Toyota's embroiled CEO Akio Toyoda finally issued an apology today for the continuing series of safety issues affecting numerous Toyota models. Toyoda addressed the massive recall that has taken place because of faulty braking.
Akio Toyoda is the grandson of Toyota’s founder. Many angry customers feel that Akio has failed to respond to the increasing alarm and concern adequately. Complaints over the safety issues have grown to almost deafening heights, causing such a backlash that the future of Toyota, the company may be in jeopardy.
Had Akio Toyoda addressed the issue earlier, he would have allayed consumer fears that the company was hiding further issues or worse, had known about the safety concern far earlier and simply failed to mention it. As any good PR jockey would advise, this is PR 101.
The huge failure to communicate indicates a breakdown in Toyota’s system. Toyota’s stock price has plummeted. Thousands of Americans and other Toyota owners are afraid to even drive their cars. Furthermore, many simply do not know which, if not all, cars are affected.
The recall has news outlets buzzing about Priuses, Lexuses Corollas and other popular models. Each day seemingly brings another Toyota model into question. While CEO Toyoda continues to maintain that there was and is no coverup, the confusion has left a massive Japan-sized mess across the gold.
So far, 8 million Toyota models have been recalled. Akio Toyota finally managed to apologize, but he did not mention the controversy over the new 2010 Prius. The model was expected to be recalled, however so far nothing has been done.
The recall was initially announced on January 21, 2010. It has been a full two weeks before anyone from Toyota, let alone, Akio himself, has addressed the public. Call it Japanese management style at its worst, or the way of the samurai – no matter what, the way the issue has been handled is hardly a model of virtue.
Akio Toyoda ought to be ashamed of his actions. By waiting to issue the prerequisite apology and glossing over the issue as a whole, Toyoda has managed to turn a problem into a fiasco. Lawyers are licking their lips over the possibilities. Lawsuits are sure to follow. Hopefully in the end, Toyota owners will get the help they need.
Written by Lani Shadduck
HULIQ.com
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