President's Message

First of all, I would like to express my sincere thanks for our customers, dealers and business partners to support our continuous success in Laos.

Toyota Laos Co., Ltd. is a sole exclusive distributor for all TOYOTA vehicles, genuine parts and service in Laos, working closely with our official dealers to satisfy the needs of individual customers and community.

Our vision is “Try our best to lead a good mobility and enrich lives for Lao people”.

Through our commitment of ‘Quality’, ‘Safety enhancement’, ‘Satisfaction to customers’ and ‘Respect for environment & community’, we aim to exceed expectations, to be rewarded with a smile and to be the most beloved company in Laos.

We believe we do not just sell cars but should support our customers as a life-time partner.

We together with our dealers, are strongly dedicated to make better life for Lao people.


Masaaki Kawabata

Managing Director

Guiding Principles at Toyota

  • Honor the language and spirit of the law of every nation and undertake open and fair business activities to be a good corporate citizen of the world.
  • Respect the culture and customs of every nation and contribute to economic and social development through corporate activities in their respective communities.
  • Dedicate our business to providing clean and safe products and to enhancing the quality of life everywhere through all of our activities.
  • Create and develop advanced technologies and provide outstanding products and services that fulfill the needs of customers worldwide.
  • Foster a corporate culture that enhances both individual creativity and the value of teamwork, while honoring mutual trust and respect between labor and management.
  • Pursue growth through harmony with the global community via innovative management.
  • Work with business partners in research and manufacture to achieve stable, long-term growth and mutual benefits, while keeping ourselves open to new partnerships Established in 1992, revised in 1997. (Translation from original Japanese)

Five Main Principles of Toyota

  • Always be faithful to your duties, thereby contributing to the company and to the overall good.
  • Always be studious and creative, striving to stay ahead of the times.
  • Always be practical and avoid frivolousness.
  • Always strive to build a homelike atmosphere at work that is warm and friendly.
  • Always have respect for spiritual matters, and remember to be grateful at all times.”


  • Toyota will lead the way to the future of mobility, enriching lives around the world with the safest and most responsible ways of moving people.
  • Through our commitment to quality,constant innovation and respect for the planet,we aim to exceed expectations and be rewarded with a smile.
  • We will meet our challenging goals by engaging the talent and passion of people, who believe there is always a better way.


  • Create and strengthen operations and encourage cooperation in the Asia Pacific region.
  • Become an industry leader in customer satisfaction and market share.
  • Make operational safety the most important thing in all activities, and the foundation of the company.
  • Help to develop a better society through activities for the general public.