Our Work


One Toyota: Engaging Employees in a Radical Transformation to Create a More Unified, Innovative Culture

In 2014, Toyota Motor North America (TMNA) and Toyota Financial Services (TFS) launched a transformative journey to bring together its sales and marketing, manufacturing, R&D, and financial services functions to create a unified “One Toyota” mindset. Its goal: to reignite a more responsive, collaborative and innovative culture that inspires team members to Challenge What’s Possible and work differently. By every measure, its massive effort to relocate and unify its functions’ headquarters while at the same time reorganizing its business was a success – with industry-leading team member acceptance rates, higher engagement scores, successful talent acquisition strategies and, most importantly, no disruption to the business.

HudsonLake is privileged to be TMNA and TFS’ internal communications partner on its incredible One Toyota journey. Tasked with informing and engaging leaders and team members across the continent through every step of its multi-year, multi-faceted transformation, in partnership with its One Toyota counterparts, HudsonLake:

  • created the unifying narrative;
  • developed and executed the over-arching strategic communications campaign with specially-branded communications (websites, publications, videos, podcasts and events) tailored to audiences by job level and business function;
  • provided communications support for every phase of the team member experience, from talent acquisition to onboarding to performance management to embracing One Toyota’s new cultural priorities and the call to Challenge What’s Possible – its new employer brand.

In response to the numerous requests received following TMNA Chief HR Officer Cheryl Hughes’ presentation at The Conference Board’s 16th Annual Change and Transformation Conference, provided here are the “lessons learned” for engaging employees and instilling new cultural priorities, a One Toyota case study and the Challenge What’s Possible video.

Interested to learn more about HudsonLake and how we might help your organization on its own journey?
We invite you to review our brochure and contact us.