“Challenges multinational corporations face in protecting consumers along the supply chain” “OECD Corporate Responsibility Roundtable, 15/06/2009 Colin Hensley Corporate Affairs & Planning Toyota Motor Europe

date 19/09/ page 2 How can a company protect consumers? “Dedicate ourselves to providing clean and safe products and to enhancing the quality of life everywhere through our activities” From the “Guiding Principles at Toyota”

date 19/09/ page 3 What is the challenge? To move the customer through the Purchase Funnel AWARENESS KNOWLEDGE LIKING CONSIDERATION PREFERENCE Starting point Purchase …and help them make the appropriate choice!

date 19/09/ page 4 Keys in the process 1.Establish appropriate corporate principles Toyota Way 2001 Toyota Code of Conduct Guiding Principles of Toyota CSR Policy Contribution towards Sustainable Development Global Vision 2020 TME Vision 2015 Corporate Policies Daily business operations

date 19/09/ page 5 Keys in the process 2.Understand the customer’s needs and aspirations

date 19/09/ page 6 Keys in the process 3.Produce products – aiming to meet both need & aspiration

date 19/09/ page 7 Keys in the process 4.Identify concerned stakeholders – and work with them Governments, Authorities, NGOs, Trade Unions, Investors etc.

date 19/09/ page 8 Keys in the process 5.Be credible & believable – communication succeeds through mutual trust and mutual understanding

date 19/09/ page 9 Conclusion Consumers can only choose from what is offered Business has an essential role to guide that choice by: -Leveraging their expertise to provide ‘better’ products -Making every effort to make them affordable and accessible

date 19/09/ page 10 Customer first approach “Our company owes its existence to the support and satisfaction of customers, stockholders, employees, business partners and host societies who benefit from the added value Toyota provides. Our continued success depends on providing ever greater satisfaction of customers by placing their interests ahead of all others.” The Toyota Way 2001

Thank you

Back-up

date 19/09/ page 13 Guiding Principles of Toyota (Adopted Jan 92, revised Apr 97) 1.Honor the language and spirit of the law of every nation and undertake open and fair corporate activities to be a good corporate citizen around the world 2.Respect the culture and customs of every nation and contribute to economic and social development through corporate activities in local communities 3.Dedicate ourselves to providing clean and safe products and to enhancing the quality of life everywhere through our activities 4.Create and develop advanced technologies and provide outstanding products and services that fulfill the needs of customers worldwide 5.Foster a corporate culture that enhances individual creativity and teamwork value, while honoring mutual trust and respect between labour and management 6.Pursue growth in harmony with the global community through innovative management 7.Work with business partners in research and creation to achieve stable, long term growth and mutual benefits, while keeping ourselves open to new partnerships

date 19/09/ page 14 The Toyota Way How do you demonstrate it?

date 19/09/ page 15 Environmental Leadership From Toyota Principles to Earth Charter to Prius to “360° Approach to Sustainability”