Toyota Motor Corp. announced on July 19 that – as a symbol of its commitment to the nation in which the company was founded and from which it has launched its global enterprise – it will donate emergency power systems for Prius hybrid cars to prefectures (states) in northeast Japan that were ravaged by the March 11 earthquake, and ensuing tsunami and nuclear crises.
In addition to providing much-need power and transportation, the Japan-based automaker plans to:
- consolidate and increase its manufacturing and R&D operations in the disaster area,
- launch programs to recruit and train new Toyota employees,
- contribute $3.8 million to the education of children who have suffered personal losses and whose lives have been seriously disrupted during the past few months, and
- provide $38,000 to support the arts in Tohuku.
About 40 of Toyota's Prius HEVs immediately will be fitted with emergency power units for the aid effort. What’s more, the automaker said that positive reviews for its Estima hybrid minivan – which comes with conventional electrical outlets that enable users to plug in and run household appliances for up to two days – are prompting the company to make the same stopgap power source available as an option for the Prius within a year.
Fears are mounting in Japan that Toyota and other major manufacturers may considering relocating abroad soon, with their local supply chains and production schedules left in shambles by the disaster. Toyota announced that – far from abandoning its home base – it would consolidate its operations among Tohoku group companies, and strengthen research and development in the region. The company said its goal is to make Tohoku Toyota's third production center in Japan – after its headquarters in central Japan and Kyushu, southwestern Japan
Toyota also said that it will set up a manufacturing training school in the northeast, hoping to send home the message that it remains committed to making cars in Tohoku and Japan, overall, despite mounting obstacles. Recruiting for the new technical school for high school graduates and employees of Toyota affiliates in the northeast will start in July 2012, and the first class for 10 to 30 students will begin in April 2013.
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Cheryl Kaften is an accomplished communicator who has written for consumer and corporate audiences. She has worked extensively for MasterCard (News - Alert) Worldwide, Philip Morris USA (Altria), and KPMG, and has consulted for Estee Lauder and the Philadelphia Inquirer Newspapers. To read more of her articles, please visit her columnist page.Edited by
Jennifer Russell
