Toyota will lead the future mobility society, enriching lives around the world with the safest and most responsible ways of moving people.
Through our commitment to quality, ceaseless innovation, and respect for the planet, we strive to exceed expectations and be rewarded with a smile.
We will meet challenging goals by engaging the talent and passion of people who believe there is always a better way.
Creating the future mobility society
Develop new forms of transportation and pursue new ways of connecting technology with people.
Enriching lives around the world
Through the concept of monozukuri, create jobs, develop people, and contribute to society.
Moving people safely and responsibly
Safety is our top priority, both for our customers and for our employees.
In pursuit of making ever-better cars, continually re-innovate within ourselves, create new technologies, and stay ahead of the times.
Respecting the planet
In everything we do, demonstrate consideration of the planet. Persistently research, develop, and promote eco-friendly systems and solutions.
Anticipate the needs of those we serve, and deliver products and services that meet and exceed the needs and expectations of our customers.
Rewarded with a smile
Customer satisfaction is best expressed with a smile. Through smiles, we hold gratitude and appreciation dear in all that we do, too.
Engaging the talent and passion of people
The power of our organization comes from the skill and diversity of our team members and business partners; we solve problems and create new ideas.
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.
Toyota Global Vision
The image of a tree has been used to symbolize the Toyota Vision from 'roots to fruits'. The tree is a symbol of natural strength. It is useful and long-lasting, something that continues to grow and flourish year after year.
The Toyota principles are represented as the roots because everything we do as a company must grow from the foundation of our beliefs. These roots support the trunk of the tree, which signifies the strength and stability of our operations.
From the trunk, the branches lead to the 12 tenets that make up the Toyota vision - the 'fruits' of the tree. The tree allows all of this imagery to be connected together, a metaphor for how closely we at Toyota work together to achieve success.
Finally, the tree is set in a human environment, to remind us of who we work for - our customers. The backdrop is universal, to represent our customers across the globe.