Toyota global vision mission statement

Section 4. Global Vision

Item 1. Announcement of the Global Vision

President Akio Toyoda announced the Toyota Global Vision at a press conference in Tokyo on March 9, 2011. The Toyota Global Vision is a statement of the vision to be shared by Toyota's 300,000 employees worldwide concerning what kind of organization Toyota should be and what kind of values it should honor, determined by learning from and reflecting on TMC falling into the red in the fiscal year 2008 (ended March 2009) as a result of the global financial crisis that broke out in the autumn of 2008 and the series of quality-related problems that later surfaced.

The Toyota Global Vision was prepared not in Japan alone, but through deliberations with teams set up in North America, Europe, Asia-Oceania, China, Latin America, Africa, and the Middle East. Earlier corporate visions were first prepared in Japanese and then translated into English and other languages. But this time, the original text was prepared in English, based on a greater sense that it should be shared globally. With the happiness of its customers first and foremost, Toyota established "Rewarded with a smile by exceeding your expectations" as the slogan of the Toyota Global Vision, with an awareness toward clearly conveying the thinking that pervades the vision.

In addition, TMC employed a tree metaphor focusing on the roots, trunk, and fruit of a tree to express the how the Toyota Global Vision is to be put into practice. The roots correspond to the founding values of Toyota found in the Five Main Principles of Toyoda, the Guiding Principles at Toyota, and the Toyota Way, as an expression of the Toyota spirit of conscientious manufacturing. The fruit is what Toyota provides customers by putting the Toyota Global Vision into practice and consists of making "ever-better cars" and contributing to host communities.

Producing this type of fruit requires a solid trunk, and the trunk is the stable base of business. Repeating the cycle of producing ever-better cars and contributing to improving communities and society to secure a stable base for business and achieving sustainable growth are positioned as the foundation of management under the Toyota Global Vision.

In addition to these principles and concepts, the Toyota Global Vision sets medium-term action policies and quantitative targets through 2015. It sets forth that TMC will actively engage in emerging markets with the goal of shifting the ratio of global sales in industrialized nations and emerging countries from 6:4 in 2010 to 5:5 by 2015, thereby establishing a well-balanced business structure. The Toyota Global Vision also sets a target of establishing a solid earnings base with the resilience to withstand the risk of market contractions and fluctuations in currency exchange rates so TMC can build a stable management foundation.

The Toyota Global Vision is premised on consolidated Group sales of 7.5 million units (Toyota and Lexus) under a business environment with the yen trading at high values of 85 yen to the U.S. dollar and 110 yen to the euro, under which circumstances TMC intends to achieve a ratio of consolidated net revenues to operating income of 5 percent and operating income in the range of 1 trillion yen. At the press conference in which he announced the Toyota Global Vision, President Toyoda explained that an operating profit margin of 5% is the minimum necessary for sustainable growth and that he hopes to rapidly establish structures that can generate operating income of about 1 trillion yen even under a harsh management environment.

