1：Introduction
Akio Toyoda, the fourth-generation eldest grandson of the Toyota family. In 2009, Toyota Motor Corp. formally announced that its current president, Katsuaki Watanabe, would retire as vice-president in June following the shareholder meeting. Akio Toyoda, then vice-president, was to be promoted to president. This meant that the Toyota family would be back in charge of the Toyota Group for the first time since 1995, when Akio Toyoda's uncle, Tatsuro Toyota, stepped down.
On February 25, 2010, Akio Toyoda attended a hearing held on Capitol Hill in the United States. He reflected, "We gradually lost sight of our priorities, failing to pause, think deeply, and improve as we did before. We even neglected our traditions and didn't listen carefully to our customers."
2：Personal Experience
Akio Toyoda graduated from Keio University and joined Toyota Motor Corporation in 1984. Like all Japanese university students, he joined a club during his college years. Toyoda chose the field hockey club, but for him, field hockey surpassed a mere hobby; his skills reached a professional level. His name appears prominently in the club's records, showing his qualifications for the Olympics and his special status in the trials.
Instead of immediately joining his family's company after graduating, Toyoda spent several years working outside, much like the heirs to many other Japanese family businesses. Before returning to Toyota at 27, he worked for an American investment company, gaining insights into American businesses and the U.S. capital operation model.
Starting from scratch after joining Toyota in 1984, Toyoda took on roles in production management and car sales over 16 years. While everyone recognized him as the son of president Shoichiro Toyoda, he was treated no differently than the other 70,000 employees. He honed his skills in production organization and market sales in Japan. After becoming familiar with Toyota's domestic operations, he worked in the U.S. for several years, not as an ordinary employee but as vice-president of the joint venture between Toyota and General Motors.
Hailing from an influential family, he became a director in 2000 and was promoted to senior managing director in 2002. By 2005, before even turning 50, Toyoda had become vice-president of Toyota, just a step away from the presidency. His rapid progression garnered much attention. He typically kept a low profile with the media. When inviting journalists to dinner, they'd often go to ordinary restaurants. His modest, "commoner" style made a positive impression.
In 2011, Akio Toyoda unveiled the new coupe "86" at the Fuji Speedway in Oyama, Shizuoka.
3：Recall Incident
On February 24, 2010, Toyota President Akio Toyoda testified before the U.S. House Oversight and Government Reform Committee, addressing the series of recalls that occurred since the end of 2009. Key points of his testimony:
I want to clarify to the American public and our customers worldwide: Toyota values vehicle quality and safety immensely.
With Toyota's longstanding traditions and honor as a guarantee, we've never evaded issues or pretended not to notice them. Through continuous improvement, our goal is to offer better products for society.
Toyota has always adhered to several key principles: Safety first; then quality; and thirdly, volume.
No matter the consequences Toyota will eventually bear, I will work hard to enhance Toyota's quality, always putting customers first.
Apology in Beijing Following his visit to the American market, Akio Toyoda visited another major global market, China, on March 1, 2010. Given the recent quality crises, Chinese consumers' perception of Toyota had understandably shifted.
A Toyota spokesperson mentioned that Akio Toyoda held a press conference in Beijing at 6 pm on March 1, 2010, to "reiterate Toyota's commitment to quality and safety to Chinese consumers."
After the Toyota recall, China's General Administration of Quality Supervision, Inspection, and Quarantine also introduced a series of measures targeting Toyota's "recall gate." The notice urged consumers to contact Toyota immediately if they discovered that their vehicle was among the affected models. Those harmed due to the defects should also report to the government promptly.
