History of

Look back at the , starting with the birth of founder Sakichi Toyoda. It traces the company's development through 1937 from when Toyota Motor Corporation was established to when the 2 millionth Prius hybrid was sold.

1867 Birth of Sakichi Toyoda.

1924 Sakichi Toyoda invents Toyoda Model G Automatic Loom.

1929 Automatic-loom patent is sold to a British company.

1930 Kiichiro Toyoda begins research on small gasoline-powered engine.

1933 Automobile Department is established at Toyoda Automatic Loom Works, Ltd.

1935 The Toyoda precepts are compiled.

1936 The AA is completed.

1937 Toyota Motor Co., Ltd. is established.

1938 Honsha Plant begins production

1950 Company faces a financial crisis; Toyota Motor Sales Co., Ltd. is established.

1951 Suggestion System begins.

1955 The Toyopet Crown, Toyopet Master and Crown Deluxe are launched.

The first prototypes of the Crown are exported to the ; 1957 Toyota Motor Sales U.S.A., Inc. is established.

1959 Motomachi Plant begins production.

1962 Joint Declaration of Labor and Management is signed.

1965 Toyota wins the Deming Application Prize for quality control.

1966 The Corolla is launched; business partnership with Ltd. begins.

1967 Business partnership with Motor Co., Ltd. begins.

1974 Toyota Foundation is established.

1975 The prefabricated housing business begins.

1982 Toyota Motor Co., Ltd. and Toyota Motor Sales Co., Ltd. are merged into Toyota Motor Corporation.

Joint venture with General Motors (New United Motor Manufacturing, Inc.) begins 1984 production in the USA.

1988 Toyota Motor Manufacturing, USA, Inc. (present TMMK) begins production.

1989 The brand is launched in the USA.

1992 Toyota Motor Manufacturing (United Kingdom) Ltd. begins production.

1997 The Prius is launched as the world's first mass-produced hybrid .

1999 Cumulative domestic production reaches 100 million vehicles.

2000 Sichuan Toyota Motor Co., Ltd. begins production in China.

2001 Toyota Motor Manufacturing France S.A.S. begins production in France.

Toyota enters Formula One World Championship; Tianjin Toyota Motor Co., Ltd. begins 2002 production in China.

2004 The Toyota Partner Robot is publicly unveiled.

2005 The Lexus brand is introduced in .

2008 Worldwide Prius sales top 1 million mark.

Worldwide Prius sales top 2 million mark; Toyota and Tesla Motors agree on joint 2010 EV development.

MANUFACTURING AND SALES — TOYOTA MOTOR CORPORATION (TMC) announced today that global cumulative sales of Toyota hybrid vehicles have topped the 1 million mark, with approximately 1,047,000 units sold worldwide as of May 31, 20071.

Toyota launched the Prius—the world's first mass-produced —in Japan in 1997 and began selling it in North America, Europe and elsewhere in 2000.

The second-generation Prius, equipped with the Toyota Hybrid System II, was introduced in 2003 with an emphasis on delivering both environmental performance and power. Over time, Toyota has expanded the use of its hybrid system to , SUVs, rear-wheel-drive sedans and other vehicles. Hybrid vehicles have been enjoying good sales both in Japan and in over 40 countries and regions around the world, particularly North America.

Toyota began overseas production of hybrid vehicles in Changchun, China in 2005 and in Kentucky in the United States in 2006.

Toyota has calculated that as of April 30, 2007, worldwide sales of its hybrid vehicles2 since 1997 have greatly contributed to reductions in CO2 emissions, which are considered a cause of global warming, by producing approximately 3.5 million fewer tons3 of CO2 compared with the same class gasoline-powered vehicles of similar size and driving performance. Toyota has positioned environmental responses as a priority management issue, and as such has made a concerted effort to popularize hybrid systems. It actively continue to find ways to utilize the system's high degree of applicability to double its hybrid lineup and will aim to achieve annual sales of 1 million units in the early part of the 2010s.

