BookTitleToyota Tsusho 70-Year History

Summary

Toyota Tsusho 70-Year History

Chapter 2Management crisis andexport expansionSection 1 The Toyota Group’s General TradingCompany1 Name Change to Toyoda TsushoOn July 1, 1956, Nisshin Tsusho was renamed Toyoda Tsusho. Previously,Toyota Motor Co., Ltd., was designated a restricted company, and therefore whatwould become Toyota Tsusho was not allowed to have either Toyoda or Toyota inthe company name; hence its postwar name was Nisshin Tsusho.However, after the occupation ended with the signing of the San Francisco PeaceTreaty in 1951, the trade names of conglomerates were revived little by little.Within the Toyota Group, Kariya Machine Works, Ltd., became Toyoda MachineWorks, Ltd., in December 1952 and Kariya Shatai Co., Ltd., became Toyota AutoBody Co., Ltd. In June 1953. Since Nisshin Tsusho, was also requested to revivethe company name Toyoda, and it was decided to change the company name afterconsideration by the Board of Directors.The name change to Toyoda Tsusho expressed the determination of thecompany to serve as a general trading company for the Toyota Group. It was alsoan opportunity to create awareness and pride in each employee as a member of theToyota Group.Toyoda Tsusho used the traditional Chinese character“豐”(the“toyo”inToyoda) in its name. But from July 1987 it changed to the standard Chinesecharacter of“豊”, and the company name changed from Toyoda Tsusho Kaisha,Ltd. to Toyota Tsusho Corporation.Logo for Toyoda Tsusho in 1956History63