Success by design

Toyota is working to differentiate itself from the competition by continually evolving its unique design philosophy.

The hills of Nagakute, 20 km (12 mi) east of Nagoya city, were the battleground between the two powerful warlords, Toyotomi and Tokugawa, in 1584 in feudal Japan. Tokugawa scored a decisive victory, paving the way for establishment of the House of Shogun. Toyota Motor Corp. is often likened to the Shogun for its might and main, the automaker securing an over-50% share of the Japanese domestic market.

Nagakute is now the site of a more peaceful event, the forthcoming 2005 Aichi Earth EXPO, the theme of which is the preservation and enhancement of the global environment. Over 125 nations participate in the EXPO, as well as numerous private enterprises and companies. Toyota's presence will be prominent with many vehicular and other exhibits, both mobile and stationary. The chairman of the EXPO organizing committee is Shoichiro Toyoda, Honorary Chairman of Toyota Motor Corp.