Shoichiro Toyoda, who as a son of the company’s founder oversaw Toyota’s expansion into international markets has died. He was 97.
Toyoda, the company's honorary chairman, died Tuesday of heart failure, Toyota Motor Corp. said in a statement.
Both father and son experienced the difficult years of “Japan-bashing,” when powerful Japanese exporters like Toyota were blamed for taking away American blue-collar jobs. The company relied on the founding family's legacy and historical charisma to tide it through times of crisis, although Toyota has had many chief executives who were not members of its founding family.
It’s said that he earned the respect of fellow employees by working right beside them in factories. That underscored Toyota’s vision of valuing the workplace, what’s on the ground, or “genba,” as critical for morale, efficient production, innovation and quality.
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