Ever the Enthusiast
Akio Toyoda is known for many things, and being a car nut is most definitely one of them. The kin of the world’s biggest automaker isn’t just an executive; he lives and breathes cars. A dyed-in-the-wool car enthusiast, he doesn’t just appreciate the cars that bear his family’s name, but also the ones from rivals around the world.
Toyoda-san, also known as Morizo, isn’t shy about showing his appreciation for other brands. If there’s any need for more proof, the Toyota Automobile Museum in Aichi is a testament to it. The executive is also a massive fan of the Suzuki Jimny and even collaborated with Hyundai to make rallying even more exciting.
Toyota/X
Welcoming Rivals
Slowly but surely, U.S-built vehicles from Japanese automakers are being sent to the motherland. Toyota was the first with the Tundra and Highlander, with the Camry soon to follow. More recently, the first wave of American-made Nissan Murano units has landed in Japan.
In a surprise move, Morizo welcomed the arrival of the crossover in Japan, seemingly catching Nissan’s own representatives by surprise. The Murano was shown during the recently concluded Fuji 24 Hours race, and he even asked to be filmed with the car. The cherry on top has to be Toyoda-san gleefully waving Nissan flags.
We can’t imagine any other executive pulling off this sort of move. This would probably be like seeing Jim Farley or Mary Barra posing and smiling beside their competitor’s products.
米国の工場で作られた
新型・日産ムラーノを
うちの会長の豊田章男
（富士24時間レース練習走行後）が
見つけた時の動画です日産の皆さま
撮影させていただき
ありがとうございました！#豊田章男 #モリゾウ pic.twitter.com/Hl9Pkzlc4R— トヨタ自動車株式会社 (@TOYOTA_PR) June 5, 2026
Words of Encouragement
Morizo also said a few things about the Murano in the short video. Now, we don’t really speak a lick of Japanese apart from the usual customs and greetings, but thankfully, there are translations around.
Directly translated, the executive said, “We have brought an American-made car to Japan. We would love for our Japanese customers to use it. Nissan Murano.” Of course, this goes beyond offering Nissan encouragement, as the automotive trade between Japan and the U.S. depends on the success of American-made Japanese cars in the home market.
Akio Toyoda isn’t shy about proposing greater unity and collaboration with its fellow automakers. Toyota, Subaru, and Mazda have an agreement in which they’ll invest in keeping internal combustion development alive, while partnering with some Chinese companies to further advance their technology and electrification efforts. With that, Toyoda isn’t just a die-hard car nut; he’s also very much interested in keeping the automotive business afloat – and thriving.
Toyota/X