AP Interview: Toyota chief stresses safe growth

Published on NewsOK Modified: March 7, 2013 at 1:23 am •  Published: March 7, 2013
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TOKYO (AP) — After four tumultuous years bookended by an unprecedented recall crisis and a return to the top of the global auto industry, Akio Toyoda is refashioning Toyota Motor Corp. into a leaner company that's more imbued with the venture spirit of founder Kiichiro Toyoda, his grandfather.

In an exclusive interview with The Associated Press, Toyota's president said he is putting new auto plants on hold for three years and reshaping the automaker's structure to give more autonomy to regional divisions and foreign executives.

During his four years at Toyota's helm, Toyoda has learned the hard way the costs of blindly pursuing growth, a strategy inherited from his predecessor that he ruefully acknowledges got him slammed by a cascade of recalls.

The spectacular recall debacle in the U.S., which began in 2009 and involved millions of vehicles, got him grilled at U.S. Congressional hearings over safety, but also rallied American dealers to his side. Toyoda wept openly during one emotional show of support from Toyota dealers in the U.S. Then in 2011, an earthquake and tsunami in northeastern Japan wiped out auto suppliers and Toyota's vehicle production plunged. Yet the automaker's comeback has been stunning. It sold a record 9.75 million vehicles last year, regaining the crown of world's No. 1 automaker from General Motors Co.

Despite the turnaround, caution lingers.

Whatever growth "a reborn" Toyota pursues must be "sustainable," Toyoda, 56, told AP at Toyota's Tokyo showroom.

"We have to keep improving, getting better and better, not taking for granted that we have recovered," he said.

He was speaking after Wednesday announcing an overhaul of management that was the clearest statement yet of his vision to create a more nimble, transparent and globally-minded company to prevent any recurrence of the mistakes of recent years.

Toyoda said in the interview that the company won't start building any new auto plants through 2015 to keep fixed costs down despite burgeoning sales and what he feels are good prospects for global auto growth. Plants already under way will still be completed.

He said that reflects a decision to focus on growing leaner and making better use of what it already has to boost profitability, not just sales.

"There are some plants that are busy, and some plants that aren't so busy," Toyoda said. It plans to be more flexible about shipping cars from one nation to another, such as the Yaris from Europe to the U.S., to improve factory efficiency.

Among the key leadership moves announced Wednesday was the appointment of American Mark Hogan, an independent consultant and former GM group vice president, as a board director — the first time in Toyota's 76-year history it is appointing board members from outside the company.

Toyota also promoted four non-Japanese managers to oversee regional divisions, which will become more autonomous, including James Lentz, an American who already leads Toyota Motor Sales in the U.S., to head the North American region. Steve St. Angelo, another American, will lead Latin American operations and South African Johan van Zyl will take charge of the African region.

Toyoda said Hogan was someone he trusted, having known him since they worked together more than a decade ago at NUMMI, or New United Motor Manufacturing, a California auto plant jointly run by Toyota and GM.

But personal ties weren't why he was tapped for the post.

"It's his background," Toyoda said. Toyota still has much to learn from GM, a company that was already No. 1 when Toyota was barely born, he said.

The U.S. also remains a critical market for Toyota, one that can continue to grow, and putting Americans to work on the American business, as well as helping lead Toyota globally, was simply common sense, he said.

"It's about timing and depth of communication," said Toyoda, an understated, trim man who is known for being a racing car buff.

"They are the ones who are going to understand it the best, and this need is ever greater for them to contribute to a global Toyota," he said of foreign executives.

It has only been in recent years Toyota has challenged GM's seven-decade reign as top automaker. Toyota had been on what looked like unstoppable go-go growth up to 2007. Then things started going awry.