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  • Aiming for the Best Suited Vehicles for Each Emerging Market
  • Toyota's Initiatives in Emerging Nations
  • Product Development Meeting the Needs of Each Country and Region
  • New Compact Cars to Meet Customer Needs in the Growing Emerging Markets
  • Vios Development Started with a Return to the Viewpoint of Customers in Growth Markets
  • New Yaris Premiered at the Shanghai Auto Show

Aiming for the Best Suited Vehicles for Each Emerging Market

Toyota aims to manufacture vehicles that earn smiles from our customers in each country and region through our business activities that are strongly entrenched in those countries and regions

Toyota's basic stance towards doing business outside Japan is to contribute to the development of the economy, employment, transportation, and other areas of the country in question through the automotive industry. This stance has underpinned Toyota's initiatives in emerging nations in particular over the past half century as it has made operations more deeply rooted in local regions and manufactured vehicles that earn smiles from our customers. The global network that Toyota has built to date forms a solid base to make ever better vehicles going forward.

The global network that Toyota has built to date forms a solid base to make ever better vehicles going forward.

Toyota's Initiatives in Emerging Nations . Manufacturing Vehicles with a View to Developing Local Industry and Contributing to the Betterment of Society

Ever since commencing sales in Taiwan in 1949 and establishing a production plant in Brazil in 1959, Toyota has continued to produce and sell vehicles in emerging nations, including Latin America, Asia, Africa, and elsewhere throughout the world. Toyota's basic stance towards expanding into emerging nations is to "contribute to the development and welfare of the country" (a Toyoda Precept), which means identifying, cultivating and developing the supporting industries and creating strong bonds with the local communities. This thinking has underpinned Toyota's efforts over the last half century to create employment, contribute to economic development, and actively promote numerous social contribution activities in the various local communities where Toyota does business. Since the 1970s, Toyota has worked with local residents in the ASEAN1 region to develop the automotive industry there, focusing on producing vehicles that earn smiles from our customers and contribute to improving the quality of life of local communities, and on developing automotive industry infrastructure and fostering parts suppliers. With the sudden globalization of the world economy from the latter half of the 1990s, Toyota has matched pace and accelerated the globalization of its operations. Toyota launched the IMV2 Project in 2004, a global strategy to localize procurement and production and develop products that meet differing needs in various countries and regions. In March 2012, the total number of IMV series vehicles produced reached five million units. These have been sold in 170 countries around the world, and produced by 12 overseas affiliates in emerging markets.

Organization of 10 southeast Asian countries with collaborative relations covering economic, social, political, defense, and cultural aspects
Toyota's global strategy models, so named with the aim of creating multipurpose vehicles that can meet the various needs of customers around the world

The 1976 locally-produced Tamaraw was built based on an extremely simple design in order to make it as affordable as possible for local customers, for whom, this was a major consideration when purchasing a vehicle.

Toyota's Basic Stance

Toyota's Basic Stance

Toyota's History in ASEAN Emerging Nations

Toyota's History in ASEAN Emerging Nations

Product Development Meeting the Needs of Each Country and Region

The IMV Project has to date launched a number of different products meeting the needs of customers in various regions by employing the genchi genbutsu(on-site, hands-on experience) concept to observe and analyze how vehicles are used in different countries and regions around the world, and subsequently develop specific models that are tailored to local customer preferences and usage environments. Furthermore, in order to reduce costs and improve efficiency, Toyota has consolidated the original 11 small-scale production bases into four plants, allowing us to provide vehicles at an even more affordable price, put in place a production system that eliminates customer waiting time after an order has been placed, and institute a more fulfilling after-sales service system.



Key Development Aspects of the IMV Project Aimed at Providing Customers with Vehicles that Earn Smiles from Our Customers

Key Development Aspects of the IMV Project Aimed at Providing Customers with Vehicles that Earn Smiles from Our Customers

Different regions have vastly different environments: steep unpaved roads, desert, high altitudes exceeding 4,000 m above sea level, severe heat in excess of 40°C, or extreme cold in excess of -30°C. Usage requirements differ widely too: some regions require utility vehicles with decks capable of carrying large amounts of cargo, other regions require vehicles capable of carrying a large number of passengers; some regions require passenger cars, some commercial vehicles, while others need vehicles that can function as both.

