The Mount Tateshina Shoko-ji Temple was erected by Toyota and its dealers to commemorate the victims of traffic accidents and pray for safety. Every summer in July, Toyota’s executives visit to take part in a special ceremony.
Since 2019, the temple has also hosted the Tateshina Meeting, with auto industry leaders gathering to exchange ideas for eliminating road accidents.
The eighth episode of our Voice-Only Toyota Times podcast was recorded at Shoko-ji after the Tateshina Meeting. Little wonder, then, that much of the conversation focused on safety. Note that we will take a closer look at the Tateshina Meeting in a future episode of Toyota Times News.
Shoko-ji is located in Chino, Nagano Prefecture, which is also the stage for the TOYOTA GAZOO Racing Rally Challenge. Chairman Toyoda describes motorsport drivers as the “ultimate example of safe driving.”
Safely reaching the finish line while fighting for every tenth of a second requires outstanding ability in anticipating hazards and handling the vehicle. These are the key elements of safe driving, and Chairman Toyoda explains them in a way that holds lessons for the average driver.
Akio also recounts an incident involving a car that spun out during practice for the 24-hour endurance race held at Fuji Speedway (Oyama, Shizuoka) in May–June. Although the data showed no issues, master driver Morizo and his fellow pro drivers certainly sensed something unusual. By dealing with the problem early, the team was able to complete the race without trouble.
Morizo has personally embodied Toyota’s commitment to making ever-better cars through motorsports. What is his current ideal in terms of car safety?
The discussion also turns to Daihatsu’s certification issues. What was the mindset behind the emergency live broadcast? Ever since, Chairman Toyoda has remained dedicated to visiting the genba, showing how the head of an organization should act when dealing with a crisis.
After spontaneously deciding to record on the approach to the temple, the podcast once again dives straight in. No rehearsals, no scripts. That’s what makes for such candid conversation!
https://youtu.be/FaKgBd39Md4?si=DWi_VZSnsodVlCGd
Akio’s skincare routine
Tomikawa
Hello to our Toyota Times listeners, I’m Yuta Tomikawa. Voice-Only Toyota Times News is back after… well, it’s been half a year.
Toyoda
Since CES (January 21 episode), I think?
Tomikawa
We apologize for keeping you all waiting. Once again, I am here today with Akio Toyoda.
Toyoda
Hello everyone.
Tomikawa
Since it’s summer right now and the UV rays are strong, let me start by asking about your skincare.
Toyoda
At Nürburgring you also commented on how good my skin looked.
Tomikawa
I sure did. I was amazed.
Toyoda
It doesn’t come cheaply.
Tomikawa
But I feel like there’s more to it than that. In fact, all kinds of people, men and women alike, have said to me, “You need to ask Akio how he takes care of his skin.”
Toyoda
Tell them it costs a lot.
Tomikawa
You’re not going to reveal any more? What about your daily routine? Do you use lotion or other products?
Toyoda
No, not really.
Tomikawa
You don’t?
Toyoda
Well, I do the bare minimum, washing my face every so often. Men don’t usually wash their faces much, right? Just splash some water on and that’s it. But from time to time, I make an effort and use a facial cleanser.
Tomikawa
Something nice and foamy?
Toyoda
That’s right. When they do that, guys tend to scrub the skin.
Tomikawa
I see, and that irritates.
Toyoda
Women press gently instead. Same thing with lotion—men smear it on thick.
Tomikawa
We slather it on.
Toyoda
That’s not right. Press it on, let it seep in. You should at least do that as the bare minimum.
Tomikawa
I should, seeing as my face is out there for Toyota Times News, etc.
Toyoda
Matsuko Deluxe commented on it the other day, right?
Tomikawa
He did. He said I wasn’t looking hot enough.
Toyoda
He said you’ve lost your glow. You need to make an effort.
Tomikawa
I am watching what I eat though. And what about sunscreen?
Toyoda
I get told I need to wear sunscreen. But even so, I get spots removed once a year.
Tomikawa
That’s why your skin is spotless.
