TMC to Conduct Autumn Traffic-safety Campaign

Toyota City, Japan,—Toyota Motor Corporation (TMC) announces it will conduct its yearly autumn traffic-safety campaign from September 21 to October 31 to coincide with Japan’s autumn nationwide campaign, which runs from September 21 to 30. A total of 420 companies, made up of vehicle dealers, logistics systems companies, forklift dealers, parts distributors and rental/lease dealers, will participate in the TMC campaign.

The main theme of this year’s campaign is “traffic safety for seniors”. TMC will distribute 820,000 traffic-safety flyers to customers at vehicle dealers and other locations nationwide, encourage pedestrians and bicycle riders to wear reflective material, and call on drivers to be even more careful at night.

More than half (50.3%*) of traffic fatalities that occurred in the first half of 2010 were senior citizens age 65 or above. Also, considering that pedestrians accounted for 75.5%* of night-time fatalities among persons age 65 or above, TMC believes wearing reflective material can be extremely effective at preventing traffic accidents involving seniors.

Awareness activities using the “Kurapika Box”, an educational tool announced in May that demonstrates the effects of wearing reflective material, will continue at events held by TMC, dealers and affiliates nationwide to call attention to the benefits of wearing reflective material.

*National Police Agency statistics