1. Based on TMC data 2. Excluding the Coaster Hybrid EV, Dyna Hybrid, Toyoace Hybrid and Quick Delivery 200 3. Number of registered vehicles distance traveled fuel costs (test cycle for each country) CO2 conversion factor

Toyota Hybrid Vehicle Sales (including Lexus; based on TMC data) (Unit = 1,000 vehicles)

1997 1998 1999 2000 2001 2002

Japan 0.3 17.7 15.3 12.5 18.5 20.0

Overseas - - - 6.5 18.5 21.4

Total 0.3 17.7 15.3 19.0 36.9 41.3

Jan. – May Cumulative 2003 2004 2005 2006 2007 Total

27.2 68.7 58.5 72.4 33.5 344.6

26.1 66.0 176.4 240.1 147.5 702.4

53.3 134.7 234.9 312.5 181.0 1,047.0

Cumulative Sales of Main Toyota Hybrid Passenger Vehicles (including Lexus; based on TMC data) (Unit = 1,000 vehicles)

Harrier Kluger Hybrid Estima Alphard Camry LS600h / Prius Hybrid (Highlander GS450h Hybrid Hybrid Hybrid LS600hL (RX400h) Hybrid)

Japan 256.5 41.4 21.0 12.3 3.4 2.7 - 0.5

Overseas 501.1 - - 73.0 63.6 6.5 58.3 -

Total 757.6 41.4 21.0 85.2 67.0 9.3 58.3 0.5

Toyota Hybrid Vehicle Chronology (including Lexus) Year Month Milestones

1997 Mar. Unveiling of the Toyota Hybrid System (THS) Aug. Coaster Hybrid EV launched (Japan only)

Dec. Prius launched

2000 Nov. Cumulative Prius sales top 50,000 vehicles

2001 Jun. Estima Hybrid launched (Japan only)

Aug. Crown Mild Hybrid launched (Japan only)

2002 Mar. Cumulative hybrid vehicle sales top 100,000 mark

Aug. Cumulative Prius sales top 100,000 vehicles

2003 Apr. Unveiling of the Toyota Hybrid System II (THSII)

Jul. Alphard Hybrid launched (Japan only)

Sep. Prius completely redesigned

Nov. Dyna Hybrid and Toyoace Hybrid launched (Japan only)

2005 Mar. Harrier Hybrid (RX400h) and Kluger Hybrid (Highlander Hybrid) launched in Japan

Oct. Cumulative hybrid vehicle sales top 500,000 mark

Dec. Prius production commenced at Sichuan FAW Toyota Motor Co., Ltd. in China

2006 Mar. GS450h launched in Japan

Apr. Cumulative Prius sales top 500,000 vehicles

May Camry Hybrid launched (excluding Japan)

Jun. Estima Hybrid completely redesigned (Japan only)

Camry Hybrid production commenced at Toyota Motor Manufacturing, Kentucky, Inc. in the U.S.; Oct. Quick Delivery 200 launched (Japan only)

Cumulative hybrid vehicle sales top 1 million mark; 2007 May LS600h / LS600hL launched Overview Company Name Toyota Motor Corporation

President and Representative Akio Toyoda Director

Company Address

1 Toyota-Cho, Toyota City, Head Office 471-8571, Japan Phone: (0565) 28-2121

1-4-18 Koraku, Bunkyo-ku, Tokyo 112-8701, Japan Tokyo Head Office Phone: (03) 3817-7111

4-7-1 Meieki, Nakamura-ku, City, Nagoya Office Aichi Prefecture 450-8711, Japan Phone: (052) 552-2111

Date founded August 28, 1937

Capital 397.05 billion yen (as of March 31, 2010)

Shareholders Shareholder Composition

From April 1 to March 31 of the Fiscal Year following year

Main Business Activities Motor Vehicle Production and Sales

Business Sites Information on Business Sites

Number of employees (Total in affiliated 320,590 companies)

