Other banks and captive finance companies pulled back when times got tough, but Toyota Financial Services under George Borst, 64, doubled down with Toyota dealers and customers. Through it all, the unit has grabbed market share and remains profitable.
Toyota Financial Services is now the No. 2 issuer of commercial paper in the world, behind General Electric. And the unit's in-house treasury has won all four of the financial services industry's coveted awards for performance, stability, speed-to-market and risk management. No company, automotive or otherwise, has ever done that.