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This op-ed essay by the President of Toyota Motor Company, Akio Toyoda, talks frankly about the situation that led to the quality failures at Toyota and promises that Toyota will try to live up to the ideals that shaped its beginnings some 70 years ago. Toyota had humble beginnings in the thirties when the original founder of Toyoda was in the textile loom manufacturing business. Following a new venture in automobiles in the 1930's, for three decades Toyota was only trying to catchup with the U.S. in auto manufacturing. It started with the current chairman Shoichiro Toyoda's father -and Akio Toyoda's grandfather Kiichiro- visiting a Professor of Metallurgical Engineerig at a university in Tokyo to collect ideas and information for entering the automobile manufacturing business. Akio Toyoda seems quite cognizant of these beginnings in this essay. Action steps he mentions are a top down review of global operations, establishing an Automotive Center of Quality Excellence in the United States, and asking a blue-ribbon safety advisory group of outside experts in quality management to independently review Toyota's operations, with the findings made public. Akio Toyoda points to the lack of effective communication in quality matters in its global operations that led to the problem festering for so long. He says that in regard to sticking accelerator pedals, Toyota "failed to connect the dots between problems in Europe and problems in the United States because the European situation related primarily to right-hand-drive vehicles." Toyota also moved to address problems in its Prius and Lexus HS250h models for anti-lock braking systems....

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Toyota moves back to its utilitarian roots, where costs matter and pricing matters. Higher cost technological advances are being rejected in favor of older approaches that accomplish the same thing in the manufacturing process at alower cost. And pricier features like the solar ventilation system option on the new Prius are being rejected so that the price can be made more competitive with American cars. Even the idea of pricing Toyota's cars at apremium of $1000 or $1500 over American cars is being questioned in this market. The new Prius mad due to come out this year, developed at a time when Toyota was coasting as it emerged as the most profitable and the largest auto manufacturer in the world, has a price tag of $28,000 versus the $22,000 for the current Prius. This has alarmed some of the bigger Toyota dealers so much that Akio Toyoda the new CEO visited Southern California to talk to these dealers about what has gone wrong with the pricing. These dealers told him that they were worried about that price when they were drastically discounting current Prius models to maintain their sales rate. This is also happening when Toyotas are piling up unsold on car lots at most ports in the US. As Toyota competed with GM for top spot in sales Toyota's management of Watanabe and Kinoshita, the outgoing CEO and his assistant, say critics inside Toyota, lost sight of the need for caution as the company's manufacturing capacity expanded in Japan and overseas. Now with the selection of Akio Toyoda to succeed Watanabe as new CEO, the decision has been made to make a shift to anew generation of managers, with the retirement of 3 executives including Kinoshita and Watanabe. ...

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With Toyota facing amajor crisis the company speeded up the appointment of the new CEO, the grandson of Kiichiro Toyoda, who founded the automaker as it diversified from its textile automated looms in the prewar years. Note the statement by Koji Endo, analyst of Credit Suisse in Tokyo, that he expects Toyota to lose up to three times the 1.7 billion loss of the current fiscal year ending March 31, in the next fiscal year of 2009. This suggests that a lot will be happening at Toyota as major actions to reduce capacity and to improve management, reduce bureaucracy and speedup decisionmaking are taken by the new President. Especially so as Akio Toyoda, the new CEO, is different from the tradiitonal CEO's who have come up through manufacturing and not educated in the U.S. He will not have the same patience and comfort factor with Toyota's bureaucracy as these other CEO's like Watanabe who preceded him. By pushing the transition up the other elders like Shoichiro Toyoda may want to give Akio time to prepare for the tough decisions he will have to make, and to setup his own management team as early as possible....

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Toyota hit with a fine of $32.4 million in civil penalties, the maximum allowed by law, for failing to make proper disclosure of what Toyota knew about safety defects that led to a massive recall.

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A Toyota panel recommends having foreign directors to reduce the insularity of the headquarters management in Japan. This remains a problem not addressed by recent changes that made the Board of Directors smaller for closer interaction. This makes management and the Board less responsive in dealing with situations like the recent crisis based on safety issues in Europe and the U.S., which occur in a different cultural and media context.

