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TOYOTA ANNUAL REPORT 2010 2
photo by Kimimasa Mayama
well as our overseas business operations for their e󰮏orts in working together to return the Company
to its normal state as soon as possible. Above all, I am sincerely grateful to the more than 7 million
customers around the world who purchased new Toyota vehicles during the past year.
　Thanks to everyone’s support, consolidated operating income for the fiscal year ended
March 31, 2010, was ¥147.5 billion. I think that quickly moving into the black at a time that will
determine car-making for the next 100 years is hugely significant to the formulation of our next
growth strategy. I have defined fiscal 2011 as the year when Toyota makes a fresh start, and I
intend to steer the Company toward a new growth strategy.
　One pillar of this new growth strategy is the next-generation eco-car. In May 2010, we
announced a business partnership with Tesla Motors involving the development of an electric
vehicle. In the spring of 2010, during a visit to the United States, I had an opportunity to test drive
one of Tesla Motors’ electric vehicles, an experience that I can only describe as feeling the wind
of the future. Not only was I impressed by Tesla’s technological capabilities, but I also sensed the
energy that will enable them to produce the vehicle efficiently to meet market demands.
　In order to capitalize on technological transitions that occur once every hundred years, I think
that the can-do spirit, quick decision-making and flexibility of venture businesses are as necessary
as the methods of big corporations like Toyota. Toyota was also born as a venture business and that
spirit has contributed to its growth over the years. By working with Tesla, I strongly believe we can
reawaken the creative spirit in our own employees and accept the challenges of facing a new future.
　Since its foundation, Toyota’s unchanging mission has been to contribute to society by making
safe and reliable vehicles. This will continue to be our priority. In addition, Toyota has been a
dynamic company. As the particular needs of our customers evolve, I consider the response to
ever-changing times as growth, and I hope that Toyota and I myself will continue to grow.
　To this end, it is important that our customers, shareholders, regional communities, dealers,
suppliers, employees and all other stakeholders support the idea of Toyota’s continuing growth
as being a good thing.
　The growth I want to pursue is not simply expansion to achieve a greater market share. Instead,
I envision a sustainable growth driven by each employee and based on delivering high quality
and safety at an affordable price—as demanded by our customers all over the world.
　Although the Company finds itself in an environment where conditions are extremely
challenging, the hearts of all Toyota associates are united in an effort to make better vehicles. I
hope Toyota will receive your continued support.
July 2010
I would like to express my heartfelt thanks for the warm, ongoing support of our stakeholders
worldwide.
　Over the past several months, I have been involved in a variety of meetings to explain our
ongoing commitment to safety and customer satisfaction. These included public hearings in
the United States and explanatory meetings in Japan and other countries with the support of
related personnel from across the Company. During this time, I received constructive suggestions
for improvement as well as words of encouragement and support from many people. I am very
grateful to those who took the time to help us through this difficult time.
　Looking back on the past year, I am reminded of when I was appointed as president in June 2009:
then it felt like we were setting sail in stormy economic conditions. It was an extremely severe
operating environment in which we were unable to relax for even one moment all year long.
　From our withdrawal from F1 to the shutdown of production at New United Motor Manufacturing
Inc. (NUMMI), our former joint venture with GM, there were many hard choices to make. However,
even in such a di󰮐cult period for Toyota, I am truly grateful to our dealers and suppliers who remained
fully committed to providing as many vehicles as possible to customers, and to our employees as
A Fresh Start for Toyota—
Contributing to Society through the
Production of Safe and
Reliable Vehicles
The Road to Making Better Cars
Special Feature
Top Messages
Chairman's Message
Top Messages Financial Section
Investor Information
Corporate Information
Special Feature
Consolidated
Performance Highlights
Business Overview
Commitment to Quality
Top Messages
President's Message
President’s Message