Region / Company Name Start of Number of Main Products Toyota Vehicle Country Operations Employees Production (1= 1,000units)

North America

Canadian Autoparts Feb. 1985 292 Aluminum wheels – Toyota Inc. (CAPTIN)

Canada Toyota Motor Corolla, Matrix, Manufacturing Canada Nov. 1988 5,919 320 RX350, RAV4 Inc. (TMMC)

Catalytic converters, TABC, Inc. Nov. 1971 533 steering columns, – stamped parts

Camry, Camry Toyota Motor Hybrid, Avalon, 348 Manufacturing, May 1988 7,487 Venza Kentucky, Inc. (TMMK) Engines –

Catalytic Component April 1991 28 Catalytic converters – Products, Inc. (CCP)

Bodine Aluminum, Inc Jan. 1993 947 Aluminum castings –

Toyota Motor Engines, U.S.A. Manufacturing, West Nov. 1998 1,124 – transmissions Virginia, Inc. (TMMWV)

Toyota Motor Sequoia, Manufacturing, Indiana, Feb. 1999 4,204 108 Highlander, Sienna Inc. (TMMI)

Toyota Motor Manufacturing, April 2003 796 Engines – Alabama, Inc. (TMMAL)

Toyota Motor Manufacturing, Texas, Nov. 2006 2,415 Tundra 86 Inc. (TMMTX)

Subaru of Indiana April 2007* 3,184 Camry 88 Automotive, Inc. (SIA)

Latin America

Toyota Argentina S.A. Hilux, Fortuner Argentina March 1997 3,105 62 (TASA) (SW4)

Toyota do Brasil Ltda. Corolla, Hilux May 1959 3,306 64 (TDB) underbody parts

Mexico Toyota Motor Sept. 2004 743 Tacoma 42 Manufacturing de Baja California S .de R.L.de beds – C.V. (TMMBC)

Toyota de Venezuela Corolla, Fortuner, Venezuela Compania Anonima Nov. 1981 2,163 13 Hilux (TDV)

Europe

Toyota Citroën Czech Automobile Czech, Feb. 2005 3,364 Aygo 100 Republic s.r.o. (TPCA) *

Toyota Motor Yaris (Vitz) 208 France Manufacturing France Jan. 2001 3,732 S.A.S. (TMMF) Engines –

Toyota Motor Engines, Manufacturing Poland April 2002 2,078 – transmissions Poland SP.zo.o. (TMMP) Toyota Motor Industries March 2005 716 Engines – Poland SP.zo.o. (TMIP)

Toyota Caetano Portugal Aug. 1968 340 Dyna, Semibon – Portugal, S.A.(TCAP)

Toyota Motor Turkey Manufacturing Turkey Sept. 1994 2,894 Corolla Verso, Auris 72 Inc. (TMMT)

Toyota Motor Avensis, Auris 127 U.K Manufacturing (UK) Ltd. Sept. 1992 4,043 (TMUK) Engines –

Limited Liability Company "TOYOTA Russia MOTOR Dec. 2007 774 Camry – MANUFACTURING RUSSIA"(TMMR)

Africa

Associated Vehicle Kenya Aug. 1977 254 Land Cruiser – Assemblers Ltd. (AVA)

Corolla, Hiace,Hilux, 103 Toyota South Africa Fortuner, Dyna South Motors (Pty) Ltd. June 1962 7,343 Africa Closed coupled (TSAM) converter, – exhaust manifold Asia

Tianjin Jinfeng Auto Steering assembly, Oct. 1997 385 – Parts Co., Ltd. (TJAC) propeller shafts

Constant velocity Tianjin Fengjin Auto May 1998 763 joints, axles, – Parts Co., Ltd. (TFAP) differentials

Tianjin FAW Toyota July 1998 1,898 Engines – Engine Co., Ltd. (TFTE)

Tianjin Toyota Forging Jan. 1999 235 Forged parts – Co., Ltd. (TTFC)

