Restoring the Crown #2: The People who Paved the Way for Restoration

The #automotive industry is undergoing a once-in-a-century transformation. At #toyota Motor Corporation, unprecedented and groundbreaking initiatives have been launched in every department. A project to restore the first-generation Crown started in the spring of 2022 at the Motomachi Plant, bringing together a diverse group of skilled members. This series closes in on the restoration efforts, with Part 2 looking at the group that conceived the project and laid the groundwork.

Starting with the Publica

The team behind the first-generation Crown restoration project consists of 56 members, including the three leaders who spoke at the kickoff event. Most have no restoration experience. This project, however, was not planned on a whim. In fact, it was inspired by another restoration endeavor that led the way in 2021. That pioneering work was the Publica restoration project, led by Kamigo and Shimoyama Plant General Manager Tomihisa Saito. His team included Reo Saito, Kinji Tomiyasu, Kazuya Komi, Shigeki Nakao, Daishi Nagahara, and other staff from the plant’s Engine Manufacturing Engineering Division.

Their efforts are what started it all. These are the people who championed a return to Toyota’s origins by ensuring that skills are passed down as the company transitions to being a mobility provider. They also launched, and continue to support, the current project to restore a first-generation Crown.

So how did this Publica restoration come about? What did members get out of the project, and how is it shaping the Crown’s restoration? #toyota Times spoke with the team to find out.

Toyota’s classic car buffs come together

It all began in 2017. As part of an in-house venture program, classic car enthusiasts from all over the company gathered to figure out what #toyota as a manufacturer could offer customers who want to continue driving their beloved classic vehicles. Led by Tomiyasu, they passionately discussed and tried out various ideas. Among the group was Reo Saito, who would become one of the project’s core members.

Tomiyasu is a devoted fan of #toyota and classic vehicles, and his love of cars traces back to the family #toyota of his childhood. Thinking it might be unwise to turn what you love into a job, Tomiyasu began his rather unusual career path at a major construction firm. Eventually, his passion for cars won out and he moved to #toyota. He describes his experiences as a classic car devotee.

Reo Saito is another core member of the team, who oversees planning, strategy, and PR for the Crown restoration project.

Reo Saito, Tomiyasu, and their colleagues had long visited classic car events and garages renowned for restoring #toyota cars. They spoke with people who continue to drive cherished old Toyotas or hope to prolong the lives of vehicles that are filled with memories.

Unfortunately, Tomiyasu and Reo Saito’s various ideas for helping people prolong the lives of their beloved cars struggled to get off the ground. Regardless, they and other like-minded enthusiasts at #toyota did not give up.

After repeatedly honing their ideas, Reo Saito and his colleagues settled on a “trial restoration” that would give them firsthand experience of customers’ needs and concerns. The project finally gained approval in late 2020 thanks to assistance and advice from many people within the company.

The project kicked off in January 2021, headed by Toshihiro Izumi, then General Manager of the Engine Manufacturing Engineering Division, and General Manager Junji Yokota. Along with Reo Saito and Tomiyasu, they assembled a working team that included Komi, Nakao, and Nagahara.

Further information in the press release to download