A Look Behind the Scenes at Toyota’s Change of President

Toyoda Akio speaking at the Tokyo Auto Salon in January 2023. The president’s active pursuit of media exposure helped significantly with Toyota’s brand image improvement. (© Toyota Motor Corp.)

The new Prius, which went on sale in January 2023. Even as carmakers around the world have made a sudden shift to battery-powered electric cars, this car seeks to expand the potential of hybrid electrics. (© Toyota Motor Corp.)

Akio Toyoda took on the guise of Morizō to drive a hydrogen-powered GR Yaris in the August 2022 World Rally Championship in Belgium. Morizō is not only an active race driver but has also served as a “master driver” evaluating models during development. (© Toyota Motor Corp.)

The Lexus LC went on sale in March 2017 after Satō took charge of its development. This coupe has become the luxury brand Lexus’s flagship model. (© Toyota Motor Corp.)

Satō will be Toyota’s president from April 1. With the automotive industry in the middle of what has been called “a once in a century transformation,” he will be taking over the world’s top automaker. (© Toyota Motor Corp.)