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TOYOTA MOTOR EUROPE
Facing Challenges TogetherDimitris Agrafiotis, Public Relations Officer, Toyota Hellas
Athens – 26 November 2005
TOYOTA MOTOR EUROPE
date 20/04/23 - page 2
Outline
1) Toyota in Europe
2) Sustainability challenges as car manufacturer
3) Toyota in Europe
4) Sustainability challenges as car manufacturer
TOYOTA MOTOR EUROPE
date 20/04/23 - page 3
Toyota in Europe - Manufacturing
1992 UK: Corolla, Avensis, engines
1998 Belgium: European manufacturing HO
2001 France: Yaris
2002 Poland: Transmissions
2002 Turkey: Corolla
2005 Poland: Engines
Czech Republic: Small cars
Investment: 4,841m €; +14,429 employees
TOYOTA MOTOR EUROPE
date 20/04/23 - page 4
Toyota in Europe - Marketing & Sales
• Investment 962 M €
• 3,870 employees
• 2,988 outlets
• 52,000 employees at dealers
• 916,000 vehicles
• 50% from European production
3
+ 10%
5% - 10%
2% - 5%
- 2%
TOYOTA MOTOR EUROPE
date 20/04/23 - page 5
Sustainability Challenges
Ambient air quality, Emissions
Demand, Mix
Congestion, Equal Access
Accidents, Security
Employees, Customers and Communities
Environment
Mobility
Energy
Safety
Quality of life
TOYOTA MOTOR EUROPE
date 20/04/23 - page 6
CSR - Corporate Social Responsibility
EXTERNAL
Environmental & social challenges
NGO/government demand
Lack of trust
INTERNAL
Innovation
Global competition
Risk assessment
Corporate value
creation
+
Sustainable
development
PERFORMANCE
TOYOTA MOTOR EUROPE
date 20/04/23 - page 7
Corporate Culture
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nc
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en
bu
tsu
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ect
team
wo
rk
kaiz
en
chal
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ge
TOYOTA MOTOR EUROPE
date 20/04/23 - page 8
Tackling the Challenge
Hybrid Synergy Drive
Towards Zero Emissions
Active Safety
Safe cars
PRODUCT STRATEGY
ISO14001Recycling
Green, clean & lean
Safety firstcampaigns
Health & safety
MANUFACTURING STRATEGY
Global Vision 2010
Toyota Way
Toyota Earth Charter
Environmental Policy
Guiding Principles
ENGAGING WITH STAKEHOLDERS
SOCIAL CONTRIBUTIONS
TOYOTA MOTOR EUROPE
date 20/04/23 - page 9
Engaging with Stakeholders
TOYOTA MOTOR EUROPE
date 20/04/23 - page 10
Social Contributions
Source: Porter & Kramer, Harvard Business Review, Dec 2002
TOYOTA MOTOR EUROPE
date 20/04/23 - page 11
Strategic Philantropy
1. Corporate topics
• Road safety
• Environment
• Technical and engineering
education
2. Use of our core competencies
• Engineering
• Marketing
• Affiliate network
Source: Porter & Kramer, Harvard Business Review, Dec 2002
TOYOTA MOTOR EUROPE
date 20/04/23 - page 12
Toyota Fund for Europe
Toyota Motor Europe
Social contributions activitiesSocial contributions activities
““Toyota Fund for Europe”Toyota Fund for Europe”
26 National Marketing & Sales Companies (NMSC)
7 European Manufacturing Companies (EMC)
TOYOTA MOTOR EUROPE
date 20/04/23 - page 13
Toyota Fund for Europe (TFfE): Principles
To strengthen Toyota corporate citizenship by promoting social contributions in Europe that meet the expectations:
(1) Focus on key problems close to our business
- Environment
- Road safety
- Technical and engineering education (FY06 onwards)
(2) Enhance partnerships with NGOs
Through support/guidance to affiliated companies
90%
TOYOTA MOTOR EUROPE
date 20/04/23 - page 14
Toyota Fund for Europe: Project Selection Criteria
1. Related to environment, road safety, technical and engineering education
2. Active involvement affiliates
3. Practical improvements & hands on experience
4. Teamwork (multistakeholder)
5. Pan-European and national level activity
6. Visibility
Strategic alignment & accountability
TOYOTA MOTOR EUROPE
date 20/04/23 - page 15
Green Pack
• Focus on Teachers
• Pupils 11-16 years
• Various materials
• Relevance to curricula
• Interactive (games, discussions,
brainstorming)
2001 2002 2002 2003 2003 2004 2005
TOYOTA MOTOR EUROPE
date 20/04/23 - page 16
A Partnership
• National: Ministries of environment and education
• Professional organisations: Teacher training centres, NGOs,
environmental institutes, schools
• Expert: Trainers, teachers, artists, editors, designers
• Business: Toyota
TOYOTA MOTOR EUROPE
date 20/04/23 - page 17
Schools for Sustainable Development Community Action Programme• Partnership to
- promote ESD and local community environmental actions
- Help people to improve their neighbourhood
• Project & scope:
- Giving grants to local schools near Toyota operations +
technical and organisational supports
• Toyota Motor Europe involves actively its affiliates in these
countries and partners
TOYOTA MOTOR EUROPE
date 20/04/23 - page 18
Eco-Schools • International programme for ESD
• 13,000 schools in 31 countries
• Mutli-level partnership with UNEP, NGOs, local
authorities, active involvement of Toyota affiliates
Eco-Schools: overview
School environmental education, management and certification programme
ECOCommittee
Environmental
review
Action Plan
Monitoring &
evaluation
Linking to curriculum
Involving school &
community
Eco-code
TOYOTA MOTOR EUROPE
date 20/04/23 - page 19
Ecological Automotion (1/2)
• 59 groups of third grade high-school students from all over
Greece (324 students)
• 27 municipalities
• 13 Local Unions of Municipalities and Communities
• More than 2000 people attended the presentations of the
students
TOYOTA MOTOR EUROPE
date 20/04/23 - page 20
Ecological Automotion (2/2)
• 17 theatrical performances
• 12 song compositions
• 25 video productions
• 5 dance performances
• 1 puppet show
• 35 mock-ups
• 22 paintings
• 680 pictures
• 65.000 hours that students
spent during the
implementation of the program
TOYOTA MOTOR EUROPE
date 20/04/23 - page 21
MedSOS
• Development and dissemination of a comprehensive water-
conservation water package in Southern Europe
• Education of over 1,000 students
• Engagement of children into in-school water saving activities
• Training of primary school teachers
TOYOTA MOTOR EUROPE
date 20/04/23 - page 22
Further Development
Business
Civil society
Public authorities Explore creative solutions
for complex social problems