The new CEO of Toyota Material Handling arrived in a pink limousine Wednesday morning, her employees, dressed in colorful leis and hula skirts, cheering and waving signs to welcome her and her family.

Toyota President and CEO Koji Sato has said “a car is not a car if it’s not fun.” He contends model updates, slightly better fuel efficiency, and new designs aren’t enough.

Last October, Toyota said it would invest another $500 million in Joby Aviation to support the certification and commercial production of Joby’s electric air taxi, including in Marina where Joby ...

Toyota CEO Koji Sato says he believes a car must be inherently fun and connect with people's passions to sell in today's challenging market. By Adam Ismail. Updated May 20, 2025 5:05 PM EDT.