Toyota Transitions, by Eric Peters

Looks like Toyota, regrettably, is going woke. From Eric Peters at

Toyota is the world’s largest single car company. It sells more cars than any other car company. So why would it transition into the world’s largest “mobility” company?

And what does that even mean?

Well, it means that Akio Toyoda – the CEO and grandson of the company’s founder – is turning the company’s direction over to Koji Sato, who is currently the chief branding officer of the company. He will become CEO – and Toyota will shift gears and transition into a company that sells transportation as a service, which is what that term “mobility” means.

In other words, the old model of people buying cars will be replaced by people renting . . . mobility.

In other words – or rather the words of the WEF – you will own nothing and be happy.

There it goes, again.

But, why? And – how?

Toyota is not a dying company on life-support, dependent upon rent-seeking for its ever-diminishing market share – like General Motors, for instance. Or Tesla, for that matter – which has had to resort to heavy discounts to offset declining sales of its hugely expensive electric cars, whose novelty factor appears to be wearing off.

Toyota has no problem selling cars. Especially cars like the Prius hybrid, which is (by far) the best-selling hybrid ever and one of the best-selling cars, period. People love the Prius because (unlike “masks”) it works. Functionally – and economically. People can afford it – and it makes sense to buy it. It does not limit . . . mobility.

It enhances it.

And that is probably the problem – and accounts for the why as regards the pending transition.

Mr. Toyoda thought – and worse, said, in public – that electric cars don’t work. Functionally – or economically.

And for those reasons, they don’t make sense – for the company – if money can’t be made selling them. Nissan – which has already made the transition – might have followed his advice and not lost a fortune losing money on the Leaf, the electric car it “sold” for less than it cost to make.

Mr. Toyoda thought the best interests of the company founded by his grandfather dovetailed with the best interests of customers who bought profit-generating (and mobility enhancing) Toyotas – over and over and over again. Not just the Prius, either. Other cars like the best-selling Camry and the best-ever-selling Corolla – more of which have been sold worldwide than any other car in history, including the Model T Ford and the VW Beetle.

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