"Rewarded with a smile by exceeding your expectations"
Toyota City, Japan, (March 9, 2011) — Toyota Motor Corporation (TMC) today unveiled its "Toyota Global Vision" corporate outline for the future, which will serve not only to give direction to Toyota employees around the world, but also to convey such direction to customers and to the public at large.
The Global Vision incorporates lessons TMC learned through the market downturn that followed the global financial crisis and through a series of product recalls. It outlines the ideal form the company should take in response to self-asked questions about what kind of organization TMC should be and what kind of values it should honor. TMC-related operations around the world will define their own missions in the context of fulfilling the mission statement and will translate those missions into concrete actions.
Compiling the Toyota Global Vision was a team headed by TMC President Akio Toyoda that included members drawn from the company's operations around the world. Highlighting the mission statement is a commitment to being a company that customers will choose and will feel good about having chosen. Toyota has expressed that commitment with the slogan: "Rewarded with a smile by exceeding your expectations".
In unveiling the Toyota Global Vision, Toyoda observed that TMC has strived through its 74-year history to create socially beneficial automobiles and to earn smiles from customers worldwide. "All 300,000 of us at Toyota worldwide," declared Toyoda, "will take part in laying a foundation for sustainable growth. Working side by side, we will strive to earn smiles by exceeding customers' highest expectations. Together, we will write a new chapter of Toyota history."
The text of the Toyota Global Vision:
"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. We will meet challenging goals by engaging the talent and passion of people, who believe there is always a better way."
Toyota Motor Manufacturing, Kentucky, Inc.