The Toyota brand (Toyota) is today considered the world's largest car manufacturer. More than 5.5 million cars leave the company's conveyors annually. In terms of time frames, every 6 seconds a new car of this brand appears in the world. How the Japanese creators managed to move from the manufacture of textile machines to leadership in the global auto industry, you will learn further.

Prerequisites for the development of the company

The forerunner in creating the greatest magnate in the auto industry was Toyoda Automatic Loom Works. She was engaged in the production of machine tools for the textile industry. The peculiarity of the equipment was the spontaneous stop of the machine when there was a problem in operation (the principle of jidoka).

1929 Sakichi Toyoda, the creator of automatic looms, sells a patent for the invention to the British, and he invests the profits from the sale in the development of the business of his son Kiichiro Toyoda.

Sakichi Toyoda was born into a carpenter's family on February 14, 1867. In 1890, he created a hand-operated wooden loom, and 6 years later, Japan's first electric loom. Toyoda does not stop there, in 1924 an automatic textile machine appears, which does not require stopping the equipment to replace the shuttles. In the same year, Sakichi's son Kiichiro was born, who will create his own car company Toyota.

After a detailed study of the automotive industry in Europe, the United States in 1930, Kiichiro Toyoda will start producing his own car. 1933 for Toyoda Automatic Loom Works will be marked by the appearance of a subsidiary branch for the production of cars under the leadership of Kiichiro Toyoda. This fact will be significant for the development of the automotive industry in Japan and the world.

Stages of brand development

First successes

The history of the great automobile brand begins in 1933. After 2 years, two car models appear: the passenger Model A1 (later renamed Model AA) and the cargo Model G1. The models are equipped with a type A engine of their own design, but in many ways they resemble the well-known Chevrolet cars, Dodge Power Wagon.

G1 trucks were to the taste of the Chinese authorities, the corporation exported a whole batch of trucks to China. Now the brand has become recognized not only in Japan, but also abroad.

1937 - the company becomes independent, moves to a new stage of development already as Toyota Motor Co., Ltd. The updated brand name sounds softer, promises to bring good luck (the word Toyota written in katakana consists of 8 dashes, which, according to Japanese beliefs, symbolizes success).

The impact of the war on production

The war years suspended the development of the company and the release of new models. All attention was paid to the production of trucks for the Japanese army. An acute shortage of raw materials was noticeably felt, simplified models were produced, some trucks were even made with one headlight.

During the war, the company's capacities in Aichi Prefecture also suffered, which complicated the further development of the brand, but did not stop it. Despite the difficulties, in 1947 the company managed to release new passenger cars (Model SA).

The deep economic crisis led to a strike of the company's workers. It was Taichi Ohno's concept called "Kamban" or "lean manufacturing" that helped the management find a way out. The new concept saved Toyota from unreasonable expenditure of time, effort, materials and guaranteed a high leap in development.

Thanks to "lean manufacturing", the entire production process of the company began to adhere to two basic principles: "just in time" and full automation. Both principles complement each other. The first principle stipulated the arrival of spare parts to the assembly position when necessary and in the right quantity. This made it possible to reduce stocks in warehouses and gradually replenish them. In addition, Taichi Ohno identified 7 types of waste in the production process and outlined methods to reduce them.

What is the essence of the philosophy of lean manufacturing, you can learn from the video.

Production and sales were separated, in 1950 Toyota Motor Sales Co appeared, it was exclusively engaged in the sale of products.

On the road to fame

1952 - the first head of Toyota died, but the concern continued to be active. 1956 - Japanese cars hit the American market. A detailed study of the requirements of the population allowed the brand to successfully gain a foothold in the United States, Brazil, and then proceed to Europe and Australia.

In the history of the brand's development, there is a rapid growth and success. 1961 - The Toyota Publica, a compact, resource-efficient car, enters the market. 1962 - the jubilee (millionth) car was released, 1966 - the release of a new Corolla model took place, which made a splash in the global automotive industry.

