In order to develop his own factory, Toyoda Satoshi sent his eldest son, Ichiro Toyoda, to the Department of Engineering of Imperial University of Tokyo to study mechanical engineering. After graduating from college, Toyoda came to his father's "Toyota Textile Co., Ltd." as a mechanic. After 1 years' training, Toyoda Kiichiro served as the managing director of management technology. However, he is far-sighted and not satisfied with his immediate achievements. When he found that cars can bring great convenience to people, he foresaw that this new industry had broad development prospects and decided to take it as his own career. His idea was strongly supported by his father. At the end of 1929, in order to sell the textile machine patent to the powerful Pratt Company at that time, Toyoda Satoshi sent Kiichiro to Britain to sign the contract on his own behalf. In foreign countries, he not only completed the tasks entrusted by his father, but also spent four months experiencing the automobile traffic in Britain, and visited the automobile production enterprises in Britain, America, especially the United States, and thoroughly understood the automobile production situation in Europe and America. This trip abroad left a deep impression on him and strengthened his determination to develop his own automobile career.
Soon after, Toyoda Satoshi passed away. Before he died, he called his son to his eyes and left him his last words as a father: "I make looms, you make cars, and like me, you should serve our country through inventions." He also personally handed over the patent fee of 1 million yen obtained from the patent transfer to his son as the starting fund for automobile research. At that time, there was an average of one car for every four people in America. Ichiro Toyoda made the idea that if every 1 people in China own a car, 1 million Japanese need 1 million cars; According to the average service life of a car of 1 years, 1 million new cars are needed every year; This is a very fascinating huge market. Of course, what he didn't expect was that today's Japan has reached the level of one car for every three people, and a large number of cars are exported to all countries in the world. Its total automobile output has surpassed the United States many years ago, becoming the world's number one automobile production kingdom.
after the death of Toyoda Satoshi, the position of president of the company was held by Toyoda Ichiro's brother-in-law (Toyoda Satoshi's door-to-door son-in-law). Although Lissaburo is a well-informed entrepreneur, he is arrogant and grumpy, and he is "politically different" from Ichiro Toyoda on many issues. In 1933, at the repeated request of Ichiro Toyoda, he agreed that the company would set up an automobile department for free, and designated a corner of a warehouse as a place for automobile development. Based on this, Toyoda bought back an American "chevrolet" automobile engine in April of that year for repeated disassembly, research, analysis and mapping. In the process of studying this engine, he came up with an understanding view to guide the company's development strategy in the future: "poor Japan needs cheaper cars." It is my responsibility to produce cheap cars. "