With the best selling first-generation Corolla heading a more varied line-up, Toyota had both the volume and the products to back up its aspirations. Toyota’s ambitious policy saw it double its annual production to 2 million units in the three years up to 1971 (the year of capital liberalization). at the time, who reflected this policy in October 1969 when he announced Toyota’s “mass-volume production” policy. It was Eiji Toyoda, President of Toyota Motor Co., Ltd. While a number of Japanese car makers announced joint partnerships with their American counterparts, Taizo Ishida, then-Chairman of Toyota Motor Co., Ltd., introduced the “defend your castle yourself” management policy, thus clearly stating Toyota’s position that it would defend itself independently by becoming more competitive. The first generation Corolla at the Tokyo Motor Show, October 1966 The line off of the first generation Corolla September 1966 In view of the challenge presented by the more powerful US automakers at the time, the Japanese automobile industry was forced into action. Toward the end of the 1960s, during the rapid growth of motorization in Japan, a growing momentum for capital liberalization was beginning to take effect, meaning companies of different nationalities would be able to compete against each other on equal terms in Japan. Some 40 years ago, Toyota did exactly this to ensure its own survival and growth. The idea reflects the notion that everyone must take responsibility for his or her own fate.

The famous saying “defend your castle yourself” sums up the Toyota philosophy of self reliance. Former Chairman of Toyota Motor Co., Ltd.

Defend your castle ending