Hiroshi Okuda, Ex-Toyota President Who Led Global Expansion, Dies at 93

Hiroshi Okuda, a pivotal figure who steered Toyota Motor Corporation towards globalization and later led the powerful Japanese business federation Keidanren, has died at the age of 93. His passing marks the end of an era for Japanese industry.

Born in 1932, Okuda joined Toyota Motor Sales in 1955. After the merger of Toyota Motor Sales and Toyota Motor Co. in 1982, he rose to become president in 1995, breaking a 28-year streak of leadership from within the founding family. During his tenure as president and later as chairman until 2006, Okuda spearheaded significant growth strategies.

Okuda's leadership was characterized by bold expansion. He focused on increasing domestic sales by creating dealerships targeting younger consumers while simultaneously establishing factories in the United States and Europe. A landmark achievement during his presidency was the early launch of the world's first mass-produced hybrid vehicle, the Prius, in 1997. By championing environmental consciousness as a key factor for future automobiles, he solidified Toyota's position in the eco-friendly car market and laid the groundwork for the company to achieve annual global sales of 10 million units.

Beyond his automotive career, Okuda was a prominent figure in Japan's economic circles. He became the first chairman of Keidanren upon its formation in 2002 through the integration of Keidanren and the Japan Federation of Employers' Associations (Nikkeiren). He also served as a private-sector member of the government's Economic and Fiscal Advisory Council, contributing to the formulation of key economic policies, including social security system reforms.