Hiroshi Okuda, the longtime CEO of Toyota and the pioneer of the Prius, has passed away at the age of 93.

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      Hiroshi Okuda, an executive who played a key role in transforming Toyota into a global force and a pioneer in hybrid technology, passed away this week at the age of 93. His death, attributed to natural causes, was confirmed on Thursday through a press release from the automaker.

      Okuda held the positions of CEO and later chairman of Toyota from 1995 to 2006, marking a 45-year tenure with the company. He is widely recognized for advocating the development of the Prius, which was introduced in Japan in 1997 during his leadership. This accomplishment earned him the title "father of the Prius," although the innovative hybrid had multiple contributors. Takeshi Uchiyamada is also referred to as the "father of the Prius" due to his oversight of the development program; however, he received directives from Okuda, who also expedited the vehicle's production schedule, having it ready a year earlier than initially planned.

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      Born in central Japan, Okuda graduated from Hitotsubashi University in Tokyo in 1955 and began his career at Toyota shortly thereafter. He eventually climbed the ranks to the highest executive levels, despite not being a member of the founding Toyoda family, which continues to hold significant influence over the company.

      In addition to his support for the Prius, Okuda is largely credited with facilitating Toyota’s rise as the leading automaker in Japan, frequently rivaling major international companies like General Motors and the Volkswagen Group. He oversaw the expansion of production capabilities in Europe and the U.S., positioning Toyota favorably as the Camry became the top-selling car in the U.S. during the 1990s.

      Okuda also promoted the advancement of younger managers during his time, according to AP News. Although this generally meant advancing men (who were predominantly in their 50s at the time) rather than those in their 60s, it represented a significant shift from typical Japanese corporate practices. His pragmatic leadership contributed to Toyota's strength in the late 1990s, which is often considered the peak era for the Japanese automotive industry as a whole.

      Vehicles like the Prius and Camry may not be thrilling, but they have significantly influenced the contemporary automotive landscape. Okuda undoubtedly deserves recognition in the annals of automotive history.