In 2011, sports provided Toyota with a feeling of hope and encouragement to “never give up.” During that year, the “Great East Japan Earthquake” struck early in the year, and, later that year, flooding in Thailand caused the supply chain to be cut off, causing a suspension in production.
Akio Toyoda went to see the situation, and while there, he received updates on the company’s women’s softball team back in Japan. The team was in the midst of the final match for the season title. The first update was that the team had been tied scoreless at 0-0 and had just given up two runs in overtime. However, the team rallied and was able to pull off a turn-around from behind, ending the game instead with a two run victory.
Following the updated information about the miraculous win, Toyoda commented, “This came during a time when we as a company were already facing the challenges of the Great East Japan Earthquake and the flooding in Thailand, seeing the softball team’s victory brought much needed encouragement.”
Because of this experience and many others, Toyota aims to spread the wonder of sports to as many people as possible. The athletes that compete in the Olympic and Paralympic Games are the real stars. To help them shine as brightly as possible, Toyota, as a TOP partner, will support the Games by providing technology and services such as leading-edge mobility vehicles, robots that support mobility, and the use of the Toyota Production System. Toyota hopes to share the passion of sports with all its stakeholders, including its customers.
About Toyota's top Olympic partnership and worldwide Paralympic partnership
Toyota became the official worldwide mobility partner of the Olympic and Paralympic Committees in 2015 for the 2017-2024 period, covering the Olympic and Paralympic Winter Games PyeongChang 2018 (South Korea) and Beijing 2022 (China) and the Olympic and Paralympic Games of Tokyo 2020 (Japan) and Paris 2024 (France). As a partner, Toyota aims to encourage creating a peaceful society without discrimination through sports and is committed to creating a sustainable society through mobility.
Toyota's values of continuous improvement and respect for people are shared by The Olympic and Paralympic Games, which brings together the entire world in friendship and solidarity to celebrate the highest realization of human potential. Toyota believes that mobility goes beyond cars; it is about overcoming challenges and making dreams come true, which is encapsulated in the company’s “Start Your Impossible” corporate initiative and is the basis for its transformation from a car company to a mobility company. When you are free to move, anything is possible.