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The Toyota Motor Sales U.S.A., Inc.

Mission and Vision Statements are as follows:

Mission Statement: "To attract and attain customers with high-valued products and services and the
most satisfying ownership experience in America."

Vision Statement: "To be the most successful and respected car company in America."

Toyota Motor Corporation’s mission statement and vision statement guide the company’s success
trajectory. Founded in 1937, Toyota is now one of the most popular global firms. This popularity reflects
the company’s mission statement and vision statement, which emphasize a comprehensive approach
that considers innovation and customers’ needs. Toyota’s mission statement reflects the company’s
strategies and strategic objectives. On the other hand, Toyota’s vision statement indicates the long-term
direction of the business. The company continues to follow through with implementing strategies to
address its long-term goals. Toyota is currently one of the top automobile manufacturers in the world.
The business adheres to the requirements contained and implied in its mission statement and vision
statement. Toyota’s global success points to the fulfillment of its mission and vision statements.

analysis of Toyota’s vision statement and mission statement gives insights on the company’s strategic
direction, objectives and actions. The mission and vision statements help employees understand The
Toyota Way, which is a unique set of strategies the firm uses.

Toyota’s Vision Statement

Toyota Motor Corporation’s vision statement indicates the company’s long-term strategic direction in the
automobile industry. This vision statement reads, “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 our challenging goals by engaging the talent
and passion of people, who believe there is always a better way.”

In this vision statement, Toyota includes major areas of its business. The vision statement states that the
company aims to achieve leadership in the global market. The vision statement also shows that Toyota
moves forward based on quality, innovation and environmental conservation. Thus, Toyota includes
corporate social responsibility in its vision statement. In addition, the company emphasizes human
resource development, as shown in the “talent and passion of people” component of the vision
statement. Therefore, Toyota’s vision statement is holistic because it encompasses strategic goals for
business leadership, product quality, human resources, and corporate social responsibility. These points
of the vision statement have direct correlation with the points in Toyota’s mission statement.

Toyota’s Mission Statement

Toyota Motor Corporation uses various mission statements for its businesses in different markets.
However, with regard to the business of automobile manufacturing and sales, the company’s mission
statement pertains to its strategic actions in technology. Thus, Toyota’s mission statement is as follows:
“Create vehicles that are popular with consumers.” In expanded form, Toyota’s mission statement
includes the following strategic actions:

Provide world-class safety to protect the lives of customers.

Provide optimization of energy/infrastructure to local communities.

Put high priority on safety and promote product development with the ultimate goal of “completely
eliminating traffic casualties”.

Deliver cars that stimulate and even inspire, and earn smiles from our customers.

Address employees’ education under “Genchi-genbutsu” philosophy, which is to go to the source to find
the facts to make correct decisions, build consensus and achieve goals at our best speed.

Through true mutual trust with partners, contribute to the development of new technology and
improved expertise.

Contribute to economic development of local communities with R&D operations functioning effectively
in each region.

Toyota’s mission statement focuses on products. The firm always considers the preferences and
expectations of consumers, arguably based on trends and market research. In the strategic actions
encompassed in its mission statement, Toyota emphasizes quality of products, with reference to such
criteria as safety and customer satisfaction. In addition, Toyota’s mission statement specifies employee
education as a way of achieving the human resource development aim in its vision statement. Also, this
mission statement shows that Toyota maintains its commitment to technological innovation. Innovation
is seen as a way for the company to achieve its aims in product quality, customer satisfaction, and
corporate social responsibility. Thus, Toyota’s mission statement is holistic and aligned to its vision
statement.

References
Bartkus, B., Glassman, M., & McAfee, B. (2006). Mission statement quality and financial performance.
European Management Journal, 24(1), 86-94.

David, F. R. (2003). Its time to redraft your mission statement. Journal of Business Strategy, 24(1), 11-14.

Fairhurst, G. T., Jordan, J. M., & Neuwirth, K. (1997). Why are we here? Managing the meaning of an
organizational mission statement. Journal of Applied Communication Research, 25(4), 243-263.

Kirkpatrick, S. A., Wofford, J. C., & Baum, J. R. (2002). Measuring motive imagery contained in the vision
statement. The Leadership Quarterly, 13(2), 139-150.

Long, C., & Vickers-Koch, M. (1994). Creating a vision statement that is shared and works. The Journal for
Quality and Participation, 17(3), 74.

Lucas, J. R. (1998). Anatomy of a vision statement. Management Review, 87(2), 22.

Mullane, J. V. (2002). The mission statement is a strategic tool: when used properly. Management
Decision, 40(5), 448-455.

Swales, J. M., & Rogers, P. S. (1995). Discourse and the projection of corporate culture: The mission
statement. Discourse & Society, 6(2), 223-242.

Toyota Motor Corporation (2015). Mission for Technologies.

Toyota Motor Corporation (2015). Toyota Global Vision.

Williams, L. S. (2008). The mission statement A corporate reporting tool with a past, present, and future.
Journal of Business Communication, 45(2), 94-119.

TAGS: AUTOMOBILE INDUSTRY, AUTOMOTIVE INDUSTRY, CASE STUDY & CASE ANALYSIS, TOYOTA, VISION
AND MISSION STATEMENTS

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When people think about the Toyota brand, things like quality, technological innovation and reliability
come to mind. Toyota has a rich and deep history of producing high-quality cars for many generations.
Befitting a car company with such a rich history, the memorable logo on Toyota vehicles carries a deep
meaning on several levels.

Origin of the Toyota Logo

The origin of the current Toyota logo dates back to 1989, and it was introduced to commemorate the
50th year anniversary of the company. This distinctive logo includes three ovals that are combined in a
horizontally symmetrical configuration. The two perpendicular ovals inside the larger oval represent the
heart of the customer and the heart of the company. They are overlapped to represent a mutually
beneficial relationship and trust between each other.

READ MORE: What is Toyota New Global Architecture (TNGA)?


Origin of the Toyota Logo The overlapping of the two perpendicular ovals inside the outer oval symbolize
“T” for Toyota, as well as a steering wheel, representing the vehicle itself. The outer oval symbolizes the
world embracing Toyota. Each oval is contoured with different stroke thicknesses, similar to the “brush”
art known in Japanese culture. The space in the background within the logo exhibits the “infinite values”
which Toyota conveys to its customers: superb quality, value beyond expectation, joy of driving,
innovation and integrity in safety, the environment and social responsibility.

Different Versions of the Toyota Logo

Toyota went through several incarnations of logo designs over the course of its history. The emblem on
the model AA, Toyota’s first passenger car, featured a hood ornament with wings to convey speed. This
logo included the word Toyoda (the original name of the company) on a red and blue background. The
current Toyota logo, which debuted in 1989 on their luxury model, Celsior, was unprecedented for its
time in that it was clearly perceptible from both head on and through the rearview mirror.

The Toyota logo is widely recognized as the symbol of Toyota. When people around the world see this
logo, they immediately associate it with cars of exceptional quality. If you live in Western Colorado and
would like to experience the quality of a Toyota vehicle for yourself, then feel free to get in touch with us
at Western Slope Auto.