Toyoda
You want to do that when there is less UV. That’s why December is always my time for a touch-up.
Tomikawa
Make use of the year-end holidays.
Toyoda
More people are following my lead, but many are doing it in April and May. That’s not a good idea. The UV rays are strongest, making it the worst time.
Tomikawa
I see. Pick a time of year when the UV is weak, and you’re on holidays…
Toyoda
I didn’t realize this was a beauty tips podcast.
Tomikawa
Yes, we’re starting off with beauty tips.
Toyoda
Right, I see.
Tomikawa
It’s great that you’re happy to answer these kinds of questions. Thank you.
Praying for safety at Shoko-ji Temple
Tomikawa
All right, today we are both at Shoko-ji Temple in Chino, Nagano Prefecture.
The reason is that every year on July 17 and 18, Shoko-ji hosts a summer festival to commemorate the victims of traffic accidents and pray for the speedy recovery of those who suffer injuries, as well as greater safety on our roads. This tradition has been continuing for more than 50 years.
Toyoda
Fifty-five years, they were saying.
Tomikawa
Since 1970, isn’t it. The temple itself was erected by Shotaro Kamiya, known as the “kami (god) of sales.” Later it was overseen by Shoichiro Toyoda.
When did you begin coming here?
Toyoda
I don’t remember exactly.
Tomikawa
Did you visit together with Shoichiro?
Toyoda
At times we did.
In the past, our dealers in Japan were divided into regional branches, and they would all gather here for the summer festival on the 17th and 18th. But since it was hard to get dealers out for prayer services, they would be combined with golf tournaments and the like. All told, they would spend three or four days together.
I used to oversee one of those sales districts, so I would accompany the dealers on their visits. If you include that, I’ve probably been coming here since my 30s.
Tomikawa
So more than 30 years by now?
Toyoda
I think it’s been at least 30.
Tomikawa
Since your time in sales?
Toyoda
That was part of it, but I may have been brought here before that. Basically, I’ve been visiting Tateshina at this time in July for so long that I can’t remember when it began.
Tomikawa
The head priest at Shoko-ji and others acquainted with Shoichiro have spoken of his dedication in working toward zero traffic accidents and zero casualties.
Toyoda
That’s right.
Tomikawa
You have also been very vocal on this front.
Toyoda
At a previous Tateshina Meeting, former Chairman Uchiyamada once commented that, when he spoke to Honorary Chairman Shoichiro about reducing traffic casualties to half, the response was, “You mean ‘zero,’ right?”
As I’m sure you have sensed, that mindset has permeated the company.
That’s why if Toyota is going to work on something like autonomous driving, our goal for traffic casualties is always zero. What can we do to reach zero? That’s what we discussed today.
Tomikawa
We will be featuring that on Toyota Times News, so listeners can watch that episode for more details.
Motorsport and safe driving
Tomikawa
When I joined Toyota, I also sensed how earnestly everyone was confronting the problem of traffic accidents. Not just Toyota, but also partner companies, insurance firms, and academic institutions. I learned about the three-pronged approach to pursuing zero traffic accidents.
Along the way, I became a rally co-driver—although of course I aspire to get behind the wheel—and being involved in rallying has made me even more aware of road safety.
Toyoda
I agree. Some people talk of motorsports as “dangerous” or “reckless,” but in my opinion those who participate in motorsports are the ultimate example of safe driving.
Being the ultimate safe drivers is what enables them to be fast. Rally Challenge, for instance, is an open-entry event. By taking part in motorsports, people gain a greater awareness of safety behind the wheel.
While driving, people shift their gaze to look at different things. When racing at high speeds, you look where you need to look, not glance around needlessly. That makes for safe driving. I think that taking part in motorsports contributes massively to safer driving.
Tomikawa
The faster you drive, the more focused your gaze. But you and other pros are able to see what’s around you as well, so even though you’re driving at such high speeds, you can talk about what happened at any given point.
Toyoda
I think it’s only for an instant, but we can pick up the key information.
