Portrait

An hedonist, open on the world

A fierce life appetite, courtesy and respectfulness, a direct and simple contact, Michel Gardel just enjoys life. True hedonist, he confesses to be part of the optimists. His friend, Antoine Hébrard (owner of the famous guide Who's Who and of the Bottin Mondain) says about him he is a good soldier, faithful in friendship, and mostly a person you can trust. Forerunner in his career, he understood globalisation,and knew he would have to work outside Europe.
According to him, Ford was the one who initiated the bi grules of marketing.

Experiences and know-how for Toyota
His professional background shows his open-mind. From Ford to Jaguar France (of whom he will be the CEO) and BMW (commercial director), RoverFrance SA and then at Fiat France as President, he enters at Toyota in 2002 as Vice-CEO. Then he succeeded and became President and CEO of Toyota France and Lexus.
Interview


Why chosen a career in vehicles?

First, I went through finance (Société Générale). I had not been raised in a car culture, so I did not really want to go into this field. My interest for cars dates back to my arrival at Ford's (80/87). This name represented for me a big marketing school, of which I have remembered 2 important principles. The first one: "the talent primes". We trust young people. No matter where you come from, only your abilities count. The other one: the "one to two ratio". In brief, what costs you 1 $ must bring you 2.
Two principles I have always forced myself to do.

Toyota has become the n°1 international leader, ahead General Motors. Except its power, what does qualifies the brand today ? Is it invention with hybrid and clean engines, the respect of environment, security ...?

I would say quality comes first, then invention,then Toyota's philosophy, the"Toyota Way". It remains on two cultural principles of the society which are: the kaizen ("always improve", with a constant matter of quality. And full-respect towards customers, employees, the whole community in general.  Toyota does not neglect any work. For example, we have created here at the Vaucresson site our "Université Toyota" which watches that all these phrases are well understood by everybody.

To what do you think this 1^st place is due?

Toyota has succeeded in half a century to be known in the whole world thanks to industrial and commercial methods. The "zéro fault", "zéro stock" and "just-on-time", have been invented by Toyota. Its secrets: the value of work, obsession of quality and perseverance.
At Toyota's, the "team member" (workman) is valued, his suggestions are listened, and he is independent. Toyota goes through the best performing production system. It is a society that always targets the long-lasting. The only thing that matters remains the customer's satisfaction and the process's quality.


You have been one of the first to launch the hybrid car. Politically, will you generalize this production?

Of course. For the past few years, we have scored b building an "ecologic" image thanks to our hybride technology (engine thermic and electric). We have been the first ones to launch the car in serie in 1997, and we have been working since 1965 on the hybrid in Japon.Toyota has sold more than 300.000 of this vehicules last year, whereas most of our rival sar just starting. The demand is so important right now, the client has to wait months before having it. Thanks to that car, we reduce the energetic consumption, the polluting rejects, and CO2 discharged.
So the "Prius" is the cleanest car in the world.

What are, according to you, the true factors on which the next constructors will have to be based on?

Everything will be played on the costs control, and the ability to invent. Limit the costs because customers have more restricted budget for cars. Invention is also the key for success. Then, satisfaction of the customer is essential: he does not support imposition and wants his problem to be solved in the minute.


What is luxury for Toyota?

Everything but showy. To have a Lexus, it is to be part of a group of experts. It is not necessary to show off. Lexus is looking for new modern codes. We offer luxury in elegance to a market which buys a car not for appearance but for its qualities, for protection and in harmony with the society.  

As a French person, is it difficult to work for a Japanese group?

The exact word would be "complex". Japanese are not spontaneously predictable -as we are not to them either-, but they are open minded, and respect their word given and times. We are working in perfect intelligence.

One last word about Toyota?

This position on the international vehicle market will go beyond the section of vehicles. The exclusive control of the industry was first European at the 19^th Century, then American at the 20^th and will be Asian for the 21^st Century.