In the Driver's Seat: Jim Colon's One-On-One Interview, Part III

Over the past few weeks we've had an opportunity to have a one-on-one candid conversation with Toyota's first African American vice president of sales. Unlike what you've seen in a number of recent high-profile political interviews, there was no faux pas made by Colon or questionable responses. However, one must note, we were unable to get a direct response from Colon, regarding how Toyota is on track to overtake GM, the number one automaker in the U. S. Just like any skilled and seasoned professional, Colon played it safe, giving us a very politically-correct answer. Or to use a car analogy, Colon steered clear of any twist or turns, focusing only on the road ahead. His thoughtful answer reconfirms why he is a high-ranking executive in the auto industry. As we wrap up the last leg of our engaging three-part interview with Colon, we turn the corner, talking about everything from his personal life to his accomplishments to diversity issues.

JeffCars.com: Jim, while at the helm of Lexus, what would you describe as one of your major accomplishments?
Jim Colon: My biggest accomplishment at Lexus was helping to grow the business during the three years I served as vice president and general manager of the brand from 2005 through early 2008. If you look at yearly sales results, on average, sales grew almost five percent a year during that time.

JeffCars.com: Although I am extremly interested in discussing politics, putting your own personal politics aside, what would be the benefits for the auto industry having McCain in office? Obama in office?
Jim Colon: At Toyota our business plan does not depend on which party is in the White House. We have worked constructively with both parties over the years. Both candidates are committed to attacking the problem of global warming, improving energy and improving security. We share those goals.

JeffCars.com: And, what advice would you provide to minorities entering the corporate world, with a desire to ascend to the executive ranks - specifically the auto industry?
Jim Colon: You must first find a career path that you love and a job you enjoy. My passion for the automotive industry has a lot to do with my success. It’s also important to work harder than the next guy and put your best foot forward at all times.

JeffCars.com: For those companies which have yet to embrace diversity in their workforce and within their senior management ranks, if you were serving as an industry consultant, what key advice would you share?
Jim Colon: Diversity and inclusion have always been key business tenants at Toyota and are absolutely imperative to our success. Our workforce must mirror the diverse marketplace, at all levels, in order to truly understand and meet the needs of our customers. By remaining committed to an inclusive environment and developing diverse talent for current and future management positions, the possibilities are endless.

JeffCars.com: During your tenure at Toyota, how have you been able to encourage your company to be a good corporate citizen with the minority community?
Jim Colon: Toyota is very committed to giving back to the diverse communities in which we do business. We support many programs, with the focus of our efforts on educational, environmental and safety initiatives. In fact, I’m on the board of The Black Star Project, a non-profit organization committed to improving the quality of life in Black and Latino communities of Chicago and nationwide by eliminating the racial academic achievement gap.

JeffCars.com: Everyone wants to be remembered for something. What would you like your legacy to be at Toyota? In life?
Jim Colon: Professionally, I’d like to be remembered for opening doors and making the path a little bit easier for African Americans seeking to ascend the ranks of the automotive industry. And, personally, my legacy is my two sons. I want them to grow into strong African American men, making a positive contribution to our society.

JeffCars.com: Typically the vehicle we drive says a lot about who we are or what we would like to become. With that said, which Toyota product would your wife and sons say best represents your personality?
Jim Colon: They would definitely say the Prius...because it’s technically advanced and always ahead of the competition.

JeffCars.com: Thanks, Jim.

Based on Colon's personal and professional journey, its obvious why he has ascended to the ranks of vice president. Is the president position in the works? Who knows? Could Colon be the first African American to rise to the top of the ladder? Possibly. Moreover, we do know if Colon can help Toyota navigate this financial crisis the world is experiencing, the sky is the limit for him. Dr. King often said, "The ultimate measure of a man is not where he stands in moments of comfort, but where he stands at times of challenge and controversy." We believe Colon is the right person to steer Toyota through this storm.

As a side note, Toyota has taken a page from GM. Days after the horrific event of September 11, 2001, GM launched 0% financing on all of their new vehicles. This move reignited the fragile economy. Mirroring GM's move in 2001, Toyota has taken the lead this time, launching 0% financing on 11 of their new models in a costly nationwide TV campaign. Toyota hopes this will help to jump-start U. S. auto sales, since the media has led consumers to believe that there is a freeze on credit. Its obvious Toyota is making plans to be the front-runner in the U. S., making such a bold move.

To read part one and two of Colon's interview, click here.