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Toyota: how will the change of president affect the brand strategy? News from Auto Plus in your smartphone News from Auto Plus in your mailbox

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Toyota: how will the change of president affect the brand strategy?  News from Auto Plus in your smartphone News from Auto Plus in your mailbox

This is the beginning, at least surprisingly, in the lead the largest automotive group in the world. Akio Toyoda will go 1Er his duties as president of Toyota in April. He is Great-grandson of Kiichiro Toyodawhich created the Toyota Group in 1926 automatic loom company. His son (and father Akio Toyoda) continued his work, opening Toyota to the automotive industry: Toyota Motor Corporation was founded in 1937. Because the first AA model released that year, the Toyoda family has always worked publicly or behind the scenes for the development of society. Owner of Lexus and Hino Trucks, Toyota also has cross-shareholdings with Daihatsu, Subaru, Suzuki, Isuzu and Mazda. One world champion builders that he saved in 2022, the position of the leading automotive group in the world.

Electricity did not convince

So why this sudden departure of Akio Toyoda? A few weeks ago he spoke publicly about Toyota’s electric future. As we know, Toyota, a staunch champion of hybrids, which it democratized with the first Prius launched in 1997, is more feverish about electrics. His first model, SUV bZ4X, experienced some glitches during delivery. He had a difficult start to his career. Akio Toyoda defended the group’s strategy, arguing that electricity is far from the only solution for reduce CO2 emissions. Was it for this reason that his position was called into question? Well guess what, no! It is actually departure of the current chairman of the board of directors of the groupTakeshi Uchiyamada, which requires some internal chair movements.

Internal job change

From 1Er April, the departure date of the Prius founding father, Akio Toyoda will take his place. Thus, he will leave a more operational position to focus on the main strategies and orientations of the group. He will be replaced by the current director of Lexus and Gazoo Racing (Toyota’s sports division), Koji Sato. That’s why Akio Toyoda is not leaving the group founded by his great-grandfather. Vice versa, will have even more weight put forward their ideas, and in particular to ensure the electrical transition of the group. Toyota, in addition to its bZ4X SUV, will launch a 100% electric sedan in China in 2023 bZ3. Lexus, the premium division of the group, begins deliveries of its Electric SUV RZ. So, electrification has begun, but is progressing slowly. This departure is unlikely to change the situation.

Author: Quentin Panno
Source: Auto Plus

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