Is Toyota Asleep at the Wheel?

I can’t understand why I’m still seeing Toyota ads for Camrys and other recalled vehicles if the company has advised dealers to STOP selling the cars. As a result of the massive accelerator problem affecting Toyota’s biggest sellers, including some models of Camry, Corolla, Highlander, RAV4, Avalon, Tundra, Sequoia, and Matrix, the company is risking losing the confidence of car owners and car buyers.

On January 21, Toyota issued a safety recall for 2.3 million vehicles that could be affected by sticking accelerator pedals, which was in addition to the earlier (2009) recall of some Toyota and Lexus models for possible floor mat and accelerator “entrapment” problems which could cause accelerators to become stuck. This week, on January 26, Toyota actually suspended sales of all vehicles that could have accelerator-sticking problems. In addition to suspending sales, Toyota has stopped production of the affected vehicles.  The enormity of stopping sales and production (along with the potential loss of revenue) of this many models is unprecedented in the automobile industry.

I understand that media commitments are made WAY in advance; however, Toyota and its dealers around the country should have a disaster or emergency plan in place. They need to pull the spots. Continuing to run spots advertising cars that dealers can’t sell makes them look out of touch, insensitive, and slow to respond.

Toyota has not yet offered either dealers or car-owners a resolution for the problem – we’ll wait for a letter in the mail – but I am confident that this huge public relations catastrophe means that Toyota was not prepared to deal with the problem and probably hoped it would blow over.

As the owner of a 2007 Camry Hybrid, one of the affected vehicles, I am continuing to drive it, I’ve been pleased with my car, and I have confidence that Toyota will offer a solution to solve this accelerator safety problem. However, Toyota, please stop advertising. Your agency and local agencies need to get on the phone and pull the spots. Yes, it will mean a loss of money, but it’s better than promoting cars you can’t sell.

When I worked in radio, we all knew that if or when there was an airline crash, that any scheduled advertising for airlines would be immediately pulled from the schedule. Toyota may not have this kind of policy in place but they need to get some sort of emergency media plan now. Change the existing ads to apology ads or a letter to loyal Toyota customers. Apologizing and taking responsibility for your failures goes a long way to creating good will.

Toyota, wake up and smell the mess of miso soup. You’re paying big bucks for advertising and it’s currently being wasted.