Toyota develops different IMVs for different regions after gaining a firm understanding of the usage environments of each region. Toyota produces a wide variety of different vehicles, based on five separate global standardized body types, to carefully match the diverse needs of customers in different regions.

The IMV after-sales service structure covers all regions and offers meticulous support to customers. Toyota is also expanding its sales network in emerging nations, where dealers are responsible for new vehicles, parts, and after-sales service, just as they are in Japan.

New Compact Cars to Meet Customer Needs in the Growing Emerging Markets

Automobile markets in emerging nations are growing every year in tandem with their developing economies. In particular, the number of customers wanting compact cars is increasing. In response to this situation, Toyota has positioned the Asia region (primarily ASEAN nations) as its "second home base" and is strengthening the production and supply of compact cars there as a second pillar of its business in Asia alongside the IMV Project. Starting with the Etios launched in India in December 2010, Toyota intends to introduce a total of eight different compact car models specifically developed for emerging nations. Amid our plan to produce vehicles in emerging nations, and sell more than one million vehicles a year to more than 100 countries and regions around the world, Toyota began exporting the small car Etios and the Etios Liva hatchback, produced by Toyota Kirloskar Motor Pvt. Ltd. (TKM), India, to South Africa in April 2012.

Future Initiatives

Future Initiatives


Etios LivaEtios Liva

Vios Development Started with a Return to the Viewpoint of Customers in Growth Markets

At the Bangkok Motor Show in Thailand in March 2013, Toyota debuted the new Vios, a compact car specifically designed for emerging nations. Developed based on the concept of sharing the dream of car ownership with first time buyers, the Vios has achieved the highest level of comfort and fuel efficiency within its class, along with a refined exterior, providing the ultimate in the joy of car ownership, the pleasure of driving, and comfort. In economically thriving emerging nations, customer needs are rapidly evolving. To precisely satisfy customers' needs at an affordable price, the new Vios features carefully selected performance levels, equipment, and specifications. The Vios, along with the Etios, is positioned as the ultimate car to lead the expanding compact car market in emerging nations.


commentsFrom the developer

The excitement on the children's faces when that first car is delivered, the father's proud smile, the happy times the family will spend traveling in that vehicle.these are the images we set out to create a car that would allow us to share this dream and this joy with customers. To that end, it was important for us to create a car with amazing value at a genuinely affordable price. We revised the usual approach of planning for normal evolution in a redesign and carefully selected the performance and equipment that customers really need. One such example is the inclusion of an audio system compatible with a USB-based external media player. We listened to customer input because we wanted to develop the new Vios as a car that would bring joy and the realization of their dreams to as many customers as possible.

Takeshi Matsuda Chief Engineer for the ViosTakeshi Matsuda
Chief Engineer for the Vios

Gateway Plant (Thailand) where the Vios is producedGateway Plant (Thailand) where the Vios is produced

Three Key Selling Points of the Vios

Dynamic exterior design and interior quality feel to create a "class-above" presence

The exterior, interior, and color bolster the visual impact, and everything including the specifications and quality provide complete value. The "class-above" presence expresses a magnificence that the owner will want to proudly present to family members and friends.



Class-surpassing spacious cabin and luggage space

An expanded vehicle size has enabled a class-leading spacious cabin and luggage space. As a hospitality space, particular attention was paid to the comfort of the rear seats. Extensive surveys on actual luggage space usage have led to a large trunk space that is easy to use.

luggage space

Class-surpassing spacious cabin

The Toyota brand's high levels of basic performance and durability

The Vios was developed with particular attention given to the basic performance of "moving", "turning" and "stopping" as well as reliability so that customers would truly appreciate its greatness once they drive and use it for a while. The Vios also features excellent driving stability and riding comfort that allow the driver to drive it with a sense of security even on rough roads.

