How Toyota drove off the Toyota Way

“All Toyota vehicles bear my name. When cars are damaged, it is as though I am as well. I love cars, and I take the utmost pleasure in offering vehicles that our customers love,” Akio Toyoda, the Japanese auto giant’s president said in an emotional address to his employees. “Yet it is clear to me that in recent years we didn't listen as carefully as we should—or respond as quickly as we must—to our customers' concerns.”

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