Becoming True Craftspeople--What's Next for Toyota's WorldSkills Gold Medalists?

In the second half of our discussion, Toyota's WorldSkills gold medalists shared how they like to recharge, as well as their goals for the future. We also checked in with one of the instructors who led them to success.

Toyota's WorldSkills Gold Medalists Share the Highs and Lows of Competition

Toyota Times sat down with eight Toyota employees who won gold medals at the WorldSkills and National Skills competitions held in 2024.

What It Takes to Win on the World Stage--Hideki Matsuyama

Golfer Hideki Matsuyama has been competing on the world stage as a Toyota athlete for more than a decade. He sat down with Toyota Times Sports for our first-ever interview, sharing his path to success.

Why Toyota Runs a Car-Hacking Event

Toyota organizes a car-hacking event that captivates participating students. We uncovered the important purpose behind the event.

After Rally Japan, Akio Sends Hyundai His Wholehearted Congratulations

At Rally Japan, which ran from November 21 to 24, Toyota and Hyundai battled it out to the very end. The next day, a special ad appeared in Japanese newspapers.

NTT & Toyota Aim for Zero Traffic Accidents with Mobility AI & Communications

NTT and Toyota have taken a new step toward realizing a "society with zero traffic accidents" by working together to build a Mobility AI Platform.

Vectrix Japan--Finding Success in a New EV Category Through Outstanding After-Sales Support

The Partners in Future Mobility series profiles innovative startups that participated in the Japan Mobility Show 2023. For the fifth article, we showcase Vectrix Japan, which is developing a new form of mobility that is neither motorbike nor car.

AeroSense--Creating an Airborne Industrial Revolution with Hard-working Drones

Partners in Future Mobility profiles innovative startups that participated in the Japan Mobility Show 2023. Our fourth article showcases AeroSense, a company that is developing industrial drones.

A Peek Inside the Testing Grounds--Where to Next for the e-Palette? (Part 2)

The e-Palette is a symbol of Toyota's transformation into a mobility company. Ahead of a public rollout, what is happening at Toyota Motor Kyushu's Miyata Plant?

Chief Developer Explains: Where to Next for the e-Palette? (Part 1)

The e-Palette is a symbol of Toyota's transformation into a mobility company. We asked its chief developer about the latest efforts toward a public rollout.

LOOVIC--Allowing Your Voice to Help Loved Ones on Their Travels

Partners in Future Mobility profiles innovative startups that participated in the Japan Mobility Show 2023. Our third article showcases LOOVIC, a service that supports mobility with personally recorded route guidance.

Total Brain Care--Supporting Mobility with Powerful Brain Visualization

"Partners in Future Mobility" profiles innovative startups that participated in the Japan Mobility Show 2023. This time, we caught up with Total Brain Care, creators of cognitive function testing and training tool Powerful Brain Trainer CogEvo.

"The Summit Is in Sight." Fourth Year of Putting the Hydrogen Engine to the Test - Interview with Automotive Analyst Shinya Yamamoto

The hydrogen engine Corolla entered the 24 Hours Race for the fourth year. So, of course, we will once again interview Shinya Yamamoto. How does this year's race look to this automotive analyst?

NearMe--Creating Sustainable Communities Through Taxi Sharing

Partners in Future Mobility profiles innovative startups that took part in the Japan Mobility Show 2023. We begin with NearMe, which claimed top honors at the event's Pitch Contest.

Changing the World in Their Spare Time--Toyota's After-Hours Innovators

If it's not the boss's orders or an unfinished job, what brings these Toyota employees together after the workday ends?

Hydrogen Engine Buggy Places 4th in Class at Dakar 2024! Behind the Scenes (Part 2)

The HySE technical research association, comprising four Japanese motorcycle manufacturers, Kawasaki Heavy Industries, and Toyota, entered a hydrogen-powered vehicle in Dakar 2024. Part 2 ventures into the development genba and behind the scenes at the rally.

Hydrogen Engine Buggy Places 4th in Class at Dakar 2024! What is the future that HySE seeks to create? (Part 1)

The HySE technical research association, comprising four Japanese motorcycle manufacturers, Kawasaki Heavy Industries, and Toyota, entered a hydrogen-powered vehicle in Dakar 2024. What significance did it hold?

Is Trash Really Worthless? What Happens to the Bits that Don't Become Cars

Reduce, reuse, recycle. Under those watchwords, materials that slip through the cracks can still get a new lease on life--even when they look a little odd!

More Than Just Driving! Another Key Genba in Making Ever-Better Cars

"Test drive events are serious business," declares automotive analyst Shinya Yamamoto, "a chance to go head-to-head with the engineers." Reporter Kyonosuke Morita was on location to watch the battle unfold.

Toyota Publishes Integrated Report

Connecting individual news points picked up by Toyota Times, the latest report tells the story of Toyota's corporate activities today.

Weaving "Inheritance and Evolution" from Light and Sound at UK's Platt Brothers

In December 2023, Toyota UK released a video that uses light and sound to weave Toyota's history. Here, we look at how the film was created.

Electricity from Garbage? Incineration without Carbon? Toyota Chemical Engineering is Working on a Decarbonized Future

From "black mass" recycling to methane fermentation, we look at Toyota Chemical Engineering's surprising projects for carbon neutrality. How do the mysterious black substances in the bottles above play a role? Read on to find out.

Toyota's First Overseas Plant Bids Farewell but Leaves a Timeless Legacy

"Have you ever considered why we are manufacturing in South America?" This was the question Akio Toyoda, then-President of Toyota, posed to the Toyota Latin America Chief Executive Officer, who had come to discuss the plant's closure.

Rally Drivers Giving Back and Boosting Community Safety

Pro rally drivers are offering lectures on safe driving to local senior drivers. We went on-site to explore the ideals behind this project.

Amid Rumors of a Revival, What Kind of Car Was the Celica?

The Toyota Celica is coming back?! That's the rumor going around--one that can be traced to Akio's comments on Toyota Times.

Hydrogen President Reflects on His Career in Shinya Yamamoto Interview

Automotive analyst Shinya Yamamoto has been going one-on-one with this year's trio of newly appointed presidents. In this final interview, Hydrogen Factory President Mitsumasa Yamagata delves into his life as a "Toyota man."

BEV President Reflects on His Career in Shinya Yamamoto Interview

Automotive analyst Shinya Yamamoto has been going one-on-one with this year's trio of newly appointed presidents. In this second interview, BEV Factory President Takero Kato delves into his life as a "Toyota man."

