Implementing Toyota's Values and Practices on the Ground (Genba) for an Inheritance
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In the face of numerous challenges, Akio Toyoda, former president and current chairman of Toyota, has steered the iconic Japanese automaker through a period of profound transformation. His tenure, marked by resilience, cultural leadership, and a focus on innovation, has left a lasting impact on the company and the Japanese auto industry as a whole.
Toyoda's motivation during his presidency was deeply rooted in his love for cars, Toyota, and Japan. This personal connection was a driving force behind his efforts to protect Japanese jobs and the foundations of Japanese manufacturing.
During a tumultuous time, when Toyota was tumbling into the red during the Global Financial Crisis, Toyoda took the helm. He was supported by the genba (worksite or production floor), and despite facing criticism in the newspapers and elsewhere, he felt that the real public opinion was supportive. Customers who love Toyota cars and choose the brand are seen as part of this supportive public opinion.
The shareholders who wrote their support for Toyota in the voting papers are also a representation of the real public opinion. One shareholder offered encouragement to those at Toyota, saying that they should continue to do their best for the sake of the shareholders and Japan.
In his presidency, Toyota faced numerous difficulties, including a strong yen nearing 80 to the dollar. Despite these hurdles, Toyota navigated through them, focusing on safeguarding its legacy while promoting innovation and cultural pride in the Japanese auto industry.
Under Toyoda's leadership, Toyota continued to face up to the public opinion of its customers. Dealers and suppliers worked together with Toyota to address this public opinion.
In March 2021, at a Japan Automobile Manufacturers Association (JAMA) press conference, Toyoda spoke about his sense of duty and love for Japan as one of the country's core industries. He expressed that carmakers rarely hear words of gratitude in their home country despite their contributions to the Japanese economy.
In his 2023 JAMA New Year's address, Toyoda reiterated his feelings, stating that carmakers are often overlooked in their home country. He leads the Automobile Business & Culture Association of Japan, aiming to make the automobile industry a source of national pride and secure the industry’s cultural and economic role in Japan.
Toyoda's successor, Koji Sato, who became CEO in 2023, carries forward Toyoda's teachings and is tasked with steering Toyota through an era of transformation focused on EV development, intelligent vehicle technologies, and recovering from recent operational setbacks. Their leadership reflects a balance between preserving Japanese manufacturing jobs and evolving the company to sustain its global competitiveness and economic contributions in a rapidly changing industry.
The challenges faced by Toyota's leadership team, especially Akio Toyoda and Koji Sato, have included production disruptions from IT system failures, supplier cyber threats, safety test falsifications, and intense competition in EV markets. Despite these hurdles, they have achieved notable accomplishments by focusing on transparency, crisis management, cultural stewardship of Japan's automotive heritage, and strategic shifts toward electrification and technological innovation.
Their efforts to secure Japanese automotive jobs and industry vitality are defined by their blend of crisis resilience, cultural leadership, and forward-looking strategies.
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