Toyota is the worldwide partner of the Olympic and Paralympic Games, and in 2020, the event will be taking place on its home turf in Tokyo, Japan. Through the games, the automaker hopes to help create a more inclusive society by providing “mobility for all” in a way that goes far beyond the purview of automobiles.
Toyota president Akio Toyoda says that after speaking to Paralympic athletes and representatives, he has become increasingly convinced of the need for Toyota to become more than just a car manufacturing company.
“I have become even more committed to the idea that Toyota should provide mobility solutions for all people,” he said. “With this in mind, we are taking steps as a mobility company, not just by making ‘ever-better cars,’ but also by aiming to address various mobility needs above and beyond cars.”
Toyota outlined several ways in which it has worked and will continue to work to expand interest in Para sports, such as the development of technological support for Para athletes and activities to raise awareness for Para sports. The company is working with a variety of groups and organizations to facilitate barrier-free mobility around Tokyo and has been encouraging its employees to participate in relevant city activities and deepen their understanding of Para sports.
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Toyoda felt especially inspired by Sir Philip Craven, former president of the International Paralympic Committee, and who joined the automaker’s board of directors in June 2018. His motto is “One World, One Dream, One People,” which Toyoda has since shared since meeting with him in 2015. Toyota’s goal to bring mobility to all has been further echoed in its latest advertisement campaign, underlined by the “Let’s Go Places” slogan.
“Toyota’s aim of ‘Mobility for All’ is not just for those with impairments, but has broader implications for all people, and therefore has special meaning,” said Craven. “The first time Akio Toyoda visited the IPC headquarters a few years back, he recorded ‘Fight for the Future. One World, One Dream, One People, One Toyota’ in our guestbook, and that left a strong impression on me. I came to believe that fighting together with Toyota may truly lead to a better future where all people will be able to have the freedom to move.”
Related: Looking back at Toyota’s ‘Start Your Impossible’ Olympic campaign
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