“Another Made-in-Iwate treasure joins the list.”
In May 2025, the production base for the Corolla Cross was transferred from Toyota’s Takaoka Plant to the Iwate Plant operated by Toyota Motor East Japan (TMEJ). In July, TMEJ hosted a Corolla fan event, inviting 49 Corolla owners and their families (a total of 78 participants) from around Japan.
The quote above is from Takuya Tasso, Governor of Iwate.
Since its debut in 1966, the Corolla has been sold in over 150 countries and regions, with over 50 million units sold worldwide.
A key model in the Corolla series is now produced in Iwate, in the Tohoku region.
TMEJ was established a year after the Great East Japan Earthquake. Since the disaster, Chairman Akio Toyoda has visited TMEJ and Tohoku almost every year, sharing his thoughts and messages of support.
“I wanted to create a future for the Tohoku region together with everyone in the region through car manufacturing.” *1
“’Continuous recovery support’ cultivates people, who in turn cultivate others, and I have truly felt that happening here.” *2
“For these 10 years, I have thought that one plus one would not necessarily come to two but could possibly become a three or four if we worked hard together with our friends of this area starting from a difficult situation.” *3
*Each of these comments can be found in the articles listed in the “Related Links” section.
Even last year on “Voice-Only Toyota Times News,” he reaffirmed Toyota’s approach to supporting recovery: “We needed to establish the automobile industry here, to continue long-term operations, thereby creating jobs, generating profits, and paying taxes, That is what we see as the best way to contribute to society.”
In 2023, the Iwate Plant gave rise to yet another symbol of recovery: the Corolla Cross. This beloved, ever-evolving bestseller is now sending a message of resilience from Iwate to the rest of Japan and beyond.
There was also an announcement about a Rally Challenge Pre-event to be held in Iwate next February. This event will fulfill a long-cherished wish of Iwate-born driver Masahiro Sasaki, who shared his dreams of holding a rally in his hometown with Chairman Toyoda in the past.