Toyota launches ‘Start Your Impossible’ global corporate initiative


Staff Report

Dubai – Toyota Motor Corporation has launched ‘Start Your Impossible’ – a global corporate ‎initiative 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’ marks Toyota’s commitment to supporting the creation of a more inclusive and ‎sustainable society in which everyone can challenge their impossible.‎

To celebrate the launch of the initiative and its partnership with the Olympic Games ‎and the Paralympic Games, Toyota recently held its first-ever Toyota Mobility Summit in Athens, ‎Greece, the host city of the first modern Olympic Games. The event featured 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 covered ‎topics of mobility from a social, physical well-being, and sports perspectives, as well as the future of ‎mobility via technology advancements and research. ‎

Toyota believes that mobility goes beyond cars; it is about overcoming challenges and making ‎dreams come true. The ‘Start Your Impossible’ initiative 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.

“Throughout our history, Toyota has made the impossible possible through innovation and passion, ‎and by continuously challenging the definition of impossible. Today, the automobile industry is ‎clearly amidst its most dramatic period of change – and during this time Toyota remains committed ‎to making ever-better cars. Just as important, we are developing mobility solutions to help everyone ‎enjoy their lives, and we are doing our part of creating an ever-better society for the next 100 years ‎and beyond. For this to happen, we must dream beyond conventional vehicles and create new ‎forms of mobility that overcome the limits of today and solve the problems of tomorrow. We share ‎this dream and this spirit of continuous improvement with Olympic and Paralympic athletes, who ‎challenge their own limits every day. I hope that the Olympic Games and the Paralympic Games will create an ‎opportunity for everyone affiliated with Toyota to challenge their impossible and defy their ‎limitations,” added ‎ Toyoda.

Since its founding as a loom manufacturer, Toyota has been driven by a commitment to contributing ‎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 vehicle. Toyota sees alternative ‎powertrains, automated cars, mobility-as-a-service, and robotics as significant opportunities to ‎move people and transform the company. ‎

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

Toyota also aims to ‎offer mobility services and logistics expertise as the first mobility partner of the Olympic Games and the Paralympic Games. The first ‘Start Your Impossible’ film, ‘Mobility for All,’ ‎introduces transportation solutions, next-generation mobility, and advanced technologies. Going ‎forward, ‘Start Your Impossible’ will also include a variety of additional programs focused on ‎employees, dealers, and consumers, as well as seeking collaboration with the Toyota Mobility ‎Foundation, which was established to address urban transportation challenges and expand ‎personal mobility for all people, inspiring the next-generation mobility solutions. ‎

Toyota is also launching a new website – 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.