At the dentist’s office yesterday I read a nice article in Fortune about Toyota’s return to glory. The story highlighted the company’s leader, Akio Toyoda, and his management strategy, which has gotten Toyota back on track after a horrendous spell of bad luck.
Of course, the article spent plenty of time discussing Toyota’s perception as a transportation appliance, its traditional lack of styling and how it is working to overcome those perceptions. It was actually an inspiring story about a proud Japanese businessman humbled by recalls, quality problems, devastating natural disasters and a steep decline in sales and production of its vehicles.
What the article never mentioned is the good Toyota wants to spread by giving away some if its cars.
A hundred cars is nothing compared with the 8 million vehicles produced by Toyota every year. To a single non-profit organization, though, a vehicle can provide needed mobility to serve more people or raise cash for its cause. Giving 100 nonprofits the opportunity to continue making a difference is an admirable effort, and one that Toyota hopes to accomplish in its second run of a program it calls 100 Cars for Good.
Toyota’s first round of the program was a wild success and provided cars to help a soup kitchen in New Jersey serve more people, helped a Detroit program provide horseback riding to kids with cancer and helped a North Carolina organization train and transport service dogs to wounded veterans.
Now Toyota wants your help finding the next 100 nonprofits to benefit from its program. Just direct the organization closest to your heart to the application page, and it could be one of the next to benefit from one of 100 vehicles Toyota will give away.
In the face of all the adversity the company has faced over the last 18 months, this is a pretty admirable campaign that can make a real and measurable difference.
What organization would you nominate to receive one of Toyota’s 100 cars?