Mission statement of Toyota

| September 14, 2013

This is Toyota Motor Corporation mission statement overview in 2013. For more information on how to write a mission statement, please refer to our article.

Company Background

Name Toyota Motor Corporation
Industries served Automotive
Geographic areas served Worldwide
Headquarters Japan
Current CEO Akio Toyoda
Revenue ¥ 18.583 trillion (2012)
Profit ¥ 283.55 billion (2012)
Employees 300,747 (2012)
Main Competitors Bayerische Motoren Werke AG, Chrysler Group LLC, Daimler AG, Ford Motor Co., General Motors Company, Honda Motor Company, Nissan Motor, Tata Motors, Ltd., Volkswagen AG and many other automotive companies.


Toyota mission statement 2013

Toyota doesn’t have an official mission but uses its vision statement instead of it:

“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.”
Does it include...?
Customers Products/ Services Markets
Yes No Yes
Technology Concern for survival Philosophy
Yes Yes Yes
Self-concept Concern for public image Employees
Yes Yes Yes
Does it mention values like...? Customer or product-oriented?
Citizenship Teamwork Customer-oriented
No No Score
Excellence Integrity
Yes No 3.4/4.5

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)


Toyota’s statement has been evaluated 3.4 points, which indicates a strong and comprehensive statement. Although, the company has intended to use this statement only as its vision, other factors indicate it to be more of a mission rather than a vision statement. The main drawbacks of the mission are:

  • The company didn’t include its products or services into the mission;
  • None of 4 values used in our evaluation were mentioned by Toyota. The world’s most successful companies used these four values most of the time. So far, none of the missions have included all 4 of them.

The main purpose of any mission is to reveal business’ core purpose and that is exactly what Toyota has achieved. The company is focused on "moving people around the world" and includes 8/9 components in its mission. This shows that the company did a good job revealing important information about its business and addressed all relevant stakeholders.