Former Toyota Chief Hiroshi Okuda D!es At 93

Hiroshi Okuda, the former president of Toyota who played a major role in transforming the Japanese automaker into the world’s leading car manufacturer, has died at the age of 93.

According to Ireporter Online, Toyota confirmed Okuda’s death on Wednesday, although the company did not immediately provide details about the circumstances surrounding his passing.

Okuda is widely remembered for championing the development of the Toyota Prius, which became the world’s first mass-produced hybrid vehicle powered by both petrol and electricity.

He became Toyota’s president in 1995 at a challenging period for the company and was the first leader from outside the founding Toyoda family to head the automaker in several decades.

During his tenure, Okuda sought to move Toyota away from its reputation for being overly conservative and encouraged a more ambitious approach to innovation and global expansion. The company introduced major models, including the RAV4 SUV and the Prius, under his leadership.

The Prius was initially viewed with scepticism by some industry observers, but the vehicle eventually helped establish hybrid technology as a significant part of the global automotive market.

Okuda also oversaw an aggressive international expansion programme that saw Toyota establish manufacturing facilities in several countries. The strategy contributed to the company eventually surpassing General Motors as the world’s largest automaker by sales volume.

Beyond Toyota, Okuda was influential in Japanese business and public policy. He served as chairman of Keidanren, the country’s leading business federation, and was also involved as an adviser to the Japanese government.

Known for his outspoken personality and adventurous nature, Okuda held a black belt in karate. During his early career in the Philippines in the 1970s, he reportedly travelled through a jungle to meet directly with left-wing guerrilla fighters while overseeing Toyota’s operations in the country.

Reflecting on his approach to Toyota, Okuda said in a 1998 interview that he sought to make the company more aggressive after inheriting what he considered a highly conservative corporate culture.

His tenure is widely regarded as a turning point in Toyota’s history, particularly for its emphasis on technological innovation, global growth and the development of alternative vehicle technologies.