SHERIDAN, WYOMING – July 28, 2025 – Sometimes a fresh start isn’t just a corporate reset — it’s personal. For Daihatsu, a brand long known for compact cars and practical city rides, the path back from a certification scandal has become a story of honesty, humility, and a renewed sense of purpose. And now, with the unveiling of the new Move in June 2025, the company is finally putting its wheels where its heart is.
More Than Just Damage Control — A Culture Shift
In 2023, Daihatsu faced a massive trust crisis when certification irregularities were uncovered. But what followed wasn’t a press-release apology tour. Instead, under President Masahiro Inoue’s leadership, the company rolled up its sleeves and got to work — not just on policies, but on people.
They didn’t just fix procedures; they created space to reflect. The newly launched Koudoukan isn’t a factory or boardroom — it’s a place to think and act, where employees revisit case studies, trace the roots of missteps, and reimagine what ethical carmaking looks like. It’s a very Japanese blend of introspection and action.
“Fresh Start Day”: A Symbol with Substance
December 20, 2023 — the day an independent audit laid out the full scope of the problem — could’ve been just another page in the report. Instead, Daihatsu named it Fresh Start Day, asking every employee to recommit: not just to avoid another failure, but to carry forward a mindset of accountability and pride.
And they didn’t keep that journey behind closed doors. In video interviews from their Osaka headquarters, employees spoke openly about their shame, their determination, and the difficult conversations with suppliers, customers — even their own families. It’s rare, and raw.
A New Move — And a New Meaning
Then came June 2025: the launch of the new Move, a symbol of momentum in every sense. As President Inoue put it, “We’re a carmaker. New cars keep us going.”
But the new Move isn’t just about getting back to business — it’s about designing vehicles that align with a new vision of integrity and transparency. For everyday drivers, that matters more than they might think.
Why This Matters for You
For consumers, especially those who’ve grown skeptical of “greenwashing” or brand spin, Daihatsu’s approach is a breath of fresh air. This isn’t just about emissions stats or infotainment upgrades. It’s about knowing the people who make your car actually believe in doing things right.
And when your car is built with care, responsibility, and renewed purpose — it feels different. You trust it more. Maybe even yourself a little more too.
From Scandal to Strength: How Daihatsu’s Rebuild Stands Apart
Here’s how Daihatsu’s approach compares to other automotive comeback stories:
- Toyota’s Quality Fix (2010): Focused on technical overhauls, not emotional transparency
- Volkswagen’s Dieselgate Response: Heavy fines and tech pivots, but limited cultural introspection
- Daihatsu’s Fresh Start: Rooted in reflection, driven by people, symbolized by a new model
Quick FAQs: Daihatsu’s Fresh Start
What caused the original issue?
In 2023, certification irregularities came to light involving how some vehicles were tested and reported.
What’s changed since then?
A new leadership structure, the creation of Koudoukan for ethics training, and ongoing cultural reform.
What is Fresh Start Day?
December 20, 2023 — now a company-wide annual pledge day to uphold transparency and improvement.
Is the new Move already available?
Yes. The 2025 Move is available in Japan now, with possible export market announcements expected later this year.
Is this just PR, or real change?
Employees themselves asked media to come see the changes — and spoke on record, from the heart.
Why should I care as a consumer?
Because ethical manufacturing builds safer, more trustworthy cars — and you can feel that behind the wheel.
Looking Ahead with Confidence
As Daihatsu rolls out the new Move and rebuilds its reputation, one thing is clear: this isn’t just a return to form — it’s the beginning of a more human kind of carmaking. For drivers who care about more than just price tags or horsepower, that’s a journey worth supporting.
Learn more at https://www.toyota.com/, https://www.daihatsu.com/