Toyota Launches “Start Your Impossible” Global Corporate Campaign

"Through the partnerships with the IOC and IPC, I want every Toyota team member around the world to be inspired by the ideals we share with the Olympic Games and the Paralympic Games, and the athletes who motivate us to fulfill our potential."

Toyota Motor Corporation (Toyota) has launched “Start Your Impossible” – a global corporate campaign that aims to inspire Toyota employees, partners, and customers and connect them with the company’s core beliefs. In an age of accelerating technological and environmental developments, “Start Your Impossible” celebrates Toyota’s commitment to facing challenges in society and supports the company’s next growth phase.

Toyota believes that mobility goes beyond cars; it is about overcoming challenges and making dreams come true. The “Start Your Impossible” campaign reflects these values and highlights the company’s goal to provide freedom of mobility for all. “We want to share this thinking with all stakeholders, including consumers, so that we can approach this challenge together,” said Toyota President Akio Toyoda.

Since its founding as a loom manufacturer, Toyota has been driven by a commitment to contribute to society. Over its long history, the company has grown into an innovative leader that has enabled vehicle electrification on a mass scale with the development of the Prius hybrid electric car 20 years ago and more recently, the Mirai hydrogen fuel cell electric car. Toyota sees alternative powertrains, autonomous cars, mobility-as-a-service, and robotics as significant opportunities to move people and transform the company.

As worldwide partner of the International Olympic Committee (IOC) and the International Paralympic Committee, Toyota aims to encourage creating a peaceful society without discrimination through sports and a commitment to creating a sustainable society through mobility. Toyota’s values of continuous improvement and respect for people are shared by the IOC, which brings together the entire world in friendship and solidarity to celebrate the highest realization of human potential.

“For more than 80 years, Toyota has dedicated itself to enriching lives by breaking down barriers and helping people move more freely about their world,” said Akio Toyoda. “We believe that freedom of movement should be a basic right, and that our social purpose is to create the future of mobility, whether it is across town or across the room. We also know that the best way to face challenges that might seem impossible is to take the first step. Through the partnerships with the IOC and IPC, I want every Toyota team member around the world to be inspired by the ideals we share with the Olympic Games and the Paralympic Games, and the athletes who motivate us to fulfill our potential. Only by involving everyone inside Toyota, as well as our dealers, our suppliers, and partners outside the company, can we realize the dream of ever better mobility for all.”

As the first mobility sponsor of the Olympics Games and the Paralympic Games from 2020, Toyota aims to offer mobility services and logistics expertise. The first “Start Your Impossible” film, “Mobility for All,” introduces transportation solutions -- including new fuel cell electric buses, next generation mobility, and advanced technologies -- that are being developed for the Olympic and Paralympic Games Tokyo 2020. Going forward, “Start Your Impossible” will also include a variety of additional programmes focused on employees, dealers and consumers, as well as an ongoing commitment to developing mobility solutions, including in collaboration with the Toyota Mobility Foundation.

Toyota is also launching a new website – www.MobilityForAll.com. In consultation with the National Center for Accessible Media (NCAM) in the United States, the website (which will be rolled out in phases) is built to be accessible for users with various impairments and to allow all users to experience the site and all its content. Whether set to default, visually impaired, hearing impaired, mobility impaired or cognitively impaired, all coding and design features work to make the experience equally enjoyable for all users.

To celebrate the launch of “Start Your Impossible,” and its partnership with the IOC and the IPC, Toyota today is holding its first-ever Toyota Mobility Summit in Athens, Greece, the host city of the first modern Olympic Games. The event features a live conversation with Akio Toyoda, as well as a series of discussions led by Toyota Executive Vice President Didier Leroy, with global thought leaders and Olympic and Paralympic athletes. The event will cover topics of mobility from a social, physical well-being and sports perspectives, as well as the future of mobility via technology advancements and research.