A Decade of Advocacy the Toyota Policy Driver Way: A Farewell Interview with Donna Rhudy

Looking back, can you share the story of how the idea for the Policy Drivers program first came about, and what inspired its initiation? 

After our significant recall crisis, we had a clear mandate to build a world-class government affairs team to protect and promote Toyota and to share our story with lawmakers. Setting up a program that enabled Toyota team members to learn more about and influence policy affecting Toyota was an integral part of that.

I was a state government affairs manager at the time when Stephen approached me with a bold idea: to create a grassroots program for our employees. I can still hear his words:“This could be your chance to leave a lasting legacy at Toyota.”  I took on the challenge, never looked back, and it became the defining journey of my career at Toyota.

What were some of the biggest challenges you faced while establishing the program, and how did you overcome them?

Establishing the Toyota Policy Drivers program came with significant challenges, especially securing buy-in from company leadership, HR, and Legal. We were starting something new!

We overcame hesitations and continuously improved the program by engaging leaders from each pillar organization early on, benchmarking other companies’ programs, and, perhaps most importantly, piloting it at various locations instead of launching everywhere at Toyota at once. This enabled us to get buy-in from Toyota leadership as well as make changes to the program as we learned from each pilot.

These efforts paid off. We launched the program in 2016, with our Government Affairs team traveling to 30 facilities and enrolling 2,000 Policy Drivers. By 2017, we had expanded to over 50 facilities with more than 3,000 enrollees. Today, we have over 9,000 Policy Drivers nationwide, including nearly 1,000 alumni who joined after expanding the program to retirees two years ago.

What can others learn from this experience? 

Building Toyota Policy Drivers offers several key lessons:

• Get buy-in early: Engage stakeholders in constructive discussions and highlight benefits. Clear, ongoing communication sustains support and addresses concerns promptly.
• Benchmark: Analyzing other successful grassroots programs provides valuable insights, best practices, and guides program development.
• Pilot: Rolling out at specific facilities and reporting outcomes to leadership demonstrates effectiveness and builds trust.
• Direct engagement: Put a face to what you’re promoting! Facilitating direct engagement through site visits and educational initiatives enhanced participation, fostered community and pride among employees.

How has Policy Drivers contributed to Toyota’s success? 

Policy Drivers has been a game-changer for Toyota, ensuring that our voice is heard loud and clear on critical issues. We’ve had some big wins: from securing the Perkins Career and Technical Education Act reauthorization, which supported our workforce development efforts, to knocking down the Border Adjustment Tax in 2017, saving consumers from a 20% auto import tax.

Our successful opposition to Section 232 in 2018-2019 protected American jobs from a 25% tariff on auto imports. In 2020, we moved quickly to get the Paycheck Protection Program passed, helping small businesses survive the pandemic. In 2021, we banded together against anti-Asian hate crimes and pushed for the COVID-19 Hate Crimes Act. We stopped the unfair union-built EV incentive in the Build Back Better Act, and, most recently, we fought our toughest fight yet alongside our dealers against the EPA’s overly aggressive EV regulations.

How has the Policy Drivers program impacted Toyota?

Our hope is the Policy Drivers program has instilled a sense of ownership and empowerment through active participation in advocacy. We’ve seen firsthand how our voices shape critical issues and enhance our understanding of the political process, developing valuable skills in leadership and communication that extend beyond our jobs to influence our families and future.

The program has also fostered a community at Toyota built on trust, respect, and a shared sense of purpose. We’re united under a common cause and have some fun while still doing advocacy (like gamification or our election predictions map).

How has leading this program influenced your own personal and professional growth over the past ten years? 

Leading the Policy Drivers program has been incredibly fulfilling. It’s been more than just building a program; it’s been about creating a community rooted in respect and trust, a journey that has helped me grow as a leader and an advocate. The Policy Drivers program has become a cornerstone of Toyota’s advocacy culture. I take immense pride in knowing our employees feel empowered and proud to contribute to our success, ensuring our legacy for years to come.

As you retire, what advice would you give as we continue to build and evolve the program? 

Continue to always prioritize the personal touch that makes the Policy Driver experience special. Every voice counts. When we receive a comment or question from a Policy Driver, it is respectfully read and thoughtfully answered, because we value and appreciate our Policy Drivers’ feedback. They are the heart and soul of this program, which is the key to our success today and tomorrow. When we say, “Thank you for being a Policy Driver,” we really mean it, and our Policy Drivers feel that.

What do you hope to see in the future for the Policy Drivers program?   

It has always been my heartfelt ambition to see 10,000 Policy Drivers in the program, and I have full faith that this milestone is just around the corner. Our team members are the heart of this program, and the legacies of our retirees embody its spirit and foundation. Through the unwavering dedication and passion of our Policy Drivers, their actions have truly made a meaningful impact. I am certain that the program will not only endure but flourish, continuing to make a difference for years to come.

Finally, what message would you like to leave for all Policy Drivers who have been part of the program over the years? 

The highlight of my career at Toyota has been building the Toyota Policy Drivers program because of our journey together. This program has been a labor of love. The community and respect we’ve fostered are at its core, uniting us to protect the best company in the world. As I embark on this new chapter, I’m committed to staying engaged with the Alumni Policy Drivers Program, and I hope that those who retire one day will do the same. I urge each of you to continue your passionate support for this important initiative, ensuring its growth and success for the future.

From the depths of my heart, thank you all for being part of the Toyota Policy Drivers community.

Donna can be contacted at donna.rhudy@toyota.com before August 30^th. After that, any questions about the Toyota Policy Drivers program can be directed to Emily Festa at emily.festa@toyota.com or at policydrivers@toyota.com.