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A seven member panel formed by Toyota to look into Toyota's recall problems made its recommendations recently. The panel's report says Toyota was not good at responding to criticism from outside. Company executives looked at complaints about sudden acceleration defensively or skeptically, and viewed regulators in an "adversarial" manner. The NHTSA also has come under criticism in investigations, because to some extent Toyota's close connections with the NHTSA made it possible for the company to drags its feet in responding to complaints. Edmunds.com CEO, Jeremy Anwyl, says Toyota has a stable and predictable way of doing things and this does not work well in a crisis, leaving Toyota uniquely vulnerable to this. The insularity of executives in Japan because of the lack of non-Japanese on the Board. and in other important positions, magnifies the problems when they are rooted in a crosscultural environment. Such complaints in the U.S. media are viewed differently than in Japan. The report also pointed out that safety and quality are two different things - that processes that improve quality will not necessarily produce safe vehicles. By putting safety under quality and making everyone responsible for quality, no specific executives were assigned responsibility for safety. One of the lessons learned from the recall crisis is that specific responsibility needs to be assigned for safety, and the person in charge has to report directly to the President and top managers. One of the panel members, Brian O'Neil, a former president of the Insurance Institute for Highway Saferty, says the old adage is true in this case- when everyone is responsible, no one is responsible....

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As sales decline in the USA auto industry even the Japanese take a hit. Toyota sales down 10% in March 2008 compared with March 2007 only slightly less than the 12% for the US auto industry as a whole. About one assembly plant worth of idle capacity exists at Toyota. Sales declines at GM and Chrysler19%, at Ford 14%. In fact Shoichiro Toyoda visited Toyota's Indiana plant last October concerned about the idle capacity at the plant. See the link to this and Toyota's senior people like the honorary chairman were concerned about what is happening to Toyota fearing that Toyota may be facing some dangers and was getting complacent.

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Ford. will still make $8 billion to $11 billion this year even after losses of $3 billion in electric cars. By 2026 Ford says it will earn 8 to 9 percentage points in profit from EV's. Ford is basically investing in the EV industry now for the long run. It is also part of the effort to move away from fossil fuels. Government incentives and subsidies will help companies and buyers of vehicles make the transition to EV's to fight climate change.  Companies that have not invested in EV's such as Toyota risk falling behind in EV's at a time when climate change is a major priority for buyers and governments around the world. Toyota is moving to a new CEO who can better take up the challenge of EV's. Under the previous CEO Mr. Toyoda Toyota clung to a mistaken belief that hybrid cars were all that is needed to reduce use of fossil fuels. German, Chinese and US manufacturers are taking the lead in EV's and Japan has fallen behind.  WSJ has never favored government subsidies and is critical for this reason. Yet it is clear that in some situations such as fighting climate change, building infrastructure, and redesigning the supply chain, government has to take the lead. Eisenhower in the 1950's with a government led effort helped build the national highway system, the first in the world. Biden is making a similar effort on multiple fronts. The redesign of the supply chain comes after private industry without proper direction from the government over concentrated manufacturing in China with Japan as a supplier into China. Presidents Bush and Obama wasted time and resources better devoted to national priorities at home on wars in remote places such as Afghanistan and Iraq. President Biden wrapped up the war in Afghanistan and completely disengaged from an area that is of no constructive interest to America. Resources are now concentrated in the right way on real national priorities from manufacturing at home to fighting climate change, fighting the cost of living crisis and building better infrastructure for workers and families. ...

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Climate policy changes lead to $1.3 trillion savings according to analysis from DJT administration and EPA's Zeldin, with $1.1 trillion in savings from lower vehicle prices which addresses unaffordability of cars. Using the average price of a new basic Toyota Corolla the price in 2020 was $19,000 which has gone up to $23,000 a price increase of 21% by 2025 over a 5 year period. The cost in 2026 of operating a Gas powered vehicle is on average about $2500, for EV car about $1000 with $1500 in savings per year for EV's that need to be figured into the equation at gas prices that prevailed in 2024 of $4-$5 per gallon . At prices of $3 per gallon the gas costs come down to $1200 when driven 12,000 miles at 30 mpg for 400 gallons of gasoline consumed. This makes the difference between gas and EV yearly savings on gasoline costs down to about $200 from $1500. This makes gasoline powered cars attractive as car companies can reduce EV investments and pass on some of these savings in lower car prices in 2027 in exchange for favorable rules on emissions and EV transition dates.  Are there losses through the emissions and climate change? The DJT/Zeldin EPA analysis points to global climate emissions from China and India (the coal powered plants) continuing at a pace that would determine the overall change in climate for 2026-2027. In this kind of approach the goal is to make cars affordable over a 2-3 year period for US and European carmakers who would be expected to cut prices. It is about flexibility in fighting the Cost of Cars a big component in the Cost of living with housing as the next large component. It is not a long term strategy, simply one that offers a flexible approach. Will the US, Europe and Japan fall behind in EV's technology? Hybrids a focus of Japanese cars will continue to advance that technology which is becoming a preference where it is affordable for customers. Toyota for instance will have a wide lead in hybrids technology by 2030. Much of the Chinese market will have EV's and the EV's technology will advance in China in 2026-2027, and tariffs will be needed to protect European and American carmakers for 2026-2028. It is a strategy tradeoff to deal with the cost of living crisis in US, Europe and Japan answering call for a flexible approach that was also heeded by the Biden administration in relaxing carbon emissions rule changes. It will require automakers to step up and cut prices for gasoline models for buyers at the entry and lower range for affordability by 2026-2027. What about climate action? The strategy is based on the idea that climate action requires India and China (coal powered plants) on board to make a real difference so that over 2-3 years to 2027 the US, Europe and Japan need to address affordability for the lower end entry cars. There is an element of denial of climate change in parts of the DJT administration in the US but not in Europe and Japan. It is also true that leading DJT administration officials Secretary Bessent see the problem of climate as real and one that needs to be addressed yet leaving room for flexibility to tackle affordability crisis for ordinary workers with low incomes struggling to make a living. Bessent and others in the DJT administration are calling for using all of the resources to address needs of people struggling to make a living, and for a strategy for the US to get back its manufacturing capacity from China and for rebuilding the US economy after deindustrialization (caused by Clinton's huge US economy shattering failure to provide safeguards for abuse of the trading system by China in signing a poorly drafted agreement for China's entry into WTO at the end of his term in 1999-2000 just when he had fought impeachment.  ...