The Toyota brand's high levels of basic performance and durability

New Yaris Premiered at the Shanghai Auto Show

Toyota displayed the new Yaris as a world premier car at the Shanghai International Automobile Industry Exhibition held in April 2013. Production and sales of the new Yaris, based on the global-strategic concept car unveiled at the Beijing Auto Show last year, will commence in China at the end of 2013. Two world premiere be sold exclusively in China.were also on display at the show: a concept car equipped with a hybrid system currently under development and a six-seater developed to appeal to young Chinese consumers.

The new YarisThe new Yaris

Past feature contents

Making Always Better Cars for the Japanese, European, and North American Markets

Toward the realization of the Toyota Global Vision and to achieve sustainable growth, Toyota restructured its automotive operations into four business units in April 2013. With the goal of building a truly competitive business group, Toyota No. 1 will be responsible for the Japanese, European, and North American markets while Toyota No. 2 will be responsible for markets in emerging nations. Each of these units will handle the entire business process from product planning to production and sales. This section describes the initiatives taken in FY2012 in the Japanese, European, and North American markets.

Initiatives in Japan|Crown Reborn with Completely New Styling, Technologies, and Production and Sales Methods


The original "Crown" debuted in 1955 and established a tradition of ease-of-use. The Crown has since evolved into a sedan that leads the premium car market in Japan. The 14th-generation of the Crown debuted in December revisits its roots while refining the technologies and performance that give customers peace of mind and gain their trust. The new Crown has been "ReBORN" as a new Toyota symbol, designed around the core concept of achieving innovation, and stands at the forefront of Toyota's ongoing efforts to make always better cars that exceed customer expectations.

Initiatives in Japan|New Porte/Spade Now Available as Welcabs

Based on the philosophy of "providing freedom of mobility in comfort to all people," Toyota has been developing a wide variety of Welcabs* to provide safe and comfortable vehicles for people with physical disabilities, the elderly, and their caregivers. In FY2012, Toyota enhanced its line-up to offer 58 types of Welcabs in 29 vehicle series in order to address the diversifying needs for assisted-mobility vehicles. The new Porte/Spade Welcab launched in July 2012 features a detachable passenger seat that can be used as a wheelchair and a lift that brings a person in a dedicated wheelchair directly into the front passenger seat area, the only vehicle to offer such features in Japan.


Specially equipped vehicles with factory-installed features for disabled people. The name has been coined from the words 'welfare' and 'cabin.'
Initiatives in North America|New Avalon Launched Designed by North American Team for the North American Market


The Avalon debuted as Toyota's flagship U.S. sedan in 1994 and has been produced and sold in the U.S. This top-of-the-line sedan continues to evolve in response to the needs of U.S. customers. On October 30, the same day it commemorated cumulative total production of 25 million vehicles in North America, Toyota held a line-off ceremony for the 4th generation of the Avalon, and sales began in December. The entire process of creating the new Avalon, from styling to design and production, was carried out by an all-U.S. team led by the first-ever American chief engineer. Not only did Toyota achieve elegant yet striking styling in the new Avalon 'Made/Born in the U.S.A.,' but also made available a hybrid powertrain for the first time.

Initiatives in Europe|New Auris and Hybrid Version Launched as Part of the European ReBORN Key Project

In Europe where environmental awareness is high and hatchbacks and compact cars are very popular, Toyota launched the Auris HV following the Yaris HV. European governments offer excellent subsidies for the purchase of environmentally considerate cars. For example, in Italy, about half of all taxis are Prius hybrids. The new Auris line-off ceremony (in November 2012) was attended by approximately 100 people, including Dr. Vince Cable, U.K. Secretary of State for Business, Innovation and Skills; Didier Leroy, President, Toyota Motor Europe (TME); other government and local officials; and media personnel. The key project in Europe and a popular topic of conversation at the Paris Motor Show for its innovative design, the Auris attracted a great deal of attention and high expectations.