1967 - the brand increases production, two cooperations were signed at once with automakers Hino, Daihatsu.

World fame

In the 80s, the concern expects a number of pleasant changes:

• Toyota Motor Sales Co., Ltd. merges. and Toyota Motor Co., Ltd. (1982);
• 1982 - production of the famous Toyota Camry model is launched, and the brand itself is recognized by the world community as a powerful and worthy competitor in the automotive market;
• a cooperation agreement was signed with the largest auto giant General Motors (1983);
• 1986 - 50 millionth Toyota car is produced;
• there is a division of the Lexus concern, created to produce premium cars. 1989 - luxury models Lexus LS400, Lexus ES250 replenish the release;
• the company creates its logo in the form of the letter "T", which is formed by two ovals (1989).

The production of cars of the brand is growing exponentially, by 1996 the number of cars produced reached 90 million, in 1999 it exceeded 100 million.

In the struggle for the cleanliness of the planet, hybrid cars Raum (1996), Avensis and the SUV Land Cruiser 100 (1998), as well as the well-known Prius model, are created, its production and sale exceeded 50 thousand in 2000 alone.

2002–2009 - the company actively participates in Formula-1 races.

You can see how the Toyota brand was created and developed throughout the time in the video.

Brand competitors

The constant pace of invention of new production technologies, the introduction of high-end models and features into budget vehicles, flexibility in environmental and resource-saving issues have increased the demand for the brand's products. Japanese cars turned out to be compact, comfortable and economical for the consumer, and most importantly, affordable.

2007–2009 - Toyota occupies a leading position. The global crisis of 2008 also affected the concern, it ends 2009 with losses. But this did not stop the brand from overtaking its own main rivals: global giant General Motors (GM) and Volkswagen.

2012 - the concern takes a leading position. A timely response to fashion trends, customer preferences, an acceptable price in relation to high quality allow the company to maintain leadership and not give way to competitors. In addition, the management of the concern also takes care of wealthy customers, offering them high-end Lexus cars.

2013 - Toyota is recognized as the most valuable brand in the world.

Toyota in Russia

For the first time, the official representation of a well-known brand in Russia appeared in 1998. The dynamic development of the automotive market prompted Toyota Motor Corporation to create a national company Toyota Motor LLC (2002). She was engaged in marketing, selling cars in the Russian Federation.

2007 - CJSC "Toyota Bank" began to operate in Russia. The bank was engaged in lending to Toyota and Lexus auto dealers. This move greatly facilitated the wholesale and retail purchase of cars of a famous brand. Soon, a car assembly plant was opened in the village of Shushary for the production of Toyota Camry class "E" cars. It was assumed that the plant would produce about 20 thousand cars a year with a prospect of up to 300 thousand cars. At the end of 2011, the company employed 600 people, the volume of work performed exceeded 14 thousand vehicles.

At the end of 2011, the Japanese concern was represented in Russia by Toyota Motor LLC, Toyota Motor Manufacturing Russia LLC. Their main offices are located in Moscow and St. Petersburg.

2015 - Toyota succeeded other Japanese brands. The most popular models on the Russian market are Land Cruiser Prado, Toyota Camry, Land Cruiser 200 and RAV4.

Today, the Toyota Land Cruiser 200 is the leader among full-size SUVs in the premium segment. The car's market share is 45%.

Brand share in the global market

Toyota Motors Corporation is engaged in the production and sale of cars for the transport of passengers and goods. Most of the concern's factories are concentrated in Japan, some facilities are located in other countries. For example, large factories in the USA, Thailand, Canada and Indonesia, where the number of employees varies from 5.5 thousand to 10 thousand people.

According to 2015 data, out of the number of cars purchased during the year (91 million), 9.6% fell on the Toyota brand.

The concern's products are actively purchased, the share of Toyota cars in some regions was:

• Japan (46.8%);
• North America (13.5%);
• Asia (13.4%);
• European countries (4.6%).