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1.1 million EVs were sold in US in 2024, compared to 1.4 million hybrids. Hybrids have made a comeback as sales of electric cars are slowing in US in 2024. Constraints being lack of enough charging stations, price of electric cars still high, driving range limited before recharge. Hybrid car sales are surging helping Toyota after a too cautious entry into EV's. Now the Biden administration is looking at the targets and how to make the transition smoother. Toyota is pushing back on strict environmental rules that expect 67% of cars to be electric by 2032.  The 2021 executive order by president Biden was for 50% target by 2030 and this included hybrids.  The gradual shift would make it less costly for the public to replace the cars and help first time buyers wanting to try it out do this with hybrids as an option. As a quick guide 12000 pounds of carbon dioxide for global warming are given out by gasoline only cars, half or 6000 pounds by hybrids like Toyota's, and half again 3000 pounds of carbon dioxide by all electric like BYD China's or Tesla/GM/VW. The actual numbers are confirmed by Dept of Energy 2022, and MIT 2019 studies- 2727 pounds all electric, 6898 pounds hybrid, and 12594 pounds all gasoline. ...

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After test driving a Tesla Roadster in California in April 2010, Akio Toyoda, Toyota CEO, asked a senior executive Ihara to test-drive Tesla's Model S prototype car. This has led to a deal between the two companies, Tesla Motors and Toyota. Under this deal Tesla will use the NUMMI manufacturing facilities in Fremont, California, to build the Model S electric car. Model S is Tesla version of an electric car that would fit high end customer's budget for an electric car. The Model S price is starts at $50,000. Before this Tesla build 1000 Roadster electric cars which cost $100,000 each. Tesla was given $465 million by the US governmet to make a car that would be closer to what car buyers pay for premium cars. As part of this deal Toyota will buy $50 million of Tesla stock after its IPO. Toyota will cooperate with Tesla in the development of electric car parts and production systems and engineering. Separately Toyota plans to bring its own electric car to the market by 2012.

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About the family's ownership of the New York Times for many generations, Sulzberger would say that nepotism works. Sulzberger transformed and renewed the Times from what it was in the sixties before turning the paper over to management by his son in the nineties. The Times has been a family operation since being bought by Sulzberger's grandfather Adolph Ochs in 1896. Most of the newspapers in the U.S. are no longer run by the families that once owned them. The merits of a well run family operation are to be seen not just in the newspaper business. One of the most famous global brands is Toyota- which has returned to its family roots after a crisis and was in the postwar years led by Soichiro Toyoda and now by his son Akio Toyoda.

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The Japan Automobile Dealer's Association says Toyota's Prius hybrid was No. 1 in sales in Japan in 2009 with 209,000 sales, three times the sales in 2008. This shows the high popularity of green cars in Japan and a sign of future trends. Hybrid sales made up 10% of new vehicle sales in Japan in 2009. By comparison hybrid sales in the U.S. were 2.8%. Second in car sales in Japan was the Honda Fit, third the Toyota Vitz, both small fuel efficient cars. About 1.6 million Prius cars were sold worldwide from 1997 to 2009, according to Toyota. Toyota has kept the price of the Prius affordable by pricing it at around $22,000.

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How millenials are helping increase auto sales in the U.S. in 2015-2016. About a quarter of Toyota's sales in the last quarter of 2015 were to millenials, according to Toyota executives cited in the WSJ.

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This editorial in WSJ says the lesson for Airbus after failed bids to get U.S. government contracts was that public perception about EADS Airbus as a European manufacturer affected its prospects. The selection of Alabama for the $600 million plant shows the attractions of that state as a right-to-work state that offered the right incentives, not just for Airbus but also for Mercedes and Toyota which have manufacturing plants in the state.