The National Toyota Dealership Representatives Meeting is held once a year. Marking its 90th year, Chairman Toyoda spoke about the passion passed down through Toyota.
The National Toyota Dealership Representatives Meeting took place in early February 2026, at TOYOTA ARENA TOKYO in Koto-ku, Tokyo.
At the meeting, which brought together approximately 280 heads of Toyota dealerships from across Japan, both Toyota President Koji Sato and Toyota Dealers Association Chairman Naoki Kaneko expressed their determination to protect and strengthen the “two-wheel relationship of dealerships and manufacturers” to lead and foster the future of mobility.
Chairman Akio Toyoda spoke of a passion that was likely shared at the very first representatives meeting, exactly 90 years ago.
Chairman Toyoda used the character, “場 (ba),” meaning “place” which he selected for his New Year’s calligraphy this year, to deliver the following message.
“The spirit we reaffirmed here must be carried forward by each and every one of you in your own ‘ba’ through action.”
On the second day, a session was held to share Toyota Sales Logistics (TSL) case studies from several companies.
TSL was launched thirty years ago by Akio Toyoda, then a sub-section manager, as a way to bring the practices and principles of the Toyota Production System (TPS) to dealership operations.
During a roundtable where representatives shared the initiatives they actively promote on the sales floor, Chairman Toyoda and President Sato spontaneously joined in.
Everyone spoke candidly, prompting Chairman Toyoda to say, “Are we OK with this? If this is being recorded, we’re in trouble.”