Kenta Kon, currently Toyota Motor Co.’s chief financial officer, will take the helm as CEO on April 1, replacing Koji Sato, who will move into new roles as vice chairman and chief industry officer. Sato’s tenure as CEO lasted roughly three years after current chairman Akio Toyoda stepped down in 2023.
Driving the news: The move allows Sato to focus on broader company goals while Kon works on internal management, Toyota said.
What they’re saying: “This reorganization is intended as a formation change, one that enables us to dedicate all our energies to tackling the management challenges Toyota will face moving forward,” Sato told the Toyota Times News on February 10. “I believe there are two major challenges. The first is the earning power that will sustain the company’s future. Enhancing our ability in this regard has become a critical priority.”
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For context: In 2025Toyota sold a ton of vehicles, helping drive revenue higher.
But tariffs and rising production costs cut into profits, lowering its operation income year-over year from $24 billion to $21.5 billion.
And as of the company’s FY third-quarter earnings, vehicle net profit has plunged 43%.
“From here, given shifts in the external environment, we are entering a phase where we will pursue improved productivity, and even greater quality and affordability in our carmaking,” Sato added.
Between the lines: Kon’s performance as a numbers-driven CFO has improved Toyota’s earnings before.
He first became CFO in April 2020, at the onset of the pandemic (when predictability and cost discipline mattered most).
He also expanded Toyota’s financial services arm, helping smooth earnings volatility by emphasizing cost controls and profitability over headline volume.
Looking ahead: Kon’s task now is to protect Toyota’s margins and enforce greater, even if that means tighter pricing, fewer incentives, and more pressure on the retail network.
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