Take the mirrors for example. As you head into a corner, there is nothing to see because the car is already turning. But on the straight before the turn, you might see that a fast car is coming up from behind, so that even as you’re focusing on the gas, brakes, and steering during the corner you can anticipate when that car will approach. I think such elements play a big part in safe driving.
When we talk about checking for safety, people ask what to look out for in dangerous areas, but I think being prepared before that stage is important.
Tomikawa
When I started driver training, I found out what it feels like to have the car slide out of control. I never knew that before, so bit by bit I had to learn what to do if it happens.
Knowing this, you are able to respond when the car does something slightly unexpected in everyday driving. I feel like that helps to take safe driving to the highest level.
Toyoda
Ultimately, your body and the car are in contact through your hands on the steering wheel, your feet on the pedals, and your hips on the seat, which allows you to feel the tires on the road.
In a normal car you have four wheels, and you gradually get a feel for what is going on with each one.
When you brake, the front dips down. This means the load is shifting to the front. In a front-wheel drive car, the front will rise when you step on the gas pedal. Being able to feel these changes allows you to drive more safely.
Tomikawa
It’s a simple matter of braking and then turning when the weight shifts to the front.
Toyoda
If you turn the wheel when the load is shifted forward, that extra weight will make the car turn even with a slight shift of the steering wheel. So if you tap the brakes before cornering, the car will make the turn without needing too much steering wheel movement.
The sensors of a master driver
Tomikawa
With your many years as Toyota’s master driver, you have a good sense of how cars behave, but was that the case from the beginning?
Toyoda
No, it wasn’t.
Hiromu Naruse often reminded me that a car consists of 30,000 parts. He said, “I am a driving doctor. People call me a master driver, but I consider myself a doctor. As a doctor, it’s my job to listen to the cries of those 30,000 parts. Just as when you visit your local doctor, you start with a checkup.”
And so, when Naruse got in a car, the first thing he did was check its condition—how were those 30,000 parts doing? Which ones were out of sorts?
Recently, I’ve been racing with professional drivers at the Nürburgring and in Super Taikyu. The pro drivers have even more incredible senses. They can diagnose problems with pinpoint precision.
In my case, I can tell you the symptoms, but I wouldn’t know the name of the disease. Naruse could name the disease and write out the prescription to make things better. I think that might be why he called himself a driving doctor.
Tomikawa
And now as Morizo, you have taken up the mantle. Does that make you a doctor as well?
Toyoda
Well, I don’t know about doctor. I’m just a guy who loves cars and driving.
That said, I think I’ve gained a fair sense of when things aren’t right.
Tomikawa
And you can convey them precisely.
Toyoda
For example, at the recent 24-hour race at Fuji Speedway, I went into a spin while driving before qualifying. What did our engineers say when that happened? “No, the data doesn’t show any problems.”
On the other hand, one of the pro drivers said, “Hang on, Morizo wouldn’t spin out in that spot—there must be something to it.” He took the wheel in my place and, sure enough, noticed that one wheel wasn’t moving properly.
Tomikawa
One of the dampers was a bit out of sorts, wasn’t it?
Toyoda
Because we figured it out then and fixed it, we managed to complete the 24 hours without incident.
I think it’s fair to say that human sensors are still more finely tuned.
Though I myself am not a doctor, I have many doctors around me. When it comes to sensing what’s wrong, the gap between me and the pro drivers is closing, so if I describe the symptoms, they will understand. In that respect, we are now able to share the same cars.
In the past, the difference in my driving skills and the professionals was too large, so it was just too dangerous to share the same cars. Dangerous for both sides.
Tomikawa
Now you’re the same.
Toyoda
That’s right, and our times are similar enough that we can more or less share the same cars, and trust in the cars more as well.
Tomikawa
I see. In other words, having both master driver Morizo and the pro drivers, with their finely honed senses, perform the checkups and take care of issues together makes for ever-better carmaking. Better cars mean better quality, which is also linked to road safety.
Toyoda
Well said. The safest car is one that you can drive easily and comfortably without tiring. Whether we’re talking about motorsport or safety on ordinary roads, the best cars are stress-free to drive.
Tomikawa
When you’re tired, you lose the ability to concentrate.
