Toyota Chief Led Surge in U.S. Sales

"SHOICHIRO TOYODA

1925-2023

When Shoichiro Toyoda took the helm of his father's company in 1982, about 6% of new cars sold in the U.S. were made by Toyota Motor Corp., compared with 43% from General Motors.

Mr. Toyoda, who died Feb. 14 at the age of 97, built plants in North America, smoothed over trade frictions and accelerated Toyota's growth into a global juggernaut. He ultimately left his son, Akio Toyoda, a company that in 2021 overtook GM as the U.S.'s top-selling auto maker for the first time.

In 1952, Shoichiro Toyoda joined Toyota Motor as a general manager. He rose through the ranks and took the top job of president in 1982.

It was a time of rapid expansion for Toyota, whose small, fuel-efficient cars were popular in the U.S. during the oil-price spikes and energy crises of the 1970s. But trade tensions were rising too, and the U.S. pressured Japan to limit its exports of cars and other products to the U.S.

Toyota responded by establishing a joint venture with GM in 1984 called New United Motor Manufacturing Inc. or NUMMI. At an idle GM plant in Fremont, Calif., the auto makers manufactured vehicles that were sold under both brands. Mr. Toyoda sent his younger brother, Tatsuro, to lead the plant, and wrote that his brother made sure to use the same cafeteria as the workers." [1]

1. Obituaries: Toyota Chief Led Surge in U.S. Sales
Davis, River; Tsuneoka, Chieko.  Wall Street Journal, Eastern edition; New York, N.Y. [New York, N.Y]. 18 Feb 2023: A.10.