• Part 1. Taking on the Automotive Business
  • Chapter 1. From Textiles to Automobiles
    • Section 1. The Inventions and Ideas of Sakichi Toyoda
      • Item 1. Sakichi Toyoda
      • Item 2. Overview of Sakichi Toyoda's Inventions
      • Item 3. Expansion into Nagoya
      • Item 4. The Birth of Jidoka
      • Item 5. Invention of the Circular Loom and Circular Single Flow Motor
      • Item 6. Support for Development and Invention of Electricity Storage Devices
      • Item 1. Setbacks at Toyoda Loom Company
      • Item 2. Establishment of Toyoda Boshoku Corporation
      • Item 3. Establishment of Toyoda Boshoku Sho and Other Companies
      • Item 1. Kiichiro Toyoda Starts Working for Toyoda Boshoku
      • Item 2. Creating the first automatic loom prototype
      • Item 3. Toyoda Boshoku's manufacture of the Type G Automatic Loom
      • Item 1. Toyoda Automatic Loom Works Established
      • Item 2. Patent Transfer Agreement with Platt
      • Item 3. Downturn in the Cotton Industry and Diversification and Streamlining
      • Item 4. Ring Spinning Frame Development and Automobile Research Starts
      • Section 1. The Japanese Automotive Market
        • Item 1. The Great Kanto Earthquake and Rapid Increase in U.S. Vehicle Imports
        • Item 2. Assembly Production by Ford and General Motors
        • Item 3. Domestic Automotive Production-the Demise of Kwaishinsha and Hakuyosha
        • Item 4. Building a Chukyo Detroit-Development of the Atsuta Passenger Car
        • Item 1. Establishment of an Automotive Production Division
        • Item 2. Construction of Prototype Plant and Steelworks
        • Item 3. Prototypes of the A Engine and Model A1 Passenger Car
        • Item 4. Model G1 Truck
        • Item 5. Sales Systems Established
        • Item 6. Model AA Passenger Car and Model GA Truck Launched
        • Item 7. Toyoda Automatic Loom Works Designates a Licensed Company under the Automotive Manufacturing Industries Law
        • Item 1. Establishment of a Research Laboratory
        • Item 2. Researching Casting Technology
        • Item 3. Specialty Steel Research and Development and Forging Technology Research
        • Item 4. Research and Development of Machining Methods and Machine Tools
        • Item 5. Electrical Components Research and Development
        • Item 6. Rubber Product Research and Development
        • Item 1. Construction of the Automotive Department Assembly Plant: Staged Expansion of Production Capacity
        • Item 2. Selection of the Koromo Plant Site and Development of the Construction Plan
        • Item 3. Establishment of Toyota Motor Co., Ltd. and Construction of the Koromo Plant
        • Item 4. Description of the Koromo Plant
        • Item 5. The Origins of Just-in-Time
        • Item 6. Goguchi Production Control System Adopted
        • Item 7. Reforming and Improving Vehicle Quality
        • Item 8. Model B Engine, Model GB Truck Developed
        • Item 9. Introduction of the Metric System
        • Item 1. Establishment of the Storage Battery Research Center and the Toyoda Physical and Chemical Research Institute
        • Item 2. Diesel Engine Research
        • Item 3. Research on Alternative Fuels
        • Item 4. Research on Forge Processing Technology
        • Item 5. Research on Alternative Steel
        • Item 6. Truck Production and the Steel Shortage
        • Item 7. Production outside Japan
        • Item 8. Prototype Production of a Range of Vehicles
        • Item 9. Aircraft Development and Production
        • Item 10. The Automotive Industry Under a Controlled Economy
        • Item 11. Breakup and Consolidation of Companies
        • Item 1. Searching for New Business
        • Item 2. Company Reconstruction
        • Item 3. Converting to Meet Civilian Demand and Dealing with Post-war Reforms
        • Item 4. Three New Company Spin-Offs in Association with Business Reconstruction
        • Item 5. U.S. Army Vehicle Repair Operations and Compact Car Development
        • Item 6. Labor Disputes and President Kiichiro's Resignation
        • Item 1. Training at the Ford Motor Company and Observation of American Machinery Manufacturers
        • Item 2. Special Demand Caused by Korean War
        • Item 3. Facility Modernization Five-year Plan-Towards a System for Producing 3,000 Vehicles per Month
        • Item 4. Supermarket Method
        • Item 5. Introduction of Transfer Machines
        • Item 6. Efforts for Quality Control
        • Item 7. Introduction of computers
        • Item 1. Development of Compact Car Equipped with the S Engine
        • Item 2. Development of Large Trucks, Four-wheel-drive Vehicles, and Diesel Engines
        • Item 3. Development of a Full-fledged Passenger Car, the Toyopet Crown
        • Item 4. Changes in the Automotive Market
        • Item 1. Expanding Sales Structures
        • Item 2. Automobile Exports and APA Special Demand
        • Item 3. Expansion into Latin America
        • Item 4. Toyota Expands into Asian Countries
        • Item 5. Toyota's Entry into the United States
        • Item 6. Production Capacity Increase with the Goal of Reaching 10,000 Vehicles/Month
        • Item 7. Establishment of the Toyota Technical Center
        • Chapter 1. Mass Production and Continual Development of New Models
          • Section 1. Construction of Motomachi Plant and Introduction of TQC
