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"A Lot Has Changed"--Akio Toyoda Reflects on the U.S. National Dealer Meeting

2024.10.07

This September, Chairman Akio Toyoda attended Toyota's U.S. national dealer meeting for the first time in two years. In an unscripted chat with Yuta Tomikawa, he delves deep into what the event means for Toyota and himself.

Together for a hydrogen future

Tomikawa

Thank you. Do you mind if we take a few more minutes?

Toyoda

Sure.

Tomikawa

I visited the multi-pathway promotion events in Paris, and something really struck me.

After joining Toyota, my first trip accompanying you overseas was to the WRC in Belgium.

As Morizo, you did a demo run in a hydrogen-engine Yaris. At the time, Europe was going all in on BEVs to achieve carbon neutrality.

By getting behind the wheel, you showed that hydrogen could also be used this way. This time around, I felt that the possibilities have expanded into areas close to everyday life, from various hydrogen-powered mobility solutions to cooking equipment.

What’s more, many people in Europe said they see greater potential in hydrogen than in batteries.

Many people came up and said, “Thank you Akio.” They wanted to express their gratitude for what you did two years ago. That hydrogen demo run was a real success.

Toyoda

But I’ve been racing in hydrogen cars since before that.

Tomikawa

In Japan, that is.

Toyoda

The reason I’ve been racing in hydrogen cars and going all the way to Europe for a demo run is that hydrogen is seen as dangerous.

Hydrogen equals explosions. When I get behind the wheel, people can see that hydrogen cars are safe enough for Toyota’s leaders to drive, and I think that resonates.

Tomikawa

Anything could happen in a car. You might even be involved in an accident. Yet having a company leader behind the wheel shows that it must be safe.

Toyoda

Another part of it was that, although we have hydrogen fuel cell vehicles like the Mirai, the demo run in Belgium was done with a hydrogen-powered engine.

Tomikawa

The hydrogen-engine Yaris.

Toyoda

The auto industry’s broad base is geared up to make engines. If those suppliers disappear, auto industry jobs will fall by about a third.

It doesn’t feel right to do that to the industry peers who have battled alongside us all this time.

Tomikawa

You’ve continued to emphasize that throughout.

Toyoda

My message has been that we can work together to create the future.

It was valuable in demonstrating that we have more than one option, and hydrogen should be included among them.

Tomikawa

Far more than just another option, hydrogen is now seen by many as offering the greatest potential.

Toyoda

I wouldn’t go that far myself. I think it’s best to have a variety of options.

There are many different energy situations, and when it comes to global warming, we need to reduce CO2. Our enemy is carbon. I hope people will recognize that we have more than one way of reducing it.

Tomikawa

Emphasizing that no one will be left behind and that Toyota will continue its multi-pathway approach is important, but I feel that your actions at the genba have been crucial in leading us here.

How does it feel to hear people now being grateful and saying, “Thank you, Akio?”

Toyoda

I don’t think that gratitude is for me but for everyone fighting alongside me. It’s hard for gratitude to reach those doing the work at the genba.

That’s why I would be thrilled if everyone endorsed their work and contributed to the effort in various ways. The future is built by all of us, not just a select few.

Tomikawa

I feel that the ranks have now swelled, and the importance of building partnerships is being more widely acknowledged.

Toyoda

It feels that way.

Tomikawa

What has me a little worried is that you went to Nürburgring (Germany) and then to the United States, but when I caught up with you beforehand, you actually had a cold.

It was really worrying to see you traveling around while unwell and coughing during rehearsal, but you really didn’t show it on the day. That was very impressive.

Toyoda

That’s how the pros do it.

Tomikawa

You looked like a true pro.

Toyoda

The coughing held off just long enough.

Tomikawa

I was so surprised.

Toyoda

But backstage, I was inhaling oxygen and all sorts of other things.

Tomikawa

That’s really tough. I wanted to tell you to take care of yourself.

Toyoda

But instead, today…

Tomikawa

I’m really sorry. For next time on Toyota Times, you made a suggestion that I feel could give us a chance to present things in a new and interesting way.

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