Since its inception in 1935, Toyota has consistently produced automobiles, thereby establishing itself as a reputable and enduring player in the car manufacturing industry.
Unleashing the Toyota: A Meticulous Ascension to the Auto Throne
Ever since the globe rejoiced over the 50th anniversary of the Benz Motorwagen, Toyota Motor Corporation wasn't even a twinkle in someone's eye. It would take a year more, but by 1935, Kiichiro Toyoda, with determination and Korean won set aside, set the foundation for a powerhouse that would become the world's leading car manufacturer.
Breaking into the "elite club" of the world's best-known automakers and asserting its dominance took courage from the Eastern newcomer, achievable only after World War II. The revolutionizing Just-in-Time production system paved the way, raising the bar for quality and marking the beginning of significant milestones like the off-road game-changer Land Cruiser (1951), the universally popular Corolla (1966), the luxurious brand Lexus (1989), the SUV trendsetter RAV4 (1995), the trailblazing hybrid pioneer Prius (1997), and later the Yaris as France's most-produced car.
A Name Recognized Across Continents
Toyota catapulted into the firmament of automotive stalwarts and claimed the mantle of world's most valuable car brand, toppling arch-rival Mercedes-Benz. It's a triumph that Kiichiro Toyoda could scarcely have dreamt possible 90 years ago, particularly in the face of hardships at the outset.
The Road Less Traveled: A Single Lane for Mass Production
In the spring of 1935, Kiichiro Toyoda teetered on the brink of despair. The Japanese Ministry of Industry intimated that it would grant licenses for mass production to only two contenders to escalate the pressure for innovation. Kiichiro needed to secure a spot with the launch of his four-door A1 model, a blend of the best elements from American giants and the then-best selling Chevrolet, refined through Kiichiro's profound understanding of modern production processes and the Airflow's streamline design, acquired during his cross-continental pilgrimage.
The Eastern newbie's initial effort, however, fell short, and Kiichiro resorted to a "Zen moment." On the brink of success in the final test-run before the ministry, imagination and foresight carried the day, ensuring Kiichiro's victory. This triumph opened the door for Toyota's Total Quality Control production principle, which propelled the Toyota Motor Company, founded in 1937, to its current position as the world's largest automaker.
Post-WWII Renaissance
Aerial bombardments spared Toyota's factories during World War II, allowing Kiichiro to commence construction of a compact car barely a year after the war ended. The humble and European ambitions of the two-door Toyota SA faced the daunting challenges of Japan's economically turbulent times. Only the utilitarian Toyota pickup enjoyed success, laying the groundwork for the 1968-launched Hilux, the world's most popular all-wheel-drive pickup.
Toyota also left its mark in the annals of off-roading with the 1951-debuted Toyota BJ, the forerunner of the Land Cruiser: This vehicle started following the Jeep's trail but forged a path of its own, attaining legendary status around the world, with over eleven million units sold in nearly 190 territories. Meanwhile, the exported Crown from 1957 trailed its Western competitors, but the go-anywhere Land Cruiser etched early benchmarks in both Europe and America.
A Spy, an Agent, and a Toyota: Mocking the Status Quo
Toyota garnered global recognition in the mid-1960s with high-tech sports cars like the Sports 800 and 2000GT. Even MI6 Agent 007 parted with his trusty Aston Martin for a Toyota 2000GT in the film "You Only Live Twice," providing the perfect promotional boost, paving the path for the compact Corolla's success and dethroning the VW Beetle and Golf as the world's best-selling car. Meanwhile, sporty coupes like the Celica (from 1970) and Supra (from 1978) outsold Opel Manta and Ford Capri.
While sedans such as the Carina, Corona, or Camry enjoyed modest success in Germany, they became volume models in other markets. In the US, Toyota achieved a landmark victory that Henry Ford deemed impossible: in 2008, the Japanese surpassed Chevrolet and Ford, thanks to local plants. And with the 1989-unveiled luxury brand Lexus, they successfully challenged Lincoln, Cadillac, and even German premium players.
