Toyota’s 60th Anniversary in Canada Cross-Country Road Trip

Posted on August 12, 2024

Toyota is celebrating its 60th anniversary in Canada this year, and they’re kicking it off today with a coast-to-coast road trip. The 9,000km drive will make stops in every province to highlight some of the key people, locations and stories from throughout the company’s six decades in Canada.

“In Japanese culture, a person’s 60th birthday is known as ‘Kanreki’ and represents a ‘rebirth’ – an opportunity to reflect on one’s life, take stock of the present, and prepare for the future,” said Stephen Beatty, Corporate Secretary at Toyota Canada. “As Toyota marks its 60th year in Canada, our cross-Canada road trip will do just that, while also taking time to recognize the many Canadians who have contributed to the company’s success – including the country’s best dealer network, thousands of team members, tens of thousands of people who’ve worked for our suppliers and partners, and millions of loyal, enthusiastic Toyota drivers from coast to coast to coast.”

 

Toyota Canada’s Kanreki Tour started on August 12, 2024 at Canada’s Eastern “Mile 0” in St. John’s, Newfoundland, and ended on August 30th, 2024 at Canada’s Western “Mile 0” in Victoria, British Columbia. Participants drove the route in six stages:

Stage 1 – St. John’s to Halifax (via Newfoundland & Nova Scotia) - August 12-14

Stage 2 – Halifax to Montréal (via PEI, New Brunswick & Quebec) - August 15-17

Stage 3 – Montréal to North Bay (via Quebec & Ontario) - August 18-20

Stage 4 – North Bay to Winnipeg (via Ontario & Manitoba) - August 21-23

Stage 5 – Winnipeg to Calgary (via Saskatchewan & Alberta) - August 24-26

Stage 6 – Calgary to Victoria (via Alberta & British Columbia) - August 27-30

Throughout the journey, the participants will drive vehicles from across Toyota’s full line-up of products. From coupes and sedans, to hatchbacks and crossovers, to SUVs, minivans, and pickup trucks, they used 20 different models Toyota currently sells in Canada – most of them electrified - to get them across the country, including:

bZ4X - Camry- Corolla - Corolla Cross - Crown - Crown Signia - Grand Highlander - GR86 - GR Corolla - GR Supra - Highlander - Land Cruiser - Mirai - Prius - Prius Prime - RAV4 - Sienna - Tacoma - Tundra - Venza

Stage 1 – St. John’s to Halifax (via Newfoundland & Nova Scotia) - August 12-14

In celebration of Toyota’s 60th anniversary in Canada, the cross-country “Kanreki” road trip has begun! The group of automotive journalists, alongside Toyota Canada representatives, began wave one of the drive at kilometre 0 in St. John’s, NL, behind the wheel of the Toyota Land Cruiser, Crown Signia, Corolla Hybrid, GR86, Grand Highlander and Sienna. After crossing the province, ferrying to Sydney, NS, and taking on the Cabot Trail, wave one ended their journey in Halifax, NS.

Milestones and significant stops along the way included a visit to Signal Hill at the wheel of a 1979 Toyota Cressida, owned by Western Toyota’s Dealer Principal and CEO, Michelle Melendy. The group also ventured up to Cape Spear, Canada’s most easterly point, and later admired the world’s largest fiddle, in Sydney, NS. The last stop before concluding the drive was in Point Edward, NS where the group stood on the grounds of the very first plant to assemble Toyota vehicles, namely the Corolla, on Canadian soil.

Stage 2 – Halifax to Montréal (via PEI, New Brunswick & Quebec) - August 15-17

In celebration of Toyota’s 60th anniversary in Canada, the cross-country “Kanreki” road trip continues! Wave two of the drive began in Halifax, NS and ended in Brossard, QC. The group of automotive journalists and Toyota Canada representatives were behind the wheel of the Toyota Land Cruiser, Crown Signia, Crown sedan, GR Supra, Sienna and Grand Highlander.

