Toyota 2009 Annual Report Download - page 15

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Focusing on Products
Product-oriented management enables Toyota to offer cars that meet the needs of customers in each
region, at a price those customers can truly be satisfied with.
Toyota is also bolstering its human resources and training programs to foster the growth of
employees who can work together as a team to identify emerging customer needs, and take the
customer’s point of view in every area of operations, from technological development and
manufacturing, to sales and service.
In addition, we are drawing on our genchi genbutsu skill and expertise to review product
development and materials costs.
The new Toyota Prius that went on sale in May 2009 combines world-beating, 38km/L* fuel
efficiency with driving performance that rivals that of a conventionally powered 2.4L car, further
consolidating the leadership position that has made our name synonymous with hybrid technology. In
addition, a 30% reduction in hybrid unit cost from the previous model makes the new Prius even more
affordable, so even more customers can enjoy the benefits it offers.
In Japan, we will introduce a total of four hybrid models in fiscal 2009, including the new Prius and
the HS250h, the first hybrid exclusive Lexus model. Overseas, we will introduce a total of three new
hybrid models. And in late fiscal 2009, in preparation for full commercial release, we will begin
lease-sales of approximately 500 units of a plug-in hybrid vehicle (PHV) worldwide. Based on the new
Prius and powered by lithium-ion batteries that can be recharged using conventional household AC
power, the new plug-in model will be offered to fleet owners around the world.
In addition, we are strengthening efforts aimed at mass production of compact electric vehicles,
development of next-generation batteries, adaptability to various alternative fuel issues—including
biofuel—development of fuel cell hybrid vehicles (FCHVs), and early commercial introduction of new
safety technologies.
* Measured using the 10–15 test cycle of the Japanese Ministry of Land, Infrastructure, Transport and Tourism (MLIT)
based on a conversion value of 61g/km CO2 emissions per kilometer (applicable to L grade vehicles only)
Focusing on Markets
Market-oriented management enables us to meet the needs of individual countries and regions through
careful analysis of the role that we should play, and the presence we should strive for, in each market.
To respond to the needs of customers worldwide, our basic product strategy from 2000 to the
present has aimed to offer a full lineup of vehicles in all countries and regions. As of March 31, 2009, we
are rooted in communities worldwide, with 11 R&D facilities and 75 production facilities in Japan and
abroad, and a global sales network that covers over 170 countries and regions.
However, amid the severe automobile market conditions of today, it has become difficult to
expand in this manner and still fulfill our role as an automobile manufacturer that contributes to a
bountiful society, economic growth, and the future of the Earth’s environment.
A CB
AHS250h, the first hybrid exclusive Lexus model
CFT-EV, electric car concept model powered by lithium-ion batteries
BPHV, to be introduced globally in late 2009 under a lease-sale program
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