiency in its operations.
Akio Toyoda emphasized the importance of fixing equipment that can be fixed rather than equipment that should not be broken to gain competitiveness. He also emphasized the importance of continuing to work hard together with friends in the Tohoku region.
In 2013, TMEJ opened the Toyota East Japan Technical Skills Academy to support the growth of human resources in the Tohoku region. This investment in education and training is a testament to Toyota's long-term commitment to the region.
Akio Toyoda summarized that the reconstruction efforts in the Tohoku region have been progressing steadily since his visit in 2021, highlighting the resilience of local communities and the role of Toyota's plants in revitalizing the regional economy. He believes that the success of Toyota in Tohoku will continue to drive the future of the automobile industry.
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