Yoshiyuki Yamashita, Chief Digital Officer, Toyota Motor Corporation

2025.04.15

Sensing the human movements hidden in the numbers of data

■ Profile

He joined Dentsu in 1989. After serving as Director of the Business Development & Activation Bureau, he was seconded to Toyota Motor Corporation in 2019, where he worked on domestic sales operations as Deputy General Manager. In January 2021, he transferred to Toyota Motor Corporation to promote business in the digital field, and has been in his current position since April 2023. He is also the leader of the Digital Task Force at the Japan Automobile Manufacturers Association, where he is responsible for the MSP (Mobility Smart Passport) initiative.

*Title at the time of interview.

"We want to invigorate Japan." This is the passionate desire of Toyota Motor Corporation. From transportation in everyday life to logistics that support economic activity, mobility has the power to bring smiles to people's faces. We spoke to Yamashita Yoshiyuki, who has been involved in launching new businesses that utilize data and has seen the potential for technological innovation through data, about automotive DX.

　When you think of Toyota, you probably imagine a wide variety of mobility vehicles being developed around the world. From minicars to trucks, and even hybrids, fuel cell vehicles, and hydrogen vehicles, the breadth of their range is their greatest appeal, and Toyota Motor Corporation is still on the roads all over the world today. Toyota's ambition is to "become the most trusted and beloved company in the community." We believe that the reason Toyota Motor Corporation is accepted around the world is not just because we deliver cars, but also because we are closely connected to the community.

　The automotive industry involves many people in everything from production to sales, including securing raw materials and procuring parts. Because it's an industry with strong relationships with suppliers, it's essential to have connections with local communities. The Toyota brand is deeply rooted in local communities, in large part because of the supply chains it has established and the jobs it creates.

◾️Digitalization initiatives using data

　What do you imagine when you hear the phrase "digitalization at an automaker"? While the term "digitalization" encompasses a wide range of methods, from introducing management systems to business chat, I focus on data-driven digitalization. We unify operations, which tend to be siloed in large companies, and use data to create points of contact with customers and understand their needs. While post-purchase customer contact is limited to service support and vehicle inspections, data collected while the car is in operation can provide insight into each owner's driving habits. While previously, we could only measure a car's performance based on three key elements: driving, turning, and stopping, improvements in communications infrastructure now allow us to connect to highways and other networks, enabling us to obtain new data. This information is utilized in collaboration with suppliers, so one of my responsibilities is to ensure a smooth flow of data.

Transform your business with DX

　We are living in an era of change. While it may not be immediately apparent, systems previously operated manually are rapidly being replaced by digital systems, resulting in greater work efficiency. For example, while buying a car traditionally required visiting a dealership for a test drive, it is now possible to sign a contract and make payments online. The development of such sales systems is a perfect example of DX, which leverages digitalization to transform business itself. Furthermore, the complexity of modern social issues has led to issues that Toyota cannot address alone. One such example is environmental issues. With the call for carbon neutrality, Toyota has also begun efforts to reduce greenhouse gas emissions during the production and transportation stages of automobiles. What previously were competitive relationships, especially among companies in the same industry, are now evolving into collaborative relationships in which companies work together to solve social issues. Transforming production processes to be more environmentally friendly is truly stepping into the realm of DX.

◾️Used to provide personalized services

　So far, we've discussed examples and possibilities for data utilization, but data only truly serves its purpose when it is returned to individuals. This is why companies must not only utilize data for business purposes, but also analyze it and focus on providing services tailored to each individual. The increase in available data means that the value of data has become more flexible. Recently, with the rise in rental car usage and the possibility of different contracting parties and contract users being different, clarifying user attributes may allow for the development of services more tailored to their needs. However, data also has its merits, including self-help, public assistance, and mutual assistance. Careful consideration must be given to whether data belongs to individuals or companies, how it will be used, and to whom it will be useful. While there is a difficult balance to strike between the usefulness and security of data, I believe that only by establishing a system in place that allows data to flow safely and securely and that allows access to the necessary data when needed will it lead to the provision of meaningful services to individuals.

＊message＊

　Data is often thought of as cold and impersonal, but in reality it is warm and inviting. Data is a record of human actions and statements. That's why we want you to feel the "human movements" hidden in the numbers of data. Our mission is to "create gratitude through data." We work hard every day imagining the smile on someone's face that will be delighted. We hope you will change the way you look at data and start to feel its texture.

Student Newspaper April 2025 Issue Sophia University 4rd Year Shirasaka Himari

Toyo University second-year student Koshiyama Rinno / Sophia University third-year student Shirasaka Himari / Tokyo University of Pharmacy and Life Sciences second-year student Shoji Haruna