ROME – “Start your impossible” could sound like a demanding challenge. Moreover, it also dates back to before Covid, but remains very current even today, on the eve of the Games. For Toyota it wants to be an incentive, and the Japanese company is now very ready for the upcoming Tokyo Olympics. The delivery of the Italian flag yesterday in Rome was an opportunity – for Toyota, which is a partner of Coni and of the CIP, the Paralympic committee – to remember what awaits us and what we must aspire to. Yesterday Bebe Vio, testimonial of the brand, recalled the moment of the visit to Japan where Toyota was born, “and where I was struck by the great attachment of the workers”.
Tradition towards the future, themes dear to Luigi Ksawery Lucà, CEO of Toyota. “This is our philosophy, we have values that go towards the future, in search of mobility for everyone, without exception”. And in fact at the Tokyo Games, albeit super armored due to Covid, we will finally see the e-Palette at work, the self-driving electric minibus that will take athletes from the Olympic village to the competition sites. “The only problem is that due to the distance we do not yet know how many athletes will be able to enter …” said the manager. But the e-Palette is basically the natural legacy, indeed the evolution of the Japanese investment started in ’97, when the first hybrid car (the Prius) was born: no one would have believed the current results. Now Toyota has gone further for a while, switching to hydrogen (and the president of Coni Malagò thanked for the sedan received), and perhaps it will become our daily life.
Here is therefore a better explanation of ‘Start Your Impossible’, which is not just a slogan but a deeper way of seeing life, and the consequent urban mobility: “In our DNA, in our being, there is a real mobility brand that spreads a concept of mobility made up of cars, technology, innovation, artificial intelligence and robotics to be put at the service of all people, even with disabilities, to improve their quality of life “.
The work carried out by Toyota, at national level with Coni and Cip (and the choice of the Toyota team itself), represents the confirmation of the communion of intent based on elements such as continuous improvement. The core value for ‘Ever Better Mobility for all’. Bebe Vio has put her signature on it, ready to bet on it. And Tokyo will confirm it live worldwide.
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