            • Item 1. Construction of Motomachi Plant for Passenger Vehicles
            • Item 2. Production and Sale of the Corona Model PT20
            • Item 3. Production and Sale of the Mass-market Publica and Crown RS40
            • Item 4. Production and Sale of the Corona Model RT40
            • Item 5. Introduction of TQC
            • Item 6. Clarifying Company Policy
            • Item 7. Toyota Awarded the Deming Prize
            • Item 8. Signing of Joint Declaration of Labor and Management
            • Item 1. The High Rate of Economic Growth and Motorization
            • Item 2. Liberalization of Car Imports
            • Item 3. Capital Liberalization and Automotive Industry Reorganization
            • Item 4. Alliance with Hino Motors
            • Item 5. Alliance with Daihatsu Motor
            • Item 1. Corolla
            • Item 2. Development of Sports Cars
            • Item 3. The Sprinter, Mark II, and Others
            • Item 4. Celica and Carina
            • Item 5. Development of New Trucks
            • Item 1. Monthly Production Increased to 50,000 Units-Motomachi Plant Expanded and Kamigo Plant Constructed
            • Item 2. Aiming for Monthly Production of 100,000 Units
            • Item 3. Moving Up to Annual Production of 2 Million Units: Construction of Tsutsumi Plant and Expansion of Existing Plants
            • Item 4. Development and Deployment of the Toyota Production System
            • Item 1. Publica Dealerships (now Toyota Corolla Dealerships) Start Operations
            • Item 2. Toyota Auto Dealerships (now Netz Toyota Dealerships) Start Operations
            • Item 3. The Advance of Knockdown Exports
            • Item 4. Exports of Completely-built Vehicles
            • Item 5. Exports to the United States
            • Section 1. Response to Recall Problems
              • Item 1. Recall Problems Emerge
              • Item 2. A Swift Response
              • Item 3. New Initiatives for Quality Improvement
              • Item 4. Creation of the Toyota Quality Control Award
              • Item 1. Road Safety Issues and Toyota Traffic Environment Committee Initiatives
              • Item 2. Tightening of Vehicle Safety Standards in Japan and Overseas
              • Item 3. Development of Vehicle Safety Technologies
              • Item 4. Development of the Toyota ESV
              • Item 5. Research and Development of a Comprehensive Automobile Traffic Control System
              • Item 6. To Toyota Motor Employees
              • Item 1. Issue of Emissions Arises
              • Item 2. Measures to Reduce Emissions
              • Item 3. Emissions Regulations Tightened
              • Item 4. All Possibilities Pursued
              • Item 5. Responses to 1975 Regulations and the Two-year Postponement of 1976 Regulations
              • Item 6. Compliance with Fiscal 1978 Regulations and Repercussions
              • Item 1. Response to the First Oil Crisis
              • Item 2. Resource-Saving and Energy-Saving Programs
              • Item 3. Improvement of Corporate Structures and the Second Oil Crisis
              • Item 4. Development of Fuel Efficiency Technologies
              • Item 5. Development of Front-Wheel Drive Vehicles
              • Item 6. Development of LASRE Engines
              • Item 1. Front-Wheel Drive Vehicle Production Facilities Expanded
              • Item 2. Construction of the Tahara Plant
              • Item 3. Reinforcement of Sales Systems in Japan
              • Item 4. Expansion of Sales Networks in the United States
              • Item 5. Reinforcement of Sales Networks in Europe and the Middle East
              • Item 6. Reinforcement of Local Assembly Systems
              • Chapter 1. New Start for Post-merger Toyota & First Full-scale Production Outside of Japan
                • Section 1. Voluntary Restraints Imposed on Exports to U.S.
                  • Item 1. Japan, U.S. Agree on Voluntary Restraints on Exports
                  • Item 2. Repercussions Reach Canada and EC
                  • Item 3. U.S. Sales Structure Strengthened amid Voluntary Restraints
                  • Item 1. Background to Merger Decision
                  • Item 2. A New Toyota is Born
                  • Item 3. Aiming for Annual Domestic Sales of 2 Million Vehicles
                  • Item 4. Driving Forward Quality Control Activities
                  • Item 5. Increasing Efficiency in Logistics
                  • Item 1. Negotiations with Ford
                  • Item 2. Joint Venture with GM
                  • Item 3. TMC Expands into North America Independently: TMM, TMMC Established
                  • Item 4. Plant Operations Establish Local Roots
                  • Item 1. Taiwan
                  • Item 2. Australia
                  • Item 3. Southeast Asia and Western Asia
                  • Item 4. Europe
                  • Item 5. China
                  • Item 6. Latin America, Middle East, and Africa
                  • Item 1. International Cooperation Program Based on Increasing Imports
                  • Item 2. Japan-U.S. Structural Impediments Initiative Talks: Rising Trade Friction Between Japan and U.S. Concerning Autos
                  • Item 3. Japan-U.S. Framework Talks and New International Business Plan
