Business Wars Toyota vs Honda | A Fight for the Future | 4
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Nov 30, 2022 As the year 2000 approaches, Toyota's new leader aims to dominate the market with the revolutionary Prius, challenging Honda's Civic hybrid. The battle for hybrid supremacy heats up as both companies innovate amidst internal and external pressures. Toyota grapples with a safety crisis while striving to enhance its brand, transforming the automotive landscape. Meanwhile, the shift toward electric vehicles intensifies, with both manufacturers racing to keep up with newcomers like Tesla. It's a thrilling clash of innovation, strategy, and survival in the auto industry.
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Okuda's Prius Gamble
- In 1997, Toyota president Hiroshi Okuda pushed for the early launch of the Prius, despite technical challenges with the batteries.
- Okuda's bold move aimed to establish Toyota as a leader in green technology and challenge Honda.
Okuda's Motivation
- Hiroshi Okuda aimed to transform Toyota's cautious culture after being passed over twice for the top job due to family ties.
- He saw the Prius as key to challenging Honda's image and innovating faster.
Okuda's Test Drive
- Weeks before production, the Prius's batteries overheated, stranding a team member.
- Okuda insisted on test-driving the flawed prototype himself, showcasing his hands-on leadership.
