Hiroshi Okuda, the former president and chairman of Toyota who helped transform the Japanese automaker into a global powerhouse, has died aged 93.
Toyota spokeswoman Shino Yamada confirmed Okuda’s death on Wednesday but said the date and cause of death were not immediately available. Okuda spent 45 years at Toyota and served as the company’s president and later chairman from 1995 to 2006. He is remembered for overseeing a period of rapid international expansion while helping Toyota strengthen its reputation for fuel-efficient vehicles.
One of his most notable legacies was his role in the development of the Toyota Prius. The petrol-electric hybrid was launched in 1997 and introduced fuel-saving technology that was considered groundbreaking at the time. The Prius later became one of the most recognisable symbols of the automotive industry’s shift towards more environmentally friendly vehicles. Under Okuda’s leadership, Toyota also benefited from strong demand for fuel-efficient models such as the Camry as petrol prices rose.
Okuda was born in central Japan, near the region where Toyota is headquartered. He graduated from Hitotsubashi University in Tokyo in 1955 with a degree in business before beginning his long career at the automaker.
Known for his outspoken personality and quick laugh, Okuda was also notable for breaking with Toyota’s traditional leadership structure. Unlike many of the company’s senior leaders, he was not a member of the founding Toyoda family.
His Push for Expansion
During his time at the top, Okuda pushed Toyota’s expansion beyond Japan. The company increased its presence in international markets not only through sales but also by establishing manufacturing plants in the United States and Europe.
His approach helped Toyota become increasingly competitive in markets that had long been dominated by major Western manufacturers. Okuda was also conscious of the tensions that could accompany Toyota’s rapid growth. As the Japanese company expanded in the United States, he warned of a possible backlash. Especially as Toyota increasingly challenged General Motors, Ford and Chrysler. The three companies that had long represented the strength of the American automobile industry.
Outside business, Okuda was a black belt in judo, another aspect of a personality that was often described as direct and energetic.
His tenure helped shape Toyota’s modern global identity. Also, his support for hybrid technology positioned the company at the forefront of the industry’s move towards greater fuel efficiency.
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