Positioning
Recalls and the congressional hearing
Akio Toyoda apologises in public; quality is rebuilt as a promise.
Toyota
Automotive
A loom maker that renamed itself for luck and made reliability a brand.
- Owner
- Toyota Motor Corporation, listed in Tokyo and New York
- CEO
- Kenta Kon
- Known for
- Corolla, Prius, Lexus, the Toyota Way
The Brand in Brief
Toyota grew out of an automatic loom company. Its founders changed Toyoda to Toyota for a cleaner sound and a lucky stroke count. The brand stands for reliability, earned through the Toyota Production System and the Corolla. Lexus, launched in 1989, proved a Japanese company could build a luxury brand from scratch, and the Prius made Toyota the name for hybrids. In April 2026 Kenta Kon became chief executive.
Recent Brand Moves
- 2026Kenta Kon becomes CEO
Watching for brand effect.
- 2018From car company to mobility company
Akio Toyoda redefines what Toyota is for.
- 2012Let’s Go Places
A global line that moves the brand toward fun.
- 2010Recalls and the congressional hearing
Akio Toyoda apologises in public; quality is rebuilt as a promise.
Turning points
The Decisions that Made the Brand
1997Sub-brand
Prius
Toyota becomes the name for hybrids.
1989Sub-brand
Lexus launches
A separate luxury brand built from scratch.
1966Sub-brand
Corolla
A car name that becomes the world’s best-selling nameplate.
1936Name & legal
Toyoda becomes Toyota
A logo contest leads to a new name with a lucky eight strokes.
Timeline
Every Brand Decision
Kon era2026 to now
Mobility company2009 to 2026
Global and premium1989 to 2009
Building quality1957 to 1989
Looms to cars1926 to 1957
2026
Kenta Kon becomes CEO
Watching for brand effect.
2018
From car company to mobility company
Akio Toyoda redefines what Toyota is for.
2012
Let’s Go Places
A global line that moves the brand toward fun.
2010
Recalls and the congressional hearing
Akio Toyoda apologises in public; quality is rebuilt as a promise.
2003
Scion for young buyers
A youth brand, closed in 2016.
1997
Prius
Toyota becomes the name for hybrids.
1989
The three-ellipse emblem
One global mark for the cars.
1989
Lexus launches
A separate luxury brand built from scratch.
1966
Corolla
A car name that becomes the world’s best-selling nameplate.
1957
Toyopet Crown fails in America
An early lesson: the brand had to earn quality first.
1936
Toyoda becomes Toyota
A logo contest leads to a new name with a lucky eight strokes.
Kon era2026 to now · 1 moment
A finance chief takes the wheel.
- 2026Kenta Kon becomes CEO
Watching for brand effect.
Mobility company2009 to 2026 · 3 moments
Akio Toyoda, recalls, hybrids, Woven City.
- 2018From car company to mobility company
Akio Toyoda redefines what Toyota is for. - 2012Let’s Go Places
A global line that moves the brand toward fun. - 2010Recalls and the congressional hearing
Akio Toyoda apologises in public; quality is rebuilt as a promise.
Global and premium1989 to 2009 · 4 moments
Lexus, Prius, world number one.
- 2003Scion for young buyers
A youth brand, closed in 2016. - 1997Prius
Toyota becomes the name for hybrids. - 1989The three-ellipse emblem
One global mark for the cars. - 1989Lexus launches
A separate luxury brand built from scratch.
Building quality1957 to 1989 · 2 moments
Corolla and the production system.
- 1966Corolla
A car name that becomes the world’s best-selling nameplate. - 1957Toyopet Crown fails in America
An early lesson: the brand had to earn quality first.
Looms to cars1926 to 1957 · 1 moment
From looms to the Model AA.
- 1936Toyoda becomes Toyota
A logo contest leads to a new name with a lucky eight strokes.
Moves like this
The Same Decision, Other Brands
Name & identity
How It Got Its Name and Its Look
The Name
The founding family was Toyoda. In 1936 a public logo contest led the company to Toyota, which in Japanese katakana takes eight strokes, a lucky number, and sounds clearer.
What the Name DidA small change in spelling separated the car brand from the family and gave it a sound that travels.
Logo
- 1936Toyoda era, Model AA
- 1989Three ellipses
- 2020Emblem without wordmark in Europe
Colour
- NowToyota red, emblem in black or white
Words & Type
Let’s Go Places.
2012Lexus: “The relentless pursuit of perfection.
1989Oh, what a feeling!
1979
- Toyota Type2020
Ownership & architecture
Who Owns It, and How Its Brands Fit Together
Owned byToyota Motor Corporation
ThroughToyota Group (cross-shareholdings with Toyota Industries, Denso, Aisin)
ThroughListed in Tokyo and New York
ToyotaTwo master brandsBrands it owns
Lexuslaunched 1989- Daihatsufully owned since 2016
Run in the region by
- UAEAl-Futtaim Motors, distributor since 1955
- Saudi ArabiaAbdul Latif Jameel, distributor since 1955
Products
Toyota- Lexus
- GR (Gazoo Racing)
Services
- Toyota Financial Services
- Woven by Toyota
Retired names
- Scion
How the names are built · Two master brands
Car namesEach model carries its own name: Corolla, Camry, Land Cruiser, Prius
Toyota also owns Daihatsu and holds stakes in Subaru, Mazda and Suzuki.
Leadership
Who Leads It, and Who Shaped It
KK
Kenta KonPresident and CEO
AT
Akio ToyodaChairman
KS
Koji SatoVice Chairman
Chief Executives
2026 to now
Kenta KonFinance chief turned CEO
2023 to 2026
Koji SatoElectric and software push
2009 to 2023
Akio ToyodaRecall recovery, mobility company
2005 to 2009
Katsuaki WatanabeBecame world number one
1999 to 2005
Fujio ChoThe Toyota Way
Brand Builders
ET
Eiji ToyodaPresident, then chairman
Backed the Lexus project.
TO
Taiichi OhnoProduction chief
Built the Toyota Production System.
IS
Ichiro SuzukiChief engineer
Led the first Lexus LS.
Campaigns
The Work that Carried the Brand
Did you know?
Less Known Facts
Founding1926
Toyota began as a maker of automatic looms.
Naming1936
In katakana, Toyota takes eight strokes, a lucky number in Japan.
Campaign1989
A 1989 Lexus ad stacked champagne glasses on a running engine, and none fell.
Naming1997
Prius comes from the Latin for “to go before”.
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Compiled by the BrandTheChange editors from company records, filings, archives and press. Suggest a correction · Image credits