Toyota ex-chief Okuda, pioneer of the Prius, dead at 93
Hiroshi Okuda is often credited with turning Toyota into a global titan of automakers.
Former Toyota executive Hiroshi Okuda, a trailblazer in the development of the iconic Prius hybrid and a key figure in transforming the Japanese automaker into a global powerhouse, has passed away at the age of 93, according to the company's announcement on August 12th. Okuda assumed leadership of the struggling firm in 1995, marking the first time an outsider from the Toyota family took the helm in decades.
Under his stewardship, Toyota launched groundbreaking models like the RAV4 and Prius, which were hailed as revolutionary at a time when the viability of electric vehicles as a significant market was still uncertain. The Prius, the world's first mass-produced petrol and electric hybrid, paved the way for a thriving segment that continues to flourish today, particularly in regions where customers are deterred by the high cost of purely electric vehicles and expensive fuel alternatives.
Okuda's tenure at Toyota was marked by strategic expansions beyond Japan's borders, as he played a pivotal role in establishing factories abroad, ultimately leading the company to surpass General Motors as the world's largest automaker by vehicle sales. Renowned for his outspoken nature and martial arts background, Okuda also held a prominent role in Japan's largest business lobby, Keidanren, and served as a frequent government adviser.
His career was not without unique experiences; in the early 1970s, Okuda ventured into the Philippines to meet leftist guerrillas while leading Toyota's regional operations there. Toyota spokespersons confirmed Okuda's demise to AFP, though no additional information was provided.
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