New Car Blessing Ceremony for the New MOVE

*Click the image to see a larger version.

On July 30, a new car blessing ceremony for the new MOVE was held at Nishinomiya Shrine in Hyogo Prefecture. Nishinomiya Shrine is famous for its Lucky Man Race during the January Toka Ebisu Festival, where contestants race to the main hall.

Executive Vice President Masanori Kuwata and Sales & Customer Service Group Chief Officer Akio Fukuda from Daihatsu Motor Co., Ltd. and Chairman Takaaki Tsubouchi from Daihatsu Motor Sales Association attended the ceremony, where they prayed for increased sales of the new MOVE, the prosperity and happiness of the entire Daihatsu, and the health of all employees.
Please check out this recording of the new car blessing ceremony!

Takaaki Tsubouchi (Daihatsu Motor Sales Association)

Thank you for your time today. Attending the ceremony to pray for the safety of new vehicles, I felt a renewed sense of discipline in both body and mind. Just as before, I am determined to continue treating each and every car with the utmost care in sales.
The launch of the new MOVE has energized our sales teams, and we look forward to meeting our customers’ expectations. As MOVE celebrates its 30th anniversary, we aim to cultivate it as the symbol of Daihatsu and a car that grows ever more beloved by customers.

Interviews with the Staff Who Have Supported Daihatsu’s New Car Blessing Ceremony!

This time, I was assigned to cover the new car blessing ceremony. I must admit, before the assignment, I was only vaguely aware of its existence from the corner of our company newsletter. However, as I researched further, I came to understand that it is a cherished tradition for Daihatsu. I felt compelled to share not just a report on the ceremony itself, but also its history and the passion of the staff who have consistently supported it behind the scenes.

The new car blessing ceremony has been organized by Mayumi Yabumoto, Yukio Kato, Yasuko Sasaki, Yukio Endo, and Tomoyuki Ota from the General Affairs Division.
We talked about the history, anecdotes, and the passion of the new car blessing ceremony.

——When did the tradition of the new car blessing ceremony begin?
According to existing records in the General Affairs Division, the earliest known ceremony appears to be the blessing for the Fellow Max held at Ise Shrine in 1970.

1970 Fellow Max New Car Blessing Ceremony at Ise Shrine

1971 Fellow Max New Car Blessing Ceremony at Ise Shrine

——Was it held at Ise Shrine at the time?
Our company formed a business partnership with Toyota Motor Corporation in 1967. Since Toyota Motor Corporation held its new car blessing ceremony at Ise Shrine, we also began holding ours there too. Incidentally, the head shrine of Kotai Jingu (Inner Shrine of Ise Shrine), which is enshrined in our headquarters’ garden, is also Ise Shrine.

——It is currently held at Nishinomiya Shrine.
In the past, it was held once a year for a few selected models released that year. After the 1980s, taking safety into consideration, it was decided that a new car blessing ceremony should be held for each model launch. Consequently, it began being held at Nishinomiya Shrine, which is the head shrine of the Ebisu Shrine, the god of business prosperity. Incidentally, Ebisu is also enshrined at Kureha Shrine, the local guardian deity of Ikeda Plant 1st District.

——Looking at old photos, haven’t you noticed that there were more attendees back then compared to today?
Back then, following Toyota Motor Corporation’s example, it was a large-scale event attended by all executives and related parties. However, depending on the era, attendance was sometimes limited to one representative to reduce costs, with only one panel photo of the car brought along. After considerable twists and turns, it has evolved into its current form.

1973 New Car Blessing Ceremony for the Consorte Coupe, New Fellow Max, and Masters at Ise Shrine

——What do you value most as one of the persons in charge of the new car blessing ceremony?
When I took over the role from my senior, I was taught the importance of valuing connections with people (including those at the shrine), striving to avoid any disrespect by mastering the proper language use and knowledge of the rituals, and solemnly upholding these traditions. We believe the ceremonies we conduct are not just events, but crucial occasions that pray for the prosperity and happiness of the entire Daihatsu through connecting the passion from development and production to sales and ultimately our customers.

In addition, it is expected that general affairs work must be flawless, so to that end, we make meticulous preparations and strive to proceed with even greater focus than usual on the day itself.

Yukio Kato will retire upon completing his reemployment at the new car blessing ceremony for the new MOVE. His first blessing ceremony was for the first-generation MOVE. After supporting the new car blessing ceremonies for MOVE for 30 years, he truly deserves a rest!

*Click the image to see a larger version.

Members of the General Affairs Division have expressed their strong commitment, stating that through the new car blessing ceremony, “we wish to firmly uphold Daihatsu’s traditions while praying for the prosperity and happiness of the entire Daihatsu. We will strive to ensure this passion reaches not only the company but also our local community and customers.”

Members of the General Affairs Division.
From the left: Mayumi Yabumoto, Yukio Kato, Yukio Endo, and Tomoyuki Ota

Fun Facts about Nishinomiya Shrine

・Nishinomiya Shrine, where we held the new car blessing ceremony, was founded in the late Heian period (late 12th century). The Toka Ebisu Festival began in the Muromachi period (14th century – 16th century), and the famous Lucky Man Race gradually spread from the Taisho era to Showa era (early 20th century). It seems that around 2010, television coverage sparked its growth into a famous event attracting over 6,000 participants.
・April 2025 marks the 100th anniversary of Nishinomiya City’s founding. To commemorate this, the copper sheets on the main hall’s roof were replaced for the first time in approximately 60 years. The roof, which was green during past new car blessing ceremonies, now shines in a brilliant copper color! The red gate and plastered wall have also been restored, making the shrine even more beautiful. In a few years, the copper roof will start to turn green, so now is the only chance to see it in its current beautiful copper state! Why not take this opportunity to visit?

The roof was green as of 2022 (top: Canbus new car blessing ceremony)
*Click the image to see a larger version.

●Nishinomiya Shrine
1-17 Shakecho, Nishonomiya, Hyogo Prefecture 662-0974
https://nishinomiya-ebisu.com/

Conclusion

Through working on this new MOVE special feature, I came to understand that MOVE is like a crystallization of hope, filled with the diverse passions of the many “Partners” involved with Daihatsu. The new car blessing ceremony is a vital ritual that carries everyone’s passion and passes the baton to the “Sales Partners.” In addition, while filming the solemn ceremony at Nishinomiya Shrine, I truly felt that enriching our customers’ lives and bringing even a few more smiles to their faces is the greatest source of joy for us!

Whenever I spot a new MOVE on the street, I can’t help but feel moved.


(Filming and editing:Uegaito,Iwamoto, and Yamada from the Inner Communication Group)