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    Ismoyo - 2010 Toyota Recall

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    Toyota recalled millions of vehicles from 2009-2010 due to issues with unintended acceleration that led to crashes and deaths. The recalls escalated into a major crisis for Toyota as their reputation for safety and quality was damaged. Toyota initially denied that the problems came from their vehicles, but later issued recalls totaling over 8 million cars worldwide as investigations found design flaws related to floor mats and gas pedals. The crisis was costly to Toyota's brand and showed that they needed to improve safety practices to regain customer trust.

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    Ismoyo - 2010 Toyota Recall

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    322 views3 pages
    Toyota recalled millions of vehicles from 2009-2010 due to issues with unintended acceleration that led to crashes and deaths. The recalls escalated into a major crisis for Toyota as their reputation for safety and quality was damaged. Toyota initially denied that the problems came from their vehicles, but later issued recalls totaling over 8 million cars worldwide as investigations found design flaws related to floor mats and gas pedals. The crisis was costly to Toyota's brand and showed that they needed to improve safety practices to regain customer trust.

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    Toyota recalled millions of vehicles from 2009-2010 due to issues with unintended acceleration that led to crashes and deaths. The recalls escalated into a major crisis for Toyota as their reputation for safety and quality was damaged. Toyota initially denied that the problems came from their vehicles, but later issued recalls totaling over 8 million cars worldwide as investigations found design flaws related to floor mats and gas pedals. The crisis was costly to Toyota's brand and showed that they needed to improve safety practices to regain customer trust.

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    © All Rights Reserved
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    Download as pdf or txt
    322 views3 pages

    Ismoyo - 2010 Toyota Recall

    Uploaded by

    api-267116420
    Toyota recalled millions of vehicles from 2009-2010 due to issues with unintended acceleration that led to crashes and deaths. The recalls escalated into a major crisis for Toyota as their reputation for safety and quality was damaged. Toyota initially denied that the problems came from their vehicles, but later issued recalls totaling over 8 million cars worldwide as investigations found design flaws related to floor mats and gas pedals. The crisis was costly to Toyota's brand and showed that they needed to improve safety practices to regain customer trust.

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    2010 TOYOTA

    RECALL SAGA

    Crisis
    Management
    UTS

    Klemens Ismoyo Djajapurusa


    1206290043

    March 2014

    Faulty Floor Mats


    number of similar accidents caused

    January

    by TOYOTA cars but TOYOTA still

    recalled another 2.3 million vehicles

    family

    denied that the problem was with

    due to same problem, after a

    members, was driving a 2009 Lexus

    their cars but asked owners to

    TOYOTA Avalon crashed into a

    ES350 on Highway 125 in Santee,

    remove the gas pedals and shorten

    lake

    California, where they met with an

    it so it cannot interfere with the floor

    occupants.

    accident, which killed them.

    mats.

    On 28

    th

    Saylor,

    August 2009, Officer Mark


    along

    with

    his

    in

    21,

    Texas

    2010,

    killing

    TOYOTA

    all

    four

    October 20, 2010, another recalled


    It was stated in the preliminary

    November 29, 2009, claimed that

    was done due to the problem of

    report that the wrong floor mats

    complaints

    brake and fuel pump.

    were installed in the car, which

    acceleration caused by TOYOTA

    interfered with the gas pedal.

    jumped from 26 per year in 2001 to

    TOYOTA ordered first recalled of its


    vehicles to fix the problem on

    on

    unintended

    132 per year in 2002, out of which


    74 complaints were againsts the
    2007 Lexus ES 350, and there were

    September 29, 2009.

    a total of 19 deaths since 2002


    Further investigation by the National

    related to TOYOTAs unintended

    Highway

    acceleration problem.

