Why Toyota and not Toyoda?

Toyota Motor Corporation, Japan's largest car maker was founded by Kiichiro Toyoda but ever wonder why the company was named Toyota and not Toyoda?

Back in 1936, in anticipation for the launch for the Model AA, which was Toyota's first passenger car, Toyoda held a public competition to establish a new symbol mark to promote its vehicles. The company indicated that the new design should convey the feeling of speed. Twenty-seven thousand entrants answered the call and submitted their ideas to Toyoda. The winning design led to a change in the name of the automobiles and plants from "Toyoda" to "Toyota." The name change made the Japanese lettering more streamlined and was also chosen because the number of strokes to write Toyota in Japanese (eight) was thought to bring luck and prosperity. The sound of the word "Toyota" was also deemed more appealing.

Source: http://www2.toyota.co.jp/en/vision/traditions/nov_dec_04.html