Tianjin FAW , Corolla, Oct. 2002 12,407 383 Motor Co., Ltd. (TFTM) Crown, Reiz, RAV4

China FAW Toyota (Changchun) Engine Dec. 2004 783 Engines – Co., Ltd. (FTCE)

Toyota FAW (Tianjin) Stamping dies for Dec. 2004 216 – Dies Co., Ltd. (TFTD) vehicles

GAC Toyota Engine Co., Engines, engine Jan. 2005 1,300 – Ltd. (GTE) parts

Coaster, Land Sichuan FAW Toyota Dec. 2000 2,374 Cruiser, Land 5 Motor Co., Ltd. (SFTM) Cruiser Prado, Prius

GAC Toyota Motor Co., Camry, Yaris, May 2006 6,321 210 Ltd. (GTMC) Highlander

Camry, Corolla, WISH, Vios, Yaris, 91 Innova, Dyna Taiwan Kuozui Motors, Ltd. Jan. 1986 3,361 Engines, – stamped parts

Toyota Kirloskar Motor Corolla, Innova, Dec. 1999 4,433 51 Private Ltd.(TKM) Fortuner Axles, propeller Toyota Kirloskar Auto July 2002 1,050 shafts, – Parts Private Ltd.(TKAP) transmissions

Indonesia Innova, Fortuner, PT. Toyota Motor 68 Manufacturing May 1970 5,069 Dyna, Avanza Indonesia (TMMIN) Engines –

P.T. Astra Daihatsu 2004* 7,790 Avanza 111 Motor(ADM)

Vios, Hilux, Innova, 50 Assembly Services Sdn. Fortuner, Hiace Feb. 1968 2,516 Bhd. (ASSB) Malaysia Engines –

Perodua Manufacturing 2005* 7,183 Avanza 11 Sdn. Bhd. (PMSB)

Indus Motor Company Pakistan March 1993 1,879 Corolla, Hilux 38 Ltd.(IMC)

Toyota Motor Feb. 1989 1,421 Innova, Vios 21 Philippines Corp. (TMP)

Philippines Transmissions, Toyota Autoparts Sept. 1992 1,375 constant velocity – Philippines Inc. (TAP) joints

Corolla, WISH, Toyota Motor Camry, Camry Dec. 1964 12,651 435 Co., Ltd. (TMT) Hybrid, Vios, Yaris, Hilux, Fortuner

Toyota Auto Body Thailand Thailand Co., Ltd. May 1979 – Stamped parts – (TABT)

Siam Toyota Engines, engine Manufacturing Co., Ltd. July 1989 2,251 – parts (STM)

Camry, Corolla, Toyota Motor Vietnam Vietnam Aug. 1996 1,408 Vios, Innova, Hiace, 28 Co., Ltd.(TMV) Fortuner

Oceania

Camry, Camry Toyota Motor 97 Hybrid Australia Corporation Australia April 1963 4,586 Ltd. (TMCA) Engines –

Middle East

Bangladesh Aftab Automobiles Ltd. June 1982 83 Land Cruiser –

Number of distributors Region Distributors

North America 3 Latin America 43

Europe 29

Africa 49

Asia (excluding Japan) 15

Oceania 14

Middle East 17

Overseas total 170

Regional Headquarters Region/Country Name Establishment Activities

Toyota Motor North Liaison, public relations and survey March 1996 America, Inc. （TMA） activities throughout North America North U.S.A. Toyota Motor America Engineering & R&D and overall supervision of April 2006 Manufacturing North manufacturing in North America America, Inc. （TEMA）

Toyota Motor Europe Coordination of Toyota's European Europe Belgium Oct. 2005 NV/SA (TME) business

Toyota Motor Asia Pacific Parts supply to all ASEAN countries and Singapore July 1990 Pte Ltd. (TMAP-MS) sales support for marketing in Asia