The brand management has excluded as much as possible operations and processes in the technological process that do not bring value to the consumer. The desire to improve, to satisfy the desires of customers ensures the success and leadership of the Toyota concern.

Today in the world it is difficult to find a person who would not hear the name "Toyota". And this is not surprising. More than a hundred years have passed since the head of the Toyoda family, Sakishi Toyoda, began to develop his first loom for weaving. This moment was a turning point both for the whole of Japan.

Today Toyota is a globally renowned company.

How did the history of the brand begin?

Sakishi Toyoda was born on February 14, 1867 in Shizuoka Prefecture. In accordance with the way of life of the then Japanese, he inherited carpentry, for which he did not have much love. But, as they say, if there is a desire to develop, then ideas will not keep you waiting. Sakishi decided to devote himself entirely to the improvement of looms.

An important feature in Sakishi's approach was that he learned by trial and error. Thus, he managed to know the whole wrong side of the case in which he was engaged. He was convinced that the industry of the then Japan needed. These beliefs led to the fact that he created his future company according to the philosophy of "Kaizen", which means "an unceasing path to excellence."

In 1894, Sakishi gave birth to a son, who was named Kiishiro. If he had known at that moment to what extent his business would grow ...

Already in 1924, together with his son Sakishi, he created a fully automated loom, and a couple of years later the first stone was laid in the construction of a future multi-billion dollar corporation - Toyoda Automatic Loom Works was born. This small company that produces automated looms will forever remain in history as "mother".

Change of course for the production of cars

The money Sakishi received from the sale of the patent rights to his automatic looms was subsequently given to the young Kiishiro. The father bequeathed to his son not only to continue the business, but also to transform it into a car manufacturing company. Sakishi firmly believed that many years later people would not be able to live without cars. Unfortunately, not many supported his idea. But this did not prevent Kiishiro from the proceeds from the sale of the patent to stock up on "foreign" cars, disassemble them for spare parts and study the automotive industry.

The young automaker enlists the support of his father's board of directors and begins engine research in 1931 with the goal of creating the perfect engine for Japanese society. Kiishiro, like his father, recognized only practice - through numerous breakdowns and failures, the search for optimal solutions was carried out.

And 1933 in the history of the company was marked by the birth of a full-fledged department engaged in the production of cars, which was headed by Kiishiro himself. After a year of fruitful work, they showed the world an engine under the name "type A" based on the Chevrolet engine. It was he who was to become the basis for both cars and brands.

"Firstborn" of the automotive department

Formally, the brand was then called Toyoda. The name Toyota, familiar to us, appeared later. The first developments of the brand were a small A1 passenger car and a G1 truck. On the basis of them, in 1936, the serial production of the AA and AB models (differed only) and the cargo AG started. In the same year, Kiishiro received an export order from Northern China. The Chinese are extremely interested in AG trucks.

In 1937, the automobile development department grew into a separate business - Toyoda Motor Company, Ltd. It is this moment that is considered to be the beginning of the history of Toyota Motor Corporation, although it still had to come to this name. In the same year, the company received an order for 3,000 trucks for the Japanese army. Thanks to this order, it was possible to build a full-fledged plant in the small town of Koromo. Later it was renamed to Toyota.

Kiishiro was already concerned about the issue of uninterrupted supplies of the required raw materials and technologies to the plant. A number of separate ones were created that provided the automobile conveyor with metal and equipment. The only unresolved issue was the quality of the products. It did not reach the level of Europeans and Americans. In order to change the situation in the early 50s, it was decided to bring the brand to the American market.

One can't help but notice how serious Kiishiro was about the little things. It is thanks to him that we all know modern Toyota precisely as "Toyota". The letter "D" was replaced in the name with "T" because the character for "Toyota" requires eight lines to write, and the number eight is considered lucky in Japanese culture.

The next stage in the history of the brand: entering the global market

Today, the appearance on the world stage is in many ways reminiscent of Toyota's expansion into the American market. In the 50s of the twentieth century, Eiji Toyoda took the helm, who managed to introduce the most productive methods of managing and motivating ordinary workers. This method has borne some fruit. In 1951, the production of the first off-road vehicle, the BJ Toyota Jeep, began. In 1957, the solid Crown entered the American market. In addition, plants were opened in Brazil and Australia.

