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Business and
Performance Review
Special FeatureMessage/Vision
Management and
Corporate Information
Financial Section and
Investor Information
Toyota Global Vision
Exceeding Expectations to Achieve Growth
Toyota Global Vision
Toyota has engaged in a variety of management reforms in response to the industry environment.
Our new Global Vision clarifies the corporate image and values for which we aim. Our goal is to
achieve future growth based on the lessons we have learned and our reflection on our experiences
associated with the deterioration of the management environment caused by the Lehman shock
and a series of quality issues. Henceforth, we will establish posts in each region of the world
based on this vision and achieve continuous growth through a structure composed of regional
entities that conduct our actual business.
Toyota will lead the way to the future of mobility,
enriching lives around the world with the safest
and most responsible ways of moving people.
Through our commitment to quality,
constant innovation and respect for the planet,
we aim 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.
Toyota Global Vision
Regional entities to drive further evolution of “Customer First” and “genchi genbutsu”
Goals of Our Vision
The Toyota Global Vision offers automobile
manufacturing that exceeds customer expectations
and a new mobility society based on the Toyota
Precepts, the Toyota Guiding Principles and the
Toyota Way, which have been the guiding aim
of our spirit of manufacturing (monozukuri )
throughout our 74-year history. By building a
stable management foundation from revenues
gained through coexistence and co-prosperity
with society and our customers, as well as by
contributing to the development of local
communities, we can create a virtuous cycle for
continuous growth.
This Global Vision calls for management at
the head office to determine our overall direction
and conduct regional support, whereas the
regional entities around the world, which are
closest to their customers, make independent
decisions. What this means is realizing “Customer
First” and “genchi genbutsu.” This concept
represents a change in the management structure
aimed at rapid feedback from actual locations
and using that feedback in decision making, while
always being able to ensure that such decisions
are acceptable to society.
Toyota’s Visionary Management concept can be expressed using the metaphor of a tree. The roots of the tree are the shared values
that underlie our spirit of monozukuri. The fruit of the tree is our contributions to “always making better cars” and “enriching the lives
of communities.” The trunk of the tree is a stable business foundation that supports products that please our customers. Henceforth,
we will conduct our business so as to achieve continuous growth through a virtuous cycle comprising these three elements.
Toyota’s Visionary Management
Stable business base
Toyota values
Roots
Trunk
Ever-better cars
Fruit
Develop vehicles that
exceed expectations
Contribute to communities
Contribute to the future of mobility
Enriching lives of communities
Fruit
Guiding Principles at Toyota
The Toyoda Precepts The Toyota Way
Constantly strive for the "ever-better cars" and "enriching lives of communities"
goals by ensuring sustainable profitability with a long-term point of view.
Sustainable growth
0804
Chairman’s Message
President’s Message
Toyota Global Vision
9TOYOTA ANNUAL REPORT 2011