40 Questions for Akio Toyoda-- "I constantly fear that Toyota will go back to being an ordinary company"

Akio Toyoda talks about his concerns and conduct during 14 years as president, along with what comes next.

Toyota Presidents Reflect on Their Careers in Interviews with Shinya Yamamoto

Automotive analyst Shinya Yamamoto goes one-on-one with this year's trio of newly appointed presidents. In this first installment, President Koji Sato delves into his life as a "Toyota man."

An Incredible Future Awaits! What We Can Learn from Our Dream Cars

The Toyota Automobile Museum is home to some truly unique eco-friendly cars from days gone by, all results of groundbreaking research toward carbon neutrality.

A is for Innovation--Toyota's Secret Startup Society

This look at the A-1 Contest, Toyota's enigmatic breeding ground for innovation, reveals what exactly that A stands for!

Safety Education Genba Shares Commitment to Zero Traffic Casualties

Reaching zero traffic casualties will require not just better vehicle safety technologies, but also greater awareness among drivers and pedestrians. This is the focus of two Toyota initiatives.

The Engineers Dedicated to Keeping Every Driver Safe

Toyota Safety Sense is the company's cutting-edge package of active safety technologies. A close look at the engineering efforts and vision behind its birth and evolution.

Brazil's Unique Decarbonization Efforts Build on 50 Years of Technological Progress

Will the carbon-neutral age mean the end of engines? On the other side of the globe, Toyota Times found a completely different worldview that flies in the face of such fears.

The Key to Zero is Love--Shared Commitment to Traffic Safety Transcends Company Lines

The Tateshina Meeting returns after a four-year break, with the shared desire to eradicate accidents as strong as ever. Cross-company discussions sought to learn from the past, and to shape the future.

A Figure Skater's Special Relationship with a Carmaking Partner

Figure skater Shoma Uno has a special relationship with a certain Nagoya-based manufacturer.

Everyone Can Speak Openly - Hydrogen Engine 24-Hour Race Coverage - 3rd Annual Interview with Automotive Analyst Shinya Yamamoto

Hydrogen engines first appeared in endurance racing more than two years ago. Each season, Toyota Times speaks with Shinya Yamamoto, the automotive analyst who has kept a sleepless eye on the annual 24-hour challenge. Ahead of the race, what were his thoughts on this endeavor in its third year?

The Benefits of Not Focusing on the Figures--How Akio Toyoda Transformed Toyota's Profit Structure

A special feature looking back on Akio Toyoda's 14 years as Toyota's 11th president. Part two traces the changes reflected in the figures.

Morizo, Master Driver, President--How Akio Toyoda Transformed Toyota's Cars

In this special feature looking back on Akio Toyoda's 14 years as Toyota's 11th president, Part one traces the course of his reforms from a product perspective.

Better than the Real Thing! Experiencing Manufacturing through the Toyota Virtual Plant Tour

Toyota's new virtual plant tour website offers an experience of the company's manufacturing even better than the real thing. Where did the project members focus their energies?

What's Wrong with This Picture? It's Time We All Took Notice

What little-known habit causes trouble for around 90% of wheelchair users? Toyota Times shares some surprise findings.

Toyota's Carmaking Revolution Begins with the New Prius

The new KINTO Unlimited subscription service upends the notion that the latest cars must be expensive. Behind the service lies a change in Toyota's approach to carmaking.

Savoring Ever-Better Cars--A Video Guide to Appreciating Cars

In Toyota Times' first behind-the-wheel report, automotive analyst Shinya Yamamoto explains how to appreciate ever-better cars.

GR86 as the Front-runner on the Road to Production: Super Taikyu Series Final Round at Suzuka

To increase options for carbon neutrality and what form the next model should take, the GR86 is competing in the Super Taikyu Series. What was the ideal form seen in this season's competition?

Hydrogen-Powered Engines Head to the Next Stage: Super Taikyu Series Final Round at Suzuka

With the Super Taikyu Series, we are taking on the challenge of achieving carbon neutrality. This report summarizes the evolution of the hydrogen engine and the deepening of partnerships and teamwork during the second season of racing.

Morizo Can't Stop Leaking News at WRC Talk Event

Five drivers took the stage for a panel discussion during Toyota's grassroots rally event in its home city of Toyota in Aichi Prefecture. A feast for rally fans, the session held countless surprises.

A True Love for Cars and Rally - WRC Team Principal Jari-Matti Latvala

The TOYOTA GAZOO Racing World Rally Team claimed the WRC triple crown for the second year running. To find out more about the team's leader, Toyota Times caught up with Jari-Matti Latvala enjoying time off at home in Finland.

Akio's Surprise for a Dear Friend and Messages to U.S. Dealers

For the first time in three years, President Akio Toyoda attended Toyota's National Dealer Meeting in the U.S., bringing a great surprise for a special guest.

Akio Toyoda Guides Successors of a Qatari Family Business with Founding Philosophies

Members of the family that runs Toyota's dealerships in Qatar visited Japan. What advice did Akio have for these promising young business leaders?

Mechanics, Weather Forecasters, and Chefs: 80 Specialists Taking on the WRC

Toyota Times showcases rally's exciting and fun aspects ahead of November's Rally Japan. Here, Yuta Tomikawa shines the spotlight on specialists beyond the drivers in Toyota's World Rally team.

Revealing Vehicle Recycling Processes―Your Cars Live on in Different Forms

How do you recycle 99% of a car that contains around 30,000 parts? Here we offer a peek into the world that awaits vehicles once their driving days are over.

Car Lovers Ignite Passions to Reform Racing

Super Formula is the pinnacle of auto racing in Japan. Toyota Times reports from the frontlines, where reforms are being driven by an urgent sense that it may all be coming to an end.

"Our Allies in Achieving Carbon Neutrality": Automotive Analyst Shinya Yamamoto on Hydrogen Engines

Yamamoto last year described the hydrogen-powered engine as "a catalyst that unleashed our dreams." Since then, he has attended every race to see the technology's progress for himself. A year on, how does he see this challenge?

Taking Hydrogen Power to the Peak: Fuji 24 Hours Race Results

After a year since putting a hydrogen-powered engine on the racetrack, Toyota revealed that it has started research and development for commercialization. Here, we look at what lies ahead along the technology's long but rewarding journey.

