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Business and
Performance Review
Special FeatureMessage/Vision
Management and
Corporate Information
Financial Section and
Investor Information
Toyota Global Vision
To achieve a 50/50 sales ratio between Japan/Europe/United States and the emerging markets
by leveraging the Toyota product appeal, thereby exceeding expectations
Making Cars that Customers in Each Region Demand
Until now, Toyota has pursued the production of what we considered “good cars,” based on our principles
of “Customer First,” “genchi genbutsu” and “Good quality at an affordable price.” Our new vision calls for
us to build “better cars” that impress our customers by exceeding their expectations. This means fusing
the needs of customers around the world, the values of society and Toyota’s advanced technologies.
Delivering such cars with the right timing means expanding production capacity in emerging markets
in accordance with the expansion of these markets and revising model production in developed markets
to correspond to changes in their market structures. We also must make efforts to optimize and rebuild
our production structure to make it flexible, efficient and resistant to foreign exchange rate fluctuations.
Growing sales in emerging markets for a well-balanced revenue structure
Expand our lineup of environment-friendly cars and globally develop Japanese
premium brands
Strengthening our production and sales structures
Strengthening our product appeal
We are optimizing our global production structure
to meet the needs and scale of each region. Our
manufacturing in Japan continues to employ
leading-edge technologies in making high-value-
added products, so as to uphold its core role in our
monozukuri. We are increasing capacity at existing
European and U.S. plants by working to optimize
available production facilities. Furthermore, in the
emerging markets, we are looking into the timing
and scale of investment for capacity expansion.
In terms of our sales strategy, we are develop-
ing sales for an environment-friendly vehicles society
We aim to create a structure for autonomous partici-
pation in car making by local entities and broadly
improve styling and feel (good quality that can be
felt by the customer by seeing, touching and using).
Expand our environment-friendly car lineup
We will introduce about 10 new hybrid models by
2015. These will include compact hybrids that
with fuel economy rated at 40 km/l or higher,
which will create true product appeal that exceeds
expectations. We are also developing all types
of next-generation
environment-friendly
cars, including plug-
in hybrids (PHVs),
electric vehicles (EVs)
and fuel cell vehicles
that is being increasingly demanded not only in
Japan, the United States and Europe but also in the
emerging markets. We are also working to strengthen
the sales of locally produced IMVs and compact
cars in the emerging markets. Through such efforts,
we will realize a balanced business structure, transi-
tioning from the
current sales ratio of
60% Japan/Europe/
United States versus
40% emerging mar-
kets to 50/50 by 2015.
(FCVs), creating a structure that can meet the
needs of the market. We are proceeding to develop
highly efficient gasoline engines as well, with
improved fuel economy.
Develop the Lexus brand globally
As Japan’s truly global premium brand, Lexus, which
embodies Toyota’s originality through its drivability,
design and technology, is now more customer-friendly
with the adoption of next-generation IT equipment,
including telematics. Lexus is the brand for high
added value and strong
innovation from Japan.
We are working to de-
liver our full lineup
worldwide, including
in emerging markets.
China
Japan
North America
Middle East, Africa and Latin America
Asia and Oceania
Europe
Percentage of Sales by Market
Achieve equal weightings in unit sales between
industrialized nations and emerging markets
Industrialized
nations
50%
Emerging
markets
50%
2015
Sales
plan
Industrialized
nations
60%
2010
Sales
performance
Emerging
markets
40%
Vehicles that win the heart of customers and can
be called “my car" with affection in every market
Global center for product development
and preparations for mass production
of IMV/newly developed small cars
Monozukuri based on advanced
technology and kaizen
Contribute to Toyota’s
competitiveness as a global
product center for small cars
Greater self-reliance
Collaboration with IT for the
future of mobility
A driving force for future growth
Technology base to support the
huge market
0819
Chairman’s Message
President’s Message
Toyota Global Vision
11TOYOTA ANNUAL REPORT 2011