Toyota’s Accelerator and Public Relations Crisis
Toyota’s Accelerator and Public Relations Crisis
By Cristi DeLeo
One of the world’s top automakers, Toyota was once one of the leaders in automobile and business improvement and manufacturing. However, in 2009 the top builder of reliable and high quality cars went through one of the largest recalls in the history of the United States. Consumers had considered Toyota one of the top in the race for automobile and automobile selling among car manufacturers. They have always had a reputation as being a leader of quality and efficiency in terms of their production and manufacturing standards. Since the recall Toyota has taken a tremendous blow to its reputation and its loyal customer basis. Consumers are questioning whether Toyota was hiding the truth from the public regarding their well know accelerator issues and why they were trying to fix the problems after the issue became serious and not immediately. Some may question if this incident will permanently affect Toyota’s reputation or if Toyota handled this situation properly. In this paper we will discuss these questions as well as the cause of the problem. Several different Toyota and Lexus models were reported to have gotten in accidents regarding acceleration issues. The accelerator’s in some of the Toyota models were getting stuck, which did not allow the drivers of these vehicles to slow down or stop in time to prevent an accident. When this issue was originally brought to light Toyota claimed that “faulty floor mat placement” was to blame and that the gas pedal would get stuck behind the floor mats which would cause the inability to slow down or stop. According to Bob Carter, general manager of the Toyota-brand division of Toyota Motor Sales USA “ The risk of the accelerator getting jammed is strictly a problem of unintended loose or ill fitting floor mats ( Niedermeyer)”. “Toyota refuted speculation in the press that other defects might be causing its
By Cristi DeLeo
One of the world’s top automakers, Toyota was once one of the leaders in automobile and business improvement and manufacturing. However, in 2009 the top builder of reliable and high quality cars went through one of the largest recalls in the history of the United States. Consumers had considered Toyota one of the top in the race for automobile and automobile selling among car manufacturers. They have always had a reputation as being a leader of quality and efficiency in terms of their production and manufacturing standards. Since the recall Toyota has taken a tremendous blow to its reputation and its loyal customer basis. Consumers are questioning whether Toyota was hiding the truth from the public regarding their well know accelerator issues and why they were trying to fix the problems after the issue became serious and not immediately. Some may question if this incident will permanently affect Toyota’s reputation or if Toyota handled this situation properly. In this paper we will discuss these questions as well as the cause of the problem. Several different Toyota and Lexus models were reported to have gotten in accidents regarding acceleration issues. The accelerator’s in some of the Toyota models were getting stuck, which did not allow the drivers of these vehicles to slow down or stop in time to prevent an accident. When this issue was originally brought to light Toyota claimed that “faulty floor mat placement” was to blame and that the gas pedal would get stuck behind the floor mats which would cause the inability to slow down or stop. According to Bob Carter, general manager of the Toyota-brand division of Toyota Motor Sales USA “ The risk of the accelerator getting jammed is strictly a problem of unintended loose or ill fitting floor mats ( Niedermeyer)”. “Toyota refuted speculation in the press that other defects might be causing its
Cited: 1. http://wheels.blogs.nytimes.com/2009/10/01/toyota-floor-mat-problem-was-known-two-years-ago/ 2. http://money.cnn.com/2010/01/27/news/companies/toyota_sales_halt/index.htm?postversion=2010012718 3. http://www.thetruthaboutcars.com/2009/11/toyota-fllor-mats-absolutely-positively-100-certainly-the-problem/ 4. http://www.nytimes.com/2011/02/09/opinion/09wed2.html1?_r=1 5. http://www.insurancejournal.com/news/national.2010/01/29/106990.htm