Vision & Philosophy

Founding Spirit

Toyoda Principles: Five Main Principles of Founder Sakichi Toyoda

Sakichi Toyoda, Founder of Toyota
  • 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.


Producing Happiness for All

  • We make the happiness of others our first priority.
  • We make better products more affordable.
  • We value every second and every cent.
  • We give all our effort and offer all our ingenuity.
  • We look forward, not backward.
  • We believe the impossible is possible.


Creating Mobility for All

  • In a diverse and uncertain world,
  • Toyota strives to raise the quality
  • and availability of mobility. We wish
  • to create new possibilities for all relationship
  • with our planet.


The Toyota Way

  • Combining software, hardware and partnerships
  • to create unique value that comes from the Toyota Way


Applying imagination to improve society through a people-first design philosophy. Paracticing Genchi Genbutsu to understand operations at their essence


Creating a physical platform to enable the mobility of people and things. A flexible system that changes with the software


Expanding our abilities by uniting the strength of partners, communities, customers and employees to produce mobility and happiness for all