Toyota heir takes centre stage in drive to shed “boring” tag

Toyota executives have sometimes seemed to share the personality of the automaker’s best-selling cars - dependable and efficient, but also a bit boring and bland.

That’s changing. In recent months, Toyota founding family scion and President Akio Toyoda has emerged from the bureaucratic shadows to present himself as the company’s car-loving, fashion-forward salesman-in-chief.

The marketing campaign aides have built around Toyoda is an unconventional move for a Japanese corporate icon where team play is prized above outsized personalities.

via Business feed http://www.scmp.com/business/companies/article/1273112/toyota-heir-takes-centre-stage-drive-shed-boring-tag