Toyota Mobility Foundation Signs Partnership Agreement with Ehime Prefecture, Matsuyama City, and Imabari City to Expand and Deepen the 'New Bicycle Culture'

On May 28, 2026, Ehime Prefecture, Matsuyama City, Imabari City, and the Toyota Mobility Foundation signed a partnership agreement aimed at promoting the spread and expansion of bicycle use, regional revitalization, urban development, and safety, leveraging the upcoming international conference on bicycle-based urban planning, 'Velo-city 2027 Ehime.' Ehime Prefecture has long promoted the 'New Bicycle Culture' philosophy, viewing bicycles not merely as transport but as tools for health and friendship. With the successful bid to host Velo-city 2027, the prefecture aims to accelerate discussions on bicycle utilization. Meanwhile, the Toyota Mobility Foundation has been working through the 'Tateshina Meeting' to achieve zero traffic casualties, focusing on safety technology and awareness programs. Given the rising trend of bicycle-related accidents and the introduction of the traffic ticket system for cyclists in April 2026, the partners decided to collaborate to address these social changes. The agreement includes large-scale demonstrations of accident-reduction technology in Matsuyama City using ITS smart poles, improvements to cycling environments and rule signage for international tourists in Imabari City, and practical safety education for middle school students in Imabari to foster hazard prediction skills.