"Nine-Year Long venture named 'Kokoro Hakobu Project' continues to deliver perpetual optimism"
In a joint press conference on April 10, 2020, Toyota Motor Corporation President Akio Toyoda spoke about the value of "moving" and the role of the automobile industry in the fight against COVID-19. This sentiment echoes Toyota's approach to the crisis nine years ago, following the Great East Japan Earthquake.
During his journey to Miyagi Prefecture on March 26, 2011, the first day the expressway was open after the disaster, cars with license plates from various prefectures were packed with supplies, heading to Tohoku. Today, Toyota's group activities aimed at helping people recover from COVID-19 have been named the "Kokoro Hakobu Project," a name also used following the Great East Japan Earthquake.
Akio Toyoda emphasized that the meaning of "move" can be physical movement and emotional change. The cars involved in the project are described as carrying "Heart (Kokoro)". Toyota hopes to use the "Kokoro Hakobu" project to support mental health and emotional well-being during these challenging times.
Akio Toyoda's team members were in need of help to support them in reaching conclusions more swiftly, making prompt decisions, and taking immediate action. This need is as relevant today as it was nine years ago, as Toyota's response to the COVID-19 pandemic is ongoing.
Toyota's visit to Tohoku Region in 2011 sparked a realization that cars can convey emotional relief. Akio Toyoda's goal on this trip was to visit the disaster-hit areas and encourage Toyota team members, working hard to save lives and needing help to recover and restore the local area, production, and make decisions more swiftly.
Akio Toyoda's travel guidelines included not consuming the local residents' resources or adding to their burdens, limiting the number of people with him to reduce logistical concerns and remain focused on the situation in Tohoku, and bringing his own food, leaving no trash. These guidelines were designed to minimise any additional strain on the affected areas.
Two months after his visit, Toyota launched the "Kokoro Hakobu Project" to offer further support for disaster-affected areas. The spread of COVID-19 has led to a reconsideration of the value of "moving" and the role of the automobile industry. Akio Toyoda's comments serve as a reminder of the industry's potential to provide not just physical transportation, but also emotional support in times of crisis.
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