Toyota Motor Asia hosted its Media Day event alongside the Japan Mobility Show, gathering over 100 media representatives from across Asia.
The company unveiled its regional strategy, reinforcing its commitment to “Mobility for All” and Carbon Neutrality through its Multi-Pathway Approach.
This strategy delivers accessible low and zero-emission mobility solutions tailored to the diverse needs of Asian customers, guided by three core principles: Best in Town, Customer Comes First, and Start by Doing.
Best in Town
Toyota’s “Best in Town” philosophy focuses on solving everyday mobility challenges with safe, high-quality technologies. Chairman Akio Toyoda emphasized:
“We cannot make customers happy by just promoting the total number of vehicles. Becoming the best in town is what is most important.”
This approach drives Toyota to offer a wide range of vehicles suited to Asia’s diverse mobility landscape. The IMV (Innovative International Multi-Purpose Vehicle) platform, introduced in 2002, exemplifies this by supporting various models for developing markets while ensuring affordability and access.
Toyota’s long-standing presence in Asia has helped build a robust supplier ecosystem, generate employment, and foster human development. The upcoming launch of the new IMV series, including the IMV BEV, will further expand choices for customers embracing electrification.
Earlier this year, Toyota Asia introduced its Move Your World brand initiative, with plans to roll out grassroots programs in 2026 that connect culture and creativity under the “Best in Town” banner.
Customer Comes First
At the Japan Mobility Show, Toyota showcased its full brand lineup—Century, Lexus, GR, Toyota, and Daihatsu—not just as products, but as purpose-driven solutions. With nearly 10 million customers annually, Toyota’s commitment to “Mobility for All” means offering the right mobility choice for every individual.
The new Land Cruiser FJ, to be produced in Thailand, reflects this ethos. It delivers “Freedom & Joy” while preserving the durability and off-road performance that define the Land Cruiser legacy.
Toyota’s Multi-Pathway strategy was also on display, offering a range of powertrains—from flex-fuel hybrids in South America to small hybrids in Asia and fuel cell sedans in Japan. This ensures practical, high-quality solutions that balance innovation with long-term value.
In Asia, Toyota is accelerating its transformation with the launch of the Yaris ATIV hybrid, local BEV production in Thailand and Indonesia, and bio-fuel trials in the Global South. Hydrogen initiatives, including refueling station demos, are also underway.
Over the next three years, Toyota plans to introduce 10+ new xEV models in Asia, aiming for 30% xEV sales across ASEAN by 2030. This milestone equates to 1.5 million units sold, with an environmental impact comparable to planting 25 million trees or cutting 8 million tons of CO₂.
Start by Doing
Toyota’s strategy in Asia begins with action. Through pilot projects and partnerships, the company is integrating vehicles, energy, and data to create low-carbon mobility solutions tailored to local needs.
Under the Commercial Japan Partnership Technologies Corporation (CJPT), Toyota is improving logistics efficiency and exploring new energy solutions.
The Toyota Mobility Foundation (TMF) is also driving innovation across Asia, supporting collaborative, data-driven projects that enhance safety, reduce congestion, and improve accessibility.
Toyota believes mobility is more than transportation—it’s about opportunity, connection, and quality of life.
Masahiko Maeda, CEO of Toyota Motor Corporation Asia Region, stated:
“At Toyota, we believe that achieving Mobility for All and Carbon Neutrality requires more than one solution of vehicles, energy and data. We believe the future of mobility is ours to create—through collaboration, shared purpose, and collective action. Together, we can build a mobility ecosystem that brings smiles to people across the Asia region.”
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About Toyota Motor Asia
Toyota Motor Asia is the regional corporate headquarters and subsidiary of Toyota Motor Corporation, based in Singapore and Thailand. Toyota Motor Asia leads and supports the Asian region in Research & Development, Production Engineering, Production Control & Logistics, Manufacturing Support, Sales and Marketing activities, Aftersales and Value Chain services, Product & Business Planning, and digital transformation and new mobility solutions thus contributing to the overall development of the auto industry and the growing economies in the region.
Toyota envisions a future mobility society that can bring freedom of movement to all. Moving forward, Toyota will provide a diverse range of mobility services and transportation solutions to people around the world as a true mobility company.