Toyota Motor Corporation President and CEO, Koji SatoToyota Motor Corporation’s President and CEO, Koji Sato, on Wednesday reaffirmed the company’s longstanding focus on customer-centric innovation and its philosophy of “acting for others”.
He was speaking at the ongoing Japan Mobility show, a flagship biennial jamboree for auto enthusiasts that showcases the latest in mobility technology.
“We have infused the words ‘to you’ with the spirit of the Toyota brand… have long worked hard to make ‘Mobility for All’ a reality. But while standing on the front lines of manufacturing, there was always something that felt a little off. That something was… we often say ‘for all’, but in truth, there isn’t a single product that perfectly suits everyone in the same way,” he said.
The CEO called for working on different powertrains– be it plug-in hybrid, hybrid, or internal combustion engine vehicle– to meet customers’ demand.
“Whether it’s a battery EV, plug-in hybrid, hybrid, or internal combustion engine vehicle―whatever the power source―let’s make good-looking cars that everyone will want to drive,” he emphasised.
Highlighting Toyota’s broader social mission, Sato recalled the company’s early struggles in the commercial vehicle business, when founder Kiichiro Toyoda personally inspected every truck breakdown. That hands-on approach, he said, laid the foundation for Toyota’s “Customer First” and genchi genbutsu (go-and-see) philosophies.
Corolla: symbol of Toyota’s evolving identity
Using the Corolla as an example, Sato explained how the model has evolved over decades while staying true to its purpose of being “a car for everyone.” The same principle, he said, drives Toyota’s approach across powertrains — from battery-electric and hybrid to internal combustion vehicles — with an emphasis on making “good-looking cars that everyone will want to drive.”
The auto giant has confirmed that the next-gen Corolla will be launched by late 2026 or early 2027, with a wide range of powertrains.
Sato also spotlighted the IMV Origin concept, designed with rural African communities in mind. The model, shipped unfinished from the factory, is assembled locally — a move that creates jobs and allows customers to adapt the vehicle for their specific needs. “Not finishing it is what makes it a ‘for you’ car,” he noted, calling it an exercise in “deliberate incompleteness.”
