Hiroshi Okuda, the Executive Who Reshaped Toyota, Passes Away at 93

Hiroshi Okuda, the former president of Toyota Motor

Hiroshi Okuda, the former president of Toyota Motor Corporation who redefined the company’s trajectory during a pivotal era in the 1990s, has died. He was 93. His death was confirmed by the company on Friday, though no further details were immediately provided.

Okuda took the helm at Toyota in 1995, a time when the Japanese auto giant was seen as cautious and slow-moving. He brought a decisive, often aggressive management style that broke with tradition. Within his first years, he slashed decision-making time, pushed for a more global footprint, and championed innovation that would cement Toyota’s place as an industry leader.

One of his most enduring legacies was the development of the Prius, the world’s first mass-produced hybrid vehicle. Launched in 1997, the car was initially met with skepticism, but Okuda’s conviction in its potential proved prescient. It transformed Toyota’s image from a maker of dependable sedans to a pioneer in green technology, a shift that competitors would scramble to follow.

Under his leadership, Toyota also expanded aggressively …

Under his leadership, Toyota also expanded aggressively into overseas manufacturing, opening plants in the United States, Europe, and Asia. He argued that building cars where they were sold was essential for long-term growth, a strategy that helped the company weather trade tensions and currency fluctuations.

Okuda stepped down as president in 1999 but remained influential as chairman and later as a senior advisor. He was known for his blunt speaking style and willingness to challenge the status quo, even within a corporate culture that valued consensus. His tenure is credited with instilling a sense of urgency that carried Toyota into the 21st century as one of the world’s largest automakers.

Beyond his corporate achievements, Okuda was a vocal advocate for the Japanese industry, often urging the government to adopt more competitive policies. He retired from the board in 2006, but his impact on Toyota’s philosophy—decisive action and forward-looking innovation—remains evident today. He is survived by his wife and two children.