On March 9, Toyota unveiled its new global vision appealing to both the employees and customers of Toyota Motor Corporation worldwide and outlining the growth strategy for the future.  According to the authors of the vision, it incorporates the lesson learnt by the company and brand during the economic downturn and through a number of product recalls that took place in 2010.

The text of the newly-introduced Toyota Global Vision 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 challenging goals by engaging the talent and passion of people, who believe there is always a better way.»

The latest Toyota Global Vision was a result of work of international team including Toyota employees from all over the world with the company’s president Akio Toyoda at the head, who said: «All 300,000 of us at Toyota worldwide will take part in laying a foundation for sustainable growth. Working side by side, we will strive to earn smiles by exceeding customers’ highest expectations. Together, we will write a new chapter of Toyota history.»

According to the official press release published at the day of event, Toyota aimed to emphasize its intention to be «a company that customers will choose and will feel good about having chosen». This intention is clearly expressed by the new slogan of the company «Rewarded with a smile by exceeding your expectations».

More than that, as part of its New Global Vision, TMC rolled out 2015 Global Initiatives — a number of guidelines pertaining to product quality standards, techonological development and management of the company. The key points of Toyota’s plans include:

a). releasing 10 hybrid car models by 2015;

b). making a stronger emphasis on emerging markets to attract sales;

c) eliminating one layer of the company management in order to re-transform the management structure to provide a bigger freedom of decision-making to local branches of the company who have the ability to establish a closer contact with the local customer and understand their needs better.

As part of the global vision, Toyota has introduced its Visionary Management model based on the The Tree Metaphor and illustrates the company’s intention to put its key values into work.

Image: Toyota Visionary Management Model. Please click the image to enlarge it