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Toyota's Jim Press Discusses the Future
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Interview with Jim Press by Michelle Krebs of Business Week. It gives deep insights into the thinking of Toyota- its approach to the automobile business and the marketing of its cars. Being admired by the new generationof buyers, the perception of Toyota in the mind of buyers is important to Toyota. It will try to be strong in each community. The example of San Antonio is given so its roots will stretch deeper. Press tell Krebs that being part of the community is important for Toyota. See the related article by Ed Wallace, Business Week, May 25, 2006. Press says attrition is one of the reasons GM lost its high regard and perception with buyers. By that he means the older generations, two generations, that respected General Motors for its innovation and contributions, has passed away. This is replaced by younger people and a new generation which does not have the same recorded perceptions in its memory. In fact it may see just the opposite, in terms of Detroits attitude perceived as arrogant, in terms of fuel efficiency perceived as wasteful, in terms of quality perceived as not upto the higher bar set by the Japanese competition of Toyota and Honda. Toyota does not look like a pioneer in the ethanol vehicle field, so GM and Ford have a opening here they can use. Toyota will continue to set the bar higher on Quality. And this is not a company about to be complacent about its success . Press sees Toyota's success stemming partly from the failure of GM and Ford to maintain market share and only partly from its own better qualities. One of Toyota's goals is to keep increasing local content so it can show that its a truly American company to this new generation.
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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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