Leaders’ deep ties bring mobility to the skies: Joby’s first flight in Japan

Joby marks first flight in Japan

“That was awesome!” exclaimed JoeBen Bevirt, CEO of Joby Aviation, as he climbed out of the car. “Next time, we can do donuts in the sky!” replied a grinning Chairman Akio Toyoda. They stood for a photo to commemorate the moment, arms around each other’s shoulders.

On November 2, Toyota announced that an electric vertical take-off and landing (eVTOL*) aircraft built by its air mobility partner Joby had made its first test flight in Japan.

The stage for this inaugural flight outside the United States was Toyota’s Higashi-Fuji Technical Center (Susono City, Shizuoka) at the foot of Mount Fuji.

*Electric Vertical Take-Off and Landing (eVTOL): A form of air mobility designed to fly repeatedly over short distances, expected to be utilized by commuters, business travelers, and tourists in urban areas. Combining elements from helicopters, drones, and small aircraft, eVTOLs offer outstanding reliability, environmental performance (zero emissions), and quietness. Joby’s aircraft can carry a pilot and four passengers, with a top speed of around 320 km/h and a range of approximately 160 km.

Although poor weather prevented the planned demonstration flight from going ahead at the November 2 event, test flights were conducted as part of the preparations that began in late October.

Toyota’s collaboration with Joby dates back to 2019, although the two companies have been cultivating a cooperative relationship for nearly seven years.

Beyond merely investing in the company, Toyota provides support in production engineering and the Toyota Production System (TPS) while also supplying motor components developed for its hybrid technologies.

Speaking at the press conference on November 2, Joby CEO JoeBen Bevirt said he was “honored to partner with Toyota, a maker of quality vehicles that is trusted around the world, and very much looking forward to realizing our exciting dream together.”

For his part, Toyota Vice President Hiroki Nakajima outlined how the company’s vision for air mobility began with Sakichi Toyoda, who laid the foundations of the Toyota Group. “Toyota aims to support companies and people like CEO JoeBen who manifest their dreams and passion,” said Nakajima. “We would like to challenge the world together and do what no one has done before.”

It was a momentous day for both companies, made possible by the relationship of trust built up by CEO Bevirt and Chairman Toyoda.

Sharing dreams at first meeting

The pair first met in February 2019. Although the Toyota-Joby relationship began in 2017 with an investment by Toyota AI Ventures*, from here, the connection deepened further.

*Venture capital fund based in Silicon Valley. A subsidiary of the Toyota Research Institute (TRI), which conducts R&D in areas such as artificial intelligence, automated driving, and robotics in the U.S.

At the November 2 event, CEO Bevirt recalled that initial meeting.

“The first time I met Akio-san, I told him about my dream. Then Akio-san shared the dream of air mobility that the Toyoda family has held onto for 100 years. He told me he dreamed of the day that this revolutionary mobility became part of everyday life.”

On that occasion, then-President Toyoda expressed his belief that air mobility would arrive before the era of fully automated driving, seeing this as a step in Toyota’s transformation into a mobility company. After seeing a test flight video, he was eager for a chance to try the aircraft for himself. “I can’t wait to go for a ride.”

About a year later in January 2020, Toyota announced that it would work with Joby on eVTOL development and production, investing $394 million* with a view to entering the air mobility sector in the future.

*This October, Toyota announced a further investment of $500 million, bringing the total to $894 million.

A news release accompanying the collaboration featured the following comment from then-President Toyoda: “Air transportation has been a long-term goal for Toyota. As we take up the challenge, we tap the potential to revolutionize future transportation and life. Through this new and exciting endeavor, we hope to deliver freedom of movement and enjoyment to customers everywhere, on land, and now, in the sky.”

Since then, the two leaders have continued their dialogue while visiting each other’s countries. In April 2022, in the wake of the pandemic, Akio shared his hopes for Joby’s technology:

“Since the outbreak of COVID, I’ve found myself traveling to various places by a combination of helicopter, car, and bullet train. Whenever I do, I can’t help but think what a difference Joby aircraft would bring to my life.”

“If we can make such combined travel more seamless, that would be a complete game changer.”

CEO Bevirt was also keen to see the relationship flourish. “The Toyoda family has been looking to the skies for many years, since decades before I was born,” he said. “I admire their keen vision. Now is the time for us to create that reality together as equal partners.”

Donuts high and low

Each time their paths crossed, Akio was filled with anticipation for Joby’s aircraft. Even as he emphasized “safety first” instead of hastening development, time and again he voiced the same sentiment: “I can’t wait to go for a ride.”

True to form, after the press conference we witnessed this light-hearted exchange:
Chairman Toyoda: “I can’t wait to go for a ride!”
CEO Bevirt: “You can go right now—but as a flight engineer.”

Then CEO Bevirt followed up with his own request. “I have a favor as well… Can you take me for a spin in your car?”

Akio happily obliged, saying, “All right, let’s go! It’s too bad we couldn’t do the demo flight today, but this rain is perfect for drifting!” Just like that, they set off in a Toyota 86.

The scene that opened this article followed soon after. Starting with donuts on land, the pair agreed that next time they would go for a spin in the air.

A shared vision

“This partnership seems to have formed from a connection between two individuals rather than two companies. At what point did each of you instinctively feel ‘This is someone I can work with’?” This question was posed by a reporter after the press conference.

“The first time we met was no different from today. His core vision of wanting to change the world and offer a new form of mobility remains the same. When we were talking up on stage earlier, JoeBen whispered to me, ‘Today is the real start, isn’t it.’ Not the finish line—today is the real starting point,” said Chairman Toyoda.

CEO Bevirt on the hand stated “When I build relationships with people, I always want to create the kind of relationships that last a lifetime. During our short lives, what’s important is contributing to the world as much as possible in the time we are given. Using the time you have, do what you can to make the world a better place. Both of us share that mindset. I feel that we are bound together by our commitment to making a better world.”