Toyota's Reflections by Morizo | A Reflection on Toyotism
In a response to feedback received about an advertisement on New Year's Day 2019 in Japan, Toyota's president, Morizo, shed light on the company's vision for the future. The advertisement was for "Toyota Times", an owned media channel that aims to convey Toyota as it is, including company news, activities, and "Toyota-isms."
"Toyota Times" is more than just a news outlet. It's a platform that aims to reveal the faces, personalities, and energy of Toyota's employees, as well as the ideas that Toyota continues to be particular about, namely, the "Toyota-isms." These can mean sticking with principles or a specific school of thought, or, a particularity.
Morizo, whose personal "-ism" could be referred to as the "Morizo-ism", has a personal commitment to make cars that will become "beloved cars." Cars are still considered "beloved" in today's society, and Morizo aims for this to continue for the next 100 years.
The concept of the car itself will change in the future. Cars will be connected to various services that support towns and people through data and information, and these services will become part of the social system. Toyota will become a company that provides various services related to the movement of people.
This transformation is supported by the unchanging philosophy of the Toyota Production System (TPS). The goal of making ever-better cars will continue to be a "Toyota-ism." Morizo believes that "there is no future for us on the conventional path." We are currently living in a revolutionary period, a "once-in-a-century" transformational period.
The hidden meaning of "Toyota Times" is believed to be important in the current era. The idea for the media offering was conceived by Dr. Masahiko Maeda. The individual who saw the advertisement was unsure if it was "Toyota Times" or "Toyota-ism" due to the combined Japanese words.
In response to this belief, Morizo made the decision to change Toyota into a "mobility company." Cars in the future will be more than just vehicles; they will be integrated into the fabric of society, providing services that support and enhance our lives. This vision for the future is a testament to Toyota's commitment to innovation and its dedication to creating a better world through mobility.
