TOKYO, 29 October 2025 — Toyota Motor Asia has unveiled a comprehensive regional strategy that underscores its commitment to achieving carbon neutrality while delivering mobility solutions that reflect the unique needs of Asian markets. The announcement was made at Toyota’s Media Day, held on the sidelines of the Japan Mobility Show, where around 100 journalists from across the region gathered to hear the company’s latest direction.
At the heart of Toyota’s strategy is its long-standing belief in being “Best in Town”, an approach that prioritises meeting real customer needs and enhancing the quality of life in every community it serves. Toyota Motor Corporation Chairman Akio Toyoda reaffirmed this philosophy, stating that “we cannot make customers happy by just promoting the total number of vehicles. Becoming the best in town is what is most important.”
This mindset reflects Toyota’s mission to deliver “Mobility for All” while moving steadily towards a carbon-neutral future.
Guided by the Toyota Mobility Concept, the company’s approach spans three key ideas: expanding the value of vehicles (Mobility 1.0), broadening access to new forms of mobility (Mobility 2.0), and integrating mobility with social systems such as energy and traffic management (Mobility 3.0). Toyota’s regional plans are rooted in practical innovation, as seen in the Innovative International Multi-Purpose Vehicle (IMV) platform first introduced in 2002.
The IMV series, developed under Toyoda’s leadership, provided affordable, durable vehicles designed for developing markets. Building on this success, Toyota confirmed that a new IMV series — including a battery electric variant (IMV BEV) — will be launched soon to cater to customers seeking electrified solutions.
In line with its Multi-Pathway strategy, Toyota continues to diversify its powertrain portfolio to suit the varying energy landscapes of different countries. The company is introducing the Yaris ATIV hybrid in Southeast Asia and will soon begin local battery electric vehicle (BEV) production in Indonesia and Thailand.
Additional initiatives include biofuel trials across the Global South and hydrogen refuelling station demonstrations in Asia, signalling Toyota’s determination to deliver practical, locally relevant decarbonisation measures.
Over the next three years, Toyota plans to roll out more than 10 new xEV models in Asia as part of its “30 by 30” mission to achieve 30% xEV sales across ASEAN by 2030. The company estimates that cumulative xEV sales in the region could exceed 1.5 million units by the end of the decade, equivalent to 25 million trees planted or eight million tons of CO₂ reduced.
At this year’s Japan Mobility Show, Toyota’s presentation went beyond vehicle launches to showcase the company’s evolving identity as a mobility ecosystem builder. Featuring its full lineup — Century, Lexus, GR, Toyota, and Daihatsu — the exhibit highlighted how each brand contributes to Toyota’s vision of “Mobility for All.” Among the models on display was the Land Cruiser FJ prototype, a nod to Toyota’s heritage of reliability and adventure, which will be produced in Thailand to serve global markets.
Toyota’s broader mobility vision extends beyond the production line. Through collaborations such as the Commercial Japan Partnership Technologies Corporation (CJPT) and the Toyota Mobility Foundation (TMF), the company is working with partners across Asia to explore new energy solutions, improve logistics efficiency, and test data-driven innovations that address urban challenges such as congestion and accessibility. These projects underscore Toyota’s belief that mobility is not merely about moving people — it is about enabling opportunity, connection, and a better quality of life.
Masahiko Maeda, CEO of Toyota’s Asia Region, reinforced this message during the event, noting that the company’s approach to carbon neutrality and mobility must remain inclusive and adaptive.
“At Toyota, we believe that achieving Mobility for All and Carbon Neutrality requires more than one solution,” he said. “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.”
As Toyota deepens its engagement with Asia, its vision combines innovation with grounded realism, a balance between bold technological ambitions and the practical realities of diverse markets. More than just producing vehicles, Toyota is shaping the region’s mobility future through thoughtful action, ensuring that every move it makes helps people move forward.
