Toyota 2009 Annual Report Download - page 12

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The Right Way Forward
“Make Better Cars and Contribute to Society”
The right way forward for Toyota is defined by the Company’s founding mission
to “make better cars and contribute to society.”
It is also marked by a strong commitment to putting the customer first,
practicing genchi genbutsu, and providing high-quality vehicles at an affordable price,
so that customers around the world can enjoy the benefits of owning and driving better cars.
Since the latter half of last year, the global automobile industry has faced a difficult operating environment.
Although further major changes are also anticipated,
Toyota has overcome many challenges in its long history of making automobiles,
and will continue to do so in the future.
TOYOTA MOTOR CORPORATION
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