Toyota in Asia Reinforces Multi-Pathway in Action Towards its

• Across Asia, Toyota strengthens its commitment to its ‘Mobility for All’ vision—ensuring no one is left behind—through its Multi-Pathway Approach. By delivering accessible low and zero-emission mobility solutions, Toyota addresses the diverse needs of Asian customers under three guiding principles: “Best in Town,” “Customer Comes First,” and “Start by Doing.”
   
• Toyota in Asia will expand its lineup of affordable hybrid electric vehicles (HEVs), driving forward the mass expansion of its Multi-Pathway Approach.
   
• The company has also announced plans to begin local production of battery electric vehicles (BEVs) in Thailand and Indonesia by the end of this year. Over the next three years, Toyota aims to introduce more than 10 additional electrified vehicle (xEV) models across Asia.
   
• Toyota in Asia changes gears in its xEV transition through its “30 by 30 Mission,” targeting 30%xEV sales in ASEAN by 2030 under its Multi-Pathway strategy. By then, cumulative xEV sales in the region are expected to surpass 1.5 million units—equivalent to the environmental impact of planting 25 million trees or reducing 8 million tons of CO₂ emissions.
   
• Additionally, Toyota announced the all-new “Land Cruiser FJ”, which will be produced in Thailand.

Tokyo, 29 October 2025 – At the Toyota Motor Asia's Media Day event, held on the sidelines of the Japan Mobility Show, Toyota Asia executives announced the company's regional corporate strategy and provided further insights into its distinctive brand and contribution approach in the region. This event, attended by around 100 media representatives from across Asia, highlighted Toyota's commitment to meeting real and diverse customer needs and transitioning towards Carbon Neutrality that are aligned to the energy sources of each country.

Toyota has always believed in being “Best in Town”, where the company uses safe and high-quality advanced technologies to solve day-to-day mobility challenges for our customers and broader society. This is aligned with the corporate missions of enabling “Mobility for All” and “Carbon Neutrality.” Toyota Asia is committed to pursuing these goals through the Toyota Mobility Concept, incorporating the three concepts of Mobility 1.0- to expand value of the car, Mobility 2.0- to expand mobility access to new realms, and Mobility 3.0- to integrate mobility with social systems like energy or traffic management.

Best in Town 
Toyota is committed to delivering mobility that enhances access, opportunity, and quality of life for everyone, offering a wide range of vehicle options that reflect the region’s diverse mobility landscape.

On the ‘Best in Town’ philosophy, Chairman Akio Toyoda stated, “We cannot make customers happy by just promoting the total number of vehicles. Becoming the best in town is what is most important.” With this spirit, the strategy emphasizes delivering the best products and services that meet each Asian market’s unique mobility needs and societal demands. One example is the global vehicle platform termed IMV (Innovative International Multi-Purpose Vehicle), which was introduced in 2002 with the goal of creating a common platform to support different vehicles that meet diverse mobility needs of developing markets, thereby achieving economies of scale that enable affordability and access.

With a long-standing commitment to Asia, Toyota has also played a significant role in the region's automotive industry development, building a robust supplier ecosystem, ensuring employment, and contributing to human development. The IMV series, developed under the leadership of Chairman Akio Toyoda, exemplifies this commitment.

Photo 1: Toyota in Asia’s long history with its people
 

During the media day, Toyota Motor Asia also expressed its thoughts on the launch of the new IMV series in the near future. This launch will also cover the introduction of the IMV BEV, to provide choice for those customers where electrification suits their needs.

To signify its corporate brand intention, earlier this year, Toyota Asia unveiled its regional Move Your World brand initiative as its reinforcement of commitment to the audiences in Asia. In the next phase in early 2026, Toyota Asia will roll out more grassroots initiatives with an aim to connect culture and creativity, engaging talent across the region with a common cause and under the banner of Best in Town. This was also conveyed on the media day.

Customer Comes First
At this year’s Japan Mobility Show, Toyota unveiled a diverse lineup of brands—Century, Lexus, GR, Toyota, and Daihatsu. But this was more than just a product showcase; it was a statement of purpose. Toyota emphasized the unique role each brand plays and how they work together to serve a broader vision. At the core of Toyota’s philosophy is “Mobility for All,” a commitment that has guided the company from the start. With nearly 10 million customers choosing Toyota each year, each brand has come to understand that “all” represents that every individual deserves the right mobility solution. It’s about offering the right choice TO YOU—because no one should be left behind.

Toyota has not forgotten its history of Ever Better Cars. One of the products that will be showcased at the Japan Mobility Show will be the Land Cruiser FJ, which will be produced in Thailand. Toyota will provide new value in the form of "Freedom & Joy" that come from enjoying the Land Cruiser in each customer’s own way―while retaining the reliability, durability, and off-road performance that support people's lifestyles.

Photo 2: Land Cruiser FJ (Prototype)

Furthermore, the Mobility Show also displayed Toyota's Multi-Pathway approach to Carbon Neutrality, which focuses on providing customers with a choice of sustainable solutions. This strategy includes a full array of powertrains, from flex-fuel hybrids in South America, to small hybrids in Asia and new fuel cell sedans in Japan. By listening to customers and offering practical solutions, Toyota ensures high-quality, safe, and reliable products that are durable. Founded on this philosophy, Toyota looks ahead to shape solutions that balance innovation with enduring benefits — ensuring that every step creates lasting value for both people and society.

Photo 3: Providing solutions beyond Mobility in Asia
 

Toyota in Asia is set to undergo a significant transformation this year with the expansion of its Multi-Pathway Strategy. This includes expanding its affordable hybrid electric vehicle lineup with the introduction of the Yaris ATIV hybrid model and the commencement of BEV local production in Indonesia and Thailand. Also announced was the introduction of bio-fuel trials for the Global South. Additionally, Toyota is committed to hydrogen initiatives with hydrogen refueling station demonstrations in Asia.

In the next 3 years, the Toyota brand aims to introduce more than 10 additional xEV models in Asia which is in line with its “30 by 30 mission” where it aims to sell 30% of xEV across ASEAN by 2030. As a result, Toyota in Asia’s xEVs cumulative sales is estimated to exceed 1.5 million units by 2030, which is equivalent to 25 million trees or 8 million tons of CO2 reduction.

Start by Doing   
Embracing a hands-on mindset, Toyota's strategies in Asia begin with immediate action. Toyota is also exploring new mobility solutions and pilot projects to reduce CO2 emissions and promote mobility for all by integrating vehicles, energy and data solutions to create efficient and low carbon mobility offerings for specific needs. For example, Toyota collaborates with partners to improve logistics efficiency and explore new energy solutions under Commercial Japan Partnership Technologies Corporation (CJPT) project, driving logistics forward into an era of data driven efficiency and carbon reductions.

Furthermore, though Toyota Mobility Foundation’s (TMF) projects across Asia, we are advancing mobility innovation across Asia through collaborative, data-driven initiatives aimed at improving safety, alleviating congestion and enhancing accessibility. Many innovative technologies and partners are given platforms to try out advanced solutions that can achieve real outcomes on mobility related social issues facing Asia.

As Toyota we believe that mobility is not just about transportation, but rather it’s about access to opportunity, connection and a better quality of life. That means embracing and responding to diversity of people, lifestyles, and mobility needs.

Photo 4: Towards mobility transformation in Asia

Masahiko Maeda, CEO of the Asia Region of Toyota Motor Corporation, highlighted the company's dedication to practical solutions and immediate action emphasizing that “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.”

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.