And 1966 is considered special. It was in this year that the Corolla was born, which later became the main vehicle for gaining Toyota's recognition around the world. This small economical car allowed the company not only to stay afloat, but also to become a market leader when the oil crisis hit in 1974. Many Americans could no longer afford the voracious eight-cylinder giants. This is where the little Toyota came in handy ...

In the early 70s, the first sports cars were launched into the series - Celica in 1970 and Supra in 1978. As we know, today these cars are icons for many car enthusiasts. In 1982, production in California starts together with GM. This event once again made it clear how winning the Kaizen strategy is.

Over the 6-year period from 1979 to 1985, total exports doubled! From 10 to 20 million cars! The Japanese did not think to stop there ...

Consequences of Toyota's global success

Largely thanks to the fantastic success of Toyota, Japan has moved to the top of the rankings of car-producing countries, which, in turn, has accelerated the pace of development of the main industries.

At the end of the 80s of the twentieth century, the Lexus brand was born, which now represents Toyota in the premium segment. In the early 1990s, Toyota Motor Corporation entered the European market and in 1992 the first Toyota plant in the UK was built.

But Toyota was not going to stop there. The first "asphalt" is created, which almost immediately becomes a universally recognized bestseller! The company's innovation institute also does not sit idle, and in 1997 the first mass-produced car with a hybrid power plant, the Toyota Prius, appeared before the eyes of the whole world. This model clearly shows that the largest automobile concern at that time is extremely concerned about the environmental situation in the world. After that, many leading automakers are starting to accelerate the construction of their environmentally friendly cars.

Toyota history in the twenty-first century

At the turn of the century, Toyota crossed the line of 100 million cars produced for the domestic market. In 2002, it was decided to create their own team in Formula 1. Unfortunately, despite the huge budget, even by the standards of the Royal Races, Toyota was never able to succeed. For some time, the company continued to supply engines for other teams, but in 2009 the management decided to curtail the activities of the automaker in Formula 1.

Note that the only year when Toyota suffered losses was just 2009. But this did not prevent the Japanese auto giant from breaking into the automotive Olympus already in 2012, overtaking Volkswagen and GM at the end of the year. By this time, Toyota had built its factories in most of the developed automotive countries around the world. Russia was no exception. In 2007, a new plant of the company was launched in the village of Shushary under.

As we can see, the history of Toyota is filled with bright victories and years of hard work, constant research and experimentation. The path to great success is never easy and cloudless. The Toyoda family initially bet on the "path of continuous movement forward" and did not lose. The experience of the auto giant's managers is now adopted by managers from all over the world. The philosophy of "Kaizen" still works today.

Video about the history of Toyota:

But it all started with simple machines ... Sakishi Toyoda's dream continues to live thanks to his descendants.

P.s. Did you personally have any experience? Write in the comments to this article the pros and cons of the cars of this brand that you saw during operation, test drive or just a trip with a friend.

The company's products quickly conquered the market. Already in 1957, the company delivered a car

1962 is known for the release of the millionth car under this brand. And already in 1963, the first Toyota car was produced outside the country (in Australia).

Further development of the company is proceeding at an accelerated pace. New brands of Toyota cars appear on the market almost every year.

In 1966, one of the most popular cars of this manufacturer, the Toyota Camry, was released.

Significant for the company was 1969. This year, the company's sales reached one million cars in 12 months sold on the domestic market. In addition, the millionth Toyota car was exported in the same year.

For a younger buyer in 1970, the company produced a Toyota Celica car.

Thanks to the product's popularity and high sales volumes, Toyota continued to make a profit even after the international oil crisis in 1974. Cars of this brand are of high quality and a minimum number of defects. In production, a high level of labor productivity is achieved. Calculations made in the late 1980s found that there were several times more cars produced for each employee of the company than at competing enterprises. Such indicators interested competitors who sought to find out the "secret" of the plant.

