Toyota, Honda join hands to push road safety in Thailand

MANILA: Toyota Mobility Foundation (TMF) and Honda Motor Company Limited (HMC) have created a road safety initiative that will further push their respective goals of zero fatality.

Under the joint ‘Kub-dee-dai-dee’ initiative, the two organizations want to create a safe traffic society in which four-wheeled and two-wheeled vehicle users show mutual consideration for each other.

In a statement, TMF noted that it is collaborating with Honda through the overseas subcommittee of the cross-industry framework called “Tateshina Meeting.”

“By sharing insights gained from activities in Japan and expanding them globally, they are working to create safer traffic environments,” the Foundation added.

For the aforementioned thrust, the two companies will implement a campaign in Thailand themed around the country’s cultural belief of “Tam-dee-dai-dee (Good deeds bring good returns)” to help curb road accidents involving both four-wheeled and two-wheeled vehicles.

TMF shared that they will work together with Honda to conduct awareness activities online to enhance traffic safety awareness, knowledge acquisition, and behavioral change, especially among younger generations.

The organization also shared that the campaign shall highlight daily actions such as being aware of motorcycles while driving, checking blind spots, and maintaining safe following distances — which are all presented as examples of “kub-dee (Good driving).”

Further, the movement seeks to urge people to naturally recognize such behaviors as safe actions in traffic environments.

Rising Thai artist Sarawut Pannoo created the visuals for the campaign website that aims to resonate with younger generations.

As an interactive feature, a “Kub-dee-dai-dee generator” will be installed on the campaign website. With this tool, users can choose specific driving behaviors they wish to be more mindful of from among the “Kub-dee” actions introduced on the site. They can then generate and share original wallpapers or short videos on social media.

The campaign was rolled out digitally and offline this month in Bangkok and Chiang Mai through social media, outdoor advertisements, the special campaign website, and media channels under Bangkok Metropolitan Administration (BMA).

Other stories: Tesla PH highlights updated Model 3 at The Podium Mall Porsche’s 2nd EV SUV to debut tomorrow Toyota Motor PH launches new promos for Nov. 2025

 

Relatedly, the initiative is planned to expand further next year through partnerships with Toyota Motor Thailand (TMT) and Honda Thailand Foundation.

“Bangkok places great importance on traffic safety. The launch of the ‘Kub-dee-dai-dee’ campaign by TMF and Honda is a major step toward nurturing a culture of considerate and safe driving between an automobile manufacturer and a motorcycle manufacturer working together,” Bangkok Governor Chadchart Sittipunt said.

“The Bangkok Metropolitan Administration fully supports this initiative and will continue working to make our roads safe and livable for everyone,” he added.

For his part, Toyota Mobility Foundation Deputy Chair Susumu Matsuda is hoping that the campaign will be warmly received.

“At the Tateshina Meeting, we place great importance on the idea that ‘Traffic safety is something created by everyone.’ We value each individual thinking about what they can do from their own standpoint and taking action.”

Lastly, HMC Safe Driving Promotion Division General Manager Hideaki Takaishi” noted that the thrust is expected to help address the country’s serious traffic challenges.

“By promoting considerate driving from both four-wheeled and two-wheeled perspectives, we aim to deliver safety and joy to everyone, while working together toward a society with zero traffic accidents.”

Also read:

Toyota GR Corolla pushes hydrogen engine tech to new heights

PH-bound Toyota bZ4X to come from Japan, TMP says

Toyota Motor PH confirms 9th-gen Hilux local debut