Why Toyota Takes on 24-hour Endurance Races (Part 2)

Breaking down the history of Toyota's first Nürburgring 24-hour race, its lessons for today, and the resulting vision for the future.

Why Toyota Takes on 24-hour Endurance Races (Part 1)

For Toyota, endurance racing has outsized significance. Find out why, along with what makes Germany's Nürburgring such a special course.

Synthetic Fuels: A Promising Option for Decarbonizing Engines

More and more companies and motorsports organizers have invested in synthetic fuels as an alternative to fossil fuels. Here, Toyota Times breaks down key points on these promising fuels that are powering a carbon-neutral future.

Key Points of the 2022 Fuji 24H Endurance Race

Toyota Times breaks down four key points for watching the 2022 Super Taikyu Series Fuji 24-hour race.

Behind the Akio-Inspired GR86 Commercial Demonstrating the FR Magic

Astonishingly, the new GR86 commercial, airing since April, uses no computer graphics. Watch as four master operators perform in perfect sync!

New Fuels to Fire Up Competitive Spirits (Super Taikyu 2022 Opener)

The challenge of taking on Super Taikyu with a hydrogen-powered car was all about expanding carbon-neutral options. In Season II, these options and the circle of like-minded partners are growing faster than ever.

Toyota's AI Basketball Robot CUE5: Developers Continue to Forge Ahead to Give Back (Installment Four)

Starting as an informal approach to learn AI technology, Toyota's basketball robot CUE has inspired the world with accurate throws and now with dribbling performance. Its next shot is going to be even bigger, doing everything that a basketball player does.

"Children's Dreams" a Driving Force behind Robot Mascot Development: The Technology and People that Supported the Tokyo 2020 (Part 3)

Even in the face of technological hurdles, what drove Toyota's development team working on humanoid robots of the Tokyo 2020 mascot characters, Miraitowa and Someity, was a desire to bring smiles to children's faces.

HSR, the Omotenashi Robot: The Technology and People that Supported the Tokyo 2020 (Part 2)

Despite difficulties such as the postponement of the Games and the decision to allow no spectators, the HSR team continued to pursue a human-centered approach with the omotenashi robot. This article shares their key learnings from that experience.

To those who love Honda & Suzuka - A Message from Morizo

Toyota President Akio Toyoda appeared on the big screens at Suzuka Circuit on Fan Appreciation Day. Speaking as one of the fans, he shared an attachment stronger than most.

A Tearful Speech and Firm Resolve from Future Toyota Leaders: 2022 Toyota Technical Skills Academy Graduation Ceremony

2022 Graduates of the Toyota Technical Skills Academy display the strong sense of purpose they developed during their time at the Academy amid the COVID-19 pandemic. Learn about the unique experience which is sure to guide them as future Toyota leaders.

TRI Unveils Autonomous Drifting Capabilities To Advance Active Safety

The GR Supra drifts around obstacles with a rumbling squeal. Find out why TRI is researching autonomous drifting technology.

Two Refugee Students Come to Toyota as They Try to Build Bonds between Syria and Japan

Two Syrian students became interns at Toyota while studying for MBAs in Japan. What was their takeaway from the experience?

Morizo's Long-Awaited Conversation with Jari-Matti Latvala - 40 Minutes of Smiles

During their chat, the pair arrange a driving duel in Japan and Finland. A win for Latvala may come with a bonus prize!

Akio Toyoda on Quality: Communication and Priorities Are Key (Part 2)

The theme of the first part was communication and how to deal with failure, but then the discussion gradually shifted to quality itself.

Akio Toyoda on Quality: Communication and Priorities Are Key (Part 1)

President Akio Toyoda attended this year's 56th All-Toyota Total Quality Management (TQM) Competition for the first time in six years. This article looks at what inspired him to attend of his own accord.

Toyota's Field Support Robots with an "Athletes-First" Approach: The Technology and People that Supported the Tokyo 2020 Games (Part 1)

As a worldwide partner, Toyota supported Tokyo 2020 with not only vehicles but also a variety of robots. Toyota Times turns a spotlight on the autonomous field support robots (FSR) in the first part of the series featuring the tireless efforts behind the scenes of the Games.

Regaining Hope and Joy: A Mother and Daughter's Life Turning Point with Toyota's Rehabilitation Assist Robot

A smart, respected mother usually dressed in a suit and heels suddenly became unable to walk due to illness. A turning point for both mother and daughter was their encounter with a Toyota robot.

Doctors and Engineers Forming a Team: Untold Story of Toyota's Rehabilitation Assist Robot

Toyota's rehabilitation assist robot development started inauspiciously with an overly technology-focused failure. This article takes a look back on a development process that spans more than a decade.

Driving the Ultra-Tough "F-Course" in the Land Cruiser: Building Roads to Improve Cars (Part 2)

F-Course is a test course that recreates rough terrain from around the world. With his miraculous driving techniques, Land Cruiser Meister Takanobu Fukuoka shows how tough the roads are and how capable the Land Cruiser proves to be.

"Meister" on Making Ever-Better Land Cruisers: Building Roads to Improve Cars (Part 1)

At Toyota, there is a test driver who has played a key role for over 40 years in not just testing the vehicles but also building roads that ensure the Land Cruiser's "reliability," "durability" and "drivability on rough terrain".

"Carbon is our enemy: Let's Use Everything We've Got To Fight It"－Toyota's Chief Scientist on Carbon Neutrality

Dr. Gill Pratt, CEO of Toyota Research Institute, and Chief Scientist at Toyota, offers perspectives as a scientist on how people should understand carbon neutrality and how automakers should see the path moving forward.

Message of Gratitude from IPC to Toyota

With the end of the Paralympics, Toyota received a video from the International Paralympic Committee. The video contained words of gratitude for the support of para sports.

A Detailed Inside Report About the Changes Happening at JAMA

Toyota Times interviewed the key figure at Japan Automobile Manufacturers Association to learn about its recent organizational reform in depth and the member's thoughts behind the effort.

To Make Ever-Better Cars: Land Cruiser and GR Yaris Engineers Share What They Value in the Development (Part 2)

Two engineers in charge of totally different vehicles, the Land Cruiser and GR Yaris, talk about each development approach to find their shared value and recent changes at Toyota.

To Make Ever-Better Cars: Land Cruiser and GR Yaris Engineers Share What They Value in the Development (Part 1)

Two engineers in charge of totally different vehicles, the Land Cruiser and GR Yaris, talk about each development approach to find their shared value and recent changes at Toyota.

