Hiroshi Okuda, who led Toyota's climb as a global automaker, dies at 93

TOKYO (AP) — Hiroshi Okuda, the former chief executive of Toyota, who led the Japanese automaker’s stellar rise in global markets, has died. He was 93.Company spokeswoman Shino Yamada confirmed Wednesday that Okuda had died but said the date and cause of his death were not immediately available. Major Japanese companies are on summer break this week.Okuda served as president then chairman of Toyota Motor Corp.

In his 45-year career at Toyota, Okuda is especially remembered for having led the development of the gas-electric hybrid Prius, introduced in 1997, a model with the fuel-efficient technology that was ground-breaking at that time.The Prius became a symbol of the auto industry ’s push for green driving. Okuda was instrumental in helping drive Toyota’s reputation for fuel-efficiency at a time when gas prices were already surging, with models such as its bestseller Camry, as well as the hybrids.Born in central Japan, the area where Toyota has its headquarters, Okuda graduated in 1955 from the prestigious Hitotsubashi University in Tokyo, with a degree in business.Reputedly outspoken and always ready with a quick laugh, Okuda was unusual in not being from Toyota’s founding Toyoda family, as the leadership at the world’s top automaker tended to be.He was key in leading Toyota’s global expansion while at the helm, not only in sales, but also production, setting up manufacturing plants in the U.S. and Europe.Okuda, a black belt in judo, was vocal about his concerns over the possible backlash that Toyota might face, as its growth meant the inevitable dethroning of the American so-called “Big Three,” General Motors, Ford and Chrysler, once synonymous for U.S.

manufacturing grandeur.He liked to emphasize how the auto industry was global and connected, using the term “harmony” to drive home that message.Toyota and other Japanese automakers like Honda Motor Co. were raking in huge profits, while the Americans were sinking into losses. That helped ring in “Japan-bashing” sentiments starting in the 1980s.As is still the case today, the cheap yen viewed as giving Toyota and the other Japanese manufacturers an unfair advantage.

A cheap yen raises the value of overseas earnings when translated into yen.Okuda was an adviser on Toyota’s board when Toyota added an American, Jim Press, to its board for the first time, in 2007.H… and Nissan Motor Co., were raking in huge profits, while the Americans were sinking into losses. That helped ring in the “Japan-bashing” sentiments starting in the 1980s.As is still the case today, the cheap yen was also pointed to as giving Toyota and the other Japanese makers an unfair advantage.

A cheap yen raises the value of overseas earnings for the Japanese, when translated into yen.Okuda was adviser on Toyota’s board when Toyota added an American for…