Also in 1979, Eiji Toyoda became chairman of the board of directors. Under his leadership, negotiations began with General Motors on the joint work of the companies. As a result, New United Motor Manufacturing Incorporated (NUMMI) was formed, which began to produce cars in Europe according to the Japanese system.

In the 90s, the share of Toyota cars in the markets of Europe, America, India and Asia increased significantly. At the same time, the model range has also increased.

All Toyota brands

Throughout its history, the company has produced more than 200 car models. Many models have several generations. All Toyota brands are listed below:

car model
Allion
Alphard
Altezza
Altezza Wagon		Land Cruiser Cygnus
Aristo		Land Cruiser Prado
Aurion
Avalon		Lexus RX400h (HSD)
Avensis
		Mark II Wagon Blit
		Mark II Wagon Qualis
	Crown Royal Salon
Camry Gracia Wagon

Model Features

Toyota SA, unlike its predecessors, already had a four-cylinder engine. An independent suspension was installed. The overall design was already more like modern models. It can be compared with the Volkswagen Beetle, which is similar in its properties to the properties of the Toyota brand.

Released and exported to the United States in 1957, the Toyota Crown differed in performance from previously released models. They were equipped with a 1.5 liter engine.

The SF car model differed from the previous ones with a more powerful engine (27 hp more).

With the increase in gas prices in the 70s, the company switched to the production of small cars.

Modern Toyota models

New Toyota brands can be divided by type:

• Among the sedans stand out "Toyota Corolla" and "Toyota Camry".
• Hatchback Toyota Prius.
• SUVs Toyota Land Cruiser.
• Crossovers Toyota RAV4, Toyota Highlander.
• Minivan Toyota Alphard.
• Pickup
• Minibus Toyota Hiace.

All Toyota brands are distinguished by time-tested comfort and quality.

Article published on 08/14/2015 05:46 Last edited on 12/24/2016 06:26

Full title:	Toyota Motor Corporation
Other names:	Toyota
Existence:	August 28, 1937 - today
Location:	Japan: Toyota, Aichi
Key Figures:	Kiichiro Toyoda (founder)
Products:	Passenger, off-road, sports cars
The lineup:	Toyota Supra III Toyota 2000 GT Toyota Allion Toyota Alphard Toyota Auris Toyota bb Toyota Avalon Toyota Aygo Toyota Belta Toyota Caldina Toyota Xedos Toyota RAV4

The beginning of the 30s of the last century was marked by a real boom in car production in Japan. So in 1930, Daihatsu started manufacturing vehicles, and in 1933 Jidosha-Seido Ltd. was formed. - future Nissan. In the same year, Toyoda Automatic Loom Works decided to try its hand at car manufacturing, which in those years was engaged in the creation of textile machines (under license from the Austrian manufacturer Platt Brothers), and now known worldwide as simply Toyota.

Now it is difficult to say what made the founder of the company, Sakichi Toyoda, take such an unexpected step. Apparently the time then in the country of the Rising Sun was such a car. The support of such undertakings from the government also played a significant role. The son of the founder, Kiichiro Toyoda, became the head of the new division.

By 1935, the first model of a passenger car was developed, which received the uncomplicated name Model A1. In 1936, it went into mass production under the name Model AA. In parallel with it, the first truck model, called the Model G1, was also produced. The automotive division of the company, which achieved success, since 1937 became known as Toyota Motor Co., Ltd. and was spun off into a separate company. Please note that it is no longer "Toyoda", but "Toyota" - the aesthetic Japanese preferred to change the name somewhat, making it more euphonious (for the Japanese ear).

The Second World War brought with it military orders - trucks for the imperial army. They were assembled under conditions of the most severe economy (for example, only one headlight was installed on them) until the American aircraft completely bombed the company's factories.