A Quick Look Back on the Corolla's 55-Year History with Over 50 Million Customers

With a history of more than 50 years, the Corolla has now hit the historic milestone of 50 million units sold worldwide. In celebration, Toyota Times looks back on the history and development of the Corolla in the form of a quiz.

A Quick Look Back on the Corolla's 55-Year History with Over 50 Million Customers

With a history of more than 50 years, the Corolla has now hit the historic milestone of 50 million units sold worldwide. In celebration, Toyota Times looks back on the history and development of the Corolla in the form of a quiz.

"Surpassing the Predecessor": How the New Land Cruiser Got its Drive (Part 2)

The test drivers and chief engineer of the new Land Cruiser talk about their development challenges to evolve the Land Cruiser 300 Series while ensuring its unwavering concept of "go anywhere & everywhere and come back alive & safe".

"Surpassing the Predecessor": How the New Land Cruiser Got its Drive (Part 1)

Through a test drive in a full-fledged off-road driving course, the test driver and chief engineer for the new Land Cruiser explain how the 300 Series has evolved to ensure its unwavering concept of "go anywhere & everywhere and come back alive & safe".

Land Cruiser's 70-Year History and Design Philosophy: Interview with Chief Engineers (Part 2)

The all-new Land Cruiser, the latest 300 Series made its debut in June 2021, as the year marks the model's 70th anniversary. Two engineers who lead the Land Cruiser development talk about what it has been true to in its long history, representing Toyota's three strengths in quality, durability, and reliability.

Land Cruiser's 70-Year History and Design Philosophy: Interview with Chief Engineers (Part 1)

The all-new Land Cruiser, the latest 300 Series made its debut in June 2021, as the year marks the model's 70th anniversary. Two engineers who lead the Land Cruiser development talk about what it has been true to in its long history, representing Toyota's three strengths in quality, durability, and reliability.

Akio Toyoda Visits the e-Palette Operation Support Team on the Opening Ceremony Day

Akio Toyoda visited the e-Palette operation supporting genba on the day of the Tokyo 2020 Games' opening ceremony. He gave unique but important advice to its members, who had been nervous and believing that there was zero tolerance for mistakes.

Promoting a Triple "Friendly" Kaizen Approach at an Engine Plant: For People, Costs and the Environment

At Toyota's engine plant that is taking on challenges toward carbon neutrality, driving their effort is the concept of kaizen that has long made Toyota, Toyota.

To Global Toyota Athletes Competing in Tokyo: Message from Akio Toyoda

With the world standing moments away from the Olympic Games Tokyo 2020, Akio Toyoda delivered a video message to all Global Team Toyota athletes around the world who are finally heading to make their dreams come true in Tokyo 2020.

Driving the Mirai and the Future: A Talk between Automotive Journalist Goro Okazaki and Fashion Designer Yosuke Aizawa

Automotive journalist Goro Okazaki personally bought a second-generation Mirai in late 2020. As a journalist and an owner, he talks about the car with fashion designer Yosuke Aizawa, who is also a car enthusiast.

Hydrogen-Powered Engine: "A Catalyst that Unleashed Our Dreams" - Interview with Automotive Analyst Shinya Yamamoto

Automotive analyst Shinya Yamamoto, who was visiting the venue to cover the race, graciously agreed to an impromptu interview with Toyota Times.

Hydrogen Powered Not Only a Racing Car during the 24-Hour Endurance Race

Behind the hydrogen-powered car's world-first completion of a 24-hour race, another hydrogen initiative was underway.

An Explainer on Hydrogen's Viability as A Future Energy Source

This article provides basic information on hydrogen, the key energy source in achieving carbon neutrality, in the form of responding to various questions.

Drivers' Thoughts on the Hydrogen-Powered Engine in a Hard-Fought Race

What does the hydrogen-powered engine really feel like? Morita interviewed the race drivers to find out.

New Section Launched to Convey Toyota's Passion for Sports

A new section has been added to Toyota Times, sharing Toyota's passion for sports and introducing its athletes who try hard to push beyond their limits.

Creating a Zero-Emissions Workplace: Oguchi Parts Center No. 2

As part of its commitment to achieving carbon-neutrality, Toyota has recently opened a new CO2-free parts logistics center in Japan. How can it achieve zero emissions? Toyota Times visited the center to learn about their efforts.

Why did Toyota Race with a Hydrogen-Powered Engine? A Close Look at the 24 Hours of Intense Development

Toyota tackled an endurance race with a hydrogen-powered engine. Why throw this fledgling technology into such a demanding race? Morita took a close look to find out.

"Are You Committed?": Supplier Asks, and Toyota Proves Its Seriousness in Jointly Implementing TPS

As part of the company-wide TPS training program that started in 2020, Toyota's R&D group, Vehicle Development Center has conducted various kaizen activities on "meter development" together with its partner DENSO. How did they solve issues and what is their progress?

How Toyota Now Promotes TPS Beyond Manufacturing

Toyota has initiated projects to apply its core strength of the Toyota Production System (TPS) more beyond manufacturing areas. This article highlights how TPS leadership views the progress at Toyota's workplaces after the company-wide training program for office staff began last year.

How One School's Way of Nurturing its Students Amazed a Top Toyota HR Executive

Established in 2015 after the Great East Japan Earthquake, Futaba Future School in Fukushima provides students many unique and advanced programs based on its mission to nurture talents who can pioneer the future. Masanori Kuwata, Toyota's chief HR executive, visited the school to study its initiatives.

ROOKIE Racing's Journey: What You Need to Know Before the 24H Endurance Race Challenge (extra edition)

As Toyota has taken on the unprecedented challenge to compete in a hydrogen-engine-powered race car, a video showing the challenges of ROOKIE Racing in the previous races is released by Toyota Times, describing the significant role it is playing in Toyota's car-making.

Akio's Message to All "24H Team" Members: What You Need to Know Before the 24H Endurance Race Challenge (4)

This series focuses on Toyota's first 24-hour endurance race using a hydrogen-powered engine. This fourth part shares Akio's message to all members involved in the 24-hour challenge, who share the determination to help achieve carbon neutrality.

Hydrogen Filling Holds the Key: What You Need to Know Before the 24H Endurance Race Challenge (3)

This series focuses on Toyota's challenge to compete in a 24-hour endurance race using a hydrogen-powered engine. This third part spotlights Toyota's efforts from scratch for refueling, or "filling", a vehicle using hydrogen.

