It may seem a little odd to say: although selling cars is what we do, at Toyota, it’s not why we exist. Our brand was founded in 1937 by Kiichiro Toyoda on the back of a powerful idea - and Toyota ideas have led the world since then. Our spirit of innovation is inspired by technology as way of improving lives, bettering society and securing our children’s future. Our mission is to better life for everyone. Because someone has to lead.