Along the way, the group visited Steele Wheels museum in Halifax, where they admired several classic vehicles including a 1985 Toyota Land Cruiser, before a visit to O’Regan’s Toyota, where there was a million-kilometre 2013 Toyota Highlander on display. Following a drive by Peggy’s Cove, the group headed to Charlottetown, PEI, and later on to New Brunswick.

The first stop in New Brunswick was at the world’s largest lobster, followed by a visit to Acadia Toyota in Moncton, where there were heritage vehicles on display, in addition to a nearly million-kilometre Toyota Corolla. Once in Quebec, the group visited Lévis Toyota and Mauricie Toyota - two longstanding Toyota dealerships in the province – where they saw more heritage vehicles and learned about the history of both dealerships. Mauricie Toyota opened their doors in 1965, is still in the hands of the original family, and is the longest standing dealership in the province.

Stage 3 – Montréal to North Bay (via Quebec & Ontario) - August 18-20

In celebration of Toyota’s 60th anniversary in Canada, the cross-country “Kanreki” road trip goes on! Wave three of the drive began in Brossard, QC and ended in North Bay, ON. The group of automotive journalists and Toyota Canada representatives were behind the wheel of the Toyota Land Cruiser, Crown Signia, Prius, GR Corolla, Venza, Sienna and Grand Highlander.

The first stop along the way was at the Canada Science and Technology Museum in Ottawa, ON. Here, the first Prius to arrive in Canada (a 1998 model) remains part of the museum’s exhibit, and was displayed against the latest 2024 Prius that the group drove. Also in attendance at the museum was Canadian Motorsport Hall of Famer, Walter Boyce, along with past co-driver, Doug Woods. Boyce is the only Canadian rally driver ever to win an FIA World Championship Rally, and both he and Doug won the 1973 Press-On-Regardless Rally at the wheel of a Corolla. Walter’s record of five consecutive Canadian National Championship titles has never been equaled.

As the journey continued, the group toured Toyota Canada’s Eastern Canada Parts Distribution Centre, where they learned about the company’s parts distribution network and logistics. A visit was also paid to Toyota Canada’s headquarters in Toronto, which showcased some heritage vehicles on display, archived photos from over the years, and the winning artwork from Toyota’s Dream Car art competition, which is celebrating its 10th anniversary this year. At the same time, Toyota Canada took this opportunity to announce a $500,000 donation to Providence Healthcare in Scarborough, for the renovation of the Toyota Canada Motor Skills Clinic. The investment will support the modernization of the existing facility to further enhance the clinic’s program delivery.

Wave three concluded with two final visits: Toyota’s Toronto Vehicle Processing Centre, where the group was shown how vehicles are received and prepared before being sent to dealers for sale, and Toyota Motor Manufacturing Canada (TMMC) in Cambridge, ON. At TMMC, the group toured the North plant, which builds the Toyota RAV4 and Lexus NX, as they learned more about the Toyota Production System, which has changed how automobile manufacturers around the world produce vehicles. TMMC’s President, Frank Voss, also recognized the important role TMMC has played in Toyota’s Canadian history, and celebrated the 11-millionth vehicle they’ve produced in Canada, which will complete the road trip through the rest of Canada.

The road trip then lead the group North, where they met with one of Toyota’s longstanding retail partners, Yamaha, to experience the joys of driving on trails at the wheel of ATVs.

Stage 4 – North Bay to Winnipeg (via Ontario & Manitoba) - August 21-23

In celebration of Toyota’s 60th anniversary in Canada, the cross-country “Kanreki” road trip continues! Wave four of the drive began in North Bay, ON and ended in Winnipeg, MB. The group of automotive journalists and Toyota Canada representatives were behind the wheel of the Toyota Land Cruiser, Crown Signia, Corolla Cross Hybrid, Tundra, Sequoia, Sienna and Grand Highlander.

A very special RAV4 Hybrid was also added to the convoy. Picked up from Toyota Motor Manufacturing Canada (TMMC) in Ontario, this 2024 RAV4 is TMMC’s 11-millionth vehicle built at their facility – a remarkable milestone.

