TOKYO — Akio Toyoda is a man of many hats.
In addition to being president of Toyota Motor Corp., the world's biggest automaker and the company founded by his grandfather, he is also longtime chairman of the Japan Automobile Manufacturers Association, now serving as the face of the Japanese industry for a rare third term.
On the race circuit, Akio is known as Morizo, the free-spirited, speed-demon motorhead. Off track, he is the "master driver," iron chef and top taste tester for the flavor of the company's cars.
At the premium Lexus division, Toyoda was once called the chief branding officer. But more recently, he goes by another moniker: Brand Holder, or BH as they say internally.
On paper, Koji Sato — the chief engineer responsible for the super sexy Lexus LC sports coupe — is the president of Lexus International. But Akio the Brand Holder has a big influence.
The informal title is used inside Lexus to communicate Toyoda's vision as the…