A Stumble, a Leap: The Reign of Akio Toyoda
However, Toyota stumbled during a crisis that could only be evaded when Akio Toyoda, grandson of the company's founder and racing enthusiast, assumed the corporate reins in 2009. Akio responded with a quality task force and emotionally appealing products, including sports cars like the GR Supra, GR 86, and GR Yaris, developed in conjunction with Gazoo Racing (GR), and crossovers like the C-HR, showcasing bold design. Furthermore, hybrid models spread across all segments, ensuring efficient production methods, resulting in an improved profit margin over Volkswagen.
Indeed, Akio has since moved to the supervisory board, but the new CEO Koji Sato remains committed to Akio's vision: sustainable and thrilling driving experiences, even with sports cars. As Toyota marks its 90th year of automobile production, it still has plenty to address: catching up on full electric models, and bringing the 2014-announced hydrogen-based society into reality.
A Chronicle of Toyota's Milestones
- 1867: Birth of Toyota's founder, Sakichi Toyoda
- 1891: Sakichi Toyoda patents the first automatic wooden loom, leading to the formation of Toyoda Automatic Loom Works
- 1933: A department for vehicle development is established within Toyoda Automatic Loom Works
- 1935: Introduction of the first truck, the Model G1 Truck, and the prototype car A1
- 1936: Launch of the homemade Toyoda AA series sedan
- 1937: Establishment of the Toyota Motor Company
- 1938: Implementation of the just-in-time principle in production, a first for the world
- 1947: Launch of the first post-war Toyota pickup, the Toyopet Truck
- 1951: Unveiling of the Toyota BJ, the precursor to the Land Cruiser
- 1955: Debut of the Toyopet Crown, the first sedan exported
- 1957: Launch of the Corona mid-size series, establishment of Toyota Motors Sales USA, and the birth of Toyota Motorsport
- 1958: Beginning of exports to the US with 287 Toyopet Crowns and one Land Cruiser
- 1959: Toyota's headquarters' relocation to Toyota City
- 1960: Commencement of exports to Europe
- 1962: Population reaches one million Toyotas produced worldwide
- 1963: Global ranking of Toyota places it as the 93rd largest industrial company
- 1964: Introduction of the Corona Tiara PT20, the first Toyota model specifically developed for an export market
- 1965: Worldwide launch of the Corona, debut of the Toyota 2000GT, and introduction of the Prius's forerunner, the Corolla
- 1966: Emergence of the Corolla as the world's best-selling car, claiming the crown from the VW Beetle and Golf.
- 1967: Toyota becomes the third-largest import brand in the US
- 1968: Debut of the Toyota HiLux, a robust off-roader
- 1969: Establishment of Toyota Europe and Toyota Motorsport GmbH in Cologne, Germany
- 1970: Debut of the Celica sports coupe
- 1971: Emergence as the leading Japanese export brand in the US
- 1972: Delivery of the ten millionth Toyota vehicle
- 1975: Debut of the Lexus luxury brand
- 1976: Sale of one million imported vehicles in Europe
- 1978: Debut of the Toyota Starlet, one of the first Asian hatchbacks in Germany
- 1979: Opening of the Toyota headquarters in Cologne
- 1982: Debut of the first Celica Supra, a sports car that would later become a standalone series
- 1983: Initiation of Lexus development
- 1984: Beginning of joint production with General Motors in the USA
- 1985: Population of 20 million Toyotas produced world-wide
- 1986: Surpassing Volkswagen as the largest Japanese importer in Germany, Toyota's first million imported vehicles in Europe, and Toyota producing over one million vehicles outside Japan
- 1987: Establishment of the Toyota Technical Center and European design center ED2 in Zaventem, Belgium
- 1988: Production begins at Toyota's Kentucky plant
- 1989: Launch and debut of the Lexus LS 400 at the Frankfurt International Motor Show
- 1991: Debut of 1990's German reunification with one million Toyotas sold in Germany
- 1992: Toyota becomes the majority shareholder of Daihatsu, a Japanese mini-car brand
- 1994: Debut of the Toyota RAV4, one of the world's first compact SUVs, and initial sales of the Prius prototype
- 1997: Commercialization of the Prius, the world's first mass-produced hybrid sedan
- 1998: Introduction of the Toyota Yaris, the first Toyota car exclusively designed for Europe, and alliance with PSA Peugeot-Citroën to develop a compact car
- 1999: Yaris's success in Europe, 100 millionth Toyota production, and three million Toyotas exported annually
