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.


There are safe, responsible ways to move people. We take them at Toyota. Watch us lead vehicles and land-mobility into the future. Watch our commitment to safety, quality, innovation and the environment. Watch us meet expectations and exceed them.

Trees are naturally strong — they’re useful, long-lasting, and continue to grow for hundreds of years. Our principles are like tree-roots, because everything we do is rooted in our beliefs. From there, vast and secure roots support the great tree-trunk — the strength and stability of Toyota. Branches lead to the twelve fruits of our vision, with the tree supporting everything — a metaphor for how we pull together to achieve success. And the tree flourishes in its environment; a place full of people — Toyota customers around the world.


Our guiding principles have long been a foundation for the way we manage our business. First drawn up when our business was started in 1937 and updated in 1997, they remain at the heart of our management philosophy. They help us achieve and maintain sustainable development through respect, trust and responsibility in our relationships with people, cultures, nations and the environment.

  1. Honor the language and spirit of the law of every nation and undertake open and fair business activities to be a good corporate citizen of the world.
  2. Respect the culture and customs of every nation and contribute to economic and social development through corporate activities in their respective communities.
  3. Dedicate our business to providing clean and safe products and to enhancing the quality of life everywhere through all of our activities.
  4. Create and develop advanced technologies and provide outstanding products and services that fulfill the needs of customers worldwide.
  5. Foster a corporate culture that enhances both individual creativity and the value of teamwork, while honoring mutual trust and respect between labor and management.
  6. Pursue growth through harmony with the global community via innovative management.
  7. Work with business partners in research and manufacture to achieve stable, long-term growth and mutual benefits, while keeping ourselves open to new partnerships.
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