Drivers' Impressions of the Hydrogen-powered Engine: What You Need to Know Before the 24H Endurance Race Challenge (2)

This series tracks the Toyota team as it prepares to take on a 24-hour race in a car powered by a hydrogen engine car. In this second part, the drivers talk about the car's performance and how it appeals to all senses.

How a Hydrogen-Powered Engine Differs from a Gasoline-Powered One: What You Need to Know Before the 24H Endurance Race Challenge (1)

This series introduces various aspects of what a challenge of a hydrogen-powered engine is all about before the 24-hour race from May 21 to 23. The first features the hydrogen-engine vehicle's difference from a normal race car, and the three technologies that made the challenge possible.

Automotive Economist Ikeda Examines Toyota Results Based on Decade of Reform

Toyota closed its latest fiscal year with increased profit, even though the outlook announced in the beginning was viewed and reported as an "80 percent drop" in operating income. Automotive economic journalist Naoto Ikeda examines the results to understand what drove them.

Toyota Production System Makes Frozen Squid Fresher

This story shares an experience at a seafood processing company Toyota helped to improve productivity by applying the Toyota Production System (TPS). How does TPS make frozen squid fresher?

Rhythmic gymnasts Nanami Takenaka & Sayuri Sugimoto on being Toyota employees and members of the national team

Rhythmic gymnast and new Toyota recruit Nanami Takenaka sits down for a chat with Sayuri Sugimoto, a rhythmic gymnastics national team captain and her senior colleague at Toyota.

A Small Store in Iwate Provides a Lesson for Toyota on How to be "Best-in-town"

Toyota's Chief Software Officer Keiji Yamamoto visited a small town in Iwate Prefecture to see dealer-led initiatives to address issues of a depopulated area with elderly residents. The visit made clear that many things cannot be solved overnight, but Yamamoto learned of some hints at the genba.

[Yaris named Europe's Car of the Year] Jury president explains what pushed their choice

How did the Yaris come to win the Car of the Year 2021 in Europe? To find out what caught the eye of judges, Toyota Times spoke with the president of this year's jury, Frank Janssen.

[Yaris named Europe's Car of the Year] How Those in Europe View the Win

How has Europe reacted to the Yaris winning Car of the Year? To examine the response, Morita interviewed three people involved in Toyota's local business, production, and sales.

"It was the right thing to do": Toyota Australia's Honest Decision to Return Job-keeping Subsidy

Earlier this year, Toyota Australia earned nationwide praise and attention for deciding to return a job-keeping government subsidy aimed at helping struggling employers during the ongoing COVID-19 pandemic. Toyota Times examines what action and thoughts were behind this honest decision.

"Prioritize action over waiting and watching": Akio's Message to New Toyota Members

With the entrance ceremony held remotely on April 1, Akio was determined to deliver a deliberate message to each individual.

Toyota's Chief Technology Officer Senses the Potential for Renewable Energy in Tohoku

Masahiko Maeda, Toyota's Chief Technology Officer, visited a Fukushima-based research facility that works on cutting-edge renewable energy technologies. What were the findings and how will they be connected to Toyota's R&D in helping to achieve carbon neutrality?

"Practical and Sustainable": Key in Toyota's Decarbonization Path

Chief Digital Officer James Kuffner shared his thoughts, at an internal meeting, on the challenge to achieve carbon neutrality. What does he mean when he says "practicality and sustainability is the key"?

[Yaris named Europe's Car of the Year] The Yaris' origins in Tohoku manufacturing

The new Yaris has earned Europe's highest accolade, the Car of the Year 2021 in Europe. Behind this success lies Akio's' commitment to post-disaster recovery, and the power of Tohoku manufacturing.

Building a human-centered city: interview with Woven City leaders

Toyota Times reporter Morita interviews two key figures behind the Woven City project, James Kuffner and Daisuke Toyoda. Learn of their passion and commitment toward Woven City.

[Yaris named Europe's Car of the Year] Chief Engineer shares thoughts on the achievement

How did the Yaris win Car of the Year 2021 in Europe? Toyota Times spoke with Chief Engineer Yasunori Suezawa, who led the development of the Yaris, to find out.

Morita inspects the working progress of Woven City

Morita's assignment was to investigate its future. In Nihonbashi, he visited Woven Planet Holdings, the company that's leading the Woven City project.

10 Years On: Future Plan for Namie in Post-disaster Fukushima (Part 2)

On March 5, Akio Toyoda visited Fukushima, a prefecture severely damaged by the nuclear power plant accident 10 years ago. Toyota Times reports how it now explores a future of a hydrogen-based society.

What Akio Asked the Future Toyota Leaders to Value (Part 2: Toyota Technical Skills Academy Graduation Ceremony)

Akio went up on the stage to talk with the academy graduates after the graduation ceremony. What was the message that Akio tried to convey to the students who will lead the future generation?

To Future Genba Leaders with Strength and Kindness (Part 1: Toyota Technical Skills Academy Graduation Ceremony)

Academy graduates experienced a very different school life from what they had initially envisioned, due to COVID-19. How did the students respond and what did they learn?

"Fulfilling a Central Role in Society": JAMA Chairman On Tohoku Recovery and Carbon Neutrality

As Japan marked the 10th anniversary of the Great East Japan Earthquake, Akio delivered a message at the industry association's press conference. Toyota Times examines his remarks in its entirety.

10 Years Since Deciding to Plant Roots in Post-earthquake Tohoku (Part 1)

A week before the 10th anniversary of the Great East Japan Earthquake , Akio paid a visit to the Tohoku region. New Toyota Times reporter Kyonosuke Morita, who was given the chance of close coverage, describes Akio's actions and words there.

Surviving a Crash in a Toyota: A Paramedic's Selfless Act to Save Others

Toyota Times looks into an incident of a paramedic who selflessly put others' lives first after surviving a near-death accident in Texas, U.S.

Untold Story of One-Year Delayed Yaris Launch

It is not widely known that the new Yaris was launched in 2020, one year after its originally scheduled launch in 2019, to gain one extra year for further development. Why? Toyota Times investigates the reason behind this decision.

Toyota sells foot-operated hand sanitizer dispenser stands?

Toyota makes and sells a foot-operated hand sanitizer dispenser stand? Toyota Times was on the trail to find out why.

