Estrategia

Section 1

TOYOTA CULTURE
Toyota
Toyota, from its beginning to the
present, has followed its original
goal of continuous improvements.

Learning Objectives:

1. Upun completing Toyota Culture, you will be able to:

• Recognize how Toyota’s history contributes to its current
success.
• Identify the function of each of Toyotas U.S. operations.
2. Given a Toyota vehicle line(passenger vehicle truck, etc.) you will
be able to identify that line’s features and characteristics.

Technical Introduction to Toyota - Course 021

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Section 1

Sakichi Toyoda
In 1891, Sakichi Toyoda starts
designing and making looms.

Pre-Automotive Toyota’s history began in 1891 when Sakichi Toyoda started designing
Toyoda and making looms in Japan. In 1894, Toyoda designed and builthis
1890-1920 first automatic loom and after several rough starts, he formed the
Toyoda Automatic Loom Works to manufacture looms for the Japanese
and eventually worldwide textile markets.

Early Automotive In 1920, Sakichi’s son, Kiichiro, joined the company. Kiichiro, like his
Toyota father before him, had seen automobile manufacturing in the United
States and wanted to produce cars inJapan. His goal was to
mass−produce an inexpensive passenger car.

Toyota AA
The AA was Toyota s first
domestically produced automobile.

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TOYOTA Technical Training

Toyota Culture

1934, the first Toyoda engine was developed a 6−cylinder that
produced 65 horsepower. The first prototype automobile, the A1,
followed in 1935. The vehicle was tested and improved daily, an
example ofKaizen", which means continuous improvement. This is
the heart of Toyoda’s philosophy. The result of all this hard work was
the AA, Toyoda’s first domestically produced automobile.
Toyoda now had to market and sell the vehicles it was about to
produce. It was decided that a new name was needed and after a
company−wide contest was held, the name Toyota was chosen, because
it took fewer brushstrokes to write than Toyoda.
Throughout the late 30’s and early 40’s, Toyota improved it’s
manufacturing process by adopting a just in time" concept and
standardizing the work. This improved efficiency and quality.
In Japan, Toyota sales continued to improve through the 1950’s. Sales
went from 22,000 units in 1955 to 71,000 units in 1957, with 70% of
the sales coming from trucks. The ToyotaCrown was introduced in
1955. Its large engine made it very popular with Japan’s taxi drivers.
Throughout this timeframe, Toyota continued to improve it’s design
and manufacturing processes, getting away from some of the
borrowed" technology from the past.
In the late 50’s and early 60’s, Toyota expanded rapidly overseas
exporting to Latin America, Southeast Asia, Africa, Europe and theUnited States. In 1966, Toyota exported just over 100,000 units. By
1971, that figure grew to almost 800,000.

Technical Introduction to Toyota - Course 021

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Section 1

Toyota Motor Sales, USA
The first office of Toyota Motor
Sales was located in Hollywood,
CA.

Toyota Motor On October 31, 1957, Toyota Motor Sales of America was established in
Sales, USA a defunct Ramblerdealership in Hollywood, California.
Toyopet Crown
The Toyopet Crown was introduced
to the U.S. in 1957.

Toyopet Crown The Toyopet Crown was introduced to the U.S. during this time.
Designed for the Japanese market, only 287 vehicles were sold in 1958.
Even though Toyopet sales were disappointing, the Land Cruiser, a
strong seller throughout the world, sold well in the U.S.

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TOYOTATechnical Training

Toyota Culture

Toyota Corona
In 1965, the Corona was
introduced to the United States.

Corona Toyota decided to develop a vehicle specifically for the American
market, the Corona. Introduced in 1965, it marked a new beginning for
Toyota in America. In 1966, more Toyotas were sold in the U.S. than in
all previous years combined. By mid−1967, the Corona was the third
best...