Toyota’s mission statement is as follows: “To sustain sustainable growth by providing the best customer experience and dealer support.” (Toyota, 2007)
Customer satisfaction is the driving force for Toyota, which inspires it to provide the highest
quality products and services. “Kaizen” is a word that Toyota upholds, which means “continuous
improvement” of its technology, products, and services. In short, Kaizen for customer
satisfaction is Toyota’s mission. Toyota further explains its mission as follows:
“Around here our values are just like yours. We are hard working. We are active in
community. We are creating jobs. We celebrate our diversity. We are building cleaner greener
cars. And this is just the beginning.” (Toyota, 2007)