The end of the war brought with it a severe crisis. However, Toyota Motor still brought to market a small car Model SA. For some time the company was on the brink of survival, barely making ends meet. The war helped to survive - this time the Korean one. In 1950, the division of Toyota Motor Sales Co. was created, which was engaged in sales (it will last until 1982).

A special milestone in the history of the company was 1956, when sales of Toyota cars started in the USA - these were Crown and Land Cruiser models. Sales in the US market were handled by Toyota Motor Sales, U.S.A. Despite the fact that some mistakes were made, Toyota managed not only to gain a foothold in the American market, but also to assimilate well there. Gradually begin experiments (successful) and with other foreign markets. So, in the early sixties, Toyota comes to Europe and Australia. At the same time, the first foreign plant of the company appeared.

In 1962, the millionth car rolled off the assembly line. 1966 is notable for the fact that the Corolla appears, which was destined to become one of the most popular models of the company - it is produced to this day. And in 1967, Daihatsu Motor joins Toyota.

In 1972, a new anniversary - the ten millionth car. And the oil crisis that erupted a year later added popularity to the small and economical Toyota. Especially in the USA. Cars from American manufacturers did not have such modest appetites and such high quality.

In 1982, Toyota Motor Co., Ltd. was merged. and Toyota Motor Sales Co., Ltd. into a single Toyota Motor Corporation. Another significant event of those years was the birth of the Lexus brand.

The nineties were also notable: in 1992, the Tokyo Design Center design studio was opened; affiliated research companies are created, such as Toyota System Research Inc. and Toyota System International Inc.; the Prius series is born, the cars of which were destined to become the most popular hybrid cars in the world; the first SCs are opened on the territory of the USSR; Toyota buys back the remaining shares and becomes the ultimate owner of Daihatsu Motor...

Today, Toyota Motor Corporation is one of the largest automakers in the world, with millions of vehicles leaving its assembly lines every year. In addition to its main direction, the company is also engaged in the provision of financial services. Toyota employs hundreds of thousands of people around the world. Such popular and well-known brands as Yaris, Auris, Avensis, RAV4, Prado and others are produced. The company is very active in various sports, be it rally racing or Formula 1.

The last years of the first decade of the 21st century turned out to be unsuccessful for Toyota. For the first time since 1950, the company reported a loss. In addition, several scandals related to the reliability of her cars swept the world - also for the first time since no one knows what years.

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The beginning of the history of automobiles is considered to be 1933, when the automobile department was opened in the company Toyoda Automatic Loom Works, specializing in textile production and previously not involved in cars. The head of the department was the eldest son of the owner of the company Sakihi Toyoda Kiichiro Toyoda. Under his leadership, she became world famous. Through the sale of a spinning machine patent to an English company Platt Brothers, Toyota had an impressive start-up capital.

The first Toyota passenger car was produced in 1935, it was called the Model A1.(later renamed Model AA). Following him, the first truck was released - Model G1. Since 1936, Model AA cars have been put into mass production. At the same time, exports began - the first batch of Model G1 trucks (as many as four) were delivered to China. Already in 1937, the automobile department became a separate company, named Toyota Motor Co., Ltd.

The development of the company continued after the Second World War. In 1947, another model began to be produced - Toyota Model SA. In 1950, for the first and last time, there was a strike of workers caused by a deep economic crisis. The management of the company resorted to a serious reorganization - a separate company appeared Toyota Motor Sales Co.,Ltd engaged in the sale of products. The reforms had a result and Toyota managed to survive the crisis with minimal losses.

In the 50s Japanese engineer Taichi Ohno developed the concept of Lean Manufacturing, which became the basis of the Toyota Production System. The new system (“kamban”) made it possible to eliminate almost all the wastage of materials, effort and time. Since 1962, the system has become widely used and contributed to the rapid development of the company.

Kiichiro Toyoda, the founder of the company, died in 1952. In the fifties, Toyota began to flourish, innovative technologies were developed by its own efforts, large-scale research was carried out. Also in the range appeared an SUV - Land cruiser and model Crown. Toyota expanded its influence to the United States, where it appeared Toyota Motor Sales, U.S.A. At first, the expansion of Japanese cars into the United States market was unsuccessful, but over time, Toyota gained a significant share of the American market.