This portion of the road trip demonstrated how Canadians use Toyota products as tools for different needs – whether for mining, fishing, or everyday use. The first stop was at Miller Technology – a company that modifies 70 series Toyota Land Cruisers for underground mines. They even got to see some of these Land Cruisers hard at work in an underground mine in Sudbury! While in Sudbury, the group was also sure to visit the Big Nickel, which is also celebrating its 60th anniversary, or Kanreki, this year.

As the journey continued, the group made their way to a fishing tour in Sault Ste. Marie, using the Toyota Tundra to tow their boat. Shortly after, they visited Wayne Toyota in Thunder Bay – a multi-generational dealership that is among one of Toyota’s top dealerships in Canada.

Along the stretch of the drive towards Winnipeg, MB, there were several stops at more unique monuments and landmarks including the Wawa Goose, Terry Fox historic plaque and Husky the Muskie in Ontario, and the longitudinal Centre of Canada in Tache, MB.

Stage 5 – Winnipeg to Calgary (via Saskatchewan & Alberta) - August 24-26

In celebration of Toyota’s 60th anniversary in Canada, the cross-country “Kanreki” road trip continues! Wave five of the drive began in Winnipeg, MB, and ended in Calgary, AB. The group of automotive journalists and Toyota Canada representatives were behind the wheel of the Toyota Land Cruiser, Crown Signia, Camry Hybrid, Tacoma, and Highlander Hybrid.

A very special RAV4 Hybrid was also part of the convoy. Picked up from Toyota Motor Manufacturing Canada (TMMC) in Ontario, this 2024 RAV4 is TMMC’s 11-millionth vehicle built at their facility – a remarkable milestone.

This portion of the road trip brought the group to Saskatoon, stopping in Moose Jaw, SK, to see the Mac the Moose monument. While in Saskatoon, visits included a stop at the Wanuskewin Heritage Park and a visit to ENS Toyota, where some classic Toyota vehicles were on display, as well as a new Land Cruiser 70 series modified for the mining industry.

As the journey continued, the group made their way to Edmonton, AB, where Dark Matter Materials showcased its decarbonization efforts. This was followed by a visit to the Edmonton airport where the group discovered the airport’s transition to the use of hydrogen and hydrogen-powered vehicles.

Before ending wave five in Calgary, the group stopped at Main St. Rowley Ghost Town, the Royal Tyrell Museum in Drumheller and observed the spectacular Badlands and the Willow Creek Hoodoos.

Stage 6 – Calgary to Victoria (via Alberta & British Columbia) - August 27-30

In celebration of Toyota’s 60th anniversary in Canada, the cross-country “Kanreki” road trip reached its final destination! Wave six of the drive – also seen as the final stretch - began in Calgary, AB and ended in Victoria, BC. The group of automotive journalists and Toyota Canada representatives were behind the wheel of the Toyota Land Cruiser, Crown Signia, Camry, Prius Prime, Grand Highlander, bZ4X and fuel-cell electric Mirai.

A very special RAV4 Hybrid was also added to the convoy. Picked up from Toyota Motor Manufacturing Canada in Ontario, this 2024 RAV4 model was TMMC’s 11-millionth vehicle built at their facility – a remarkable milestone.

This portion of the road trip demonstrated Toyota’s multi-pathway approach to reducing carbon emissions and encourage the widespread adoption of cleaner mobility solutions. The first visit was at Gasoline Alley Museum in Calgary’s Heritage Park, which is also celebrating its 60th anniversary this year! Here, the group explored one of the world's largest public collections of pre-1950s antique vehicles and restored oil and gas-related artifacts. Once in Kelowna, the group stopped at the HTEC Hydrogen Refueling station to top up the Toyota Mirai for their drive ahead alongside members from HTEC.

