Toyota, one of the world’s three largest automakers (along with Renault Nissan and Volkswagen), has come a long way over the course of its 75-year history. The company launched its first passenger car, the Model AA, in 1936. For it, Toyota copied the body design of Chrysler’s landmark Airflow and modeled its engine after a 1933 Chevrolet engine. Toyota suffered several challenges in its early years, including a financial crisis in 1950. However, during the oil crisis of 1973, consumers wanted smaller, more fuel-efficient automobiles.

Toyota answered with two smaller cars—the Toyota Corona and Toyota Corolla—that came with basic features and also acted as Toyota’s new entry-level vehicles. The company also launched the Toyota Cressida, which combined the fuel efficiency consumers desired with additional space and luxury amenities such as air conditioning and an AM–FM radio......

1. Toyota has built a huge manufacturing company that can produce millions of cars each year for a wide variety of consumers. Why was it able to grow so much bigger than any other auto manufacturer?

2. Has Toyota done the right thing by manufacturing a car brand for everyone? Why or why not?

3. What should the company do over the next year, the next five years, and the next decade? How can growing companies avoid quality problems in the future?