Shinichi Yasui, Executive Vice President Toyota Motor Europe

Shinichi Yasui (he/him) is Executive Vice President of Toyota Motor Europe, Research and Development (TME R&D), headquartered in Brussels, Belgium.  Mr. Yasui is responsible for all vehicle research and development, including Hydrogen Factory Europe, Connected Technologies and Purchasing.

Mr. Yasui joined Toyota Motor Corporation (TMC) in 1988 as an engineer, developing air bag systems, seats, and seat belts. In 1995, he was transferred to Concept and Product Planning for the initial Yaris series. In 2002, he took on the role of concept planner for the tenth-generation Corolla. In 2006, he was appointed Chief Engineer for the tenth-generation Corolla. In 2008, Mr. Yasui was named Chief Engineer for the eleventh-generation Corolla. By 2013, Mr. Yasui had become Chief Engineer for all Corolla models.

Mr. Yasui was appointed Product Planning Executive Chief Engineer and TMC Executive Director in 2015. In 2016, he was named Executive General Manager at TMC Mid-Size Vehicle Company, based in Japan. In 2017, Mr. Yasui was promoted to TMC Managing Officer.

From 2017 until 2023, Mr. Yasui served as Executive Vice President and Chief Technology Officer of Toyota Motor North America, Research and Development, headquartered in Michigan, and, as President of Toyota Motor Engineering & Manufacturing North America.

He holds a master’s degree in mechanical engineering from Meiji University in Tokyo (1988), and an Executive MBA from University of Michigan (2020).

Mr. Yasui’s personal motto is: Act with conviction. Practice sincerity and compassion.