An excerpt from an insightful piece from UK Guardian “Accelerating towards crisis: a PR view of Toyota’s recall” (emphasis added),
Toyota has done many things right in responding to its current crisis: its spokespeople have filled the media with messages of reassurance, its PR people have blogged and tweeted non-stop to fill the information vacuum, its website is full of details about the recall and its call centre is working flat out to deal with customer enquiries. So why is its hard-won reputation still facing the biggest challenge in its corporate history?
Analysis of Toyota’s handling of the incident provides clues as to why – despite a barrage of communication over the last fortnight – it still seems to be fighting a losing battle. And the key to its problems lie primarily in what happened before the crisis erupted, rather than its response to it (though this has been less than perfect).
[HT Richard]
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These Toyota recalls will be doing untold damage to their premium brand. more than 2 million motorcars in the United States to sort out sticking accelerator pedals. 4.2 million autos in the United States to fix pedals getting lodged below floor mats. 690,000 automobiles in China faulty electrical window switches. Toyota managers on TV to apologise for recall and still the mass media highlight more concerns as the company gets more pestered. I question how much brand value this has cost the company.
Collin,
While I don’t know about all the details you mention, but you are right when all the Toyota brands (from Corolla to Lexus) have talks of pending recalls or have recalls already, the brand is damaged, will see how much.