Commentary by AUTOCAR: "Akio Toyoda is the Enzo Ferrari of our time"

Toyota Times provides commentary from AUTOCAR on Akio Toyoda, comparing him with the Enzo Ferrari.

ROOKIE Racing GR Supra Drivers' Roundtable

In celebrating three consecutive wins of the GR Supra, the ROOKIE Racing team sits down to reflect on each race and discusses Morizo's skills as a racer.

Toyota becomes stronger - the hidden power of kaizen [2Q FY2021 Earnings]

Automotive and business journalist, Naoto Ikeda, takes a closer look at Toyota's 1H/2Q Financial Results and shares thoughts about the significance along with Toyota's future forecast, especially during the current global crisis.

Up Close and Personal: Akio's Relaxation Time

What does Akio think about when he has the rare chance to take a break and relax? Toyota Times sends a camera to get up close and personal.

Toyota's 50-year prayer toward the elimination of traffic accidents

Shoko-ji Temple in Japan is a place where carmakers, suppliers, and other traffic-related groups gather annually to pray for traffic safety and victims. Akio Toyoda shares thoughts about why this is a tradition that he hopes to preserve.

GR Yaris Crash Unites ROOKIE Racing Team

Following a win at its debut race, the GR Yaris and ROOKIE Racing team ran into trouble after a crash during a practice run resulting in damage to the vehicle. This story is about how the team came together to recover.

Close coverage! Behind the Scenes with Akio Toyoda at a 24 Hour Endurance Race

Cameras from Toyota Times follow Morizo as he joins the opening race of the Pirelli Super Endurance Series 2020. Includes behind the scenes exclusive footage!

Tackling challenges is in the "DNA of Toyota people"

Why develop the lunar rover? What does it have to do with Toyota? Toyota Times seeks more input, this time from Toyota's perspective.

Technical Academy Co-Founded by Toyota and Jinbei Marks 30 Years of "Making People"

An academy co-founded by Toyota and Shenyang Jinbei Automotive marks its 30th anniversary. Akio presents a personal message to remind of the "founding spirit" that shows Toyota's long-standing commitment to put people at the core of monozukuri.

"Toyota should be involved in space" The catalyst to joint collaboration was passion from team members

The story of how the determination for Toyota to embark on projects for outer space development was born from the passion of two team members, one from Toyota, the other from JAXA.

TOYOTA and MAZDA exchange pleasantries over race invitation

Due to scheduling conflict, Akio, as "Morizo," declines an invitation to attend a Mazda-backed racing event in a letter penned by Akio to Mazda's president, Akira Marumoto. President Marumoto provides an encouraging reply.

Why Toyota is targeting space: An interview with Executive Mr. Terashi & Astranout Dr. Wakata

Toyota Times speaks with Toyota's Shigeki Terashi and JAXA's Dr. Wakata Koichi to learn about the joint research on "LUNAR CRUISER" project, including background of how it came together and what they hope to achieve.

Up close and personal with Toyota's LUNAR CRUISER (Part 2)

Toyota Times, having already discovered the intent behind developing the lunar rover at Tsukuba Space Center, now heads to the "Toyota Tokyo Design Laboratory" in Hachioji, Tokyo to find out about the current development status of the lunar rover.

Up close and personal with Toyota's LUNAR CRUISER (Part 1)

"Team Japan," a group of companies in Japan with JAXA and Toyota at the core, is working on a vehicle for a crewed mission to the Moon. Toyota Times, launches his own mission to visit JAXA and learn more about the out-of-this-world vehicle.

Akio Toyoda's View on Toyota Production System

In a new workshop centering on TPS to help create "TPS Leaders" across the company, Akio seeks to narrow the gap of understanding on its two pillars - Jidoka and Just-in-Time - by sharing his interpretation of them.

Leadership & Succession: Akio Toyoda Newspaper Interview Part 2

Akio sets his sights on the future, shares his thoughts on management philosophy, and details his image of an ideal successor for the first time in Part 2 of the Newspaper Interview series.

Deep Thoughts During COVID-19 Crisis: Akio Toyoda Newspaper Interview Part 1

President Akio Toyoda was recently interviewed by the Chunichi Shimbun, resulting in an article that was published in the morning edition of the newspaper on July 7. Toyota Times will be bringing you additional content (and fresh content in English!) from behind-the-scenes over a two-part series.

Morizo's Musings | "Ganbarubai!" Keep pushing forward together as one

Seeing the efforts of Toyota team members across Japan for disaster-stricken areas, Morizo expresses appreciation and shares an example of what it means to "work for someone other than yourself".

New Vehicle Reveal in North America During 'Stay-at-Home Order' (Online Launch of 'New Sienna' and 'New Venza')

During "stay-at-home" order, Toyota sets example of "new normal" for new product launches. Learn more about how the North American team pulled it off.

President Akio Toyoda Meets Nobel Prize Winner Akira Yoshino: Conceptualizing the future (Part Two)

Dr. Yoshino and Akio discuss the challenges of batteries as they apply to BEVs, while seeing how CASE, MaaS, and how technologies can converge in a single moment to change everything.

President Akio Toyoda Meets Nobel Prize Winner Akira Yoshino: Conceptualizing the future (Part One)

A research scientist and a businessman. They may come from different positions, but they both share a common view of a more connected, electrified future.

"Kokoro Hakobu Project": Offering Constant Hope for 9 Years

The Toyota Group is conducting support activities for those who fight against COVID-19 under the same banner as it did following the Great East Japan Earthquake - the "Kokoro Hakobu Project". What does it hope to accomplish with this project?

Launching Toyota Times!

Welcome to Toyota Times, English edition. This owned-media channel will provide a unique view of Toyota from the inside.

Who is Morizo?

He races for the Gazoo Racing Team under the name "Morizo", but you might know him as Toyota Motor Corp. president, Akio Toyoda.

SUBARU × TOYOTA: Let's make ever-better cars together!

Subaru and Toyota: united in making ever-better cars

There is nothing we can't overcome!

As the impact of the COVID-19 grows, Akio Toyoda addresses Toyota team members and stakeholders around the world.

Morizo's Musings | Love for cars, love for one's own hometown

Congratulations Mazda! Morizo sends a message to Mazda on the 100th anniversary milestone of its founding,

New Year Message from President Toyoda - To those who have taken that step forward

Just one hour after of his CES 2020 press conference, Akio Toyoda gets on a plane to Japan to give his New Year's Address to employees.

