by Toyota Chairman in Political Attire
Toyota Chairman of the Board Akio Toyoda unexpectedly appeared on the political stage, wearing MAGA attire during an event in Japan. His look included a T-shirt with images of Trump and Vance, as well as a hat with the inscription “Make America Great Again”. This step came shortly after Toyota announced plans to invest an additional $10 billion in the USA.
Business Reaction to the Trump Administration
Many media giants and technology companies are making concessions to the Trump administration, avoiding conflicts. They are settling controversial court cases, funding events, and demonstrating loyalty, although they often do so discreetly to avoid appearing too politicized. However, Toyoda clearly ignored this unwritten rule.
NASCAR Event and Comments
Photos of Toyoda in full MAGA attire were taken at a NASCAR event organized by the Japan Automobile Business and Culture Association, which is headed by Toyoda himself. His appearance sharply contrasted with the more restrained style of US Ambassador George Glass, who was wearing a black vest and hat.
Start your engines! A great day with NASCAR racing at Fuji Speedway together with Toyota Chairman Akio Toyoda. Looking forward to celebrating American motorsports culture next year as part of the America250 events in Japan.
Toyoda’s Position on Tariffs
Before the event, Toyoda stated that he did not intend to discuss whether tariffs are good or bad, as every leader strives to protect their own automotive industry. He added that Toyota is looking for ways to make tariffs beneficial for everyone, especially for customers.
Consequences for Consumers
However, in practice, customers do not feel the benefits, as Toyota and Lexus are raising prices. For example, the 2026 GX model became more expensive by $750 without any improvements, and the 2026 4Runner – by up to $1000.
Public Reaction
Toyoda’s look caused a sharp reaction on social networks. One user stated that they would never be a Toyota customer again, another called for avoiding political notes in business. This highlights the tension between corporate decisions and public perception.
Investments and International Policy
The incident occurred on the eve of Toyota’s announcement of additional investments in the USA, which are set to increase the company’s total investments to nearly $60 billion. According to the White House, Toyota plans to export cars manufactured in the USA to Japan and open its distribution platform to American manufacturers. The Trump administration also noted that Japan will allow the sale of American cars without additional testing.
Impact on Brand Reputation
This case demonstrates how the personal political preferences of leaders can affect a company’s global image. In a world where business tries to maintain neutrality, such public gestures can cause polarization of opinions among consumers. For Toyota, which is actively expanding its presence in the USA, balancing loyalty to the administration and support from an international audience is becoming increasingly difficult. The company’s future steps in investment and pricing will be crucial for maintaining trust in the markets.
