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Akio Toyoda - Toyota's plan to repair its public image
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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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Akio Toyoda becomes CEO of Toyota in 2009, with the support of Shoichiro Toyoda, his father. He spent some years in the American operations, has overseas experience, and got his MBA from Babson College in Massachusetts. Because of tis he brings an outward looking approach to Toyota. By August 2009 about 40% of the senior management hat Toyota had retired or moved to new positions. Toyota suffered a loss of $819 million in the 2nd quarter 2009 with net sales revenue down sharply by 38% over prior year's same quarter. In the last years of the previous CEO Watanabe, Shoichiro had expressed concerns about the complacency at the company. See the links to this including Shoichiro's concern for higher costs, lower quality, and complacency in management.
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Akio Toyoda - Toyota's plan to repair its public image
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Quality problems were evident as early as 2006. Both CEO's Okuda and Watanable failed to get agrip on these problems in the midst of rapid expansion.
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What worked for Toyota in the past doesn't work anymore, and rapid expansion by CEO's before Akio Toyoda brings a whole range of problems even before the recall disaster of 2010. The company's narrow Nagoya, Japan, based management world view, with hardly any American representation on its Board, only makes things worse.
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