Along the way, the group also heard from two carsharing companies that offer services in British Columbia, supported by a variety of Toyota vehicles: Evo Car Share and Modo Carsharing Co-op. Both organizations shared details of their business model and approach to affordable travel with a minimized environmental footprint. There were also visits to three Toyota dealerships, including Heninger Toyota, OpenRoad Toyota Richmond and Nanaimo Toyota, and Toyota’s regional office in Richmond, BC, where there were several heritage Toyota vehicles on display, courtesy of local enthusiasts.

The road trip officially concluded at the Mile 0 marker in Victoria, BC, where the group celebrated a memorable 9,000km cross-country journey, in celebration of Toyota’s 60th anniversary in Canada.

Toyota Canada wraps up cross-country “Kanreki Tour”

Toyota Canada marks 60 years in Canada this year – and to celebrate this important milestone, the company recently wrapped up a cross-country road trip that highlighted some of the key people, locations and stories from throughout its six decades in Canada.

“In Japan, turning 60 is known as Kanreki – a time to reflect on one’s life so far and plan for the years ahead,” said Stephen Beatty, Corporate Secretary, Toyota Canada. “Over the past three weeks, we’ve celebrated our Kanreki by driving across the country - from Atlantic to Pacific - to visit and recognize many of the countless Canadians who’ve contributed to our success over the past six decades.”

The tour started at Canada’s Eastern “Mile 0” in St. John’s, Newfoundland on August 11 and wrapped up on August 30 at the Western “Mile 0” in Victoria, British Columbia. The 9,000-kilometre drive was broken into six waves, each hosting a group of Canadian automotive journalists driving most of the wide range of vehicles Toyota sells in Canada today. Some of the highlights included:

Wave 1 – from St. John’s, NL to Halifax, NS – featured a stop at Point Edward, NS, to visit the location of the first Canadian assembly plant to build Toyota vehicles.

Wave 2 – from Halifax, NS to Montréal, QC – included a stop in Charlottetown, PEI and visits at several dealerships in New Brunswick and Québec that have been part of the Toyota family for decades.

Wave 3 – from Montréal, QC to North Bay, ON – featured a stop at the Ingenium Centre in Ottawa to view the first Toyota Prius tested in Canada back in 1998. In a full-circle moment, Wave 3 participants were driving the 2024 Prius – AJAC’s Canadian Car of the Year – that day. Later, in Cambridge, the tour stopped at Toyota Motor Manufacturing Canada (TMMC) for a plant tour, where the 11 millionth vehicle manufactured by TMMC – a white RAV4 Hybrid Woodland Edition – joined the tour for the rest of its drive to Victoria.

Wave 4 – from North Bay, ON to Winnipeg, MB – highlighted how Canadians use Toyota vehicles as tools for different needs, from mining and other industrial uses to outdoor hobbies such as fishing and ATVing.

Wave 5 – from Winnipeg, MB to Calgary, AB – included a visit to the Headingley Grand Trunk Trail – part of the Toyota-sponsored Trans Canada Trail. After driving across Saskatchewan, this wave included a stop at the Edmonton International Airport, which is becoming a regional hydrogen hub - and using Toyota Mirai hydrogen fuel cell electric vehicles - to help reduce carbon emissions from transportation.

Wave 6 – from Calgary, AB to Victoria, BC – included a stop at an HTEC hydrogen fuelling station in Kelowna to learn about the important role hydrogen is poised to play in the electrification of transportation. Wave 6 also stopped at OpenRoad Toyota in Richmond to learn about the company’s Kinto car-sharing program, which partners with Uber and features Toyota electrified vehicles including the Mirai and the battery electric bZ4X.

Besides the “official” stops, the tour took time for photos at popular Canadian road trip attractions – from the World’s Largest Lobster in Shediac, New Brunswick to the Wawa Goose Monument in Ontario, to the World’s Largest Dinosaur in Drumheller, Alberta.

 

“The past 60 years have been an incredible journey for Toyota in Canada, and our Kanreki Tour was a wonderful opportunity to reflect on six decades here,” Beatty noted. “It was also an opportunity to reiterate our commitment as Canada’s car company - and to Canadian drivers from coast to coast to coast – for the next 60 years and beyond.”