Transformed Ride: How Akio Toyoda Revolutionized Toyota's Automotive Lineup as its President and Skilled Driver
In a message to shareholders in 2016, Akio Toyoda, the 11th president of Toyota Motor Corporation, spoke about the new Prius as the materialization of his desire to "make ever-better cars." This focus on continuous improvement, rooted in Toyota's tradition of kaizen and Akio's personal passion for driving, has been a guiding principle throughout his tenure.
Tracing back to 2007, before Akio became president, his emphasis on "ever-better cars" was evident. He described Toyota as a "global full lineup company," signalling his ambition to lead the automaker in a new direction.
Akio's driver-centric philosophy, inspired by his grandfather Kiichiro Toyoda, the founder of Toyota, balances performance, safety, and driving pleasure. His nickname, "Master Driver Morizo," reflects his personal engagement in driver training programs to enhance understanding of vehicle dynamics.
In 2012, Akio announced the Toyota New Global Architecture (TNGA), a major redesign of Toyota's vehicle platforms. TNGA represents a significant shift in Toyota's approach to carmaking, focusing on improved driving dynamics, safety, and quality. It leverages new manufacturing techniques and unified engineering standards, enabling cars that are more responsive and enjoyable to drive.
TNGA also integrates advanced safety features and improved chassis dynamics, aligning with Toyota's focus on road safety and sensor technologies. The architecture re-engineered vehicle frameworks for ergonomically ideal driving positions and lower centers of gravity, enhancing vehicle performance and customer value.
Powertrain units were upgraded for better environmental and driving performance under TNGA, while engineers pursued overall optimization by devising clever ways to share parts, leading to greater efficiency and lower costs. TNGA enabled the development of high-quality cars that enhanced the basic capabilities of driving, turning, and stopping.
Toyota also worked to captivate customers with designs under TNGA. Akio, who had difficulty communicating with the company's engineering teams, tried to find a common language by tackling carmaking as a driver. He underwent driver training under master driver Hiromu Naruse, starting with the fundamentals of driving.
Akio Toyoda raced under the pseudonym "Morizo" due to little appreciation for the challenge within the company and the use of the name "GAZOO" from a project he was leading at the time. In 2007, he prepared to take part in his first 24-hour race at the Nürburgring in Germany.
Throughout his presidency, Akio continued to promote TNGA efforts while strengthening Toyota's competitiveness through simple, streamlined, and innovative manufacturing and human resource development. He stepped down as the President of Toyota Motor Corporation on April 1, 2023, and assumed the role of Chairman.
The leadership change was announced via a live Toyota Times broadcast on January 26, 2023. Akio's legacy in modern carmaking is marked by his commitment to "ever-better carmaking," a philosophy that has driven Toyota's focus on continuous improvement, innovation, and customer value.
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