Toyota 2009 Annual Report Download - page 5

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In order to fully realize product-oriented management, we are also placing greater
emphasis on market needs. Based on our Customer First philosophy, we are developing a clear
regional vision that defines the best way to serve customers and society in each area of the
globe. Our new management structure reflects this emphasis with five regional executive vice
presidents that are rich with on-site experience who will provide the hands-on stewardship
needed to respond promptly to changing circumstances around the world.
I personally believe that cars should not just be a means of transportation, but also a vital
part of society, today and in the future. I also believe that they should bring excitement and joy
to the lives of the people who drive them. To help realize this dream, we are putting even
greater emphasis on the development of environmentally friendly technologies, and are
working on breakthrough technologies that will make driving even more fun and exciting in the
future.
No matter what the business environment, Toyota will never slow the pace of
technological development that drives its future growth, or of the productivity improvements
that keep it competitive. For a company to grow, its employees must grow, and we will
continue to strengthen our genba to improve technologies and skills at every level of the
organization. By doing so, we will not only become more competitive, but I believe we can also
lay the foundations of a strong, new Toyota that will lead the global automobile industry
forward into the future. Amid the current severe management environment, we have a deep
sense of gratitude for the support of our customers, business partners, and other stakeholders.
I and every other member of the Toyota family remain committed to rebuilding a strong,
vibrant company, dedicated to serving its customers and society.
July 2009
Akio Toyoda, President
The Right Way Forward Business OverviewPerformance Overview Financial Section
Investor
Information
Management &
Corporate Information
Top Messages
Chairman’s Message Toyota
Management Team
Message from
the Executive Vice President
President’s Message
Annual Report 2009 3