- Olga Kokorina
- Translated by Olga Apetenok
- Ru Ar
Akio Toyoda and Toyota. The role of personality in history
A samurai has no goal, only path. This path for Akio Toyoda was his work for Toyota Motor. Since 2009, the grandson of the founder of the auto giant served as president of the world’s main automotive company and directly managed a huge industry. However, from April 1, 2023, Mr. Toyoda retires, becoming a chairman of the board of directors, responsible for strategic development issues. The role of personality in history cannot be underestimated: if it were not for strong-willed and wise leadership, there would be no such Toyota as we know today. He came to power in a time of crisis and said: “We will make cars for customers and not just for profit”. Therefore, Toyota not only survived, but won. For Israel, this Japanese brand is very important: the top 10 most popular cars of the year 2022 includes two Toyota models.
Toyota Motor Corporation (TMC) became the largest automaker in the world in 2007-2009, and it has been holding this title almost constantly since 2012. In 2007, it even overtook General Motors (USA) in terms of production and sales, which held the title of "largest automaker" for 76 years.
Path of a samurai
Akio Toyoda was born on March 3, 1956 in Nagoya, Japan. Of course, his path could not pass by the family automobile business. His grandfather, Kiichiro Toyoda, founded the company, his father, Soichiro Toyoda, served as one of the company’s chairman from 1992 to 1999. After graduating from school, Akio went to Keio University, one of the most prestigious universities in the country. Then he moved to America, where he received a master’s degree in business from Babson College (Massachusetts).
‘Getting into our car, a person should feel the love of its creators, their care and emotions’
In 1984, Akio joined Toyota and after 6 years he became a member of the board of directors. In 2005, he became vice president of the company, responsible not only for the Japanese market, but also for the global one. In 2009, Mr. Toyoda became President of Toyota Motor Corporation. He came to work at a time of crisis, when the company’s vehicles had quality problems and there were large withdrawal campaigns. Focusing on reliability, Akio, among other things, has achieved more emotional return, which a good car gives to its owner. It is thanks to this quality that Toyota models are loved all over the world.
Racer Morizo
Mr. Toyoda himself truly loves cars. As president of TMC, he not only rode cars of different brands and participated in the tests of new Toyota models, but also personally participated in competitions, helping to develop the Gazoo Racing division, which, by the way, was created with his participation in 2007, when Akio served as vice president of Toyota. Under the pseudonym Morizo, Toyoda joined a team of test students and mechanics led by test pilot Hiromu Naruse. The team competed in the 24 Hours of Nürburgring endurance race, but that wasn’t the end of it. Passion for racing has resulted in a powerful sports division with branches around the world and participation in the coolest world championships. Gazoo Racing is currently producing sports modifications of Toyota production models called GR Sport, and releasing its own models, such as the GR Supra and GR86.
Present and future
As you know, the future starts today. For Toyota, it will begin on April 1, 2023, when Akio Toyoda, at the age of 66, steps down as president of TMC. He will be replaced by the 53-year-old Koji Sato, chief engineer at Lexus, owned by Toyota Motor Corporation since 2019. Akio Toyoda himself will stay in the company: he will become a chairman of the board of directors, responsible for strategy issues.
Akio Toyoda has made the model range of the generally utilitarian manufacturer more driver-friendly: the GT86/GR86, GR Supra, Lexus LF-A…
Toyota Motor will continue to work on hydrogen electric vehicles such as the Toyota GR Yaris H2, a small hot hatch that runs on hydrogen fuel, since Akio is not very fond of electric vehicles, gradually conquering the whole world, because hydrocarbons are still burned to generate electricity, which means that the environmental friendliness of purely electric models is questionable. Hydrogen has its undeniable advantages. However, the company will have to increase the volume of electric vehicles in order to maintain leadership.
In 2022, TMC delivered 1,906,458 new cars to the domestic Japanese market, capturing 45.3% of the market. This number also includes 576,185 vehicles by Daihatsu owned by Toyota. In the American market, which is considered the main market for the company, 2,108,458 cars were sold. The eternal rival, General Motors, finally surpassed the Japanese opponent with the number of 2,274,088 cars sold. The most popular Toyota models in the USA (as well as all over the world) are the Toyota RAV4 SUV, Toyota Camry sedan and Toyota Corolla.
Toyota in Israel
Our market offers a lot of Toyota models: from the subcompact Toyota Aygo and Toyota Yaris compact hatchback, as well as the Toyota Yaris Cross, to the Land Cruiser SUV and ProAce and ProAce City commercial minivans. At the end of 2022, the most popular Toyota models in our market are: the Toyota Corolla sedans, estates and hatchbacks with 10,751 cars sold, which is actually the second place, as well as the Toyota Yaris Cross with 6,000 cars sold (the sixth place). Moreover, the share of sold hybrids and electric vehicles was 80%!
In 2023, the entire Toyota model range has risen in price from 2,000 to 15,000 shekels, however, such an increase has also touched other brands due to the changed formula for calculating taxes. But there is good news: in mid-2023, the new, fifth generation Toyota Prius will arrive in Israel. The new generation compact and stylish SUV, the Toyota CH-R, is also expected to appear. Moreover, the best-selling Toyota Corolla has also been updated and will soon appear on the market.
