For the last three years, the 66-year-old has built up the "Toyota Times", hiring Japanese journalists and ramping up coverage of the company to counter what he sees as persistent misinformation and unfair criticism. "What I find unfortunate is that the media often thrives on conflict, setting BEVs against hybrids, for example," Toyoda said on the Toyota Times recently. After almost an hour of scripted presentations and banter, the Toyota Times host turned to questions from reporters. Toyoda has increasingly appeared to eschew traditional media as the company fell out of favour with environmentalists who once lauded its green technology. The Toyota Times also exclusively publishes the closely watched results of the company's spring wage negotiations with its union.

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