Tomikawa
Every year, Toyota holds a National Dealer Meeting in the U.S. as a way to say thank you to local dealerships. I’ve covered it in the past, but this year I am here in Japan for a 20th anniversary event for Lexus dealers.
Toyoda
The 20th anniversary.
Tomikawa
So, I couldn’t go to America.
Toyoda
Yes. And instead, this time I decided to attend the U.S. dealer meeting at the last minute.
Tomikawa
You went, Akio. At the last minute.
I had heard that you weren’t going to the U.S. dealer meeting.
Toyoda
That’s right. As president, I used to go every year. But after becoming chairman I came to think, “Hmm, maybe not every year.” I would go once and then stop. I didn’t want to impose myself.
Tomikawa
I know what you mean.
Toyoda
That’s what I was doing, but this year it happened to coincide with Lexus’s 20th anniversary, and above all there are the tariff issues. With the U.S. being the epicenter, I thought about the message we should send to Toyota’s dealers, and who should deliver it. Not to toot my own horn, but even if the message is the same, coming from me it has the air of a long-term commitment.
Tomikawa
Oh, I see, I see. In other words, given the U.S.-Japan tariff issue, and with President Trump constantly making statements, the dealers must have been feeling uneasy, wondering what’s going to happen.
Toyoda
That’s what I thought.
Tomikawa
I see. You sensed this and felt that you personally had to be there, so you flew to America for the meeting at the last minute.
Toyoda
Yes, and on top of that, there have been some changes to our management team in the U.S.
Tomikawa
Oh?
Toyoda
I’m not sure whether it was a routine matter, but there was a changeover at the top.
Tomikawa
Oh really?
Toyoda
Yes. Well, when I say changeover, it’s someone who’s been with Toyota for over 30 years, most recently at Toyota Financial.
Tomikawa
I see.
Toyoda
He has taken the top role, and I think the dealers are probably wondering, “What is going on here?”
At times like that, I think you really need something that serves as an unwavering core, and since I had done this for over a decade, I felt it would be better to step in.
I suspected the dealers might be feeling a little anxious about these two developments (the tariff issue and management changes).
Thanks to their efforts in pursuing our multi-pathway strategy, I believe Toyota is in a rather different position from other OEM dealers.
Tomikawa
Yes.
Toyoda
For now. Even so, although Toyota looks solid for the moment, I thought it would be best to dispel any concerns dealers might have over these tariff issues or management changes.
Tomikawa
I understand.
Toyoda
That’s why I decided to go at the last minute.
Tomikawa
No matter how close the relationship is between Toyota and its dealers, and the trust that exists, I’m sure they would have felt uneasy.
So then when you showed up, completely unexpected, what was the atmosphere like in that moment?
Toyoda
My role at past dealer meetings had been to close out the event, coming out after everyone had done their presentations to wrap things up. That was the typical format.
Tomikawa
Right, right.
Toyoda
Normally it’s good for me to close with the message “let’s work together as one team,” but that would get a bit muddled if I’m talking about tariffs.
Tomikawa
Of course.
Toyoda
So, actually, this time I did the opening…
Tomikawa
The opening?!
Toyoda
As Toyota’s chairman, I started by focusing solely on the tariff issue.
Tomikawa
Really! Wow.
Toyoda
Then to close the event I did my usual thing, I guess, speaking as Akio Toyoda and Morizo.
We have around 5,000 dealerships, most of which are family businesses. That means they are independently owned and operated. I therefore speak to them personally as Akio Toyoda, as Morizo, and this time I closed by talking about my recent outing at the Nürburgring 24-hour race and the upcoming official launch of Woven City.
Tomikawa
I see, I see.
That is an important message as well.
Toyoda
Yes.
Tomikawa
Alright, let’s dig a bit deeper—one by one, in the order you just mentioned.
Firstly, I can picture the usual scene that takes place when you make an appearance.
Even if everyone knows you’re coming, when Akio enters there’s an explosion of excitement. It’s like a big star has arrived—an idol, even. My image of the event in America is people cheering excitedly as though their favorite idol has appeared.
On top of that, this time they weren’t even expecting you to come, were they?
Toyoda
They weren’t expecting me. And they definitely wouldn’t have expected me to come out first.
Tomikawa
Right, the timing too.
Toyoda
These two things made for an incredible start, when I took the stage.
Tomikawa
I can imagine!
Toyoda
Even yesterday, there was a sort of welcome reception, and I deliberately made a video saying, “I’m sorry I can’t make it this time.”
Tomikawa
Oh wow! Played it up.
Toyoda
But then, because I’ve been staying at the hotel for two days before the dealer meeting, last night (on the eve of the event), I bumped into someone at the hotel.
Tomikawa
Oh, I see I see.
Toyoda
In that moment I said to them, “Hey, what are you doing here?” I made the pre-emptive strike.
Tomikawa
Very good.
Toyoda
“Why are you here?” “The dealer meeting.” “Oh really? Nobody told me. I’m here on vacation.” That was the conversation, and then we went our separate ways.
Tomikawa
You’re really thorough.
Toyoda
That’s right, I am. I even said, “It’s the dealer meeting. I wonder who’ll be there this time,” which left the person a bit suspicious. Apparently, they didn’t tell anyone they’d run into me.
Tomikawa
Which made for an amazing scene when you showed up at the event.
Toyoda
At the dealer meeting the next day, I was the first to come out. I started off like, “I was here last year, so it’s alright.”
Tomikawa
You said that?
Toyoda
Yes, I said something like that. Like, “I was here last year, I may as well come every year.” Because of that, I think the sense of welcome really came across.
Tomikawa
Right, right.
That alone would instantly clear away any lingering worries or anxieties.