For Toyota, it's always time to panic
Company and its leader are driven by an enduring sense of crisis
Toyota's chief rarely opens his mouth in public these days without
warning of the "once-in-a-century transformation" assailing the entire
industry.
"Over the next 100 years, there is no guarantee that automobile
manufacturers will continue to play leading roles in mobility," Toyoda
said last fall in a timbre typical of his pronouncements. "A crucial
battle has begun — not one about winning or losing, but one about
surviving or dying."
That may sound hyperbolic, melodramatic or even panicky to the
outside observer. But in some ways, the obsession with gloom and doom
shows that Toyoda and his team are smack in their comfort zone — a
chronic state of discomfort.
"Technology is changing quickly in our industry, and the race is on."
(AutoNews.com)
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