lit a candle 3d agoI read his quote about not changing being evil in business class last year and it stuck with me. He actually lived that. Rest well, Mr. Okuda.
Their story
Hiroshi Okuda (奥田 碩) was the Japanese businessman who pulled Toyota Motor Corporation out of complacency in the mid-1990s, forced the first mass-produced Prius hybrid onto the market a year early, and then became the public face of corporate Japan as the first chairman of the modern Keidanren. He died…
Hiroshi Okuda (奥田 碩) was the Japanese businessman who pulled Toyota Motor Corporation out of complacency in the mid-1990s, forced the first mass-produced Prius hybrid onto the market a year early, and then became the public face of corporate Japan as the first chairman of the modern Keidanren. He died on 8 August 2026 at the age of 93. Toyota Motor Corporation said he died at 3:05 p.m. of natural causes (reported in Japanese as 老衰, old age). A private family funeral was held. His son Yotaro Okuda was named as chief mourner. A public farewell gathering was under consideration, with date and venue not yet announced at the time of Toyota's notice.
Okuda was born on 29 December 1932 in Tsu, Mie Prefecture, the son of a small stockbroking-office manager. During the Second World War the family was evacuated to a remote village. He graduated from Hitotsubashi University's Faculty of Commerce in March 1955 and, in a tight postwar job market, joined Toyota Motor Sales that April through a personal introduction. He started in accounting. Japanese profiles describe a blunt young clerk who argued with supervisors, was given charge of the general ledger within three years, and earned a reputation for challenging unclear transactions. He also enjoyed gambling. As a bachelor in company housing he later recalled losing heavily on horse racing. Decades later he would chair the Japan Racing Association's management committee.
He spent roughly forty years rising through Toyota before the presidency. Company and press accounts place him in the Philippines in the early 1970s, where, according to company legend, he trekked into the jungle to meet guerrillas who had threatened a local assembly plant. He later oversaw Toyota interests across Asia and Oceania. When Japan faced trade friction with the United States, he helped prepare Toyota's solo U.S. manufacturing push, including site selection that led to the Kentucky plant. He joined the board in 1982, the year Toyota Motor Sales and Toyota Motor Co. merged into today's Toyota Motor Corporation. He became a managing director in 1987, senior managing director in 1988, and executive vice president in 1992.
In August 1995, after Tatsuro Toyoda fell ill, Okuda became president: the first non-Toyoda-family president in 28 years, and the first from outside the founding family since the 1982 merger. He arrived as Toyota was losing share at home and abroad under a strong yen and low-cost competition. His credo, widely quoted in Japanese obituaries, was that "not changing is evil." He pushed "Vision 2005," cutting engineering costs and shifting from export dependence toward local production in North America, Europe, India and China. Overseas sales more than doubled over the following decade. Global sales rose sharply. Business Week's 1997 feature "Toyota's Crusade" cast him as the executive shaking a conservative giant.
His most famous product bet was the Prius. Hybrid work had begun around 1993 as the G21 project under earlier Toyoda leadership. When Okuda asked when the car would be ready, engineers aimed for December 1998 "if all goes well." He ordered a one-year acceleration, arguing there would be great significance in launching early and that the car might change Toyota and the auto industry. The team opposed the deadline. He held it. He also tied the launch to the December 1997 Kyoto climate conference (COP3). Toyota unveiled the production Prius in October 1997 and put it on sale in Japan that December, the world's first mass-produced hybrid passenger car, at a strategically low price that accepted early losses. Fortune's Alex Taylor III later recounted the compressed development and engineering resistance in "The Birth of the Prius" (2006). Successive Prius generations sold millions. Hybrids became central to Toyota's brand.
Okuda also backed models such as the Vitz (Yaris) and benefited from the RAV4 crossover's earlier creation of a new segment. In January 1999 he announced Toyota's Formula One entry. In June 1999 he became chairman, succeeded as president by Fujio Cho. From 1998 he chaired the Japan Federation of Employers' Associations (Nikkeiren). From 2000 to 2002 he chaired the Japan Automobile Manufacturers Association. In 1998 he sat on the Prime Minister's Economic Strategy Council. When Nikkeiren and the old Keidanren merged in 2002, he became the first chairman of the Japan Business Federation, serving until 2006. Under Junichiro Koizumi he was a private-sector member of the Council on Economic and Fiscal Policy and helped shape "honebuto" structural-reform guidelines. He spoke freely about fiscal reform, opening Japan to international talent, and changing companies while they were still strong. "A company must change when things are going well. There's no point in trying to change after things start going bad," he told reporters in 2005 (AP).
He stepped down as Toyota chairman in 2006, remaining as senior adviser and later honorary Keidanren chairman. In 2008 he received the Grand Cordon of the Order of the Rising Sun. He later served as a Japan Post director, chaired the Japan Pension Service establishment committee, and in 2012-2013 was the first president of the reorganized Japan Bank for International Cooperation. He left Toyota advisory roles in 2012 for JBIC, returned as adviser in 2014, and finally retired from Toyota advisory service in July 2018.
Okuda was tall for his generation, a judo black belt from his Hitotsubashi years, outspoken, and, by many accounts, quick to laugh. He was not without controversy. Japanese Wikipedia and contemporary reporting note mixed assessments of his political influence. He advocated transferring Shinkansen technology systems to China. After the 2010 unintended-acceleration recalls he was reported (Daily Telegraph) to have agitated unsuccessfully for the removal of Akio Toyoda as president. Those episodes sit beside the consensus view that he laid foundations for Toyota's later status as the world's largest automaker by volume and for mass-market hybrids.
Biography adapted from Toyota death notice (2026-08); Clay Risen, NYT (2026-08-14); Reuters (2026-08-11); AP; Nikkei; Fortune Prius (2006); Wikipedia CC BY-SA..
In their own words
“That is too late; no good. Can you get it done a year earlier? There will be great significance in launching the car early. This car may change the course of Toyota's future and even that of the auto industry.”
Okuda to Akihiro Wada on accelerating Prius production from a 1998 target to 1997. Recounted in Itazaki and Toyota hybrid histories, and in Fortune and management-case sources.
“Before I became president, the company was considered to be very conservative. So I have tried to make us more aggressive.”
Interview quoted in the Daily Telegraph / Edge News obituary (2026).
“A company must change when things are going well. There's no point in trying to change after things start going bad.”
Remarks to reporters in 2005. Cited by the AP obituary (2026).
“Not changing is evil.”
Widely cited management credo (変わらないことは悪である) in Japanese obituaries, including Jiji / Nippon.com, describing his presidency.
“I have to admit that we were against the decision.”
Takeshi Uchiyamada, later, on the presidential deadline that compressed Prius development to about 24 months. Recorded by Fortune's Alex Taylor III in The Birth of the Prius (2006). Okuda had told Akihiro Wada he wanted production a year sooner.
Photos
5Hiroshi Okuda with Carlos Ghosn and Prime Minister Junichiro Koizumi, 16 October 2002.
Oct 2002
by People Forever
Hiroshi Okuda, 21 November 2005 portrait crop used on English Wikipedia.
Nov 2005
by People Forever
Hiroshi Okuda with Vladimir Putin at a Russian-Japanese business forum in Tokyo, 21 November 2005.
Nov 2005
by People Forever
Hiroshi Okuda with Prime Minister Yasuo Fukuda, Council on Global Warming, 26 May 2008.
May 2008
by People Forever
Exactly. He pushed when everyone said wait.