"Continuous improvement". Otherwise known as kaizen, this is a philosophy that is deeply entrenched in the culture at Toyota. The company's global success and leadership prominence in the international automotive market today stem from this belief which emphasises the removal of non-value adding operations or waste, across its 4 principal areas of production – Planning and Design, Implementation, Evaluation and Assessment/Reassessment. Diligently practised since our earliest days, the rewards of kaizen have resulted in, time and again, substantial cost reduction, waste minimalism and increased efficiency. All of which are shared benefits enjoyed by both our valued customers and the organisation. Kaizen is employed at every facet on all levels within Toyota, enabling us to collectively embrace every challenge as an opportunity to only become better, stronger and always at the forefront – not only as a corporation, but more importantly, for our customers.