NAHO MIYOSHI:"Thinking positively about my options." [Athlete Stories]

In the summer of 2019, we visited Naho Miyoshi (26 years old, Value Chain Business Development Div.) during a training session at the Aoi Gym in Nagoya City. The gym is the home base of Toyota Motor Corporation's women's basketball team―the Antelopes―of which she is a member. On the wall of the gym, lit by bright sunshine from outside, is a picture of the team mascot "Antenowa."In the first year of her working life, Naho was given the court name "Sun"in the hope that she would rise like a sun shining out over the team. Naho also hopes that she can live up to the name, and her cheerful and direct personality certainly shone through in the interview.

Akio Toyoda Visits Office Housing Inter-Company Unit Developing BEVs: Part 3

Akio makes a visit to a special unit called the "ZEV B&D Lab," which examines both BEV product development and business implications of ZEVs -- but not all members are from Toyota.

Akio Toyoda Visits Office Housing Inter-Company Unit Developing BEVs: Part 2

Akio makes a visit to a special unit called the "ZEV B&D Lab," which examines both BEV product development and business implications of ZEVs -- but not all members are from Toyota.

Akio Toyoda Visits Office Housing Inter-Company Unit Developing BEVs: Part 1

Akio makes a visit to a special unit called the "ZEV B&D Lab," which examines both BEV product development and business implications of ZEVs -- but not all members are from Toyota.

Renewing the "Starting Point of Making Ever-Better Cars"--an Account of a Test Drive of the Shimoyama Development Model (Yaris)

"The fundamental approach to making ever better cars is to make ever better compact cars." How the all-new Yaris is a touchstone to better cars.

Morizo Joins MAZDA-hosted "Media Roadster 4 Hours Endurance Race"

Akio Toyoda was invited to a Mazda-backed special race event where participants drive only Roadsters provided by Mazda. Toyota Times joins the action to see the President of Toyota as he drives the Roadster in the race.

SEITO YAMAMOTO:"After crawling back up from the bottom, I hope to grab on to something that will change my life." [Athlete Stories]

Attempts to jump higher and higher―especially after one has been down―deserve respect. So we decided to make our way over to Kanagawa Prefecture to meet pole vaulter and two-time Olympian Seito Yamamoto. Yamamoto was training hard among scores of university students at the Yokohama Kenshidai Campus of Nippon Sport Science University, where he is based.

MARCUS FERNALDI GIDEON:"It's Impossible Until I Do It" [Athlete Stories]

For as long as Marcus Fernaldi Gideon can remember, badminton has always been a huge part of his life. As a young child, he grew up watching his father, former national badminton legend and coach Kurniahu Gideon, train and compete internationally. At nine years old, Marcus began his career in badminton and by thirteen, had begun to compete professionally.

Morizo's Musings | Summer Training Camp

Morizo spends his time off in the summer at a special driving camp. This year? It was on a dirt course, using one Toyota vehicle and two other companies vehicles. Musing on the "taste" of vehicles, as well as of watermelon, Morizo enjoys his time away from the office.

JOSEPH SCHOOLING & TAKESHI KAWAMOTO:"You can learn from your rivals" [Athlete Stories]

Since returning to Singapore, Joseph Schooling has been training on a daily basis with other swimmers, including overseas swimmers. Today, one of those other swimmers is Takeshi Kawamoto, another Global Toyota Team Athlete (GTTA). Like Joseph, Takeshi is best known for the butterfly stroke.

TAKESHI KAWAMOTO:"Do your best, not just for yourself but for the joy of those who support you" [Athlete Stories]

There were already signals of the onset of a hot, tropical summer in Singapore. It was here at the mouth of the Singapore River, which twists its way through the urban landscape, where Singapore's most-iconic Merlion statue graces the waterfront, while the popular Marina Bay Sands resort is situated nearby, the combination of which created picture postcard views of this Asian city-state. While many people travel to Singapore for business or vacation, Takeshi Kawamoto ventured here to hone his "warrior"skills.

Akio Toyoda's embarks on journey for ice cream

JOSEPH SCHOOLING:"Conquering pinnacles and his own childhood hero" [Athlete Stories]

It was a cloudy and humid Wednesday, yet it was scorching 33 degrees Celsius temperature. The largest aquatic center in Singapore was quite lively at 4 pm, with more than half a dozen swimmers practicing in the pool, coaches busily providing instructions and recording the athletes'times. Waves and splashes in the pool were so tempting that even we wanted to jump in due to the humidity and heat. We were walking to the interview room when we first met him. It was the one and only Joseph Isaac Schooling. Wearing a light blue T-shirt, dark grey shorts and a friendly smile, he welcomed us warmly and let us know that he'd be with us shortly.

Morizo's Musings | "Shimoyama Test Course"

As the Shimoyama Test Course opens in Japan, Morizo explains why he was in a rush to build the "Third Circuit", or "Country Road", first, and how that ties to the process of "drive and fix".

Morizo's Musings | "Oyaji (Father)"

Within Toyota, an "oyaji" or "ofukuro" may refer to an actual parent, such as in Akio's case, or it may refer to a senior employee who becomes your mentor and guide.

"Find Your Own Donut" President Toyoda Gives Commencement Speech at Babson College Graduation Ceremony

From seniors to younger students. From a current CEO to future CEOs. Akio Toyoda speaks at his Alma Mater commencement in 2019.

SAYURI SUGIMOTO:"Smiling gets me over hardships." [Athlete Stories]

Last November, we visited the Japan Institute of Sports Sciences in Tokyo's Akabane area, where Sayuri Sugimoto, captain of the rhythmic gymnastics "Fairy Japan"national team, holds practices.

Never Lose Sight of What Makes Us Toyota - Unwavering Principles in an Era of Transformation

Even during this once-in-a-century period of transformation, Toyota sticks to its unwavering principles of things like the Toyota Production System.

Cars Will Become Like Horses - Why Toyota Produces Sports Cars

Toyota's Shigeki Tomoyama speaks with Toyota Times and shares thoughts about the importance of continuing to make sports cars and what the future of mobility looks like.

HIROKI YOKOYAMA:"You have to make skating fun." [Athlete Stories]

How many people know the difference between speed skating and short track speed skating (short track)?

Morizo's Musings | "Sakura (Cherry Blossoms) - Sign of a Fresh Start"

A sakura (cherry blossom) tree at the residence of Kiichiro Toyoda is in full bloom, so Morizo writes on the significance of the sakura and memories of this particular tree.

