Toyota 2009 Annual Report Download - page 4

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Having been appointed president of Toyota Motor Corporation at the Ordinary General
Shareholders’ Meeting held on June 23, 2009, I would like to begin by expressing heartfelt
thanks for the warm, ongoing support of our stakeholders worldwide.
Today, the state of the global economy continues to have a devastating effect, not just on
automobile manufacturers, but also on parts suppliers and other smaller companies across the
entire automobile industry. At Toyota, both vehicle sales and production have fallen sharply,
severely impacting business results in fiscal 2009, ended March 31, 2009.
As our new management team sets sail under these stormy economic conditions, we feel a
deep sense of responsibility to our shareholders and investors.
Since Toyota’s founding, we have always made it our pledge to “make better cars and
contribute to society.” To fulfill this pledge, we have put the customer first, practiced genchi
genbutsu (on-site, hands-on experience), and dedicated ourselves to providing high-quality
vehicles at an affordable price. I believe it is these fundamental elements of Toyota’s DNA,
passed down over seven decades since our founding, that will enable us to overcome the
challenges we currently face.
To help us achieve our goals, we are implementing a stronger product-oriented
management model focused on making better cars. We have also taken a fresh look at what it
means to be an automobile manufacturer, and are redoubling our commitment to the
Customer First and genchi genbutsu philosophies that are an integral part of Toyota’s
corporate heritage. More specifically, we are reviewing every aspect of our business from the
customer’s point of view—including technological development, manufacturing, sales, and
service—so that we can develop new products, reduce costs and continue to offer customers
the cars they truly want at a price they can realistically afford. In addition, our renewed
emphasis on the genba enables us to better anticipate, as well as respond to, the needs of
customers and society.
* The place of engagement; on the front lines
Message
President’s
President’s Message
Close to the customer,
and with a strong commitment to the genba*,
we will continue our quest to make better cars.
“
Akio Toyoda, President
”
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