DEKAT DIGITAL 2019 - 2020

“He believes that Lexus should be ‘a little funky’ and deliver an initial impulse to ‘drive this car forever’. He also
believes that Toyota should have mass-market appeal without selling out to mass mediocrity. Toyoda took a very keen
personal interest in the development of Toyota products and also made it his mission to connect with customers in
every way possible.
“To further strive towards building ever-better cars, in 2014 TMC launched 5 Continents Drive – a project that sees
Toyota employees traversing the globe to drive in diverse conditions while collecting crucial data to be used in
vehicle manufacturing. The team has already been to Australia, the US and Europe and covered the African leg of
5 Continents Drive in 2018. The project finishes in Asia next year.”
FUTURE VISION
Going forward, Toyoda announced in January 2018 that Toyota aims to make the transition from an automaker to
a fully fledged mobility company providing mobility-related services. Following this announcement, the company
has made exciting monthly announcements as it accelerates this mobility-focused strategy.
To this end, TMC and SoftBank, which is focusing on AI development, are working together to create an entirely
new form of mobility, referred to as the Mobility AI revolution. In addition, Toyota is investing US$500 million in
Uber and working with the company on joint development of a self-driving mobility vehicle based on the Sienna
minivan. The plan is to introduce it into Uber’s rideshare network in 2021 – setting the scene for the global dawn
of a brand new, exciting Toyota era.
THE TWO PILLARS AND FIVE KEYWORDS
OF THE TOYOTA WAY
Continuous improvement
Challenge: We form a long-term vision, meeting
challenges with courage and creativity to realise
our dreams.
Kaizen: We improve our business operations
continuously, always driving for innovation and
evolution.
Genchi genbutsu: We practise genchi genbutsu...
go to the source to find the facts to make correct
decisions, build consensus and achieve goals at
our best speed.
Respect for people
Respect: We respect others, make every effort to
understand each other, take responsibility and do
our best to build mutual trust.
Teamwork: We stimulate personal and professional
growth, share the opportunities of development and
maximise individual and team performance.
TOYOTA GLOBAL VISION
Rewarded with a Smile by Exceeding Your
Expectations
The Toyota Global Vision, published in March
2011, was created through exhaustive, companywide
re-examination and discussion of the kind of
company that Toyota aspires to be and the values
that it esteems in light of the company’s losses
following the global economic crisis of 2008 and
the series of recalls in 2010. We are implementing
a positive cycle of making ever-better cars that
exceed customer expectations, enriching the lives
of communities, being rewarded with the smiles of
customers and communities and thus reinforcing
our stable base of business.
By maintaining and enhancing this cycle, we aim
to continuously provide value to society in the
forms of safety and peace of mind, environmental
sustainability and Waku-doki (excitement and
exhilaration that wows you) while enhancing
Toyota’s corporate value.
Source: 2018 Toyota Annual Report
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