Toyota to Conduct Spring Traffic-safety Campaign

Tokyo, Mar 25, 2010; TOYOTA MOTOR CORPORATION (TMC) announces it will conduct its yearly spring traffic-safety campaign from April 1 to 30 to coincide with Japan's spring nationwide campaign, which runs from April 6 to 15. A total of 426 companies, made up of vehicle dealers, logistics systems companies, forklift dealers, parts distributors and rental/lease dealers, will participate in the TMC campaign.

The TMC campaign will focus on educating pre-schoolers about the dangers of running out into the street. To this end, TMC will donate nationwide approximately 2.57 million traffic-safety picture books to children beginning kindergarten or nursery school, as well as donate approximately 46,000 traffic-safety storytelling card sets to kindergartens, nursery schools, libraries and children's facilities throughout the country.

In addition, to promote senior-citizen traffic-safety awareness, an important theme of this year's campaign, TMC has prepared a flyer to be handed out to drivers at nationwide vehicle dealers, logistics systems companies, forklift dealers, parts distributors and rental/lease dealers.

This year marks the 42nd year that TMC has engaged in these activities, which began in 1969. To date, TMC has donated approximately 123.65 million picture books and 1.29 million traffic-safety storytelling card sets.

TMC has reaffirmed its commitment to customer safety as its top priority, based on the view that realizing a society free of traffic casualties requires an integrated approach encompassing people, cars and the traffic environment. Accordingly, this year TMC will again be actively implementing other traffic-safety awareness activities in addition to the above campaign.

Details of the Spring Toyota Traffic Safety Campaign

I. "Playing Soccer" picture book (traffic-safety educational materials)

Target: New students at kindergartens and nursery schools nationwide and their parents/guardians
Content: Highlights the dangers of running out into the street
Donation route: Vehicle dealers nationwide
Number of copies: Approx. 2.57 million

II. "Super Mother Cuccu" storytelling card set (traffic-safety educational materials)

Target: Kindergartens and nursery schools, libraries and children's facilities nationwide
Content: Highlights the dangers of running out into the street
Donation route: Vehicle dealers nationwide (also distributed directly by TMC at libraries and children's facilities)
Number of copies: Approx. 46,000

III. Senior-citizen traffic-safety awareness flyer

Target: Drivers
Content: Enhancing pedestrian visibility at night by promoting the wearing of light colored clothing and/or reflective material; Introduction to traffic-related mental training
Distribution method: Via vehicle dealers, logistics systems companies, forklift dealers, parts distributors and rental/lease dealers
Number of copies: Approx. 710,000
Period: April 1 to April 30

About Toyota

Supported by people around the world, Toyota Motor Corporation , has endeavored since its establishment in 1937 to serve society by creating better products. Today, the Company manufactures vehicles and parts at 53 production sites in 27 countries and regions around the globe and is an active member in the communities it serves. In fiscal 2009, ended March 31, 2009, the Toyota Group sold approximately 7.56 million vehicles in 170 countries and regions under the Toyota, Lexus, Daihatsu, and Hino brands. For more information, please visit www.toyota.co.jp/en/index.html.