Chairman Toyoda

Happy New Year, everyone.

It has been three years since I last stood here in 2023 to deliver a New Year’s address.

For my calligraphy at the start of this year, I chose the character “ba,” meaning “place.”

Why did I choose this character? Let’s ask AI.

Chairman Toyoda

How was it?

In fact, both the audio and the slides were created entirely by AI. And it only took about two seconds. Such a nice explanation—really clear and easy to understand.

Because we live in times like these, this year, once again, I want to make it a year to return to what truly matters — people.

Chairman Toyoda

There is one more thought I put into the character “ba.”

It is also the founding spirit of Toyota.

Please watch this video.

＜Video summary

In the aftermath of the war, Kiichiro Toyoda stands amid the burned-out ruins of a city, remembering the words of his father Sakichi: “Wood-and-paper houses burn too easily.” The following year, he begins researching fire-resistant homes.

Years later, Shoichiro recalls his father’s vision: “‘Build many fire-resistant homes in cities everywhere, and fly by private helicopter from their flat rooftops. Such a world will surely come in the near future.’ My father had researched helicopters since before the war and often spoke of such dreams.”

Before the war, Kiichiro had devoted himself to researching not only automobiles, but also aircraft. He believed that, in the future, the world would need aircraft that didn’t require runways.

After being interrupted by the war, he resumes his research efforts. However, the Dodge Line recession plunges the business into a crisis, and Kiichiro resigns as president of Toyota Motor Co., Ltd.

Yet his challenge does not end there.

In 1950, the precast concrete plant established at Kiichiro’s suggestion within the Toyota Motor Facilities Division is spun off as Yutaka Precon* (now Toyota T&S Construction Co., Ltd.), led by President Sasuke Toyoda.
^{*A method for constructing buildings that involves the on-site assembly of prefabricated reinforced concrete components (pillars, walls, floors, etc.).}

Kiichiro continues to pursue his vision for fire-resistant homes but passes away in 1952 without fulfilling his ambition.

That same year, Shoichiro joins Toyota Motor. Kiichiro’s legacy is carried on by his cousin Eiji, and his son Shoichiro. Toyota grows, producing a wide range of vehicles. Despite that, Eiji and the leadership team worry about the limits of the automobile market and begin exploring new business avenues.

In 1968, as the entire group gathers for the All-Toyota Technical Council, three criteria are set out for new ventures.

・Contributes to improving people’s quality of life.
・Suitable for diversifying dealership operations.
・Can leverage the technology, capital, and sales capabilities of All-Toyota.

Ships, aircraft, and housing are considered as candidates that meet these criteria. Toyota decides to conduct research into housing, an area Sakichi and Kiichiro felt strongly about.
Shoichiro is appointed to lead the project.