Toyota's New President Likes To Race, Senior Management Not Amused

Jul 1, 2009
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NEW TOYOTA PRESIDENT Akio Toyodo, the 53 year-old grandson of the company's founder, has something of a speeding problem. Thankfully, he keeps his need for speed to the race tracks, with his most recent outing being behind the wheel of one of two Lexus LF-A test cars during the Nurburgring 24 Hour Race.

However, unlike many of his opponents in the legendary Nurburgring race, Toyoda has no professional racing experience, and this fact has senior management at Toyota fearful for their chief's well-being.

 

"The folks here are pleading with me to stop," Toyoda told Automotive News.

"But there's a reason why I participate in these races. First, it's because it's Nurburgring. Second, it's 24 hours. And third, it has a lot to do with the development of cars."

"Put another way, you can say that I'm staking my life to come up with a better product," he said.

 

Toyoda, who only last week was elected to the top spot at the world's number one carmaker, has made a point of working towards a new, more efficient, streamlined and region-focused Toyota.

Toyota's new President wants to see the company make a return to cars that its customers can connect with on an emotional level, like the Celica and Corolla Levin of the 70s and the MR2 and Supra models of the 80s and 90s.

As evidence of Toyoda's commitment to rejuvenating his company's passion, he was a strong force behind the development and production approval of the upcoming Lexus LF-A supercar, and has been a proponent of the 'O86A' entry-level rear-wheel-drive sports car expected to debut at the 2009 Tokyo Motor Show in October.

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Comments

  • Luke Skywalker [reply]
    9 months ago 0 points
    Being a bit sceptical here - sounds like a bit of marketing PR going on......

    However, it's obvious he has the Need for Speed. Maybe that really is a good sign that Toyota will move away from their image as 'white goods' (at least a bit!).
  • Will [reply]
    9 months ago 0 points
    I reckon it can only be a positive for Toyota if their President races.

    Hopefully this mean Toyota can create some less bland cars!
  • John [reply]
    9 months ago 0 points
    I like it as well. Its got to be a good thing if the bloke at the top likes to drive cars and not just his desk.
  • Andy Wana [reply]
    9 months ago 0 points
    This is good for Toyota motoring enthusiasts, but how will this affect the current demographic of buyers all around the globe.
    Selling bland cars is what's keeping Toyota alive and no.1.
  • luxematic [reply]
    9 months ago 0 points
    I think that there is nothing wrong if he likes to race cars as long as he is able to do his job at Toyota well.

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