" Toyota's Undying Commitment: A Genuine Account of the Japanese Car Giant's Values"
In a heartfelt gesture, Akio Toyoda, the president of Toyota, has reintroduced the "One and Only Day" campaign, a renewed expression of the company's cherished principles. This campaign, first introduced in 1969, is now seen not only as a testament to Toyota's commitment to quality cars but also as a symbol of its dedication to supporting local communities.
The campaign, now titled "The One and Only Toyota," began with a hand-written message from Akio Toyoda, expressing his gratitude to customers. This message, which appeared in a Toyota advertisement on June 27, 2021, graced the front page of all morning newspapers across Japan.
Akio Toyoda, responsible for creating the 2007 ad campaign while managing domestic marketing as Vice President, has dedicated himself to this mission, especially during the COVID-19 era and post-COVID-19 era. He believes that Toyota's mission is to "mass produce" happiness globally.
The 2007 campaign ran for 15 installments over two years until the end of 2009, sharing true stories about dealership staff members interacting with their customers. The second installment of the ad campaign will focus on customer stories, rather than increasing sales or comparing results among dealers.
Toyota dealers have worked closely with customers to provide happiness, not just in terms of cars but also by supporting local communities to cultivate their one and only lives day by day. The current newspaper ad campaign is a reflection of Toyota's "Customer First" attitude.
The words "A One and Only Day" embody Akio Toyoda's aspirations. He aims to bring this concept to towns with Toyota dealerships, starting with true stories shared by customers about their experiences with Toyota's sales staff.
In October 2009, Akio spoke about this ad campaign during a luncheon at the Japan Press Club, emphasising the importance of cultivating Toyota people worldwide who can wish for and take action for the happiness of others. This philosophy, referred to as a "YOU perspective," is still at the heart of the campaign today.
In early 2024, Akio Toyoda initiated the newest "Einzige und Einmalige Toyota" commercial campaign, and it has been running throughout 2024 until now. Akio Toyoda's vision for the campaign is to convey Toyota's values by relating the stories of the sales staff who work closely with each and every customer they meet.
The "One and Only Day" campaign is a renewed expression of Toyota's unwavering and cherished principles, seen not only from the perspective of cars but also through the act of supporting local communities. It is a testament to Akio Toyoda's commitment to putting customers first and his belief that Toyota's mission is to "mass produce" happiness globally.