Toyoda
As master driver, I would also like to add “fun to drive” into the mix.
Tomikawa
Fun, stress-free, and no accidents—that’s the ideal.
Toyoda
Then you can drive for a long time. Driving a long time without accident, that’s what safety is all about.
How a leader handles a crisis
Tomikawa
That’s why I thought your regular activities as master driver are closely connected to the summer festival here in Chino.
Toyoda
If you recall, soon after becoming president, I attended the public hearings in America. Since it was a sudden decision, just two weeks before the hearings began, to be honest I wasn’t really able to prepare.
The preparation that I did have was my dialogue with our cars, at that point not as master driver but merely a test driver. I feel that my strongest asset at those hearings was being able to speak about and explain the cars.
Tomikawa
After putting yourself out there like that and apologizing in the public hearings, you came forward again during the various certification issues to provide explanations. You put your hand up and said, “I take full responsibility,” which opened the door for reporters to start asking the fundamental questions.
It was the same with Daihatsu. I remember when the company’s certification issues came to light. You contacted me that day and said, “We’re doing a live broadcast today,” and on there you clearly explained Toyota’s position.
Thinking back on Daihatsu’s case, I’m sure there were people at the genba whose spirits were raised by the way you took responsibility in that moment. And even after that, you would drop by the dealerships unannounced, visiting not only Toyota dealers but Daihatsu as well.
When I visited the dealerships later, everyone was very proud, showing me photos and recounting how you had just come up and talked to them. What drove you to do that, to make the effort and visit the dealers?
Toyoda
No one can run a car business single-handedly. It takes the efforts of many people.
When problems arise, people ask, “What are you going to do to prevent this from happening again?” Prevention means rooting out the causes.
However, when you don’t know the causes, many people are involved, and the work process is very lengthy, it’s hard to pinpoint the underlying issues. In that situation, the best thing is for me to turn myself in. As soon as I say, “It was me,” the media settles down, and the genba can get on with their work. And then they can start making real improvements.
Making improvements takes time, and you can’t carry out the task if you are constantly being bombarded with criticism.
For one thing, if workers are unable to do their jobs, above all that means we aren’t able to protect our stakeholders.
On top of that, I myself am not an engineer, nor do I know all there is to know about automobiles. When it comes to a love of cars and driving, I would say I am second to none. But I can’t claim to know everything about cars.
Since the incidents happen on the front lines, I try to visit the genba as much as possible to gather information about what is happening on the ground.
When you’re in my position, that information doesn’t reach you.
Tomikawa
Or if it does, it takes considerable time…
Toyoda
In a big company, that’s inevitable. It’s not a question of openness or transparency—people simply don’t share information. If they know they’ll be told off, that’s only natural.
That’s why at Toyota “top-down” means top management coming down to the bottom. “Bottom” is perhaps not a good way to put it, but it’s about the head of the company visiting the genba to obtain information. In my younger days, I too would get asked whether I had been to the genba.
Even now in my position, when I receive a report about something, I say, “Have you visited the genba? If not, find someone who has.” If that’s not possible, then we go and see for ourselves.
During the Tokyo Olympics, there was an accident involving an e-Palette. I was at the site within two hours.
Tomikawa
You were very fast.
Toyoda
From there, I could see the situation properly.
Facts get suppressed and can only be obtained on the ground. Otherwise, it becomes a game of telephone, in which case, I’m told, only 75% of the message comes across.
Tomikawa
No matter how good you are.
Toyoda
If the message is going through three people, what started out as “right” may end up as “left.” Instead of playing the game, when dealing with a crisis, leaders need to act.
I think this is how I was taught to perform the role by various people over many years.
Daihatsu love
Tomikawa
Speaking of performing, at the recent Fuji 24-hour race, you staged an event featuring the music group MAX, as a live commercial for Daihatsu. The crowd really got into it. Looking on, I felt that it reflected your love for Daihatsu.
Toyoda
Our Roomy model is made by Daihatsu, at their plant in Kyoto. That car was just being released, so if we helped out with sales promotion, that would boost the plant’s operations.