Development and evaluation efforts for Asia Toyota Motor Asia Pacific locally produced vehicles, as well as Engineering and Thailand Sep. 2003 operational support for Toyota production Manufacturing Co., Ltd.* affiliates in Asia, Oceania and the Middle (TMAP-EM) East

Toyota Group

Capital Company Name Establishment Main products/activities (¥ million)

Toyota Industries Nov. 1926 Manufacture and sales of spinning and weaving 80,462 machines, industrial vehicles and automobiles; Corporation logistics

Manufacture and sales of specialty steel, forged Aichi Steel Corporation March 1940 25,016 steel products and electromagnetic parts

Manufacture and sales of machine tools, auto JTEKT Corporation Jan. 1921 36,854 parts and housing equipment

Toyota Auto Body Co., Manufacture of auto and special vehicle bodies Aug. 1945 10,371 Ltd. and parts

Business transactions related to various items in Toyota Tsusho July 1948 Japan and between foreign countries, import and 64,936 Corporation export

Manufacture and sales of auto parts and Aisin Seiki Co., Ltd. June 1949 45,049 household appliances

Manufacture and sales of electrical components for automobiles and other applications, air DENSO CORPORATION Dec. 1949 187,457 conditioning equipment and general appliances and electrical appliances

Manufacture and sales of vehicle interior parts, May 1950 filters and power train mechanical parts and 8,400 Corporation textiles

Towa Real Estate Co., Owning, managing, buying, selling and renting Aug. 1953 23,750 Ltd. out land, management and rental

Toyota Central Research and Development Fundamental research and testing for technical Nov. 1960 3,000 Laboratories, development for the Incorporated

Manufacture of automobiles and of equipment and , Ltd. April 1946 6,850 materials for housing construction

Manufacture and sales of rubber, plastic and Toyoda Gosei Co., Ltd. June 1949 urethane products, semiconductor related 28,027 products, electronic products and adhesives

Manufacture and sales of large , buses, Hino Motors, Ltd. May 1942 small commercial vehicles, passenger vehicles, 72,717 engines and spare parts

Manufacture and sales of automobiles, specialty Daihatsu Motor, Co., Ltd. March. 1907 28,404 vehicles and parts

Toyota Housing Planning, sales, construction and after-sales Apr. 2003 7,400 Corporation service of housing Major Shareholders (Top 10 Largest Shareholders) Number of shares held Names (thousands of shares)

Japan Trustee Services Bank, Ltd. 355,468

Toyota Industries Corporation 201,195

The Master Trust Bank of Japan, Ltd. 191,402

Nippon Life Insurance Company 130,469

State Street Bank and Trust Company 87,827

Trust & Custody Services Bank, Ltd. 86,649

The Bank of New York Mellon as Depositary Bank for Depositary Receipt Holders 79,850

Tokio Marine & Nichido Fire Insurance Co., Ltd. 77,431

Mitsui Sumitomo Insurance Co, Ltd. 65,166

DENSO CORPORATION 58,678 (As of March 31, 2010)

Five Main Principles of Toyoda

Sakichi Toyoda, Founder of Toyota • Always be faithful to your duties, thereby contributing to the company and to the overall good.

• Always be studious and creative, striving to stay ahead of the times.

• Always be practical and avoid frivolousness.

• Always strive to build a homelike atmosphere at work that is warm and friendly.

• Always have respect for spiritual matters, and remember to be grateful at all times.

