#Japan #Traffic Safety #Toyota Mobility Foundation #Tateshina #Tateshina Conference

Towards Zero Traffic Accident Victims: Insights from the Tateshina Conference

On July 18, 2023, the Toyota Mobility Foundation (TMF), led by Akio Toyoda, held the third 'Tateshina Conference', aimed at initiating discussions and activities targeting the goal of achieving zero traffic fatalities. This conference brings together high-level executives from various companies and organizations to collaborate on strategies that integrate vehicles, individuals, and transportation infrastructure.

The Urgent Need for Action

Worldwide, traffic accidents claim approximately 1.19 million lives annually, making them the leading cause of death among young people aged 5-29. In Japan, the incidence remains alarmingly high, particularly for accidents involving pedestrians and cyclists, with the highest number of casualties occurring among individuals aged over 60 and children as young as 7, according to the 2023 World Health Organization (WHO) report.

At this year's conference, discussions highlighted the need for advanced safety features in vehicles but also addressed challenges related to the time and cost required for technology adoption. With a particular focus on protecting our future generations and preventing accidents involving cyclists, the conference emphasized the implementation of immediate behavioral changes.

Facilitating Meaningful Discussions

The conference was facilitated by automotive journalist Goro Okazaki, who guided the dialogue under the overarching theme of 'Traffic Safety is Built by Everyone', aimed at fostering behavioral changes. The panel included significant figures such as Naoto Ikeda, an automotive economic commentator, Ryūya Abe, a senior official from the National Police Agency, and Yūta Tomikawa from Toyota Times. They exchanged ideas based on successful initiatives, such as increased compliance at unregulated crosswalks, highlighting how effective publicity and reporting can influence public behavior towards accidents.

These discussions pointed out that media coverage, grounded in factual accident reports, can help individuals perceive traffic accidents as relevant to them, prompting necessary behavioral reflections and changes. Moreover, Abe presented the 'Okinawa Yuimaaru Project', a collaboration involving the Okinawa Prefectural Police, TMF, and Toyota. This collaboration aims to enhance public-private data synergy for better road environment adjustments and informational outreach.

Innovations in Traffic Safety

Hajime Kume, CEO of Woven by Toyota, introduced initiatives centered around 'Human-Centric Traffic Safety'. He reaffirmed the commitment to achieving a society free from traffic accidents and discussed accelerating the development of Software Defined Vehicles (SDVs) through their software platform, Arene. He emphasized the importance of considering pedestrians' perspectives in formulating effective traffic rules and signals that encourage adherence. The conference showcased Woven City, a mobility testing ground focusing on an integrated approach encompassing vehicles, individuals, and transportation infrastructure.

At the end of the conference, Akio Toyoda expressed a call to action, urging everyone to consider their role in achieving zero traffic accidents. He reinforced the importance for individuals across various societal roles—drivers, pedestrians, cyclists, and more—to consciously take actions that contribute towards safer roads.

Conference Overview

The third Tateshina Conference took place on July 18, 2023, with the theme focusing on 'Traffic Safety is Built by Everyone (Fostering Behavioral Change)'. The agenda included:
1. Review of Current Issues in Traffic Safety handled by Goro Okazaki.
2. Human-Centric Traffic Safety Approach presented by Woven by Toyota CEO Hajime Kume.
3. Panel Discussion featuring diverse perspectives from public and private sectors on 'What Can Be Done Now'.

Approximately 80 representatives from various corporations and organizations, including Toyota and its group companies, the National Police Agency, and several insurance companies joined the conference. Concurrently, interactive exhibitions were conducted showcasing practical experiences and demonstrations of ongoing traffic safety initiatives.

Continuing the Mission

The Tateshina Conference, which has been held annually since 2019, utilizes the gathering of top executives within the automotive industry during the Tateregiriyama Seikoji Summer Festival to create a platform for collaborative efforts toward achieving zero traffic fatalities. Originally aimed at shared values and collaborative efforts, the conference has now broadened to include participation from the insurance industry, bicycle manufacturers, research institutions, and community partners—all working together to effectively reduce traffic accidents through shared data and technological advancements. TMF remains dedicated to these initiatives, continuing its mission to minimize traffic fatalities.

In conclusion, through the ongoing efforts of the Tateshina Conference and its associated working groups, TMF is committed to reducing the number of individuals affected by traffic accidents as swiftly as possible.