Every Toyota product has its own, unique value to a customer. Toyota Value, however, is something that is shared across the board. It is the special value provided to every customer. It is about striving to add the individual touch wherever possible. It is about looking ahead and adding value in new situations created by the diversification of customer needs and social changes. Our aim is for customers to interpret Toyota Value as 'Toyota always provides value optimised for me', which means multiple elements, simultaneously working in harmony, at the highest level of performance.
