Working Toward the Mobility Society of the Future
Message from
the President
The Source of Our
Value Creation:
What Makes Us Toyota
Value Creation Story:
Working toward the Mobility
Society of the Future
Business Foundations
for Value Creation
Corporate Data
> Making Ever-better Cars > Initiatives to Achieve Carbon Neutrality
Software and Connected Initiatives > Commercial Sector Initiatives > Woven City
However, I believe that only by constantly
changing to meet the needs of the times can
a car be a long seller. We have already begun
working to reclaim this approach.
The Vitz, as it was known in Japan, was uni-
fied under the name Yaris, which had taken
root overseas, and we expanded its lineup to
include the GR Yaris and Yaris Cross.
Similarly, the Corolla lineup saw the addition
of the Corolla Sport and Corolla Cross. Our
strategy was to build a lineup tailored to cur-
rent needs while leveraging the brand
strength of our long sellers.
"Let's make ever-better cars."
This idea was the impetus for the transforma-
tion of Toyota's car making. Three pillars sup-
ported this transformation.
The first pillar, and the first that we took on,
was the Toyota New Global Architecture
(TNGA). To achieve excellent performance in
the basic functions of a car-propulsion,
turning, and stopping- -a solid platform
is essential.
However, creating a new platform and pro-
moting standardization is not so easy. I
found myself wishing that Toyota had moved
away from the one-model, one-platform
approach and implemented platform reforms
while its sales volumes and revenues had
been expanding.
During the very difficult time after the 2008
global financial crisis, when Toyota fell into
the red and we could not increase unit sales,
we all had to grit our teeth and work even
harder. The fruit of this labor was a powerful
tool the TNGA.
I believe that it is precisely because we have
the TNGA that we are able to restore the
sports cars and long sellers that for so many
years have supported the Toyota brand to
their proper places and tackle the challenge
of building up their lineups.
The second pillar is the in-house company
system. A defining characteristic of Toyota is
its full lineup of diverse vehicles that meet a
comprehensive range of customer needs.
Offering a full lineup means that we must
always have people who are passionate and
responsible about creating cars in all genres,
from sports cars to commercial vehicles.
Ensuring this is the true objective of the
in-house company system.
The lure of increasing unit sales and revenue
in the short term is hard to resist. This is why
we must nurture people and organizations
capable of focusing and placing the highest
priority on creating the cars that Toyota and
society really need.
The final pillar is a figure at the top who can
take final responsibility. It's embarrassing to
say so myself, but I think that one thing that
sets Toyota apart, that it has and other OEMS
don't, is a master driver in top management.
A president who can take responsibility for
the "flavor" of the products we put out. A
president who is able to definitively say "no"
to projects, even ones that our development
teams have worked hard on, if they don't
have that unique Toyota/Lexus flavor.
Morizo, master driver, and president of Toyota.
Wearing these three hats at once, I have gone
to front lines myself and worked alongside my
colleagues these past 12 years. I am sure that
all of that effort shows in our products.
By continuing to make ever-better cars, our
brand will continue to evolve. This is what I
believe to be the essence of product-
centered management. It means not aiming to
be the biggest in the world in terms of units sold,
but aiming to be the best in town by creating
better cars that bring smiles to customers' faces.
At first, when I spoke about making ever-
better cars, few understood me, or tried.
However, thanks to the support of my col-
leagues who believed in me and to the support
of our dealers, I think that Toyota's products
have slowly but surely changed for the better.
Going forward, we will continue to do our
utmost to make ever-better cars.
History of Toyota's car making
Two key words
1. Sports cars
2. Long sellers
The three pillars of ever-better car making
1. Platform reforms via the TNGA
2. In-house company system transforming people
and organizations
3. A master driver in top management taking
final responsibility
I hope to convey the heart and the story of
Toyota, which we put into every product, to
all our dealers and as many customers as
possible. Nothing would please me more
than if that story were to become one of the
many new stories connecting the hearts of
our dealers and customers.
TOYOTA MOTOR CORPORATION
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