Hiroshi Okuda, former Toyota chief and Prius pioneer, dies at 93

Wednesday 12 August 2026 - 09:04

By: Sahili Aya

Hiroshi Okuda, former Toyota chief and Prius pioneer, dies at 93

Hiroshi Okuda, the former chairman of Toyota who helped lay the foundations for the company’s global rise and backed the development of the pioneering Prius hybrid, has died at the age of 93, Toyota announced on Wednesday.

The Japanese automaker confirmed Okuda’s death to AFP, following reports in the domestic media. The company did not disclose further details about his death.

Okuda leaves behind a legacy closely associated with one of the most important transformations in Toyota’s modern history: the shift from a predominantly Japanese manufacturer to a truly global automotive powerhouse.

A leader brought in during a difficult period

Okuda assumed the leadership of Toyota in 1995, at a time when the company was facing significant challenges. His appointment was notable for another reason: he became the first executive from outside the founding Toyoda family to take the helm of the automaker in decades.

His tenure marked a period of accelerated international expansion. Under his leadership, Toyota strengthened its presence beyond Japan and pursued a more ambitious global strategy, helping establish the foundations for the company's position among the world's leading car manufacturers.

Okuda was known for taking a more assertive approach to international growth, at a time when Japanese automakers were increasingly competing on a global scale.

Backing the hybrid revolution

His name is also closely linked to the Prius, the vehicle that would become one of the best-known symbols of the automotive industry's transition toward lower-emission technologies.

Launched in Japan in the late 1990s, the Prius combined a gasoline engine with an electric motor at a time when hybrid technology remained far from mainstream. Toyota's decision to invest in the technology proved strategically significant as concerns over fuel consumption and emissions grew worldwide.

Okuda's support for the project helped give Toyota the confidence to pursue a technology that was initially considered a risky departure from conventional automotive engineering.

The Prius subsequently became a global success and helped establish Toyota as a major force in hybrid vehicles.

A lasting influence on Toyota

Okuda's period at the top of Toyota coincided with a crucial phase in the company's international development. The automaker expanded its footprint, strengthened its global manufacturing network and increased its competitiveness in major overseas markets.

His career illustrates a broader transformation within Japanese business during the 1990s and 2000s, as major corporations increasingly sought growth beyond their domestic market.

For Toyota, his legacy extends beyond individual models or financial results. His tenure helped shape a company increasingly defined by international ambitions and technological bets.

More than two decades after he left the company's top leadership, the Prius remains a defining part of Toyota's identity — and a reminder of the strategic choices made during Okuda's era.