To the Rescue with the Japanese Jeep
“The reason our company is here is the Land Cruiser.”
-Toyota Motor Sales President and COO Jim Press
World War II was over. Japan was suffering under a double-edged sword. The country was wracked by inflation and the rationing of available goods and services. What remained of the homeland industrial base struggled to achieve even a tenth of its prewar production levels.
“Starting from Zero”—that’s what Toyota Motor Corporation titles this period in its official corporate history.
From a contemporary perspective, it’s hard to imagine that the now mighty Toyota Motor Corporation had such modest prewar production numbers.
Founded in Japan in 1936 on the dream of creating domestically-designed and engineered passenger cars, Toyota at first had little choice but to focus on buses and trucks, not cars, for moving the nation’s people and their goods. Of the more than 16,000 vehicles the company built in 1943, little more than 200 were passenger cars.
A year later, that number dropped to a few dozen.
Although Japanese automakers were allowed to start building vehicles shortly after World War II ended
in September 1945, they were on their own in finding the needed raw materials. Even then they were restricted to producing trucks for the reconstruction effort. Between 1945 and 1947, Toyota built no cars at all, and it wasn’t until 1953 that the company returned to its meager prewar passenger car production levels.
But things started to change dramatically for Toyota in the summer of 1950, when the Cold War turned hot. The Peoples Republic of (North) Korea—supported by its Communist allies from China and the Soviet Union—invaded the Republic of (South) Korea. The ensuing battle would be supported by the presence of some 400,000 American military personnel. Read the rest of this entry »