Shinichi Yasui

Title: Executive Vice President - Toyota Motor North America Research and Development
Shinichi Yasui
Executive Vice President - Toyota Motor North America Research and Development
President - Toyota Motor Engineering & Manufacturing
Managing Officer - Toyota Motor Corporation

Shinichi Yasui is executive vice president of Toyota Motor North America, Research and Development (TMNA R&D), and president of Toyota Motor Engineering & Manufacturing headquartered in York Township, Michigan. Yasui is responsible for all vehicle research and development including purchasing and supplier engineering development. 
 
Yasui joined Toyota Motor Corporation (TMC) in 1988, beginning his career at Toyota as an engineer, developing air bag systems, seats and seat belts for Toyota vehicles. In 1995, Yasui was transferred to concept and product planning, where he was responsible for compact vehicles, such as the first generation Vitz/Yaris, FunCargo/Yaris, Verso and first Toyota vehicle models. In the U.S. and Canada, Yasui was responsible for the Scion xA, xB. In 2002, Yasui was assigned to product planning, working as a concept planner for the tenth-generation Corolla; in 2006, he was appointed chief engineer, overseas market, for the tenth generation Corolla, including the U.S. market.

In 2008, Yasui became the chief engineer for the eleventh generation Corolla. Subsequently, in 2013, he became the chief engineer for all Corolla models, including domestic versions for the Japanese market. Then, in April of 2015, he was named executive chief engineer and executive general manager. Since 2016, Yasui has been the executive general manager of product planning at the Mid-Size Vehicle Company.
 
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