Toyota Global Vision and guiding principles

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.

Tree concept

Trees are naturally strong — they’re useful, long-lasting, and continue to grow for hundreds of years. Our principles are like tree-roots, because everything we do is rooted in our beliefs. From there, vast and secure roots support the great tree-trunk — the strength and stability of Toyota. Branches lead to the twelve fruits of our vision, with the tree supporting everything — a metaphor for how we pull together to achieve success. And the tree flourishes in its environment; a place full of people — Toyota customers around the world.

The tree metaphor

**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.

**Commitment to quality** We constantly raise our standards for dependability, reliability and customer satisfaction.

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

**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.

**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.

**Engaging the talent & 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.

**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.

**Safest & most responsible ways of moving people** Safety is our number one priority – for our employees and our customers. Nothing is more important.

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

**Enriching lives around the world** Through the concept of monozukuri, we will create jobs, develop people and contribute to society.

Guiding principles

Our guiding principles have long been a foundation for the way we manage our business. First drawn up when our business was started in 1937 and updated in 1997, they remain at the heart of our management philosophy. They help us achieve and maintain sustainable development through respect, trust and responsibility in our relationships with people, cultures, nations and the environment.

Honor the language and spirit of the law of every nation and undertake open and fair business activities to be a good corporate citizen of the world.
Respect the culture and customs of every nation 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 fulfill the needs of customers worldwide.
Foster a corporate culture that enhances both individual creativity and the value of teamwork, while honoring mutual trust and respect between labor and management.
Pursue growth through harmony with the global community via innovative management.
Work with business partners in research and manufacture to achieve stable, long-term growth and mutual benefits, while keeping ourselves open to new partnerships.

Toyoda precepts

Always be faithful to your duties, thereby contributing to the Company and to the overall good.
Always be studious and creative, striving to stay ahead of the times.
Always be practical and avoid frivolousness.
Always strive to build a homelike atmosphere at work that is warm and friendly.
Always have respect for spiritual matters, and remember to be grateful at all times.

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