Akio's declaration: Continually striving for superior automobiles

Toyota's New Direction: A Call to Make Ever-Better Cars

In a significant move, Akio Toyoda, the renowned executive of the Japanese automaker, addressed his employees with a passionate plea to reconsider their purpose and focus on continuous improvement and innovation.

The speech, delivered at the announcement of Toyota's 2009 Global Corporate Policy, marked a turning point for the company. Toyota employees were urged to reflect on their roots and remember their common mission of "making ever-better cars."

Akio Toyoda's determination and resolve were palpable in his words, and his conviction was strengthened by his extensive experience as a test driver and his undeniable passion for cars. His message was simple yet profound: "Let's make ever-better cars."

This phrase, first coined by Akio Toyoda in 2003 when he took leadership in Toyota's US operations, has become the fundamental direction and focus for Toyota in charting its future. It represents a commitment to continuous improvement and innovation, aimed at enhancing vehicle quality and customer satisfaction.

In a surprising move, Akio Toyoda chose to deliver his speech while dressed in Toyota's work clothes, rather than a business suit. This choice may have startled some employees, but it underscored his commitment to the company's roots and his desire to lead by example.

The call to make ever-better cars came at a critical time for Toyota. In its FY2008 consolidated financial results, the company recorded a loss for the first time in almost 60 years. This setback served as a stark reminder of the importance of focusing on quality and customer satisfaction.

By emphasizing the importance of putting the customer first, even as a global automotive manufacturer, Akio Toyoda's speech served as a rallying cry for Toyota employees. It was a call to remember their roots, reconsider their purpose, and work together to create ever-better cars.