Morizo's Musings | "Our Founding Principles"

In the season signifying a new start, Morizo shares thoughts he had about Toyota's roots and founding principles.

Interview with Executive Vice President Terashi (5) : "Toyota Envisions a Future Without Emissions"

Toyota goes to the moon: What is Toyota's strategy for electrification? - Interview between Naoto Ikeda (Motor Journalist) and Shigeki Terashi (Part Five - Final)

Interview with Executive Vice President Terashi (4) "In 2050 it won't be about BEVs or FCEVs, but about Toyota"

Toyota goes to the moon: What is Toyota's strategy for electrification? - Interview between Naoto Ikeda (Motor Journalist) and Shigeki Terashi (Part Three)

Interview with Executive Vice President Terashi (3) Open-source Toyota and ALL-JAPAN

Toyota goes to the moon: What is Toyota's strategy for electrification? - Interview between Naoto Ikeda (Motor Journalist) and Shigeki Terashi (Part Three)

Interview with Executive Vice President Terashi (2) Toyota 2029: Optimizing Vehicle Electrification

Toyota goes to the moon: What is Toyota's strategy for electrification? - Interview between Naoto Ikeda (Motor Journalist) and Shigeki Terashi (Part Two)

Interview with Executive Vice President Terashi (1): Toyota Goes to the Moon

Toyota goes to the moon: Toyota's thoughts on "Driving on the Moon" - Interview between Naoto Ikeda (Motor Journalist) and Toyota's Shigeki Terashi (Part One)

JARRYD WALLACE:"Dream the Impossible!" [Athlete Stories]

Springtime 2006, Athens, Georgia: Jarryd Wallace, a standout runner and high school state champion with a promising future, was only 16. With looks like that of a Hollywood star and a pleasant personality, the budding teenager was an emerging heartthrob with a zeal for life and sports.

Morizo's Musings | "March 11"

Morizo looks back on the last eight years since the Great East Japan Earthquake and vows never to forget the tragedy.

HARUNA SAKAMOTO:"Each ball. Each game. The accumulation of it all. The joy of winning." [Athlete Stories]

Women's softball infielder Haruna Sakamoto, 31, works in Toyota Motor Corporation's Production Control Division.

Morizo's Musings | "February 24"

Morizo muses on the importance of February 24 and what led him to make it a special day, "Toyota Restart Day," across the company.

TOH WEI SOONG:"The true challenge is overcoming yourself and being true to what you can do." [Athlete Stories]

When Singaporean para swimmer Toh Wei Soong was just two years old, he was diagnosed with transverse myelitis, a chronic condition that restricts the use of his legs. There is no known cure for transverse myelitis. No longer able to run and play like he used to, Wei Soong ventured into the competitive world of swimming when he was 13. Since then, he has bagged an impressive tally of medals - including a bronze at the 2018 Commonwealth Games and two golds in the 2018 Asian Para Games.

Morizo's Musings | "A Message from Kiichiro"

Morizo, off to unveil the Supra in Detroit, explains why he wants to make a stop at the "Automotive Hall of Fame" while in the home of the automotive industry.

YUMA HATTORI:"I remembered all the things...that let me run with room to spare, both mentally and physically." [Athlete Stories]

It was September, and we were waiting in the lobby of the office building at the Toyota Tahara plant for a young man, Yuma Hattori, that we expected would be donning the familiar Toyota work uniform.

TAKESHI KABASAWA:"Things work better if you...take it easy and try to bring out your uniqueness." [Athlete Stories]

Baseball infielder No.9, Takeshi Kabasawa, 29, works in Toyota Motor Corporation's Miyoshi Plant/Myochi Plant Administration Division, and shares his thoughts about sports and life.

Morizo's Musings | "Another Kakizome"

Morizo risks trouble by revealing who really wrote the "Supra is back!" that appeared in ads for the all-new Supra.

Morizo's Musings | "Nürburgring, Supra, and Morizo"

Morizo prepares for the big reveal of the all-new Supra in Detroit by taking readers on memory lane with experiences at Nürburgring and how he contributed to making the final taste for the new model.

Morizo's Musings | "Ichiro-san"

"It's important how you deal with your failures. Don't point the finger at a third person for the reason of failure, but ask yourself what was lacking on your part. These were the first words which Ichiro told Akio when they first met in 2014.

Morizo's Musings | Toyota-ism?

Is it "Toyota-ism" or "Toyota Times"? A response from Morizo to feedback received based on an ad for Toyota Times on New Year's Day 2019.

Morizo's Musings | Something to Look Forward to in the New Year...

Every year, there is something to look forward to. Dakar Rally. The start of the race in the distant land of Peru.

Morizo's Musings | Tokowaka

Morizo writes traditional New Year calligraphy "Kakizome", but has to write it earlier than usual due to his busy schedule. The word he chose for 2019 is "Tokowaka".

Morizo's Musings | Toyota Times Has Launched!

Happy New Year 2019! To better show the inner workings of Toyota, we've started Toyota Times.

KEITA SATO:"I want to continue sport and grow, and change society" [Athlete Stories]

It's 7:45 on a September morning. A blue Prius pulls into the parking lot at Toyota Motor Corp. headquarters in Toyota City. Sitting in the driver's seat is 27-year-old Para athlete, Keita Sato, who also by day works in Toyota's Production Control Division.

SHOMA UNO:"Until I decide I've reached the limit, there isn't one" [Athlete Stories]

Shoma Uno (age 20, Toyota Sports & Corporate Citizenship Dept.) is a top-level athlete competing in men's figure skating. As a silver medalist of the Olympic Winter Games PyeongChang 2018, his new season is off to a good start.

TYRONE PILLAY: "You have to start somewhere, so start with a belief in yourself." [Athlete Stories]

Tyrone Pillay is a 13-year Toyota employee at Toyota South Africa Motors. He is also an avid cricket fan, children's mentor, Para athlete, and Bronze medal Paralympian from the Rio de Janeiro 2016 Paralympic Games in Shot-Put. The following is based on a conversation we had with him in September 2018.

TAKEMI NISHIBORI:"We can't get any taller, but we can sharpen our skills" [Athlete Stories]

Takemi Nishibori, age 37, works by day in the Kinuura Plant Quality Control Division at Toyota Motor Corporation. This is her story.