Lead the way

Toyota will be a frontrunner. We will seize
opportunities and invest in the future.

Future of mobility

We'll develop new forms of transportation and pursue
new ways to connect technology with people.

Enriching lives around the world

Through the concept of monozukuri, we will create
jobs, develop people and contribute to society

Safest & most responsible
ways of moving people

Safety is our number one priority – for our employees
and our customers. Nothing is more important.

Commitment to quality

We constantly raise our standards for dependability,
reliability and customer satisfaction.

Constant innovation

Our goal: “Always better cars.” We continually
reinvent ourselves, introduce new technologies and
stay ahead of our competition.

Respect for the planet

In everything we do, we will show consideration to
the planet. We investigate and promote systems and
solutions that are eco-friendly.

Exceed expectations

Our attitude is to anticipate and deliver to the needs
of those we serve.

Rewarded with a smile

Customer satisfaction is best expressed with a smile.
It promotes a behavior of gratitude and appreciation
in all that we do.

Challenging goals

We aim high and work together... that’s who we are.

Engaging the talent
and passion of people

The power of our organization comes from the skill and
diversity of our team members and business partners...
solving problems and creating new ideas.

There is always a better way

The spirit of kaizen... reaching higher and challenging ourselves
to find a better way in everything we do... every single day.

The Tree Metaphor

The image of a tree has been used to symbolize the Toyota Vision from ‘roots to fruits’. The tree is a symbol of natural strength. It is useful and long-lasting, something that continues to grow and flourish year after year.

The Toyota principles are represented as the roots because everything we do as a company must grow from the foundation of our beliefs. These roots support the trunk of the tree, which signifies the strength and stability of our operations.

From the trunk, the branches lead to the 12 tenets that make up the Toyota vision - the ‘fruits’ of the tree. The tree allows all of this imagery to be connected together, a metaphor for how closely we at Toyota work together to achieve success.

Finally, the tree is set in a human environment, to remind us of who we work for - our customers. The backdrop is universal, to represent our customers across the globe.