    Traffic

    Safety

    Administration (NHTSA) revealed a

    Crisis Made In Japan

    TOYOTA is a brand of a car manufacture that has always been associated with quality and reliability
    in the U.S. When this problem first hit TOYOTA, it took a stand that the fault was not from the car;
    nevertheless, TOYOTA will carry out an investigation to find out more. That was what the first recall
    was for. The problems escalated to a crisis for TOYOTA when external agencies, such as the
    government, got involved. It was an organizational crisis where TOYOTA reputation was at stake. Its
    reputation for safety and quality were battered by the series of recalls that would eventually total more
    than eight million cars worldwide (TOYOTA Motor Corporation, 2010, p.1). Based on the categories
    of crisis by Coombs (1999) and Lerbinger (1997), TOYOTAs crisis belonged to the Technological
    and Accidents, where it involved prduct defects and malfunctions.
    If TOYOTA did not improve its safety standards, NHTSA would not go easy on TOYOTA and as worse
    case scenario would not allow TOYOTA to sell its cars, which would be a big problem for the
    company. During this time, TOYOTA was under intense media scrutiny and a lot of the public
    perception was changed to negative. It is in the culture of Japanese organization to prefer to save
    their faces rather than being transparent to the public. This was apparent in the way TOYOTA
    handled the crisis.
    Company President and CEO, Akio Toyoda, was used to personally apologize for the recalls and the
    problems that TOYOTA had caused, this was to show the public that TOYOTA was sincere about the
    handling and fixing the issue on hand.

    Total: 500 words

    Reference:

    Anderson, Lindsey. "Journal of Professional Communication." Recalling Toyotas Crisis: Utilizing the
    Discourse of Renewal 2.1 (2012): 21-42. Web. 23 Mar. 2014.
    <http://digitalcommons.mcmaster.ca/cgi/viewcontent.cgi?article=1264&context=jpc>.

    Evans, Scott, and Angus MacKenzie. "The Toyota Recall Crisis." Motor Trend Magazine. N.p., Jan. 2010.
    Web. 20 Mar. 2014.
    <http://www.motortrend.com/features/auto_news/2010/112_1001_toyota_recall_crisis/viewall.html>.

    Fan, David, Ph.D., David Geddes, Ph.D., and Felix Flory, Ph.D. The Toyota Recall Crisis: Media Impact on
    Toyotas Corporate Brand Reputation (2011): n. pag. Web. 23 Mar. 2014.
    <https://www.amstat.org/sections/srms/Proceedings/y2011/Files/400172.pdf>.

    Hemus, Jonathan. "Accelerating towards Crisis: A PR View of Toyota's Recall."Theguardian.com. Guardian
    News and Media, 09 Feb. 2010. Web. 22 Mar. 2014. <http://www.theguardian.com/business/2010/feb/09/prview-toyota-reputation-management>.

    Johar, Gita V., Matthias M. Birk, and Sabine A. Einwiller. "MIT Sloan Management Review." MIT Sloan
    Management Review RSS. N.p., 11 Jan. 2010. Web. 22 Mar. 2014. <http://sloanreview.mit.edu/article/howto-save-your-brand-in-the-face-of-crisis/>.

    Kingston, Jeff. "A Crisis Made in Japan." The Wall Street Journal. Dow Jones & Company, 5 Feb. 2010.
    Web. 22 Mar. 2014.
    <http://online.wsj.com/news/articles/SB10001424052748704533204575047370633234414>.

    Rajasekera, Jay. "Asian Academy of Management Journal." CHALLENGES TO TOYOTA CAUSED BY
    RECALL PROBLEMS, SOCIAL NETWORKS AND DIGITISATION 18.1 (2013): 1-17. Web. 23 Mar. 2014.
    <http://web.usm.my/aamj/18012013/AAMJ180201.pdf>.

    "Toyota Safety Recall and Car Service Information." Toyota Safety Recall and Car Service Information. N.p.,
    n.d. Web. 22 Mar. 2014. <http://www.toyota.com/owners/web/pages/resources/recalls>.

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