Toyota’s Chairman Akio Toyoda is no stranger to bold moves, but his latest stunt has raised eyebrows. Behind what may seem like "crazy" behavior, there might be a calculated strategy.
Earlier this month, at a motorsport event in Japan, Toyoda hosted a NASCAR-themed celebration. The event featured top-tier racers, American flags, and even the presence of U.S. Ambassador to Japan, George Glass. Most notably, Toyoda donned a "Make America Great Again" (MAGA) cap, wore a "Trump-Vance Campaign" T-shirt, and drove a Ford F-150 pickup truck on the track.
Toyoda’s actions were meant to signal Japan and Toyota’s support for American motorsports and culture. But the person he may really be trying to please is Donald Trump.
"Buy a Toyota"
According to reports, Toyoda stated before the event: "I’m not here to debate the merits of tariff policies. Every national leader wants to protect their domestic auto industry. We’re exploring ways to make tariffs a 'win-win,' and the group we most want to benefit is our consumers."
President Trump might wonder if Toyoda borrowed a speechwriter from the White House. Just before this "Toyoda-style performance," the Japanese automaker announced a $10 billion U.S. investment plan—funding multiple factories in the U.S. to expand domestic production. This move aligns with the kind of results Trump has long claimed would materialize.
Before Toyota officially confirmed the investment, Trump had already claimed he knew Toyota would "build plants all over the U.S., investing more than $10 billion." He even urged, "Buy a Toyota."
Despite tariff pressures, Toyota remains profitable. But the company knows that maintaining this position requires keeping Trump happy.
Sam Fiorani, a manufacturing expert at AutoForecast Solutions, told Yahoo Finance: "Toyota’s pledge to invest 'up to $10 billion' in the U.S. over the next five years includes some necessary investments and some that may never happen. Toyoda has read Trump’s playbook and figured out how to make him happy."
By packaging planned U.S. investments as "new commitments," Toyota gave Trump a much-needed "achievement." Polls show Americans blame the president (Trump) for rising prices.
Toyota CEO Koji Sato sees his boss’s actions as pragmatic. He said: "In my view, Toyoda’s decisions aren’t purely based on economic logic. He operates with a firm belief in what’s best for our consumers. Stakeholders may have differing opinions, but he sticks to this principle."
Last week, Toyota announced a $912 million investment in five U.S. factories, adding 252 jobs. This outlines Toyota’s current path—though it’s not the "massive investment" Trump and the White House are eagerly awaiting.
Fiorani doubts Toyota will fully deliver on its investment, noting the company won’t shift jobs from Canada or Mexico to the U.S. "In Toyota’s plan, announcing U.S. investments helps satisfy this administration. Before renegotiating the USMCA next year, there’s no reason to move production from Mexico or Canada to the U.S.," he said.
The original USMCA is set for review in 2026, which could lead to renegotiations to update terms and address compliance issues, according to the Brookings Institution.
But the game is far from over. Until then, Toyota will continue business as usual: achieving record sales and profits despite tariffs, while Toyoda plays the "pro-America" role, skillfully maintaining the status quo like a PR veteran.
Fiorani noted: "Toyoda and his team want to ensure the Trump administration can claim 'achievements.' Upgrading factories, adding 252 jobs, and shifting Corolla hybrid production from Japan to the U.S. all let Trump say 'we got results.'"
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