"Autobiographical Narrative of Toyota's Consistent Values

"Autobiographical Narrative of Toyota's Consistent Values - 'One and Only'"

In 2007, Akio Toyoda, the current president of Toyota, revived the iconic "One and Only Toyota" campaign, first published in 1969. The campaign, with the headline "The One and Only Toyota," emphasised Toyota's "Customer First" attitude.

Akio, responsible for the campaign's creation, shifted the focus of the ad campaign to share true stories shared by customers about their experiences with Toyota's sales staff. The 2007 reboot of the campaign specifically focused on the staff at dealerships.

The campaign ran for 15 installments over two years until the end of 2009. During this period, the advertisements shared heartwarming stories about dealership staff members interacting with their customers.

However, Toyota's financial results fell to a loss for the first time in 2009, immediately prior to Akio assuming his current post. Despite this setback, Akio remained committed to his mission. He spoke about the campaign during a luncheon at the Japan Press Club in October 2009.

Fast forward to June 27, 2023, a Toyota advertisement featuring a hand-written message by Akio Toyoda appeared on the front page of all morning newspapers across Japan. The words in the advertisement embodied Akio's aspirations: "A One and Only Day."

Akio's business philosophy emphasises the equal importance of each customer. He is devoting his heart and soul to developing human resources with a "YOU perspective" to achieve happiness for others. This philosophy is not only seen in Toyota's cars but also through the act of supporting local communities.

Toyota dealers have worked closely with customers to provide happiness and support local communities. The first installment of the new ad campaign focuses on Toyota's commitment to bringing the concept of "One and Only Day" to local towns.

The hand-written message in the advertisement starts with "Thank you." It is a testament to Akio's commitment to his mission: to mass produce happiness globally. The 2007 campaign renewed goals with the reboot of "One and Only Day," a movement that continues to inspire and bring joy to customers and communities around the world.