Section 1. Heightened Presence in the North American Market
Item 4. Advance of Localization
Corporate social responsibility activities in North America
While proactively advancing local production in North America, Toyota also embarked on a range of social contribution initiatives in its aim to be a good corporate citizen.
In the field of education, the Toyota U.S.A. Foundation, founded in 1987 to commemorate 30 years since the establishment of TMS, supports science education at U.S. elementary, junior high and senior high schools. For example, the foundation donated approximately 6 million U.S. dollars to 20 programs in 2006. The foundation also donated 5 million U.S. dollars toward human-resource development programs related to environmental education and conservation in 2007 as part of events to commemorate the 50th anniversary of TMS.
Meanwhile, since 1991, Toyota has supported a variety of programs run by The National Center for Family Literacy, an NPO that provides educational opportunities such as free literacy training for parents and children from disadvantaged backgrounds. Since 2001, Toyota has also supported Grow Your Own Tree, an NPO-sponsored program that provides environmental education to elementary school students and conducts afforestation activities.
Although slightly different than the aforementioned corporate social responsibility activities, in response to the growing interest in the Toyota Production System (TPS) in North America in the 1990s, the Toyota Supplier Support Center (TSSC, now Toyota Production System Support Center, Inc.), the production survey and research division of TMCS (now TMA), has provided explanation and training in TPS methods to a wide variety of North American corporations and groups, including those not affiliated with Toyota's operations.
In addition, Toyota has participated in U.S. NASCAR races since 2004 as part of the company's community motorsports initiatives. In 2006, Toyota won both the manufacturer's and driver's titles in the NASCAR top truck series with the Tundra, and from 2007 has participated fully in NASCAR's top cup series with the Camry.