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Toyota’s Global Vision

Learn about our business vision and guiding principals

The Tree Metaphor

Toyota leads the way to the future of mobility, enriching lives around the world with the safest and most sustainable ways of moving people. Through our commitment to quality, constant innovation, and respect for the planet, we always aim to exceed expectations, and be rewarded with a smile.

The 12 Fruits Of Our Vision

Respect for the planet

In everything we do, we will show consideration to the planet. We investigate and promote systems and solutions that are eco-friendly. 

Commitment to quality

We constantly raise our standards for dependability, reliability and customer satisfaction. 

Challenging goals 

We aim high and work together... that’s who we are. 

There is always a better way 

The spirit of kaizen... reaching higher and challenging ourselves to find a better way in everything we do... every single day. 

Exceed expectations 

Our attitude is to anticipate and deliver to the needs of those we serve. 

Rewarded with a smile 

Customer satisfaction is best expressed with a smile. It promotes a behavior of gratitude and appreciation in all that we do.

Engaging the talent & passion of people 

The power of our organization comes from the skill and diversity of our team members and business partners... solving problems and creating new ideas.

Lead the way 

Toyota will be a frontrunner. We will seize opportunities and invest in the future. 

Future of mobility 

We'll develop new forms of transportation and pursue new ways to connect technology with people.

Safest & most responsible ways of moving people 

Safety is our number one priority – for our employees and our customers. Nothing is more important. 

Constant innovation 

Our goal: “Always better cars.” We continually reinvent ourselves, introduce new technologies and stay ahead of our competition. 

Enriching lives around the world 

Through the concept ofmonozukuri, we will create jobs, develop people and contribute to society.