Don't fear failure: Shoichiro Toyoda memorial spotlights Toyota's urgent reboot

Toyota Chairman Akio Toyoda at Shoichiro Toyoda's memorial service (HANS GREIMEL)

April 24, 2023 01:40 PM

TOKYO — Not long after Shoichiro Toyoda assumed the helm of his family's namesake company, he took two Toyota Crown sedans to the U.S. to see how they would perform in the market.

Featured Stories

Pre-tariff stampede delivers double-digit retail gains in March

How rankings changed in top 150 dealership groups list and other highlights

Here’s our list of the 2025 Top 150 dealership groups

GMC aims to get on more consumers’ shopping lists with expanded Sierra EV lineup

Latest News

Volvo sales fall 10% in March as EV demand dives

California has nearly 50% more EV chargers than gas nozzles

Dealership burglary suspect calls police for help after injuring himself on glass

Mercedes weighs pulling U.S. entry-level cars over tariffs

Staying current is easy with newsletters delivered straight to your inbox.

See More in Executives

From the Newsroom: Inside Hyundai’s U.S. EV factory as tariffs shake up the auto industry

Nikola founder Trevor Milton pardoned by Trump after fraud conviction

Nissan’s next CEO Ivan Espinosa opens up on what makes him tick

Meet executives from Linamar, Hyundai, Stellantis, GM and more at the Automotive News Leading Women Conference

Staying current is easy with newsletters delivered straight to your inbox.