Hiroshi Okuda, Architect of Toyota’s Global Rise, Dies at 93

Obituaries

Business chief helped set up US production amid trade frictions

Hiroshi Okuda also advised the Japanese government and represented Japan’s business community. (Photo by Hiromasa Matsuura)

TAKAYUKI YAO and RYO ASAYAMA

August 12, 2026 02:23 JST

TOKYO/NAGOYA, Japan – Hiroshi Okuda, a former president of Toyota Motor Corporation who played a pivotal role in expanding the automaker’s presence worldwide, passed away on Saturday at the age of 93.

Okuda’s leadership, which spanned from 1990 to 2003, coincided with a period of intense international competition and rising protectionism. During his tenure, he oversaw the establishment of manufacturing facilities in North America, including a major plant in Kentucky, as Toyota sought to mitigate surging trade tensions between Japan and the United States. His strategy not only strengthened Toyota’s foothold in the American market but also set a precedent for overseas production that became central to the company’s global growth model.

Beyond his corporate achievements, Okuda was a prominent figure in Japanese business circles, frequently serving as an advisor to government officials and representing the nation’s corporate interests on the global stage. His ability to navigate complex geopolitical dynamics while advocating for Japanese industry earned him widespread respect across both public and private sectors.

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