                  • Section 1. Development of Diverse Vehicle Lineup and Expansion of Domestic Sales
                    • Item 1. Maturation and Diversification of Market
                    • Item 2. New Technologies and Expansion of R&D Bases
                    • Item 3. Expansion of Production Network and Establishment of Multi-kind, Small-lot Production
                    • Item 4. Building a Platform for 2 Million Vehicles
                    • Item 1. Surging Yen
                    • Item 2. Comprehensive Cost Reduction Activities
                    • Item 3. Organizational and Personnel System Reform
                    • Item 1. Achievement of Sales of 2.5 Million Vehicles in Japan
                    • Item 2. Reaffirmation of the Customer First Philosophy
                    • Item 3. Building Plants in Kyushu, Hokkaido, and Tohoku
                    • Item 4. Enhancing Efficiency and Organizational Structure of New-car Development
                    • Item 5. Developing the Lexus
                    • Item 1. Development of New Business Enterprises
                    • Item 2. Initiatives in the Housing Business
                    • Item 3. Entry into the Communications Field
                    • Item 4. Initiatives in Marine and Aerospace Businesses
                    • Item 5. Initiatives in Biotechnology & Afforestation Businesses
                    • Section 1. The Post-bubble Japanese Economy and Domestic Market
                      • Item 1. The Domestic Economy After the Collapse of the Bubble Economy
                      • Item 2. Recreational Vehicles and Compact Cars Take the Lead
                      • Item 3. Taking a Leadership Role in the Economic Field
                      • Item 1. Company-wide Action on Environmental Problems
                      • Item 2. Greenhouse Gas Reduction and Measures on Substances of Concern
                      • Item 3. Making Efficient Use of Limited Resources
                      • Item 4. Approach to Vehicle Safety
                      • Item 1. Establishment of the Guiding Principles at Toyota
                      • Item 2. Reinventing Toyota's Business Approach
                      • Item 3. Expanding Reforms
                      • Section 1. Heightened Presence in the North American Market
                        • Item 1. Increasing Presence in the North American Market
                        • Item 2. Expansion of Lineup
                        • Item 3. Expansion of Production Bases
                        • Item 4. Advance of Localization
                        • Item 1. Sales Bolstered as Markets Stagnate
                        • Item 2. Introduction of Products Tailored to European Tastes
                        • Item 3. Expansion of Production Bases
                        • Item 4. Coordinating Structures and Localization
                        • Item 1. From Stagnation to Growth
                        • Item 2. Expansion of Production Sites
                        • Item 3. Intra-Regional Support Systems Developed
                        • Item 1. Production Sites Expanded
                        • Item 2. Responses to Rapid Increases in Automobile Production
                        • Item 1. Responding to Market Growth and Expansion
                        • Item 2. Production Site Expansion
                        • Item 1. Structural Changes in the Japanese Automotive Market
                        • Item 2. Challenging the Market with New Brands and New Genres
                        • Item 3. Reassessing Product Strategy
                        • Item 4. Sales Policies
                        • Item 1. A Wave of Restructuring and a Push for Change in Awareness
                        • Item 2. Reducing Cost and Ensuring Quality
                        • Item 3. Further Improvement of Monozukuri
                        • Item 4. Human Resources Development
                        • Item 5. Global Initiatives in Management Groups
                        • Item 6. Helping Build a Sustainable Society
                        • Item 1. Development of Prius and Hybrid Strategy
                        • Item 2. Responding to the Energy Problem
                        • Item 3. ITS Initiatives
                        • Item 4. Actions for Assisting Mobility
                        • Section 1. Global Financial Crisis
                          • Item 1. Rapid Growth
                          • Item 2. On the Eve of the Financial Crisis
                          • Item 3. Financial Losses
                          • Item 1. Making "Ever-Better Cars"
                          • Item 2. Implementation of New Policies and Difficult Decisions
                          • Item 1. Expansion of Recalls
                          • Item 2. Restoring Confidence
                          • Item 3. Creation of New Quality Assurance Systems
                          • Item 1. Announcement of the Global Vision
                          • Item 2. Reform of Management Systems
                          • Item 1. The Great East Japan Earthquake
                          • Item 2. Ordeals Continue
                          • Item 1. Resumption of Investment outside Japan
                          • Item 2. Further Expansion of Environmental Technologies
                          • Item 3. Product Appeal Enhancement
                          • Item 4. Toward New Beginnings