Primearth EV Energy (PEVE), a producer of batteries for hybrid cars like the Prius, became a wholly-owned Toyota subsidiary this March. On October 1, an inauguration ceremony was held to launch its new company name, Toyota Battery.

The ceremony was held in Kosai City, Shizuoka Prefecture, the birthplace of Toyota Group founder Sakichi Toyoda. Toyota Battery President Masamichi Okada and Mayor Takeshi Kageyama both gave speeches and then Chairman Akio Toyoda took the podium.

He shared his thoughts on the birth of this new company that is to lead the battery industry under the Toyota name in Sakichi’s hometown.

The truth is that Sakichi had an incredible drive to develop batteries. He announced a prize worth over 10 billion yen in today’s money to promote storage battery development. His requirement was to use it to fly an airplane across the Pacific Ocean. However, such an amazing battery has yet to be invented even today.

Why was Sakichi so intent on battery development, to the extent of putting up such an enormous prize? At the root of his action was a desire for Japan’s prosperity and endless belief in the human mind.

The desire to help others and make the world a better place began with Sakichi and was passed on to Kiichiro and then to Honorary Chairman Shoichiro. And now Chairman Akio Toyoda shares that passion.

“All of us are the inheritors of Sakichi’s dream.” Hear the Chairman’s words for yourself in this video.

The second half of the program features the World Forum for Motor Museums, which was held at the Toyota Automobile Museum.

The World Forum for Motor Museums began in 1989 as a gathering of people involved in museums that collect and display automobiles. The biennial event is mainly held in Europe and the United States, and 2024 marked its Asia debut.

Approximately 200 participants from 17 countries gathered to focus on the cultural history of cars and listen to a variety of lectures from museum officials of many countries. Furthermore, 14 Japanese automobile manufacturers brought famous and historic cars to display. There was a demo run as well, and reporter Yuta Tomikawa got to ride in a historic Toyota car.

On the final day of the event, the venue moved to the Fuji Motorsports Museum, and there was a party for attendees. Chairman Toyoda gave a toast to kick it off.

These museums preserve history, communicate the passion for cars to the next generation, and continue to preserve car culture. Although museum officials around the world may not have frequent opportunities to meet, they share this mission.

What did car lover Chairman Toyoda have to say to this gathering of car lovers?

Don’t miss this episode of Toyota Times News, with two stories on the theme of “inheritance.”