In 1961, a compact and economical car was released. Toyota Publica, the new model quickly gained popularity. In 1962, the millionth copy of Toyota was produced! In the sixties, the economic situation in Japan stabilized and began to develop rapidly. has become a strong figure in the markets of all continents. In the USA, the model was very popular Toyota Corona, whose export began in 1965. This model has generally become the most popular in the foreign market. The next model was even more popular - released in 1966, Toyota Corolla. This model is still in production today. In the same year Toyota bought another Japanese automaker - Hino. Also purchased in 1967.

In the 70s, the development of Toyota continued, new plants were built, technical re-equipment was constantly carried out. Economical car models began to be completed almost like expensive models. Production began in 1970 Toyota Celica, and in 1978 - models Sprinter, Tercel, Carina. Tercel was the first Japanese front wheel drive car.. In 1972, the number of cars produced by Toyota exceeded ten million. In that decade, it also successfully overcame difficulties - financial, energy, environmental (the government forced the company to recycle the exhaust system of cars in order to reduce atmospheric pollution).

In 1982, Toyota Motor Sales Co., Ltd merged with Toyota Motor Co., Ltd. to form Toyota Motor Corporation.. Then the production began Toyota Camry(More than five million units have been sold in the US in two decades!). Toyota has become the largest car manufacturer in Japan and the third largest in the world! In 1983, she signed a long-term agreement with General Motors, thanks to which their joint venture in the United States began to work. In the same year, the first phase of construction of the Toyota test site - Shibetsu, completed in 1988, was completed. In 1986, Toyota produced the 50 millionth copy! There are also new models - Corsa, Corolla II and 4Runner.

A major event was the emergence of an elite model - Lexus. It was the first Japanese luxury car, all previous models were compact, economical to operate and very inexpensive. In 1989, new Lexus models came out - LS400 and ES250.

1990 the design center was opened Tokyo Design Center, as well as the first authorized service station in the Soviet Union. Today in Russia it is impossible to count the number of dealerships. The sale of cars is in demand as the sale of tires and wheels in Moscow. Toyota has been actively expanding into the markets of many countries around the world. Toyota did not skimp on research funds - they formed Toyota System Research Inc.. (joint company with Fujitsu Ltd., 1990), Toyota Soft Engineering Inc. (c Nihon Unisys, Ltd., 1991), Toyota System International Inc. (with IBM Japan Ltd. and Toshiba Corp., 1991) . In 1992, Toyota issued Toyota Guiding Principles- the work, which described the principles of the corporation, was expressed corporate philosophy. The Earth Charter was also issued in response to the growing attention to environmental issues in society. In general, Toyota was engaged in environmental programs a lot, as a result, in 1997 it was produced the first model with a hybrid engine (Toyota Hybrid System) - Prius, whose sales for 4 years amounted to 80,000 copies worldwide. Soon hybrid engines appeared in models Coaster and RAV4.

The number of cars produced by Toyota continued to grow in progression - in 1991 there were already 70,000,000 of them, in 1996 - 90,000,000. In 1993, dealer agreements were concluded with Volkswagen and Audi. In 1995, a new global business plan was adopted, and the production of a variable valve timing (VVT-i) engine was launched. In 1996, a four-stroke gasoline engine with direct fuel injection (D-4) began to be produced. In 1997, a new hybrid model appeared - Raum, in 1998 - Avensis and a new generation of the Land Cruiser 100 SUV. The 100 millionth Toyota car was produced in 1999.

Now Toyota confidently occupies a position in the top three of the world's auto giants and the largest in Japan, the production capacity exceeds 5,000,000 cars per year (1 car every 5 seconds)! unites a lot of different companies, both related to the automotive industry and employed in other areas. Since 2002, he has been participating in the most prestigious racing series - Formula 1.