The man at the helm of the world’s biggest automaker leads a double life, where one fuels the other
Clark Kent is Superman. Tony Stark is Iron Man. Peter Parker is Spider-Man. Bruce Wayne is Batman. You see the pattern here. Super humans separate their everyday persona from their superhero identities, both in costume changes, and in the names they use.
It happens in real life, too. A moniker somehow helps its bearer transform into the character he or she aspires to become.
Take the case of the charismatic leader of arguably the world’s biggest auto manufacturing empire. Akio Toyoda has been known as the overachieving chair of Toyota, which, as of 2022 has retained its title as the global top-selling automaker for the third straight year.
So, Akio in his corporate suit does wonders in the boardroom. But some other kind of magic happens when Akio dons his racing suit. And when he does, he becomes “Morizo.” Let Toyota Times of Japan explain the rest: “Akio took on the name ‘Morizo’ to make himself less conspicuous and susceptible to criticism. He started using the moniker publicly from the 2007 Nürburgring 24-hour endurance race, when he was vice president.”
But of course, like Tony Stark, Akio couldn’t hide this alter ego from the public for long, and like Iron Man is to Tony, Akio’s “Morizo” is the top executive’s way of expressing—and realizing—his true feelings and passion for the brand that he leads. Toyota Times continues, “Nowadays, the name is hardly a secret; the number of people who know and support his motorsport participation has grown, both inside and outside the company. The use of ‘Morizo’ now has a new role. It lowers the barrier, allowing Akio to express his true feelings as a ‘car lover’ or a ‘car guy,’ which is sometimes not easy to do when speaking as the ‘president’ of Toyota.
Whatever suit he wears, Akio is the “spot-on” man for the job. He belongs to the legendary line of Japanese industrialists, being the grandson of Toyota founder Kiichiro Toyoda. At the same time, he loves to drive in both the fast and slow lanes, quite literally. While he has been behind the wheel in white-knuckle races such as the Nurburgring 24-hour endurance, he has also taken pleasure in taking in the scenery at a much slower pace, such as exploring the city of Shenzhen via bike sharing.
Thus, it’s no surprise that Toyota Gazoo Racing would be Akio’s brainchild. And the man certainly wouldn’t miss an appearance as ‘Morizo’ during the two-day Toyota Gazoo Racing Festival at the Quirino Grandstand in Manila on August 23 and 24.
Akio as “Morizo” is ageless. Despite being already 67 summers old, he still stands straight and strong, wearing his racing suit with pride and confidence. The skills haven’t diminished, the reflexes remain sharp, and his track vision is still laser- focused. “Morizo” is here to stay for the foreseeable future, Akio assured members of the international media during a roundtable discussion some months ago.
“Morizo” was mentored by the legendary test driver Hiromu Naruse, who still holds the record of logging more miles on the Nurburgring circuit than any other Japanese driver. Naruse was the Japanese chief test driver and chief test engineer of Toyota Motor Corp for nearly five decades, and chief of the Gazoo Racing team. He was also the chief test driver of the Lexus LFA supercar.
Still the ‘Master Driver’
Curiously, Akio’s business card lists him as the company’s “Master Driver.” I saw it for myself when he handed one to me during my ambush interview with him in 2013. Road & Track’s June 2023 article reveals that Akio is intent on keeping that title, as well as “going back to race at the Nürburgring soon because he’s still nearly as fast as the company’s top test drivers.”
Proof of life. Toyoda with the author at the 2013 Tokyo Motor Show
In November 2013, when Akio was a decade younger, I was able to interview the man. I was part of the Asian delegates of the 43rd Tokyo Motor Show when I decided to break away from the group. I chanced upon Akio at the Lexus booth, unaccompanied. Without any second thoughts, I approached him, protocols be damned. He was still the chair of the Japan Automobile Manufacturers Association and president of Toyota Motor Corp. After breathlessly introducing myself, Akio smiled and warmly welcomed me. We talked for a few minutes, after which he handed me his card, which was gray on one side and black on the other—truly reflective of the “double life” he led.
Lives in black and gray. Akio’s business card in 2013
When we were extending our polite goodbyes, Akio learned that I was from the Philippines, whereupon Akio exclaimed, “Send my love and prayers to the Filipino people.” He then told me he read the news about the devastation wrought by Supertyphoon Yolanda, and how it had “deeply affected” him.
He added, “We’ve been doing business in the Philippines for a long time, together with Metrobank. And we have many friends (there). And friends always care when something happens. This time we pray for the Philippines and our friends, and I hope as soon as possible to come back.”
And come back, he has. On August 1, 2018, as Toyota Motor Philippines celebrated its 30th anniversary at the Grand Hyatt Hotel in Bonifacio Global City, Akio took to the podium and said during his speech: “As I was flying to the Philippines yesterday, I found one very important fact about your country. Did you know that the city with the most number of selfies taken in the world is right here in the Philippines? So before I close, I have one request. Can I ask your permission to take a selfie with all of you?”
He then took out his smartphone, turned his back to the crowd, and took a humongous groufie. That brought the house down.
This time, “Morizo” is in the house, and he’s gonna’ burn rubber, and set the roof on fire.
