Quality
Nothing is so good that it cannot be made better. That is why we strive for constant improvement in everything we do. We have a word for it: Kaizen. It means continuous improvement, and it is the key principle that guides us in our commitment to deliver more to our customers.
Safety
To build safer cars, we collect information from actual vehicle accidents to analyse their cause as well as the extent and nature of the injuries sustained. We call this process the "pursuit of real safety".
Innovation
We strive for true sustainability. We were the first to market a hybrid, and have now sold over 3 million Toyota hybrid cars worldwide. It is our demonstration of forward thinking, and belief in a better way, that enables us to deliver true innovation you can trust.