#Japan #Tokyo #Mission #Joycal #Vision

Celebrating Two Decades of Joycal Japan

As 2026 approaches, Joycal Japan, headquartered in Chiyoda, Tokyo, marks a significant milestone: the 20th anniversary since its inception. Under the leadership of CEO Yukio Hayakawa, the company is unveiling a new slogan and company philosophy aimed at shaping its future direction. The fresh slogan, rendered incomplete as "Everyone can drive a __________," encourages individuals to fill in the blanks with their personal meaning and values, encapsulating the essence of co-creation within the Joycal brand.

Journey and Background

In light of the changing social landscape since 2020, Joycal has not merely focused on the intrinsic value of vehicles but has shifted its attention to how vehicles are used and delivered. The previous slogan, "Changing how we drive, changing the times—Joycal," resonated with franchise owners nationwide, aligning the service offerings with contemporary lifestyles.

Yet, with the rising challenges of demographic shifts, mobility issues in rural areas, and an increase in environmental awareness, societal views on driving and vehicle ownership have become increasingly diverse. Today’s consumer prioritizes not only ownership but also a personalized approach to how they use vehicles, emphasizing a lifestyle that reflects their values and preferences. This evolution necessitated a reevaluation of what Joycal stands for and its future trajectory, making it crucial for employees and franchisees alike to share a common set of values and decision-making framework.

Reasons for Slogan and VMV Refresh

Recognizing the significance of its 20th anniversary, Joycal has embraced it as a 'checkpoint' rather than a destination. In forming a new mandate for 2026 and beyond, the company organized slogan workshops consisting of nine teams and conducted sessions with external facilitators to redefine its Vision, Mission, and Value (VMV). After approximately three months of collaborative effort, Joycal introduced its updated slogan and VMV.

The new Vision aims for a society in which the inherent qualities of individuals and businesses are acknowledged, striving for a future where everyone can progress authentically. The Mission, stating, "The steering wheel of hope in every hand," underscores Joycal's commitment to supporting individuals and businesses in taking their next step, emphasizing a holistic approach rooted in challenges, dialogue, and perseverance.

Detailed information on the new Vision, Mission, and Values is available on their corporate philosophy page: Joycal Vision

The 2030 Slogan

The intriguing new slogan, "Everyone can drive a __________," intentionally leaves blanks for individuals to project their own values and aspirations onto it. Examples include:

• - "Everyone can drive a car to their dreams."
• - "Everyone can drive a vehicle to a family’s smile."

This flexible approach to messaging allows each person to imbue the slogan with their interpretations, mirroring Joycal’s philosophy of collective brand building.

20th Anniversary Kickoff Event

On January 8, 2026, Joycal hosted its 20th-anniversary kickoff event at Zouk Tokyo in Chuo, where employees and franchise partners gathered to reflect on the past while looking forward to the future. Here, Joycal shared the newly established slogan and VMV, uniting everyone in their vision for the coming years.

CEO Yukio Hayakawa's Remarks

CEO Yukio Hayakawa emphasized that the essence of Joycal lies in collective creation rather than unilateral decisions. This newly formed slogan and VMV symbolize a shared foundation that will support Joycal's endeavors moving forward. He envisions a partnership with franchise owners and customers, aiming for a future filled with hope and opportunity.

Future Aspirations

Guided by the new slogan and redefined VMV, Joycal intends to pursue its future initiatives which include:

• - Linguistic cultivation and dissemination of "authenticity" within the organization.
• - Strengthening co-creation activities with franchise partners.
• - Updating recruitment and training policies.
• - Visualizing and sharing brand experiences.

The 20th anniversary is merely the beginning, marking a new chapter in Joycal’s commitment to facilitating the "next step" for individuals and businesses in harmony with society.

Company Overview

Since its establishment in 2005, Joycal has collaboratively supported the lives of people and communities across Japan through automotive maintenance services. Their mission, "The steering wheel of hope in every hand," reflects their commitment to realizing a societal structure where everyone can choose a future that resonates with their identity.

Company Name: Joycal Japan Inc.
CEO: Yukio Hayakawa
Location: 2-1-6, Hibiyakoen, Chiyoda, Tokyo, 18F
Corporate Website: Joycal Corporate Site
Service Site: Joycal Service Site