Toyota vision and philosophy

Mobility and Happiness for All

At Toyota, we’ve always believed that mobility is more than just getting from A to B, it’s about freedom, equal opportunities and joy. Our story is built on respect for safety, a passion for quality, and a commitment to diversity. These values shape our vision: creating mobility for all and delivering happiness for everyone.

Our Mission: Happiness for All

As Akio Toyoda, our chairman says, Toyota’s purpose goes beyond building cars. We aim to create “Happiness for All”. That means we’re not just making ever-better vehicles; we’re developing mobility solutions that make life easier and more enjoyable. From electrification to automated driving, we’re working towards a happier, more sustainable world for the next 100 years and beyond.

Our Vision: Creating Mobility for All

Freedom of movement opens doors to new possibilities. That’s why we strive to remove obstacles and make mobility accessible to everyone. In the words of Yoshihiro Nakata, President & CEO of Toyota Motor Europe, “When everyone is free to move, we are one step closer to the inclusive and sustainable society that Toyota is committed to building.”

Our way forward

Since Toyota’s foundation we have acted in accordance with our Philosophy and Guiding Principles to provide reliable products and support the sustainable development of society. The Toyota Way is our simple framework for applying Toyota’s Guiding Principles and building the kind of company we want to be. Through TPS, Toyota's renowned production system, we work according to an original manufacturing philosophy that aims to eliminate waste and achieve the best possible efficiency.

The Toyota Way

What we do today shapes tomorrow. Our guiding principles define how we work, with integrity, respect and the relentless quest for improvement. We welcome challenges make room to grow, and never forget to thank the people who make it all possible. This is the Toyota Way: a culture built on responsibility for our employees, customers, communities and the world around us.

Our Guiding Principles

Toyota has followed the same Guiding Principles since our foundation in 1937. They help us achieve and maintain sustainable development by respecting and trusting people, cultures, and the environment. We take our responsibilities seriously, and dedicate our business to providing safe products and enhancing people’s quality of life everywhere.

Our Guiding Principles

Since 1937
(updated in 1997)
Honour the language and spirit of the law of every country and region, and undertake open and fair business activities to be a strong corporate citizen of the world.
Respect the culture and customs of every country and region, and contribute to economic and social development through corporate activities in their respective communities.
Dedicate our business to providing clean and safe products and to enhancing the quality of life everywhere through all of our activities.

Create and develop advanced technologies and provide outstanding products and services that fulfil the needs of customers worldwide.
Foster a corporate culture that enhances both individual creativity and the value of teamwork, while honouring mutual trust and respect between labour and management.
Pursue growth through harmony with the global community via innovative management.
Work with business partners in research and manufacturing to achieve stable, long-term growth and mutual benefits, while remaining open to new partnerships.

Quality: at the heart of everything we do

For Toyota, the pursuit of quality is a never-ending mission. We use time-honoured principles like Kaizen and Genchi Genbutsu, pioneering programs like the Toyota Production System, and customer and employee feedback to steadily improve the quality of our products and the way we work.

Toyota’s commitment to safety

Safety is our top priority. We aim to make every journey as safe as possible for drivers, passengers, and pedestrians alike. We work towards this vision using rigorous systems and innovative programs, striving every day to improve on past performance.

Discover more about Toyota's safety commitments