Toyota shares mobility for all message at the Festival of Disability Cricket

Toyota used the Festival of Disability Cricket at Lord's to put a number on why accessible mobility is a fleet-relevant issue, not just a sponsorship photo op. Barry Lloyd of Every Body Moves, the Toyota-backed ParalympicsGB platform, pointed out that disabled people are nearly twice as likely as non-disabled people to say they can't find suitable activity opportunities nearby. (Toyota GB)

The event itself was substantial: a Vitality Mixed disability T20 International between England and India, preceded by MCC versus Middlesex Disability Team, hosted jointly by the MCC, ECB and Lord's Taverners. Toyota's cricket ties run deep - Principal Partner of the ECB, Automotive Partner of Cricket Ireland and Cricket Scotland, Official Champion of Disability Cricket and Title Partner of the Disability Premier League. Emma Johnson, Toyota GB's Director of Brand and Customer Experience, and Ian Martin, ECB Head of Disability Cricket, both attended. (Toyota GB)

Why this matters: This is brand positioning rather than a product announcement, but fleets with accessibility or inclusion commitments in their own procurement policies should note which manufacturers are building this into long-term strategy versus one-off marketing. Worth watching whether Toyota's Every Body Moves work, launched in 2023, translates into concrete accessibility features across its fleet-relevant model range.