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Toyota’s Global Vision

Learn about our business vision and guiding principals

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 Tree Concept

Trees are naturally strong — they're useful, long-lasting, and continue to grow for hundreds of years. Our principles are like tree-roots because everything we do is rooted in our beliefs. From there, vast and secure roots support the great tree-trunk — the strength and stability of Toyota. Branches lead to the twelve fruits of our vision, with the tree supporting everything — a metaphor for how we pull together to achieve success. And the tree flourishes in its environment; a place full of people — Toyota customers around the world.


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 means 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 of monozukuri, we will create jobs, develop people, and contribute to society.