The 5th Cars, Culture & Society Partnership Awards were presented at a ceremony organized by the Automobile Business & Culture Association of Japan. Chairman Akio Toyoda spoke about the intention behind these awards.
On March 16, the Automobile Business & Culture Association of Japan (ABAJ) held a ceremony to present the Cars, Culture & Society Partnership (CSP) Awards.
The CSP Awards were set up in 2021 by ABAJ and the Nikkan Jidosha Shimbun, an industry newspaper, as a way to say “thank you” and recognize the efforts of the 5.5 million people working in Japan’s automotive industry, as well as automobile users, in contributing to society.
“Cars are essential for sustaining people’s way of life and enriching the nation’s culture.” Building on the principles set out at the time of ABAJ’s founding in 1946, in his inaugural address as the association’s new chairman, last year Akio Toyoda spoke of “Making cars the pride of Japanese culture.”
This commitment is now reflected in the CSP Awards, with the word “culture” added to the name from the fifth awards onward. The ceremony began with the following words from Chairman Toyoda.
Opening up opportunities through gratitude
Chairman Toyoda
Ladies and gentlemen, thank you very much for being here today at this presentation ceremony for the 5th Cars, Culture & Society Partnership, or CSP, Awards. Allow me to express my gratitude on behalf of the organizers.
We established these awards in 2021 as another way to say “thank you” to our 5.5 million colleagues working in Japan’s automotive industry, as well as the users who continue to support us through their love for cars.
Now in our fifth year of the awards, we have added the word “culture” to the name. In doing so, we hope to more powerfully communicate the vision that I personally put forth: to make cars the pride of Japanese culture!
The CSP Awards have two objectives. First, to express our gratitude and thank all those involved in the automotive industry for the contributions they have made.
Secondly, by recognizing these outstanding initiatives, we hope to raise public awareness and inspire similarly ambitious efforts across society.
This year, the awards once again drew a truly diverse range of impressive initiatives, from cultural enrichment and growing the fan base to innovation, addressing societal challenges, local partnerships, and contributions at the genba.
I believe all of these achievements are the result of people taking action, bringing others on board, and continuing to pursue their vision, driven by the desire to make cars better and serve society.
For my calligraphy at the start of this year, I chose the character “ba,” meaning “place.” Not “genba,” but simply “ba,” referring to all the different places we each inhabit.
Places where we take on challenges, places that sustain us, places where we hone our skills.
I believe that every improvement made in these “ba” and every individual’s tireless efforts are sure to benefit others and shape the world of tomorrow.
The initiatives being honored today are a testament to this idea.
I sincerely believe that your endeavors will transcend industries and generations, becoming a powerful force in shaping the future mobility society.
My greatest wish is that these awards will provide many people with all kinds of “ba,” opportunities and places where they can take on new challenges and grow.
Lastly, I would like to once again express my gratitude to everyone who submitted entries and all those who provided us with support.
Together, let us continue to take on new challenges, as we strive toward ever-better cars, a better society, and a richer culture.
Congratulations to today’s award recipients and thank you very much.
Award-winning initiatives
This year, the main CSP Award was given to Aisin’s ridesharing service, Choisoko.
Collaborating with local governments and private companies, Aisin has rolled out the service across Japan, aiming to support mobility in areas with limited public transportation. Choisoko was commended for providing more than just shuttle services, helping to improve social connections and the health of local residents by creating opportunities to be out in the community.
More details can be found at the service website (Japanese). Choisoko buses might already be running in your town.
Two other initiatives were presented with Special Awards from the selection committee.
One is “Welcome Riders in Ogano,” a regional revitalization project by the town of Ogano in Saitama Prefecture. For nearly 20 years, the municipal government has teamed up with local police and businesses in a community-wide effort to attract motorcyclists. This motorcycle-led revitalization, which balances road safety with tourism, has turned the town into a go-to destination for riders.
The second Special Award was given to Toyota’s Drive Recorder 119, which we previously featured on Toyota Times. In emergencies such as fires or traffic accidents, if fire department dispatchers are unable to ascertain the situation on the ground solely from 119 calls, the system allows them to check dashcam footage from vehicles in the vicinity. Access to visual information enables a rapid, effective initial response by ambulance, rescue, or fire services.
“This award is proof that our efforts have been recognized by society, and that gives us tremendous confidence,” commented one recipient, while another said they wanted to “share this joy with everyone involved.” Some were even moved to tears.
At the ceremony, awards were also presented in several other categories: two Mobility Solutions Awards, three Regional & Community Revitalization Awards, three Environmental Contribution Awards, and three Car Fan Creation Awards.
The full list of recipients can be found here (Japanese).
The CSP Awards provide a “ba” for spreading gratitude and inspiring new challenges. For the latest update on Drive Recorder 119, which was chosen for the selection committee’s Special Award, don’t miss our upcoming episode of Toyota Times News.