This marks the first time the Japanese joint venture has appointed a Vietnamese-origin senior manager. Previously, the chairman's role at Toyota Vietnam was rarely highlighted due to its limited involvement in business operations. However, this will change from 2026.

Tien Quoc Hao at an event in Hanoi in 2023. *Photo: TMV*

"With Hao's appointment, Toyota Vietnam will gain additional support, particularly in driving and managing factory-related investment projects," a VnExpress source stated. "Meanwhile, the general director will continue to oversee most business operations and strategic direction."

In addition to his role as chairman of Toyota Vietnam, Tien Quoc Hao currently serves as deputy chief executive officer for the Asia region, deputy chief executive officer of business, finance, and sales for Toyota Motor Corporation (TMC), and chairman of Toyota Asia (Singapore). Concurrently, he is also the chief executive officer of Toyota Financial Services Asia (TFS).

According to Autonews, Hao was born in Saigon to a middle-class family. In 1979, he left Vietnam and later settled in Canada.

Hao joined Toyota Canada in 1999. Throughout his career, he has held numerous senior leadership positions in sales and marketing for Toyota and Lexus across various regions, including North America, Japan, China, and Asia.

Over the past two years, Hao has frequently visited Vietnam, primarily participating in Toyota Vietnam's carbon neutrality and vehicle electrification initiatives. The Japanese automaker is currently a leading brand in Vietnam for hybrid vehicle product range and sales.

Alongside Hao's appointment, Toyota Vietnam also announced Osamu Hirata as the new general director, succeeding Nakano Keita, whose term has ended. Before taking on his new role, Osamu Hirata served as corporate vice president, overseeing Toyota and Lexus sales operations in North America until 2023. In 2024, he was appointed head of sales operations and planning for Toyota Motor Corporation.

The two new senior managers begin their terms as Toyota Vietnam concluded 2025 with sales reaching 71,954 vehicles, an increase of approximately 8% compared to 2024. Lexus, Toyota's luxury marque, sold 2,252 vehicles, a 45% increase over 2024. These sales figures position the Japanese automaker second in the market, after VinFast.

In the hybrid vehicle segment, Toyota sold 8,474 units, leading the entire category with a 58% increase compared to 2024. Among its products, the B-segment CUV Yaris Cross was the best-selling model with 14,601 vehicles. Following it was the Toyota Vios, a B-segment sedan, which achieved 13,424 units.

Thanh Nhan