"True Story: Toyota's Irrefutable Commitment to Principles

"True Story: Toyota's Irrefutable Commitment to Principles - 'One and Only'"

In a bold move to reaffirm its commitment to customers, Toyota has launched a new advertising campaign titled "The One and Only Toyota." This campaign, which marks a significant revival, originated back in 1969, when Toyota and the Toyota National Dealers' Advisory Council published an advertisement with the phrase "The one and only Toyota for every customer."

The campaign, which began with a heartfelt "Thank you" and the phrase "A One and Only Day," reflects Toyota's "Customer First" attitude. Akio Toyoda, the current president of Toyota, emphasized the importance of this concept in his financial results announcement in May 2023, stating that Toyota's mission is to "mass produce" happiness globally.

In 2007, the campaign was rebooted and ran for 15 installments over two years, ending in 2009. During this period, Akio Toyoda, who was then managing domestic marketing as Vice President, took the initiative to revive the campaign. The focus shifted from car production to the dealership staff, with the aim to convey Toyota's values by relating the stories of the sales staff who work closely with each customer.

The first installment of the ad campaign will focus on Toyota's commitment to bringing the concept of "One and Only Day" to towns with dealerships. Starting from the second installment, the campaign will shift focus and introduce customer stories. The renewed "One and Only Day" ad campaign aims to support local communities to cultivate their one and only lives day by day.

Akio Toyoda reiterated the campaign's goal, stating that it is solely to convey Toyota's values, without focusing on increasing sales or comparing results among dealers. He also emphasized the need to cultivate Toyota people with a "YOU perspective" to achieve happiness for others.

In October 2009, Akio spoke about the 2007 ad campaign during a luncheon at the Japan Press Club. More recently, on June 27, 2023, he wrote a hand-written message on a Toyota advertisement that appeared in Japanese newspapers, further underscoring Toyota's dedication to its customers.

Over the years, Toyota dealers have worked closely with customers to provide happiness, a fact that has been a cornerstone of the company's operations since its inception. The "The One and Only Toyota" campaign is a testament to this commitment, showcasing the company's unwavering focus on putting its customers first.