Start Your Impossible

The 'Start Your Impossible' initiative marks Toyota's commitment to transform into a mobility company, supporting the creation of a more inclusive, sustainable and mobile society in which everyone can challenge their impossibility. It is an all-inclusive philosophy for both able bodied and people with challenges or impaired which was initiated by the President of Toyota – Mr. Akio Toyoda, stating that anything can be achieved with passion and zeal regardless of physical challenges.

This was to embrace and encourage all, that Toyota’s values are based on continuous improvement and possibilities. Toyota became the official worldwide mobility partner of the International Olympic and Paralympic Committees in 2015 for the 2017-2024 period, covering the Winter Games of PyeongChang 2018 (Korea) and Beijing 2022 (China) and the Summer Games of Tokyo 2020 (Japan) and Paris 2024 (France).

Mobility Company - Mobility for All

Toyota believes that mobility goes beyond cars; it is about overcoming challenges and making dreams come true, which is summarized in the company's "Start Your Impossible" corporate tagline and is the basis for its transformation from a car company to a mobility company. When you are free to move, anything is possible. "Since the company was founded, Toyota has experienced various difficulties," explains Toyota President and CEO Akio Toyoda. "

And whenever we went through times of trouble, sports have always been there to encourage us. The two teams, the auto company and the sports team, have always been inseparable; they always pushed each other to continue, as their paths overlapped." Toyota aims to encourage creating a peaceful society without discrimination through sports and is committed to creating a sustainable society through mobility.

Ability to Achieve Anything – Long Term Plan

At Toyota, we believe when people are free to move, anything is possible, and we are committed to advancing mobility for all. Movement is also at the heart of sport, and since our founding we have celebrated and promoted this meaningful connection. Sport has the ability to build team spirit, boost the motivation of both athletes and spectators, develop better business people, and support local communities. Through sports, employees develop a spirited mentality capable of overcoming difficult challenges, by building a competitive approach into work practices.

That spirit was present from the very early days of Toyota and drove company founder Kiichiro Toyoda to organize the company's first sports club, the track and field club, the same year as the company's founding in 1937. Since then, Toyota and its sports teams have grown and developed together.

Celebrating Possibilities

As a Worldwide Olympic and Paralympic Partner, we have the chance to inspire people all around the globe. We are proud when the whole world comes together to celebrate the very best in human performance, where a lifetime of hard work and dedication is put to the ultimate test on the greatest athletic stage on Earth, so even you can Start Your Impossible in the work you do, business you run, and everything else which requires your utmost dedication.To help elite athletes and everyday people push toward their vision, their finish line, their objectives, their Impossibilities, we are here to tear down barriers and ensure Mobility for All. So everyone everywhere can reach their potential because freedom of movement is a human right.

Advocacy for People with Impairment

Let’s help people with an impairment move effortlessly through the world. Let’s make smarter cars that make better drivers. And let’s leave a cleaner planet for our children’s children. Ninety years ago, it was impossible to imagine where Toyota would be today. But it would have never happened if we didn’t start so Start Your Impossible.