At a regional briefing held in Japan, Toyota presented its strategic framework for Asia, outlining the core values of best in town, customers come first, start by doing, which define the company's philosophy for the region and guide its mobility and carbon-reduction plans.

The executive stated that Toyota's direction remains unchanged and is based on the view that carbon, rather than any specific technology, is the primary issue to address.

"Our focus has always been on reducing carbon as quickly as possible, using all available technologies," the executive said. This approach, previously regarded as cautious, has since been adopted more widely.

Toyota's leadership noted that the company's position on not relying solely on battery electric vehicles (BEVs) has gained wider acceptance.

While several automakers invested in electric-only strategies, Toyota pursued a multi-pathway approach, continuing to develop hybrids, plug-in hybrids, fuel cells, and low-emission internal combustion engines alongside BEVs.

"Two years ago, we were seen as outliers," the executive added. "But today, most global automakers and governments have shifted to a similar position, realising that a single-technology approach is not viable for all markets." This approach reflects Asia's differing infrastructure and energy conditions.

Best in town

Toyota describes best in town not in terms of sales volume or profit, but in terms of local relevance. The aim is to be a locally responsive car manufacturer in each market. The executive referred to Toyota's duration of operations in the region: 63 years in Thailand, 58 in Malaysia, 54 in Indonesia, 37 in the Philippines, and 30 in Vietnam.

This principle includes developing people, suppliers, and local ecosystems to enable each market to build and maintain vehicles suited to its conditions. "We make people before we make cars," the executive said, referencing the company's founding principles.

Customers come first

According to the executive, Toyota develops its models to suit local road conditions. Examples cited included Hilux pickups used in small enterprises, Innova MPVs for families, and GR models for performance-focused buyers.

The company is also expanding access to Welcab vehicles for people with disabilities.

Start by doing

Toyota's carbon-reduction approach focuses on vehicles, energy, and data. The company plans to increase electrified vehicle production and develop alternative fuels such as bioethanol and biodiesel, particularly in Thailand, Indonesia, and the Philippines.

In the area of data, Toyota is introducing connected technologies to optimise logistics routes, vehicle loading, and fleet operations to reduce emissions.

Electrified future and Philippine outlook

By 2030, Toyota targets 30% of its total sales in Asia to come from electrified vehicles, equal to approximately 15 million units.

The company confirmed that 10 new electrified models, including hybrids, BEVs, and fuel-cell vehicles, will be introduced in Asia by 2028. In the Philippines, Toyota Motor Philippines (TMP) plans to expand its hybrid portfolio, which currently includes the Corolla Cross, Corolla Altis, and Yaris Cross hybrid electric vehicles. The company is also examining options such as biofuel compatibility and fleet electrification for public transport and logistics.

The executive stated that the Philippines continues to be part of Toyota's ASEAN operations, supported by investments in workforce training, aftersales services, and local supplier development. TMP's hybrid sales performance was referenced as an example of electrification in emerging markets.

Looking ahead, Toyota's regional strategy will continue to follow its stated principles, focusing on developing local ecosystems, supporting related industries, and maintaining long-term operations.

Toyota intends to apply its "start by doing" approach through initiatives aimed at reducing carbon across Asia.

"Mobility for all," the executive said, "means giving people the freedom to move and to grow without leaving anyone behind."