Market / Toyota Sales and Production

North America

Latin America

Europe

Africa

Asia

Oceania

Executives Chairman and Representative Director Fujio Cho

Vice Chairman and Representative Director Katsuaki Watanabe Kazuo Okamoto

President and Representative Director Akio Toyoda

Takeshi Uchiyamada Yukitoshi Funo Executive Vice President and Representative Atsushi Niimi Shinichi Sasaki Director Yoichiro Ichimaru Satoshi Ozawa

Senior Managing Director Nobuyori Kodaira Akira Okabe

Shinzo Kobuki Akira Sasaki Mamoru Furuhashi Iwao Nihashi

Tadashi Yamashina Takahiko Ijichi

Tetsuo Agata Masamoto Maekawa

Yasumori Ihara Takahiro Iwase

Yoshimasa Ishii Takeshi Shirane

Mitsuhisa Kato

Director Yoshimi Inaba Nampachi Hayashi

Yoshikazu Amano Chiaki Yamaguchi

Masaki Nakatsugawa Yoichi Kaya* Corporate Auditors Yoichi Morishita* Akishige Okada*

Kunihiro Matsuo*

Managing Officers Tatsuya Kaneko Masanao Tomozoe

Real C. Tanguay Takahiro Fujioka

Hirofumi Muta Shigeki

Katsutada Masumoto Yasushi Kohara

Shigeru Hayakawa Hisayuki Inoue

Hiroji Onishi Keiji Masui

Kenji Miura Kiyotaka Ise

Didier Leroy Hiroyuki Yokoyama

Koei Saga Shigeki Terashi

Takuo Matsui Norihiko Arai

Soichiro Okudaira Hiroyuki Ochiai

Yasuo Kawada Naoki Miyazaki

James E. Lentz Masahiro Kato

Kenji Suzuki Mitsuhiro Sonoda

Yoshihiko Matsuda Masashi Isogai

Shunichi Konishi Hiroshi Miyata

Koichi Sugihara Kazuhiro Miyauchi

Takuo Sasaki Satoru Mouri Hiroyoshi Yoshiki Osamu Nagata

Moritaka Yoshida Yoichi Inoue

Steve St.Angelo Johan Zyl

Kunihiko Ogura Kazuhiro Kobayashi

Kazuo Ohara Shuichi Koyama

Shigeki Tomoyama Satoshi Takae

Kazuya Inagaki Tokuo Fukuichi

Toyota's Strategy for Environmental Technologies

Toyota takes measures in environmental issues surrounding vehicles Due to the global development of the industry and technology in the 20th century, increased production of vehicles and the growing population resulted in massive consumption of fossil fuels. Today we face three challenges regarding environmental and energy issues, which are finding an alternative energy source as opposed to oil, reducing CO2 emissions, and preventing air pollution.

Although the demand for oil alternatives, such as gas fuels, electricity, and hydrogen may grow, each alternative energy source has its disadvantages. Oil is currently the main source of automotive fuel, but further research and development of alternative energy in the future may bring change. Various powertrains, such as those found in Plug in Hybrid vehicles, electric vehicles and fuel cell vehicles, will be required in order to use diversified types of fuels.

At Toyota, we will continue to develop various vehicles, along with our emphasis of conventional vehicles and hybrid vehicles as fundamental core technology while pursuing further advancement. Based on these core technologies, Toyota will develop next-generation vehicles utilizing alternative fuels such as gas fuel, electricity and hydrogen. Toyota takes measures in environmental issues surrounding vehicles

For more improvements in efficiency, Toyota proactively manages powertrain efficiency, reduces vehicle load, and controls energy management by integration of fuel-saving technologies such as charge control, idling stop etc..

In Pursuit of the Ultimate Eco-car

Toyota has a long history of continuous improvement when it comes to conventional engines, including lean-burn gasoline engines, direct injection gasoline engines and common rail direct-injection diesel engines, as well as engines modified to use alternative fuels, such as compressed natural gas (CNG) or electricity (for ). In December 2002, we launched limited sales of the Toyota FCHV, a Fuel Cell Vehicle that runs on high-pressure hydrogen.

Engineers may disagree about which fuel or car propulsion system is best, but they do agree that hybrid technology is the core for eco-car development. We develop these key technologies in-house to reduce costs and rapidly commercialize their application.

