As a major vehicle manufacturer, Toyota recognises its responsibility for road safety and is working to reduce traffic accidents, deaths and injuries in all the regions in which the company operates. Toyota has a holistic approach to safety demanding close cooperation with all stakeholders. The company believes that its responsibility should be limited not to the development of safe vehicles alone but be expressed by active support for initiatives designed to improve the traffic safety environment, enhance safe driving and increase safety-conscious behaviour by all road users.
From these company-wide general principles, Toyota Motor Europe (‘TME’) has defined a strategy with action-oriented commitments designed to increase road safety in Europe. Once implemented in full, the strategy will have a significant impact not only within the company but also outside it in TME’s relations with civil society.
Our commitment with our employees
The instructor certification program is led by TME’s Customer Service Training department giving trainers in the National Marketing and Sales Companies the knowledge and skills to highlight the importance of safety and safety technologies, amongst others, across all brand products to our customers. These Hi-Tech courses are mandatory for affiliated company instructors before training retailer staff.
All TME employees are required formally to commit themselves to act in respect of the letter and spirit of the following principles:
Towards civil society
The campaign started in Toulouse and Lyon during France’s Week for Road Safety in October 2006, and is planned to be extended to other European countries.
A researcher from The Helen Hamlyn Research Centre of the Royal College of Art in the UK will work for a year from October 1, 2006 to define road safety issues for older pedestrians and drivers in Europe, and design a communication campaign to raise safety awareness specifically for people over 60 years old. The campaign will be exhibited at the Royal College of Art in September 2007 during the London Design Festival.
A road safety education program for children and drivers in Turkey until 2008, delivered through distribution of educational kits, building of a traffic park and establishment of driving lessons, that will involve nationwide Turkish Toyota retailers and target about 60.000 primary school students. TME will use the program results to improve other safety projects in the European Union.
Through the European Transport Safety Council’s Performance Index PIN Program assessing Member States’ performance on road safety across Europe, and more specifically through at least five high-level debates per year, TME affiliates will promote the use of the latest safety technologies.
At least five high-level debates will take place in the first year of the programme.