"Akio Toyoda's Rise to Power: The Transformation of Toyota's Automotive Lineup by Morizo, the Skilled Chief"
In 2007, Akio Toyoda, then Toyota's vice president and grandson of the company's founder, embarked on a personal journey that would shape the future of automobile manufacturing at Toyota. This journey led him to participate in his first 24-hour race at the Nürburgring in Germany, where he raced with an A80 Supra during practice and an old Altezza for the race itself.
Akio's focus on making "ever-better cars" is deeply rooted in his personal philosophy and engagement with Toyota's lineage. As the company's president since 2009, he has embraced a philosophy that emphasizes continuous improvement and innovation, inspired by Toyota's cultural values, notably the Toyota Way, which stresses long-term commitment to quality and customer satisfaction.
Akio's personal journey as a racing driver, known by his pseudonym Morizo, has also played a significant role in shaping his vision. Through intense training under experienced drivers, he transformed from a company executive to a skilled racing driver, imbuing him with a passion for driving and an understanding of what makes a car exceptional. This transformation allowed him to directly experience the importance of quality and safety in car design, which he now champions through his role as Toyota's Master Driver.
Akio's commitment to making ever-better cars is driven by his belief in the importance of safety and driving pleasure. He advocates for cars that are not only safe but also fun and stress-free to drive, aligning with his broader vision for enhancing road safety and overall driving experience.
In 2012, Akio announced the Toyota New Global Architecture (TNGA), a significant step towards achieving his vision. TNGA aimed to re-engineer vehicle frameworks for ergonomically ideal driving positions and lower centers of gravity. It also enabled the company to develop high-quality cars that enhanced the basic capabilities of driving, turning, and stopping.
The notice of the General Shareholders' Meeting in May 2016 mentioned the new Prius as the first model under TNGA. Akio spoke about the new Prius as a car that materializes the desire to "make ever-better cars" and delivers heightened environmental friendliness and enhanced basic performance. The fourth-generation Prius, launched in December 2015, was the first TNGA-based model.
Toyota worked to captivate customers with designs and upgraded powertrain units for better environmental and driving performance. Engineers pursued overall optimization by devising clever ways to share parts, leading to greater efficiency and lower costs. Akio expressed the commitment to continue promoting these efforts under TNGA while strengthening competitiveness through simple, streamlined, and innovative manufacturing and human resource development.
Akio Toyoda's leadership focus has been on making "ever-better cars" and being "best-in-town." His fixation on this goal can be traced back to 2007, before he became president. Due to a lack of appreciation within the company, the racing team used the name "GAZOO" from a project Akio was leading, and Akio appeared under the driver name Morizo.
In January 2023, Akio announced a leadership change via a live Toyota Times broadcast. He stepped down as the President of Toyota Motor Corporation on April 1, 2023, and assumed the role of Chairman. His commitment to making ever-better cars continues to drive Toyota's ongoing pursuit of excellence in car manufacturing.
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