Hiroshi Okuda, former president of Toyota, died at the age of 93, the Japanese automaker announced on Wednesday, August 12. The company did not disclose the circumstances of his death. He is considered one of the key figures in transforming Toyota into a global automotive giant.
Hiroshi Okuda took over the company in 1995, when it was going through a difficult period. He became the first person from outside the founding family to lead the manufacturer in several decades.
Decisive support for the Prius
At the helm of Toyota, Hiroshi Okuda championed the development of several innovative vehicles, notably the RAV4, one of the first compact SUVs, and the Prius. Launched in 1997, the latter became the world's first mass-produced hybrid car.
This choice was risky at the time, when the commercial future of electrified powertrains remained very uncertain. The Prius subsequently helped establish Toyota as the world leader in hybrid technology, a market now driven by drivers hesitant to switch to all-electric vehicles.
Toyota becomes a global manufacturer
Hiroshi Okuda also oversaw the opening of new factories abroad and accelerated Toyota's international expansion. This strategy paved the way for the Japanese group to surpass General Motors in terms of vehicle sales.
Known for his outspokenness and black belt in karate, Hiroshi Okuda also became president of Keidanren, Japan's main business organization, in 2002. He then wielded significant influence for several years as an advisor to the Japanese government.
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