2025 JMS: Toyota’s 3 new principles to achieve the vision of Mobility for All and Carbon Neutrality

Toyota’s multi-pathway approach, which has been in place for several years, goes beyond achieving carbon neutrality through modern technologies such as hydrogen fuel cell vehicles (FCEV), hybrids (HEV), plug-in hybrids (PHEV), and battery electric vehicles (BEV).

It also includes more sustainable solutions that can be adapted to local contexts, such as the use of biofuels and compressed natural gas (CNG).

By offering low-emission and zero-emission mobility solutions that are more accessible, Toyota can meet the needs of various user segments in Asia.

At the same time, it can provide lasting value benefits to individuals and society.

The three new principles being implemented by Toyota under this Multi-Pathway Approach are Best in Town, Customer Comes First, and Start by Doing.

Best in Town

This philosophy emphasizes delivering the best products and services that meet the unique mobility needs of each Asian market.

One example provided is the global IMV platform, introduced in 2002, which aims to create a platform that can support various vehicles to cater to the mobility needs of developing markets.

Akio Toyoda stated, “We cannot satisfy customers by promoting the number of vehicles; what matters is being the best in the city.”

Customer Comes First

At the Japan Mobility Show 2025, Toyota introduced its brand lineup—Century, Lexus, Gazoo Racing, Toyota, and Daihatsu—each playing a unique role based on the principle of “Mobility for All.”

This aligns with Toyota’s theme “To You,” introduced this year, emphasizing that no one should be left behind.

Ultimately, the multi-pathway approach to achieving carbon neutrality offers a variety of sustainable solution options for users.

Start by Doing

To achieve its goals, action must be taken immediately.

For this purpose, Toyota has initiated several projects in collaboration with various partners, including the Commercial Japan Partnership Technologies Corporation (CJPT), which drives the logistics industry toward an era of efficiency and carbon reduction fueled by data.

Additionally, the Toyota Mobility Foundation’s (TMF) community projects aim to improve safety, reduce congestion, and enhance accessibility.

Toyota believes that mobility is not just a mode of transportation but rather a means to access opportunities, connections, and a better quality of life.

According to Masahiko Maeda, CEO of Toyota Motor Corporation’s Asia region, “At Toyota, we believe that achieving the Mobility for All and Carbon Neutrality goals requires more than just one solution for vehicles, energy, and data.”

“We believe the future of mobility is ours to create through collaboration, shared purpose, and collective action. As a result, we can build an ecosystem that brings smiles to people across the Asia region.”