- 2001: Toyota acquires majority shares in Hino and begins cooperation with BMW for engine development
- 2005: Toyota commences production of the Aygo, a cooperative effort with PSA Peugeot-Citroën in France, and acquires a stake in Fuji Heavy Industries
- 2007: Launch of the Auris, a successor to the Corolla
- 2009: Akio Toyoda takes over as CEO, dealing with the crises caused by recalls, and Akio establishes a "Special Committee for Global Quality"
- 2010: Sales of 20 million Prius worldwide
- 2011: Beginning of partnerships with Mazda (hybrid models) and Tesla (electric powertrain technology), and disruptions to production due to earthquakes in Japan
- 2012: Introduction of the Yaris Hybrid, the first hybrid vehicle in the A-segment, and Prius Plug-in debut
- 2013: Eiji Toyoda, a surviving co-founder of Toyota and long-term president, passes away at the age of 100
- 2015: Introduction of the Toyota Mirai, the first mass-produced hydrogen fuel cell sedan, and establishment of a research and development center for artificial intelligence and robotics in Silicon Valley, USA, followed by another one in Cambridge, Massachusetts
- 2017: Opening of the Toyota Collection, a classic car museum in Cologne
- 2019: Launch of the Corolla, the successor to the unfortunate Auris, and toyota GR Supra, developed in cooperation with BMW
- 2021: Construction of Woven City, an ecosystem based on hydrogen technology
- 2022: Debut of the Toyota Yaris Cross, the most-produced car in France, and introduction of the bZ4X, Toyota's first mass-produced fully electric SUV
- 2023: Akio Toyoda steps down as CEO, and his successor, Koji Sato, takes the helm
- 2024: Toyota ranks as the world's most valuable automotive brand with a value of $72.8 billion USD
- 2025: A record 103,234 new registrations in Germany, reclaiming the pole position as the leading Japanese automaker, and continued success as the world's largest automaker for the fifth year running, with 10,695,924 units produced.
The Commission has also been asked to submit a proposal for a directive on the protection of workers from the risks related to exposure to ionizing radiation. In the spirit of Kiichiro Toyoda's pioneering spirit, Toyota Motor Corporation might consider investing in research and development in this area, further enhancing its position as a global leader in the manufacturing industry.
With Toyota's success in the automotive industry, Kiichiro Toyoda's vision of exporting cars beyond Japan's borders has been realized. However, the company's ventures extend beyond automobiles, with forays into real-estate, entertainment, and even sci-fi and fantasy, reflecting its commitment to diversify and innovate in various business sectors.
The Toyota Motor Corporation's journey from a modest help in manufacturing textiles to a titan in the automotive industry is a testament to the power of determination, innovation, and quality. From homologation and manufacturing to finance and investing, Toyota's story is one of growth, resilience, and adaptation, demonstrating that challenges can be turned into opportunities.
In the face of increasing competition and the rapid evolution of the industry, Akio Toyoda's commitment to sustainable and thrilling driving experiences, emphasizing hybrid models and sports cars, represents a bold and exciting future for the company. Alongside this, the investment in electric and hydrogen-based technologies signifies Toyota's continued innovation and its aim to lead the charge towards a greener, more sustainable future.
As Toyota marks its 90th year of automobile production, it stands not only as a beacon of Japanese industrial prowess but also as a symbol of resilience and ingenuity in the face of adversity. From its humble beginnings in 1937 to its position as the world's largest automaker today, Toyota's journey is a testament to the power of determination, innovation, and the pursuit of excellence.
Finally, as Toyota continues to traverse new frontiers, its name is synonymous with quality, innovation, and a commitment to constant improvement. This ethos, inherited from Kiichiro Toyoda, has enabled Toyota to thrive in an ever-evolving world, where competition is fierce and consumer expectations are constantly evolving. Embodying the spirit of the Toyota Motor Corporation, one might say, is to strive for excellence, to never settle, and to dare to dream beyond the boundaries of what's possible.