Aiming for a Society with No Traffic Accidents

Toyota utilizes the trinity or considers following the 3 pillars: "Humans / / Traffic Environment" to implement the mobile society's ultimate goal, "zero casualties from traffic accidents." Traffic Safety Education Activities

Toyota has emphasized traffic safety education since the 1960s.Toyota offers safety driving lecture sessions for drivers and traffic safety education activities for kindergarten children, nursery school toddlers and teenagers. Other education activities such as "Hands-on Traffic Safety Events" and the "Toyota Traffic Safety Campaign" have been held for a wide range of the population.

More than 100 million illustrated traffic safety books for kindergarten children and nursery school toddlers have been given away since Toyota started distributing them in 1969.

Additionally, traffic safety education activities are being expanded by the utilization of connections with Toyota's establishments overseas.

Find out more about Toyota's Traffic Safety Education Activities

Pursuit for Vehicle Safety

Toyota has been implementing "safety" measures to help create safer vehicles. Toyota analyzes the causes of the accident and passenger injuries by using various accident investigation data. These accidents are reenacted in various simulations to create counter-plan technologies. In addition, experiments on an actual full-scale vehicle are conducted before launching the vehicle. Afterwards, the effectiveness of the technologies is inspected by assessing any accidents that might occur. We strive to learn from actual accidents to continue to meet industry's ever higher standards in safety. The Creation of a Safe Traffic Environment

Toyota actively works with the Japanese Government toward implementing a safe traffic environment and to help reduce the number of traffic accidents by participating in the Japan Automobile Manufacturers Association. Recently, a policy was proposed with the fundamental idea of having "all of the traffic participants coexist with peace of mind" and emphasized more "traffic safety provisioning implementation that is from the point of view of people-oriented." Furthermore, Toyota will be actively participating and working with the Japanese Government to help enact fundamental traffic safety plans.

Toyota will continue to support suitable traffic environment construction and will validate its outcome by continuing the advancement of research. To achieve a revolutionary safe transportation system, unity between a car and the transportation environment is critical. Toyota is actively taking part in helping to achieve this goal. TOYOTA'S ITS Vision

One of the objectives Toyota has set is "to create vehicles and a mobility society in which people can live with a sense of safety, peace of mind, and comfort".

Toyota's approach to achieve this objective is to balancing the twin visions of "Zeronize" and "Maximize" at a high level. Toyota's fundamental principle for technological development to pursue these twin visions is the concept of "TODAY for TOMORROW – think to the future and take action right now."

"Zeronize" symbolizes the vision and philosophy of our persistent efforts in minimizing negative aspects vehicles have such as environmental impact, traffic congestion and traffic accidents, while "Maximize" symbolizes the vision and philosophy of our persistent efforts in maximizing the positive aspects vehicles have such as fun, delight, excitement and comfort that people seek in vehicles. Toyota is already proceeding with efforts to balance these twin visions.

Toyota is not only developing and putting into practical use passive safety systems aimed at reducing collision injuries, but also advanced active safety systems that help foresee collisions and alert drivers, while offering superior maneuverability at the same time.

In terms of the environment, Toyota has commercialized vehicles such as the Prius hybrid vehicle, Lexus HS250h, SAI, and Prius plug-in hybrid vehicle that achieve superior driving performance, in addition to high fuel efficiency and low exhaust emissions.

However, besides developing technologies, the use of ITS, which is a comprehensive approach for "people," "vehicles," and "the traffic environment," is required from now on. Toyota believes that the ideal scenario is to achieve sustainable mobility in the three areas of safety, the environment, and comfort, while balancing the twin visions of "Zeronize" and "Maximize" at a high level. TOYOTA for TOMORROW

Toyota must foresee future needs, consider our responsibilities as auto an manufacture, and take proactive steps that benefit both our customers and society.

This expresses Toyota's fundamental principle for technological development.

"Zeronize" & "Maximize"

Toyota is striving to minimize negative factors such as environmental degradation and traffic accidents, while at the same time maximizing positive factor such as fun, excitement, and comfort. This is Toyota's vision for developing products and technologies.