President Sato

From today, you are all a part of Toyota. I hope that you will tackle the work before you with conviction. 

With our own hands, we create things that do not yet exist in the world. Through the power of technology and monozukuri, we make the seemingly impossible possible. 

Making cars is very rewarding work. At the same time, it involves many hardships and difficulties. 

To reach the point where it becomes fun requires sustained effort.  

One of Sakichi Toyoda’s cherished phrases was hyaku-setsu futo.

For every success, there may be 99 failures. Believe in yourself and continue to take on the challenge. 

These words helped to sustain me. 

Study hard, take on challenges, and when you fail, work harder and try again. Carmaking is about repeating this process. When your toil and effort create something, and when someone thanks you for the help it has given them—these are moments of priceless joy. 

I believe the first step is to put your best into every job you undertake. 

When I was just starting out, my first design assignment was a small steering component for the Corolla, known as a tilt lever.

I visited a dealership after the car was launched and still remember the joy of seeing and touching the part I had designed―now part of a real car.

Toyota is home to many rewarding jobs through which you can bring happiness to others. We have many workplaces where you are encouraged to take on challenges without fear of failure. First, start by learning the fundamentals of your role and growing in your own way, by studying hard, honing your skills and expertise, and observing the world to refine your sensibilities. 

As you begin your job, you will encounter obstacles and face challenges. One thing that will sustain you through such times is a love of cars. 

If we are doing something we love, or which brings happiness to others, we can keep going regardless of the difficulties. We get immersed in our work, and the time flies. 

In order to bring our customers happiness through cars, and to create cars they will cherish, I believe we ourselves must first approach cars from a place of love. 

This love of cars can take many different forms. I want you each to explore and engage with cars to discover the diverse values and fun they can offer. 

In the lead-up to today, many shared what you hope to accomplish at Toyota. These responses included the following:  

“To make fun cars.” “To find more ways for cars to benefit the world.” “To create a society that offers mobility for all.”

These are all aspirations that you hold right now. I could sense the passion that each of you has brought to Toyota.

I believe that such individual passion is the driving force for making ever-better cars, and for changing the future of cars.

Hold on to those feelings and find lots of colleagues with whom you can share your passions. I am sure they will sustain you through hard times.

Let us work to inspire each other, roll up our sleeves in the genba, and pour our passions into making cars. 

Once again, welcome to Toyota! Together, let’s change the future of cars!