Employee motivation has dipped in the wake of the certification issues, as you can imagine. At times like that, what you most appreciate is being busy with work. And in order to keep people busy, we need more cars for them to make.
Unfortunately, I can’t buy hundreds of cars by myself, so the ways I can contribute are limited.
Based on my own formative experiences, wanting to scribble on a car since I was little, I brought in a Roomy and told everyone they could draw on it, which they did.
Tomikawa
They certainly did. There isn’t an empty spot left.
Toyoda
I don’t know if you noticed at the time, but even though we are ROOKIE Racing, we didn’t write “ROOKIE.”
Tomikawa
It changed, didn’t it.
Toyoda
It became “Roomy Racing.” I was hoping that little hidden gems like that might get people talking.
At the same time, MAX are also celebrating their 30th anniversary, and they really revved up the crowd. Playing on their group name, they created the great catchphrase “luggage space to the MAX.” I think all that worked well in creating buzz.
Tomikawa
It entertained everyone there at the racetrack and continues to give a boost to the people at Daihatsu who see it.
Toyoda
I hope that is the case.
Tomikawa
To me, it looked like a wonderful positive cycle.
After that, the new model was announced, and Daihatsu is now striving to make a fresh start. I think the excitement at the racetrack has contributed greatly to that revival.
Toyoda
The Japan Mobility Show is on this year. I hope that by the time the show comes around, we will be in a place where everyone is able to be optimistic. Anything could happen. We don’t know what the future holds, but right now we are working through it together.
What to expect at this year’s Japan Mobility Show
Tomikawa
We are already coming up on the half-hour mark, but you mentioned the Mobility Show, which is looking very exciting again this year. No doubt there will be lots to see since the last one two years ago, although I don’t know how much you are able to say.
Toyoda
If you bring it up like that, I will end up telling you everything. It’s still too early for me to let the cat out of the bag.
Tomikawa
It is early, isn’t it?
I wouldn’t be able to hold back either.
Toyoda
There is a lot to share, but I think it’s still a bit too early at this point.
Tomikawa
Since we can’t talk about it now, how about doing another podcast closer to the Mobility Show?
Toyoda
Just before the event. But if it’s right beforehand, I definitely will let everything spill.
Tomikawa
Well, we’ll have to check with PR and figure out what’s best.
Toyoda
If you check with PR, (lowers voice) they’ll say no to everything.
Tomikawa
(In a lowered voice) Is that true?
Toyoda
(Whispering) They say no to everything.
Tomikawa
Okay. I saw the head of PR earlier… are they still here? Ah, there we go.
Toyoda
Those say no to everything.
Tomikawa
I see. In that case, you and I can decide together as usual.
Toyoda
We can just let them take responsibility for the result. In the end, I’m the one responsible anyway.
Tomikawa
We won’t cut any of this out, will we.
I’m really sorry it came to this. Thank you for always treating us so well.
All right, so next time let’s do another episode around the Mobility Show.
Toyoda
Great. If we wait another six months, it will be the end of the year.
Tomikawa
That’s too long.
Toyoda
Don’t go interrupting my skin touch-up time.
Tomikawa
Of course not. But a podcast is alright, isn’t it?
Toyoda
Oh right, right. What about the thumbnail image though?
Tomikawa
I can’t get anything past you.
We actually decided to record this just yesterday, while walking together on the path leading to the Shoko-ji Temple.
Toyoda
Didn’t think we’d be doing this today.
Tomikawa
That’s how these recordings always happen.
Toyoda
But that’s the beauty of going in unplanned and unscripted.
Tomikawa
Exactly.
Toyoda
If we have to do meetings, it becomes a chore.
But when it’s impromptu like this, we can use the lack of preparation time as an excuse. It doesn’t matter if we don’t know what we’re talking about.
Tomikawa
We really don’t have notes or anything here. That’s how we do it.
Toyoda
That’s how we do it.
Tomikawa
I hope everyone will look forward to next time. Thank you very much for today.
Toyoda
Thank you.
Source: https://toyotatimes.jp/
