Hiroshi Okuda

When he became president in 1995, HIROSHI OKUDA vowed to cure Toyota's "big-company disease." Few thought he could do it so fast, but the outspoken ex-finance chief has raced out models such as the RAV4 sport ute, extended Toyota's global reach with new factories, and launched aggressive marketing campaigns. Now, with help from the weaker yen, a leaner, meaner Toyota should see 1996 profits rise 60%.

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